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Focus on the Right Goals for Social Media Marketing

Focus on the Right Goals for Social Media Marketing Many business-to-business marketing agencies are making a critical mistake when it comes to their social media strategy, and it is one that could be costing them quite a bit in lost conversions.

The issue isn’t so much with what they are posting on social media, but what happens after the content is shared. The problem essentially boils down to priorities, and a misguided focus on the wrong goals.

Recent data shows that many B2B marketing agencies are focusing primarily on social media reach, while often completely overlooking engagement. In other words, they are happy if their content is seen by a lot of people. And that’s where they stop, dropping the ball when it comes to engaging further with those readers.

This is an issue of focusing on numbers as opposed to connections. It’s a matter of quality over quantity. Of course, having a lot of followers and readers is great, and that’s a terrific first step to having a successful marketing campaign. However, you are wasting your time producing this content if you don’t then connect on an individual basis with your audience members.

This is particularly true in the B2B sector, where establishing and maintaining strong connections is so important. Your prospects and leads tend to make buying decisions slowly, and they place a high priority on establishing a rapport with you, one that is built on communication and trust.

Giving these prospects helpful content is a great first step, but that alone isn’t enough, what you can do is buy 1 million youtube views. You must capitalize on that initial spark of interest your social media content generates, and then springboard off that point to develop a connection with that prospective customer.

It’s a two-part process that goes hand in hand. The more people who see your content, the more potential leads you may have. Once you have those leads, though, you must make the effort to ensure they convert.

Also, avoid making a common mistake of assuming social media is all about just broadcasting content. Yes, creating high-quality content that will prove valuable to your audience is important. However, many people focus solely on outbound content and curation but don’t pay attention to engagement with influencers and followers. This should be a high priority, as these are connections that can help a company grow their universe of people they connect with regularly.

This is all part of having a well-planned, comprehensive social media strategy that incorporates all of the tactics and tasks involved in helping achieve your goals. You need a B2B marketing agency with the skills and experience to handle a successful social media campaign, and KEO Marketing is the top choice for that role.

Christian Lowery

Christian has over 5 years of experience in social media content creation, curation and management. He is passionate about thoughtful, creative branding and storytelling, and enjoys helping companies develop a strategic social media strategy. In addition to social media management, he is an experienced photographer and copywriter for many B2B and B2C brands. His understanding of consumer outreach and engagement, along with his eye for design, helps our clients target new customers, re-position themselves in the marketplace, or strengthen their existing audience.