If you’re a B2B social media manager, you’ve probably noticed that organic social media reach has been on the decline in recent years. With increases in paid ad content and algorithms constantly in flux, it’s easy to see why it’s becoming increasingly challenging to reach followers with organic campaigns.
While there’s no doubt that this is dispiriting, here’s the good news: there are ways you can counteract these changes. Here are 5 hacks you can use to boost your company’s organic social media reach.
1. Study Best Practices
There are different best practices for every social media platform. And content that’s designed for a specific platform will perform better than content that’s generic. Knowing this, it’s important not to take a universal approach to social media marketing. Facebook’s features are different from LinkedIn’s, which are different from features on Twitter. Study best practices and learn how to make the most of the unique features on each platform to craft distinct content.
Not sure where to start, or even where to look for B2B best practices? This resource, The Elite B2B Social Media Marketing Manual, breaks down everything you need to know from establishing your brand voice on social media to creating right-fit content for each platform.
2. Develop a Social Media Strategy
For your content to perform, it needs to be backed up by a solid social media strategy. Without a plan behind each post, how can you expect your content to cut through all the noise and make a meaningful impression on your audience? Knowing your audience’s interests and demographics is key for developing a content strategy that appeals to them. You’ll also need to know how to choose the right social media platforms for your buyer personas.
You can access these insights through the native analytics features on each of your social media platforms. It’s also worth checking out your competitors and seeing what they’re doing. How are their audiences engaging with their content? How often do they post on each platform? What do their marketing campaigns entail?
It’s important to establish goals within your strategy but be realistic about what you can achieve. You won’t drive sales by relentlessly pushing your products or services and delivering no other value. Think about how you can enhance your brand awareness, increase engagement with your audience, and build a real community.
3. Focus on Delivering Value
When you use social media, what are you looking for? If you’re like most people, you’re probably looking for something of value. Whether you log on for entertainment, fresh industry insights, or the latest hot take, there are reasons you follow your favorite brands and influencers.
The same is true for your audience. Think about your unique value proposition and key differentiators. How can you leverage them to offer something your audience will truly value?
4. Use the Right Hashtags
It’s easy to get overloaded with information on social media. Even worse, it’s easy for your posts to be buried in a flurry of updates, announcements, and news—unless they go viral. Metrics for success change frequently, and this can make achieving organic reach seem virtually impossible. This is where keyword research and hashtags come in.
You already know that hashtags help brands increase their organic reach by giving audiences power to search for and find posts that interest them. But do you know how to use them to actually grow your reach?
When used correctly, hashtags can help solidify a brand image and encourage momentum and sharing. For example, leading up to an industry conference or tradeshow, identify relevant hashtags the organizers are using and create a promotional campaign around them. This will help increase attendees’ awareness of your brand.
But just like content marketing, effective social media marketing requires research. If you don’t already, consider utilizing keyword research and planning tools to identify the most widely used hashtags to increase the traction of your posts, such as best-hashtags.com. Social media analytics tools can help with this. Keep up and remain relevant by regularly researching hashtag trends within your and your customers’ industries.
5. Maintain Consistency
Maintaining consistency by posting regularly and at the right time can help you establish an audience and maintain engagement. But how do you know when that is? The answer is simple: it’s when your audience is active online. The best time to post varies depending on the social platform and your industry.
But as a B2B social media marketer, posting in the morning or evenings when your audience is likely checking their social media is a great starting point. Just remember to always refer back to your analytics to determine when your audience is the most active. And don’t forget to adjust your social calendar accordingly.
Being consistent is important, but it’s also beneficial to remember that there’s a distinction between quality content and quantity. Just because your competitor might post every day doesn’t mean their content is resonating. This is another reason why developing a content marketing and social media strategy is so important.
Make Organic Growth Your Reality
Don’t let the prospect of trying to grow your social media following scare you. Your organic social media presence should be authentic and true to your brand. When you pair a solid strategy with helpful hacks like those shared here, you can indeed grow your social media following organically.
Still scratching your head trying to figure out how to hack social media marketing? Sagefrog can help. Contact us to learn more about our B2B social media marketing services today.