Social media has a significant impact on your B2B tech company’s brand positioning. Although it may not stand out as a core component of your brand positioning strategy, it plays an integral role in your positioning and brand experience.
Your customers are on social media, looking at both you and your competitors. Forty-two percent of respondents in a recent survey shared that they use social media to research brands or products. Therefore, putting an emphasis on and effort into your social media strategy can play a significant role in your brand positioning strategy.
Social media best practices for B2B tech brand positioning
There is not much more to say to impart whether or not social media is a critical component of your brand positioning. It is an essential component, hands down. With that in mind, let’s examine some core best practices you can implement to ensure your social media and brand positioning strategies align and are working together effectively to promote and grow your B2B tech company.
Understand where social fits into the big picture
In many instances, social media may be your first prospect touchpoint. Every social post, whether it is informative or fun (yes, it is okay to include something fun in there once in a while!), social media content impacts how your customers view and interact with your brand. Therefore, it is an integral part of your brand positioning.
If your marketing and PR/brand manager are not yet in alignment on strategy and implementation, now is an excellent time to ensure that everyone is on the same page. You may even want to have your PR partner or brand manager look over social content or editorial calendars before posts are published (at least for the first few months of working in alignment) to ensure the brand experience is consistent across all channels and with all other strategic branding efforts.
Focus your social media efforts
It can be tempting to post on every social network to promote your brand. The reality for many B2B SaaS companies in particular; however, is that it is impossible to post quality content on every social network. Spreading your resources too thin by trying to post “everywhere” often results in what can be called “content for content’s sake.” In other words, not posting strategic content that offers value and aligns with your brand positioning, but posting something because you feel like you have to post.
Instead, identify the one or two social networks where your prospective customers are most likely to spend their time online. In many cases for B2B SaaS companies, that is going to include (or even be focused primarily on) LinkedIn. Put your effort into building and engaging an audience of your customers and stakeholders on those platforms.
Solve problems
Your ability to clearly and concisely differentiate yourself from the competition is extremely important in an increasingly crowded B2B SaaS marketplace. This blog post examines the four core components of a brand positioning statement. Included among those components is defining your differentiators.
Your product has its own inherent differentiators and you can actually add another differentiator through your social media strategy and implementation. Your ability to solve problems and add value to customers is critical. Today’s B2B buyers expect more from prospective vendors/partners, especially on social media.
Of course, sharing company news and headlines to social will always be important and relevant, but if you post content regularly that gets in front of prospect objections, answers questions or solves challenges that your customers are facing, you will stand out for the right reasons. That could even contribute to or become one of your differentiators.
We can help your B2B tech company with every part of successful brand positioning
The Red Fan team has real experience generating results for B2B SaaS companies. We know what it takes to stand out and be successful in today’s marketplace, and we will work with your team to develop and implement a strategy that elevates you to the next level. To talk about your company and its goals (and learn how we can help), contact our team today.
