3 Key Elements to Help Connect with your Audience on Social Media

on August 17, 2015

3 Key Elements to Help Connect with your Audience on Social Media

With increased social media adoption, companies have more opportunities than ever to connect with their audience. Unfortunately, many B2B companies never get past the promotion stage of their social media strategy. To truly see success, your goal needs to include audience engagement on a deeper level. Here are three elements your social media strategy should include to make those connections successful:

Get to Know Your Audience

Failing to understand who your audience is, their pain points, and their overall goals can doom any marketing initiative from the outset. If social media posts and other content do not address subjects your audience deems valuable and worth their time, they will not read it and won’t return to check out future content.

Connecting with your audience requires an understanding of your potential buyer, even though few companies take the time. In a recent study, only 44% of businesses had developed buyer personas. If you don’t fully understand your audience’s typical day, roadblocks and/or processes, it makes it a lot more difficult for you to promise them that you can improve their pain points.

Fortunately, understanding how to create a basic buyer persona is fairly simple and can be accomplished in a couple of easy steps:

Once you gain a clearer picture of your audience, you can begin creating content with a certain segment of users in mind.

Tailor Your Social Content

Gaining a complete idea of who your audience is (their interests, goals and personas) is only useful if that information is used to inform how you will communicate with them. Tailoring your content specifically to your customers and prospects will increase its engagement – the beginning of a connection. Here are four steps to customizing your content to fit your audience:

Respond to Your Social Engagement

As B2B marketers know – a share, retweet or comment isn’t the ultimate goal – it is only the beginning of a conversation. Unfortunately, only about 20% of social media comments get a response from the business, and the average response time is over 11 hours. In order to truly connect with your audience, you need to continue this conversation by responding to the engagement your social media receives.

The main thing to remember when connecting with your audience on social media is your end goal. For B2B companies it is most likely generating leads and sales. While the early stages of your communications should focus on simply being helpful to them, you should have a strategy for how the conversation will be directed towards a sale.

Forging a bond with your B2B audience is the key to enjoying revenue growth and successful sales initiatives. Make the effort to understand your audience, then create content they will find valuable, and distribute it as widely as possible. This consistent process will net strong social media ROI and be well worth the endeavor.

Marketing Strategy Marketing Tips Social Engagement