Social media, what is it? Why do you need it? And how do you use it?
There’s two forms of social media, organic and paid.
Is that USDA Organic or…
No, not that kind of organic. I mean free. With social media you want to build an audience, a following of people who are interested in what you have to sell.
It takes time to build an audience using only free methods. But you have to post regularly and engage with your audience in order to build awareness and attract more followers anyway, to give you more context and show you where social fits into your company.
Let’s take a look at the Client Magnet System map. The Client Magnet System is the complete model for uniting and aligning sales and marketing and creating an inbound and outbound client acquisition system in your business that attracts more leads, boosts sales, and energizes your growth.
And remember, you want to align sales and marketing because they’re just like the wheels of a car. You want them working together, moving in the same direction.
There are four layers of the Client Magnet System, tools, traffic, client acquisition, and post sale. We’ll go over all of it in future videos, but in this video, we’re discussing organic social media in the traffic layer on the marketing side of the map.
There are five social media channels you want to focus on: Facebook, LinkedIn, Instagram, YouTube, and Twitter. Let’s go over them.
Regardless of what most business owners think, chances are high that your ideal client profile is on Facebook.
Facebook has 2.4 billion monthly users. That includes 71% of American adults. Facebook has 90 million small businesses that use the platform daily, and 87% of marketers across all industries use Facebook advertising with all social media channels.
You’ll want to post educational, entertaining, informative and inspiring content. On Facebook, you will post updates about your business, customer recognition, employee recognition, popular quotes, promotions and offers, case studies and stories of client results. Because Facebook is so popular, you need to post regularly to be seen.
We suggest posting at least once per day. The best times to post on Facebook are Monday through Friday from 10am to 3pm.
It may not be as family or friend focused as Facebook, but Instagram has just as many small business users, and there’s a good reason for it too. It’s fun and addictive.
Businesses leverage the attractiveness of Instagram to promote themselves and share posts that inform and entertain their followers. There’s a wide variety of businesses that use Instagram.
It’s not all pictures and videos of fitness people. There are a lot of b2b businesses that engage viewers and build a massive following on Instagram, like Facebook, you post the same topics on Instagram using text, images and video.
When you post, remember to include a good description with a hook and include hashtags. By adding hashtags, your content becomes more easily findable on Instagram.
For example, if you were a business consultant, you would add hashtags like # business #consulting #consultant, #businessconsultant, #b2b etc. to each post.
Instagram is a popular channel so to be visible you need to post regularly.
Ideally, you’d post between one and three times per day, the best time posts are between 10am to 8pm, Monday through Friday.
LinkedIn is the social network that focuses on career development and professional networking. Most of the work done organically on LinkedIn is done by the salesperson on the sales side.
So since we’re only talking about the marketing side in this video, we’re only going to discuss your company page. The major uses for LinkedIn company page are to drive registration for events, promote books, product launches, feature enhancements, celebrating company wins and milestones.
Highlight company leaders, infographics featuring statistics, video with facts about your industry, short video series, video case studies, third party content, thought leadership blog posts, original research and build a career page, add positions regularly.
LinkedIn is the most popular social media channel for b2b businesses. Businesses that are invested into social media report that 80% of their B2B leads come from LinkedIn. Whereas Twitter accounts for 13%. And Facebook is responsible for 7% of their leads.
Though don’t let that fool you into complacency on all channels. Because an omni channel approach wins the game.
LinkedIn can also be used as a publishing channel, which is proven to have a good return on investment. And 97% of B2B marketers utilize LinkedIn for their content marketing efforts. The best times to post on LinkedIn are 9am to 3pm Tuesday through Friday. And 9am to 11am on Saturday,
I learned long ago that when people regularly see you on video, you develop a form of celebrity in their minds.
Over time you can reinforce this impression about you and your business and grow an ever increasing audience.
YouTube is the second largest search engine in the world behind Google. YouTube gets more searches than Bing, AOL, Yahoo and ASK combined.
You will use YouTube as a staging area for your content on all your other channels. But it’s more than just storage. People are looking to be entertained and engaged in something they care about in their spare time.
If you’re creating engaging, appealing content, content your ideal client profile persona would be interested in, you can get eyes on it on YouTube because your audience is already there looking for something to watch and invest time into.
You just need to tap into them, build a brand and leverage it. Ideally you would post twice a week or more to YouTube but pick a schedule you can maintain.
When uploading to YouTube you want to upload and give your video time to trend. This means you want to upload your video a couple hours before peak watch time, which is 7pm to 10pm your timezone.
You should upload your videos in the afternoon between 1pm and 4pm
Twitter is, I’ll be honest, one of the most difficult platforms to build an engaged audience on because it’s so open. If you watch the stream of new posts, it’s like a blur, it never stops coming.
To grow on Twitter you have to engage others and build a network by connecting while you post many, many times a day, many, like eight times a day.
This means constant engagement on the platform, which isn’t easy for most businesses. Twitter takes constant work, but there is an upside if your ICP uses it regularly.
We know that Twitter has your target audience on it. It’s second to LinkedIn for driving B2B leads, so you don’t want to skip it.
But Twitter requires a major investment in time. My advice is to get everything else working and then add Twitter when you can.
The best times to post on Twitter for B2B businesses is between 9am to 1pm, Monday through Sunday.
That’s when most eyes are on it.
But remember, if you can get people engaging with you and your posts, you can build an audience who’s interested in what you offer much faster.
So wrapping up.
As a B2B business, it’s important for you to build a social media presence across several channels, and then leverage those channels to build a following.
You can do it all organically.
It just takes a little longer than if you add in paid advertising.
You will want to focus on five channels, Facebook, LinkedIn, Instagram, YouTube, and Twitter. You will want to post several times a day on different channels, but post as many times as you can consistently, even if it’s only once a week.
If you can do it consistently. Then it’s a start.
Just remember, the more you post, the faster your results.