6 Ways to Boost Your B2B Organic Social Media Reach & Increase Engagement
Many B2B brands believe that achieving a high follower count on social media is the key to success. But those counts are just vanity metrics. If you want true insight into how well your social media accounts achieve, it’s more important to focus on engagement.
From organic likes to retweets/reshares and comments, these engagement metrics tell you that your social content resonates with your target audience. And with 75% of B2B buyers using social media to make their purchasing decision, the higher the engagement, the higher the chance consumers will reach out to you when they are ready to invest. As we know, trust plays a significant role in influencing a purchasing decision. Increasing engagement on social media helps you earn that trust.
Here are six tips to boost your company’s organic social media reach and increase engagement.
Humanize Your Business
Telling a story is a great way to humanize your brand.
As seasoned marketers know, a good story will grab and hold your audience’s attention better than a direct sell. By sharing your stories, especially the story of how your brand came to be, your audience starts to see the people behind the curtains, not just the brand.
When you can show your reliable team —these are people who create/contribute to your business — you can increase your engagement through authenticity and transparency.
This past holiday season, watch how each member of the Bloom team shared the story of our creative journeys and how that has led us to do the work we do at Bloom to post for our holiday greeting.
Encourage Employees to Re-Share
Your employees play an essential role in our B2B social strategy as your public advocates. When they post and reshare your business benefits by increased brand awareness, higher-quality leads, and thought leadership. So, it’s important to activate your team and encourage all employees to have at least a LinkedIn account. By keeping their own profiles up to date with your organization included in their work experience, it will automatically link to your business’s LinkedIn Page.
Here are a few tips LinkedIn recommends for activating and elevating your employees:
- Reshare your employees’ best @mentions and LinkedIn content.
- Notify employees of your most important Page posts to boost organic reach (up to 1x/day).
- Personalize by recognizing team moments or employees with a shout-out from your Page.
Here at Bloom, when one of the talented artists we work with authored her own children’s books, we proudly dedicated a blog post about this and supported the post on our social channels.
Optimize Targeted Hashtags
Hashtags are instrumental in increasing your reach to your target audience and also help people to find your information. Anyone who follows or searches for that hashtag can see and engage with the post you’ve tagged when you use hashtags.
However, this doesn’t mean adding as many hashtags to your post as possible. Just as your company has a specific audience, so should your hashtags. Utilizing more specific, targeted hashtags will help your posts reach the right people.
A good starting point for your own hashtag implementation is to start by observing with your competitors are doing. Which of their posts are achieving high engagement? What hashtags are they using?
Your next step is to engage in social listening. By observing your target audience’s social conversations about the topics and keywords relevant to your business, you can better inform your hashtags. This step will help you add more hashtags to your library and keep you updated with industry trends.
To help Optimum Business with the launch of their we (women entrepreneur) campaign, Bloom included the original hashtag #weconnect to be added to all of the social posts we provided.
Harness the Power of the Question Mark
The result of a good conversation is a good relationship. And an excellent way to start a conversation is to ask a question. By asking questions of other brands, you generously give them added space and time to toot their own horn, and you’ve also carved out a way to promote your own successes in your response.
Plus, asking questions also creates further engagement because the responses your followers provide show up on their profiles to their followers, creating a steamroller effect.
An article from Post Planner confirms that asking a question triggers a natural answering reflex in human beings. People subconsciously try to find an answer. Questions will encourage them to stop and read your update to find the answer.
Grammarly provides a great example of this.
Generate Hype with Contests
Brands that host contests on social media can generate massive amounts of engagement and traffic on social platforms. A contest allows you the ability to achieve specific marketing goals. For example, by asking people to submit their emails to enter a contest or visit your site for contest rules, you can rapidly generate email leads and direct more traffic to your website.
Social media contests are fun and exciting for users, which leads to great publicity for your brand.
Just check out the fun Bloom had a few years back with our Halloween-inspired contest.
Just Keep Posting & Reposting
An analysis by Tailwind found that daily posting will “grow followers four times faster than posting less than once a week.”
To help manage this, you can use a social media management tool like Hootsuite to schedule and publish posts. And for example, when LinkedIn’s Pulse algorithm takes your content out of the feed, and it needs to be reposted, having an automation tool that allows you to share the same post a few hours apart makes it a lot easier to manage boosting post views to keep engagement high.
Blake Bobit from Solution Scout advises to “use the 80/20 rule. TLDR; Majority of your posts should not be promotional. 80% of your posts should be reposts of other content, helpful tips, commentary, or questions. 20% (or less) of your posts can promote your product or service.
This strategy keeps your engagement high enough that the algorithms will display your posts more often, leading to better results.”
Track Your Engagement
To ensure your posts receive the engagement you intend in terms of likes and shares and to identify the margin for improvement, you need a social media tracker.
A social media tracker lets you track various social media channels, both yours and your competitors, to draw meaningful comparisons in terms of growth and engagement level. Also, you get readily available reports that can help you identify the best performing content in your industry, providing insight into what your audience likes to see on social media.
Check Hubspot’s article outlining the best Social Media Dashboard Tools & Apps to find an option best for your business.
If you need help implementing these strategies in your B2B brand’s social campaign calendar, let’s talk!