Is your B2B social media sexy? In other words, do your customers find your B2B social media content appealing and compelling? Accordingly, we are discussing why your B2B social media doesn't have to suck. Our subject matter expert today is Anthony Leung.

Anthony's career background in B2B marketing: He moved from his home country Canada to the UK, where he started digital marketing in SEO copywriting and social media. While he initially handled B2C marketing, he transitioned to B2B brands. Anthony says he prefers the B2B medium because it lets you connect directly with your customers. He is drawn to content that focuses on the customer's needs besides having entertainment value. Interestingly, Anthony argues that the way of doing B2B social media is not moving forward. The status quo of most B2B content on social media is that it receives likes from family and friends as opposed to potential customers or affiliates. (I love B2B because it is an honest and genuine medium; things that are overproduced are not celebrated as genuine).

How B2B can leverage social media to grow their business: Our subject matter expert says that B2B marketers should strive to create content for the customers instead of themselves. He decries that most B2B are fixated on growing the number of likes on their social media posts. Instead, Anthony argues that generating organic likes from the audience, prospects, or industry members is valuable. In this regard, B2B benefits by creating content that spells out customer problems and their product or service's desired solution.

Opportunities on social media for B2B businesses: Anthony advises that B2B should re-contextualize its typical long-form content to suit short-form content for social media. While bulky content works well on websites, podcasts, and webinars, the same content will not gain traction on social media networks such as Instagram, Facebook, and LinkedIn. As such, our subject matter expert recommends that the marketing people of a B2B should be flexible and re-contextualize the message into shorter, exciting versions so that it gains traction with the audience on social media.

Best channels for B2B social media marketing: Anthony expresses strong confidence in LinkedIn as the best platform for B2B social media marketing that doesn't have to suck. He says LinkedIn offers great flexibility for creativity and greater organic reach with the audience. In addition, a B2B can gain visibility with an audience outside its network, unlike most other social media platforms. On its part, Facebook and Instagram are great channels for generating interest so they can follow you on LinkedIn and email. (LinkedIn is the last great social media platform because it does not corner you into a single form of creativity).

Leveraging LinkedIn for B2B social media marketing: Our subject matter expert today underscores the importance of consistency in producing and posting content on social media. In this regard, a B2B should create one great piece of content and assume they have arrived. Consistency on the feed helps to create trust and brand affinity. He argues that a B2B social media doesn't have to sack due to fixation on one way of creating content. By figuring out the best content and the most appropriate social media platform for it, a B2B can capture the audience's attention within the first two seconds. His LinkedIn Blog Activator converts B2B blog content into a month-long worth of quality content. (The battle is always won on the feed; you must create and post value content consistently).

Timecodes

(01:06) Introduction of today's topic and guest expert

(01:36) Anthony's career background in B2B marketing

(04:04) How B2B can leverage social media to grow their business

(06:05) Opportunities on social media for B2B businesses

(07:28) Best channels for B2B social media marketing

(11:19) Leveraging LinkedIn for B2B social media marketing

(19:22) Anthony's contact information: LinkedIn

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The Merged Marketing PodcastBy Merged MediaAug 18, 2022