As a business-to-business (B2B) company, it can be challenging to create fresh, purposeful social media content when selling a product. It can be even more difficult when your organization is “selling the invisible” (services, training, consulting, project management, fundraising, membership, and more). At insight180, we create, plan, post, and engage on social media for ourselves and our clients. Over 12 months, with three-plus posts to a variety of platforms each week and multiple companies to plan for each day, keeping content fresh and consistent requires discipline, creativity, and strategy. We know from experience that content block can happen to even the most seasoned social media content creators.
Here are 5 ideas to help get past content block when creating social media for B2B companies.
- Focus on inspiration.
Think about what is important to your organization. Revisit your mission statement and company goals. What inspires you and your team? Do you have an organizational purpose? Is it giving back? Creating fundraising campaigns? Hosting events? Is it inviting people to join an organization? Helping the environment? Helping community? Creating posts that have an emotional connection will be relatable across audiences. Connecting your purpose — such as raising more money so that underprivileged children get the chance for an excellent education, or providing a safe, nurturing, fun environment where curiosity is encouraged (preschool) — can be compelling. In your posts, invite people back to your company’s website to learn more.
For more than 20 years, CSFB has been able to help hundreds of children afford a safe, quality education. However, each year there are many more children we must turn away. The only thing holding these children back is a lack of funding. Donate today! #donate #schoolchoice #education #csfbaltimore #CSFB https://www.csfbaltimore.org/donate-now/
- Show your face.
Even though many of the companies we work with sell the invisible, that doesn’t mean they have to be invisible. So many posts get great engagement when showcasing faces. In a recent Hootsuite report, Stacey McLachlan shared, “Show your human sign. It’s way more tempting to engage with a brand when you think there’s a real person on the other end. And there is! (…Right?) So don’t hide it.” Host a photoshoot, take photos of your employees hard at work or capture an event highlighting the hard work they do. Then, share your great photos on social! You might be able to tag your employees – if you have permission – which will help to increase engagement, as well. If your people prefer not to be identified on social, try to find accurate representations of “real people” from a source like Adobe Stock or Unsplash to get your point across.
You know your team is in sync when everyone shows up for the Zoom production meeting dressed exactly the same….#insight180 #team #zoom #matching #harmony
- Recycle and Reuse (with some creative adaptations).
There is always evergreen content. Share information about signing up for newsletters. Share your latest blogs. Remind people of what you do, particularly if you offer a variety of services. Have a post on how to contact the company. Share work that you’ve done and tie it to other services you offer. Share your logo or favorite quotes – and link back to the website for more. Even though these posts aren’t always the most exciting, they are important. Give people a reason to stay in touch or an invitation to connect … often.
Do you need a new logo? Website? Positioning strategy? Contact us about your needs through our website at insight180.com or call us at 410.203.0777. #insight180 #purposedriven #brand #strategy #design #messaging #clarify #differentiate http://www.insight180.com
- Support businesses and organizations that are aligned with yours. Share the love.
If your company hosts public events, it is important to share dates, times, location, and other details guests will need. If you don’t do events, how about helping someone else? Look for events that are happening in your local community or events of partners and other businesses you are aligned with. Promoting events is a great way to share how your company is connected to its roots and a great way to help promote businesses you love and causes you to believe in. It can also be fun to include special holidays and “national days” that are related to your industry. “It’s National Ice Cream Day, what flavor will you choose?” Look for any upcoming days that associate with the business and its message. Plus they’re fun to share!
@Little Market Cafe is having a “Courtyard Concert” this Sunday 3/28, from 4-5. Come enjoy the spring weather, yummy food, and great music! Room for social distancing (bring a chair!). #smallbusiness #OEC #EllicottCity #insight180 #concert https://visitoldellicottcity.com/event-pro/courtyard-ellicott/
- Highlight case studies.
It is always great to showcase your work. Share any projects that you are proud of. It’s a nice way to reflect on your past accomplishments as well as share what you’re capable of. This can even help create new clients who are impressed or inspired by what they see. A hotel renovation client of ours, Continental Contractors, does magnificent work and has impressive before and after pictures. However, no one would see them if they weren’t highlighted in social posts!
This month’s #projectspotlight is Sheraton Downtown Phoenix. This project was a complete “studs to ceiling” overhaul of all 1,001 guest rooms. The guestroom redesign champions productivity, focusing on modern conveniences for the business traveler with a welcoming, residentially-inspired palette of soft finishes, warm wood tones, and black and metallic accents.
Through teamwork that required an “all hands on deck” approach and a lot of patience, Continental was able to meet the challenge of having over 160 rooms out of service at a time, a heavy scope including tub to shower conversions, and a very tight schedule per floor.
Read more about this project on our page: https://www.continentalcontractors.com/our-work/sheraton-downtown-phoenix/
#continentalcontractors #renovation #hotel #guestrooms #lobby #flooring #lounge #art #innovation
There is so much content out there if you take the time to find the inspiration. Look for things that people can connect to emotionally. That connection will transfer to engaging with your company, too!
What is your best tip for creating inspired social content for your organization? We’d love to hear!
