Did you know that almost half the world’s population are on social media? Not really a surprise! That’s a lot of potential clients in one place, so it’s surprising that so many B2B brands still overlook social media when creating their marketing strategy. There’s a misconception that social media marketing only works for B2C brands, but it’s just not true. B2B brands can also use social media to increase brand awareness, show the world their amazing company culture, build connections and demonstrate thought leadership. This video will provide you with three tips for building a successful B2B social media strategy. Firstly, create a plan. Your social media plan must tie in with your overall digital strategy and business goals. You should start your plan by defining your goals, as that will be how you’ll measure and identify success. Setting and understanding your key performance indicators (or KPIs) will help you make decisions regarding content, budgets and the resources you’ll need to achieve them. It’s important that you revisit your plan regularly, because as your business goals change, so should your success indicators. Secondly, it’s important to define your audience. After all, your audience will dictate your messaging. If you’re not sure who exactly your target audience is, there are several ways you can work it out: you can perform persona research, do e-listening, or simply look at the engagement on your competitors’ social media pages. If you’re targeting an international audience, be aware that they might not be on the social networks that you expect. For example, Xing is the leading professional social network in Germany, not LinkedIn. And finally, think about your messaging and visuals. You should post different content on different social media platforms, because each platform has its own strengths and set of rules. The same person could follow you across different platforms, and the content they’ll expect to see from you in each will be different. Therefore, it’s important that you tailor your style and message to each platform. A good place to start is by auditing your posts across the different social platforms. Which type of post drew the most comments or shares? The answers will give you an early indication of what kind of content your followers want to see in each platform and give you a basis to focus on. Can you think of any other tips on how to build a successful B2B social media strategy? Let us know in the comments below! And remember, if you want to learn more, you can read our full guide on this topic on our training platform. Check it out using the link in the description.