B2B social media is an effective communication platform for food ingredient marketers. When implemented as part of an integrated marketing communications plan, B2B social media provides another platform to reach your target audience, which in turn helps build awareness and visibility for your brand. The key is ensuring your content reaches and resonates well with your target audience.
Consider these five tips to communicate and engage with your target audience more effectively through B2B social media.
- Know your target audience
Understand who is responsible for making purchasing decisions for your current and prospective customers, and tailor your messaging to reach and resonate with them based on their unique values and behaviors. You have to look beyond purchasing and communicate with your customers enterprise-wide. Purchase decisions are influenced by a wide range of people throughout the organization, including the marketing team, C-suite executives, R&D and culinary experts.
- Distribute information across multiple channels
Twitter and LinkedIn are effective platforms for B2B food ingredient marketing, but using multiple communication platforms and tactics to affirm your messaging as part of an integrated marketing communications plan only makes it more impactful.
- Make your B2B social media content mobile-friendly
Make sure your B2B social media messages are concise and easily accessible on the go to ensure you are reaching your target audience on the platforms they use most.
- Encourage authentic lead generation
Establishing trust and credibility with millennials—the newest B2B decision makers for food ingredient purchases—through online references and social media reviews/rankings from other B2B social media influencers is essential in growing your business and your brand. Take every opportunity to capitalize on positive feedback and information from social media influencers by repurposing or sharing the content online.
- Leverage analytics tools
Review your social media analytics regularly to better understand what content is most engaging to your target audience. With this information, you can make adjustments as needed to help raise your brand awareness, generate traffic to your website and connect with B2B influencers and decision makers more easily.
With all of that being said, it’s important to remember that there is no magical formula for implementing a successful social media strategy, but the steps above can help point you in the right direction. With a clear understanding of the importance of B2B social media and the values that drive today’s B2B decision makers for food ingredient purchases, you will be one step closer to implementing a successful B2B social media strategy for your company.
For more insight on B2B social media and the impact it can play in food ingredient marketing communications, read part one and two of this three-part blog series: