In a social media strategy, even in the B2B sector, the focus should be on providing value to the users of each platform. (Photo: Pixabay)

Providing Value for Executives and Decision-Makers

First, companies should clarify which users are active on each platform. Trends show that B2B audiences – such as executives, decision-makers, or technical professionals – are increasingly present on social media, though often not in a professional context. The general rule is: the younger the audience of a platform, the less suitable it is for B2B social media marketing.

The Right Presentation Matters

It can be helpful to focus efforts on channels dedicated to professional or specific industry contexts, which attract a more mature audience, such as Xing or LinkedIn.. It is also important to provide this audience with value beyond personal interactions, which they rarely encounter elsewhere. In other words, the right presentation is key.

Several basic prerequisites must be met. First, as mentioned, it is essential to have a clear understanding of your target audience. Second, an appropriate channel should be selected for the specific marketing initiative. Third, a well-thought-out content strategy is necessary, along with the value or benefit that your content delivers to the target audience.

Define Your Target Audience Precisely

In this context, it is crucial to know your target audience in detail: What is their age? What position and responsibilities do they have within the company? Which sources do they use to build knowledge? Additionally, it is important to understand when your audience is active on social media and which type of content – videos, photos, presentations, blog posts – they prefer to consume during this time. Only with this knowledge is it possible to capture the right attention for your products and services.

The fourth and final step is consistency, as only through it can medium- and long-term success be achieved. Those who choose a multi-platform strategy should also keep in mind that the same post rarely succeeds across different social media channels. You need to speak the language of each network to effectively reach its users.

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