2023 is fast approaching, and there has never been a better time to upgrade your social media strategy. Gaining your audiences’ trust is essential. Social media marketers should work at this by being authentic.
A good B2B social media strategy should enjoy these results:
- Create internal alignment
- Drive brand amplification
- Increase brand awareness
- Get customers excited about your offerings
- Contribute to your ROI
We’ll walk you through four steps to create a winning social media strategy. Let’s dive in.
1. Evaluate your business goals
To maximize your results, you need to know what social media success means to your brand. Typically, Social Media Managers track the following metrics:
- Followers: The amount of users that have ‘subscribed’ to your content.
- Audience Insights: Which audience segments engage with which content.
- Engagement Rate: How actively involved with your content your audience is.
- Impressions: The number of times your content is displayed, no matter if it was clicked or not.
- Comments: A user replying to your social media post.
- Likes/Reactions: When an audience responds to a brand message, action, or observation with the intention of being validated or acknowledged.
Often, social media platforms have built-in analytics that allow you to track performance over time. It is best practice to look at performance about 1x per week to ensure you are meeting or exceeding your goals.
2. Connect with your industry
When getting started on your 2023 social media strategy, create a list of 3-5 brands that inspire you. Look at their social media posts and see if you can gain any translatable insights. Here are some probing questions for your analysis:
- What is their mix of video to static content?
- How long are their captions?
- What are the hashtags they use, and which can you incorporate?
- How are they attracting new followers?
Once you can distill a few insights, see what winning strategies you can authentically incorporate into your social media plan. Make a point of checking in about 2x per month to stay in the loop.
3. Plan and flex
Planning, yet staying flexible… Such a fine line! A golden rule for planning your social media strategy is to schedule your posts about 2-3 weeks ahead of time (varies based on necessary approvals, content creation timelines and more). Additionally, you’ll want to keep your scheduling flexible enough that you can quickly pivot to incorporate current event topics like industry news, pop culture moments, memes, and more.
4. First-party data incorporation
The ‘planning stage’ is the perfect time to incorporate strategies that bolster first-party data collection. First-party data helps you create more authentic, trusted insights because it doesn’t rely on third-party cookies, which are disappearing.
A good place to start is with A/B testing. Organizations can test many different factors in social media like CTA’s (calls to action), video length, copy length, keywords, asset colors, topics, and more! For example, direct users to “Request a demo” or “Download an e-book” and gauge which has a greater impact on engagement and conversions.
See what your audience engages with, make ongoing optimizations, and build trust with your audiences to maximize success.
For more tips on creating a winning 2023 social media strategy, check out our case study showcasing how Tealium + Meta Help TUI Future Proof Social Ad Spend.
You can also watch our full, six-part, on-demand Tealium Conversions API Webinar Series: Increasing Returns on Conversions Data with a First-Party Data Strategy, which covers our conversion APIs with all major social media platforms!
