We have one rule at RedSprout when it comes to B2B social media.
You won’t like it, but here it is:
DON’T talk about your products or services.
A massive 95% of people are not ready to buy from you. So don’t talk to them about things they aren’t interested in.
Picture the scene: you’re at a networking event (yawn) and someone comes over to you. Let’s call him Kevin.
Kevin introduces himself and immediately starts telling you about his innovative solutions, and how passionate he is about his innovative solutions and how innovative his solutions are.
It doesn’t take a genius to recognise that Kevin has cocked this right up. He’s made no effort to get to know you, he’s far from charming and he’s boring you with all his jargony jargon. You avoid eye contact with him for the rest of the morning, stuff some of those mini pastries into your bag and make a swift exit.
You might be thinking, well how do I get people to know what the business does without telling them?
The answer is that you can, but there’s a time and a place. And it’s NOT on social media.
Why shouldn’t you promote your products on social media?
We believe in taking your customers on a journey. Social media’s role in this journey is to attract and engage your target customers. But remember – they AREN’T ready to buy yet.
Your social media should be used to entertain, educate, and inspire your audience through engaging, relatable content. We call it EERIE content. The aim is to appeal to your audience and speak to their needs, helping them solve problems and positively influencing their day.
By sharing EERIE content, you’ll be positioning yourselves as the trusted, likeable experts – without actually having to say it.
If someone finds your social media content helpful, or inspiring, the next step in their journey is to check out what you do. They might visit your website. If you really impressed them, they might sign up to your email newsletter. If your email newsletter content engages them like your social media did… they’ll remember you. And then you’ll be at the forefront of their mind when they’re ready to buy. See how it works?
The minute you get self-promotional, people will switch off. So, use social media to feed the top of your funnel and promote your services later in their journey.
When is it okay to talk about your products?
The marketing funnel outlines the process of discovery, consideration, conversion, and retention. We’re getting geeky now.
As we said before, social media feeds the top of the funnel and helps people discover you. But even once that’s been achieved, it’s important to be mindful with your messaging. Don’t assume that once someone’s in your email list, you’ve got permission to shove a sales message down their throat every day. Nurture them with further helpful content and provide call to actions that support their journey.
If you use marketing automation, you’ll gain valuable insights about your email subscribers’ activity. You can see who has read your emails, how many times they’ve been opened, and how long the user has spent reading the helpful resources you’ve created. This indicates where they are in their buyer journey and suggests whether they’re ready to hear about your products.
If they keep opening your content about different types of IT systems and which one is best suited to their needs, it indicates they’re in the market for a new IT system. In which case, send them more specific content about IT systems and include a call to action that is too good for them to ignore.
Then, when they get in touch, that’s when you can talk to them about your products. And the data you would have collected from their interaction with your content allows you to create a more personal relationship with them.
The lead to sale conversion is much smoother, cold calls turn warm, and bringing in the money will have never been so easy.
Have we convinced you that no one cares about your products?
If you’re still dubious, read this.