social media shortcuts

B2B Social Media Shortcuts for Success

Congratulations! You’ve vowed to make this year the year that social media makes an impact on your inbound marketing efforts. With a solid, proven strategy, and the right data, you can reach your goal. Follow our simple shortcut roadmap to B2B social media success.

Most of these shortcuts are free and time-tested, yet they remain underutilized by social media marketers. Whether you have a social media manager in place or you’re considering a service like Emphatic, these strategy shortcuts are sure to deliver improved ROI backed by data.

Shortcut #1 Track Social Media Referral Data

What if you’re spending the most time, effort, and resources on the wrong B2B social media channel? Sure, Facebook reports one billion search queries per day, but does that mean that all of your social media marketing should focus on that channel?

You can set up Google Analytics to track social media referral data by creating goals and using Google tag manager.

Once tracking is set up correctly, you will be able to log into Google Analytics, and follow these steps to bring up the social media overview screen.

→ Reporting

→ Acquisition

→ Overview

The reporting screen will look like the image below, with percentages associated with each social media channel.

social media reporting

In many B2B social media reports, data shows that LinkedIn sends over 50% more traffic to the company websites than Twitter and Facebook.

Shortcut: Set-up Google Analytics tracking properly, and after 30-45 days of tracking, spend more time on the social media channel that drives the most visitors to your website.

Shortcut #2 Identify Highest Converting Landing Pages

Google Analytics offers Page Tracking capability. Once it’s set up correctly, B2B social media marketers can log into Google Analytics at any time, and identify the pages with the highest traffic and conversions over a specific time frame.

Shortcut: When sharing branded content, share pages with the highest traffic and conversion rates to maximize lead generation opportunities.

Page tracking is available in the Acquisitions section of the Reporting Dashboard in Google Analytics as shown in the image below.

lanidng pages

Shortcut #3  Verify Your Website with Google Search Console

Google Search Console is another free tool available to Google account holders. Formerly known as Google Webmaster Tools, this tool will deliver valuable search engine optimization data to users.

Once your Google Analytics account is connected to Google Search Console, you can identify landing pages that have high click-through rates but do not rank well within search engines. B2B social media marketers can use this data to their advantage.

Shortcut: When sharing branded content, share pages with high click-through rates to improve lead generation on social media.

Shortcut #4 Use Google+ Explore to Find Relevant Hashtags

Many people rely on Twitter to discover relevant hashtags, but Twitter is full of celebrity news and politics. Head on over to Google+ Explore to drill down on industry related news and hashtags, it’s full of B2B social media content.  

Shortcut: Type in your keyword focus into the search bar, scroll down to Posts, and make a note of all relevant hashtags that competitors and industry influencers are using for a topic or event.

If your social media posts contain the right hashtags, your posts will attract even more views and clicks from an audience that is actively searching for information.

Shortcut #5 Use Email Subject Line Data

Your email management system has a goldmine of data, and your social media team can dive in and quickly use this data to improve your B2B social media strategy.

Shortcut: Pull reports from your email marketing platform to identify the following:

  • Subject lines with highest open rates
  • Words/phrases with highest click-through rates
  • Times with the highest open rates

Transfer this information to your social media strategy. While trending data can give you topics for posting, this email marketing data gives you insight from your target audience.

Email marketing platforms like Aweber, Mailchimp offer advanced reporting, and larger enterprise platforms like Marketo and Active Campaign will deliver valuable reports.

Shortcut #6 Gather Data from Sales and Account Management Departments

B2B social media marketing is different than B2C because there are often multiple personas involved in the decision making process. The CIO, HR, the sales team, and various managers all play a role in the research process and buying cycle. Your B2B social media posts should speak to a variety of these personas, strive to answer their questions, and address their top concerns.

Identify a list of the top questions/topics from web form leads on the website. Identify another list of top questions from the team members who connect with leads by phone. Finally, ask the Account Management or Customer Service team to identify the top concerns and/or issues from your current clients.

Shortcut: Identify the topics that exist on more than one list and use them to guide your B2B social media marketing team. Your social media marketer can identify trending posts that align with these topics.

Implementing these B2B social media strategy shortcuts will drive your target audience to your posts, and when they click through, they’ll be directed to a page that has been proven to drive conversions.

Don’t have time to execute these shortcuts and queue up the posts?  Emphatic can work with you to ensure that all of your hard work pays off. Once you’re signed up, just fill out our detailed forms with the information you’ve gathered, and let us handle the rest. We have forms that are designed to capture this data, all you have to do is fill them out, and we’ll take it from there.

If you’re already an Emphatic user, the next step would be to take the information that you’ve found through these shortcuts and update your Emphatic Content Strategy. Did you learn that website visitors are opting-in on a specific landing page on your website? Are they spending more time on a certain blog post page? These are sure signs that your audience wants to hear more about these topics, so be sure to let the Emphatic writers know in the Questions section.