No content strategy is complete without a social strategy. Social media is an excellent way to amplify your message to your prospective market as well as engage with your customers and prospects. Social media is evolving fast and is becoming increasingly more important for B2B marketers.
If you currently do not have a social media program, it is not too late to start. Let’s take a look at the current state of B2B social media.
What content should you post?
As a rule, social media posts should accompanied by some type of visual. Here is why. According to the Social Media Examiner’s Social Media Marketing 2016 Industry Report, visual content such as images/graphics is the most used content type by marketers on social media (74% say they use), followed by blog posts (68%). Content with visuals receive 94% more views and are 40x more likely to be shared.
Which Social Channels Should You Choose?
B2B social media is gaining traction rapidly. Until now, we typically recommend Twitter and LinkedIn as the minimum “must have” social channels for B2B programs but we have now added Facebook to that list. Over the past year, we have been surprised at how much traffic Facebook campaigns have been delivering for our B2B clients. At first, it was just a dribble but as the year progressed, we have seen Facebook traffic deliver a steady flow of traffic and it has become a solid channel – particularly for video and for visual content. With FaceBook’s new Live Streaming capabilities, I expect that this channel will become more important over time.
Red Javelin’s findings correlate with this recent study conducted by Regalix.
How Often Should You Post?
Amplifying content needs to be programmatic. Posts have a lifespan, for example, a tweet on Twitter typically gets the most traffic in the first 18 minutes but is able to be searched for up to 7 days. There is quite a bit of research out on how often you should post there but here is what research from Buffer has revealed about the optimal posting frequency for each social media channel.
- Facebook – 2 times per day
- Twitter – 3 times per day
- LinkedIn – 1 time per day
- Google+ – 3 times per day
- Pinterest – 5x per day
- Instagram – 1.5 times per day
Social Media Resources
Need help? Check out the following resources.