As many other marketing strategies come and go, social media has proven itself as one of the most resilient, cost-effective methods for connecting directly with industry peers, influencers, reporters and customers. It can establish you as an authoritative voice in your tech market, allowing you to contribute to industry conversations and influence potential buyers in real time.
Social media platforms are inundated with conflicting advice on best practices, leading to many questions especially when using social media within crowded B2B tech markets. Do you post personal content or educational and professional content? Do you post a mix? Do you adhere to a rigid content schedule or post when inspiration strikes? Amid social media’s dynamic changes, we’ve established some practical guidelines based on our experiences creating successful social media strategies for our tech clients.
Be consistent; don’t let perfect be the enemy of good
While you should craft social media posts to be engaging, informative and educational, you also shouldn’t deliberate too much over your social media content. Aim for bite-sized posts that regularly offer quick insights and value to your ideal audience. It’s understandable to strive for emotional resonance and comprehensive elaboration with your content, but it’s just as helpful to publish short posts on your core topics quickly and consistently.
If a post seems imperfect, too short or too inconsequential – try publishing it anyway. You might be surprised at the results. Some social media managers swear that short, pithy posts are the ones that blow up. In contrast, overwrought posts result in a temporary pop in social media engagement then fizzle out. So, don’t be afraid to experiment. If you’re entertaining your audience by being vulnerable and personable, or you’re educating your audience by consistently posting valuable insights on your subject matter of expertise, you’ll be okay. Remember, people want to be educated, entertained or informed.
Be you; leverage anecdotes and personal branding
Anecdotal posts, thought leadership posts or posts including visuals (primarily pictures of industry thought leaders at in-person conferences) are often our clients’ highest-performing posts. For example, one client’s simple post featuring conference photos reached 51 likes and 6 reshares within a short period, remaining one of their top-performing posts to this day. You can establish yourself as an authoritative, approachable voice in your industry through these posts. As B2B tech marketing shifts to a B2C model, more customers want a personal touch to tech companies’ PR and marketing efforts. Potential customers aren’t just buying your product; innovation is not enough in a competitive market. They’re buying you, your unique voice and your company’s story.
Be social; interact with your audience
It’s so integrated into our everyday vocabulary that we often forget its component parts. It’s called social media – so be social! Interacting with followers or tech thought leaders helps you create a dialogue with potential customers and influencers in your market. Interacting in the comments through valuable insights, whether on your posts or others’ posts, also helps boost engagement on your LinkedIn page. Just be careful – simply commenting “Nice” on five other posts isn’t enough to satisfy the LinkedIn algorithm – the algorithm rewards high-value comments and posts.
Be resilient; don’t let comparison be the thief of joy
Social media can feel overwhelming and disorienting when leveraged to drive engagement in the crowded tech landscape. Amid your social media efforts, don’t let the algorithm get you down. Strive to define and find your audience, then provide them with valuable content. Remember, social media growth is a long-term game for most. If you’re just starting, try not to compare yourself to others who seemingly won the social media influencer lottery. Even better, don’t let this dissuade you from posting your own insights. While social media is still an essential tool for B2B tech PR and marketing, it isn’t your only tool. It should supplement numerous public relations strategies.
How to write a winning speaking submission for your company's thought leaders.
Learn how to build a PR strategy that safeguards against 2024's uncertainties.