How to Deal with B2B Social Media Information Overload
The amount of content that B2B marketers create increases every year: 70% of content marketers are creating more content than they did a year ago. There are 27 million pieces of content shared daily, and it can be difficult to cut through the noise and make your social media presence stand out. Here are a few ways to deal with information overload and ensure your social media strategy is effective.
Monitor your competitors on social media to discover what techniques are working for them, but also what is not. By observing their actions, you can view the most shared content and which keywords are doing the best, saving time on your own testing. You can jump to content development, creating pieces that are more likely going to be engaging.
Study your own analytics, as well as use insights from your competitors, on when posts are most engaging and how often to post. On Twitter, you can post more frequently, but on other platforms such as Facebook or LinkedIn, post 1-2 times a day in order not to overwhelm and annoy your followers. Schedule your posts in advance for the times when you are seeing the highest engagement.
Reevaluate what platforms you are using as you may be able to find a niche platform where your competitors are not. Close to 1.7 billion people have active social media accounts. Find where else your competitors are besides the big four: LinkedIn, Twitter, Facebook, and YouTube.
Generate new content that is unique and valuable to your customers. With 500 million tweets sent daily, you want content that is clear, concise and consistent. Images receive a higher number of interactions and can be absorbed quickly when scrolling through a social media feed.
Find other ways to promote yourself on social media. Rather than posting self-promoting content, use a thought leader to be interviewed by the media or to write a blog or white paper. 70% of consumers say they prefer getting to know a company via articles rather than ads.
91% of B2B Marketers use content marketing, and the social media platforms are crowded. By studying your own analytics and creating unique, fresh content, you can stand out from the crowd and increase the engagement of your pieces. Take advantage of the data out there, such as your own postings and your competitors, in order to create content that your audience will find valuable.
Cover image via @Simon Li