At New North, as a B2B tech marketing agency, we’ve run our fair share of social media marketing campaigns. We’ve orchestrated social campaigns; we’ve crafted page designs, and we’ve retweeted from the best. We’ve served clients in Frederick, but we’ve also been around the block.

And we won’t lie; not every post we’ve sent has been a smashing success (although we wish that was the case). We’ve seen posts that haven’t gotten the click-through rates we’d like, or that didn’t get shared nearly as much as we’d hoped that they would.

But after posting tens of thousands of comments for B2B clients around the country, we’ve learned what works and what doesn’t.

Maybe you want to improve your B2B tech marketing strategy and see social as the answer? Maybe you just want to get a channel off the ground for the first time. Either way, we’re here to help. Here are three insights on what works, straight from a local Frederick, Maryland social media marketing company.

B2B Social Media Marketing Works

We’ve talked to a lot of companies who have the desire to do Facebook marketing, but just aren’t sure it will work. Either they’re not confident in their ability to consistently produce content and get it posted, or they’re not confident that the content they produce will be interesting to their audience.

Here’s what we’ve found: social media campaigns can work as a part of a B2B tech marketing plan.

Simply put, there is a social media platform that you can use to generate long-term customer engagement with your customer. The trick is to find which one – and then figure out how you can communicate best on it.

  • 17% of B2B marketers can prove the social media marketing has an impact on sales (CMO Survey)
  • 80% of B2B decision-makers visit social media sites at least monthly (Marketing Think)

What’s the takeaway? Well, your customers want to hear from you, more frequently than you might think – and social media marketing is a great way to develop brand and communicate value.

You can put social media campaigns to use. Your customers want to hear from you, regularly. And you’ll be able to see the impact of your efforts, in real, live, qualified leads – all from producing and sending regular and engaging social content.

Good Content Is The Secret

Of course, to run a successful social media campaign as a part of your B2B tech marketing plan, you need good content. Don’t be intimidated; by “good content”, all we mean is content that your readers will find interesting, and that will lead them to your site.

There’s a common misconception, especially among B2B businesses, that their subject matter or area of expertise simply isn’t interesting enough to produce good content around. That’s not true. No matter what kind of business you are, you can produce good social content.

Think about it. Whether or not you think people will find your business interesting in general, it’s undeniable that people find your business interesting when it meets their needs. Consider an IT firm. Sure, maybe people aren’t interested in server security in general – but there’s also no denying that they’re incredibly interested in server security when they need to deal with a data breach.

By producing content consistently, you can ensure that you’ll reach your contacts at the moments when they’ll be most interested in hearing from you. And when that happens, the sale is easy.

And you can appeal to them at other times, too. Do you have behind-the-scenes insight into your industry? People will be intrigued. Have you recently changed your services? People will want to know. Have you had any crazy client experiences – good or bad? People will listen.

Every business has a story, and social media marketing is a great way to tell people yours.

A Good Community is Essential

If good content is the secret, then a good social community is the context in which that secret makes sense. Put another way, your content is only good if you’re platforms have the right audience.

As a B2B tech marketing agency, this is something we’ve learned time and time again. We’ve had clients come to us with Twitter handles that have thousands of followers and haven’t been touched in years. Often, these platforms are full of people who don’t want to hear from you. Posting to these is like shouting at a brick wall. It doesn’t really matter if you’re reciting Shakespeare or spouting gibberish; you won’t hear anything back.

The good news is that many channels can be rebuilt and improved – and any business can use their website to start generating a good social following right away.