B2B marketing is often a complex and complicated practice. This can especially be true when it comes to social media. As the social media landscape has evolved over the years, B2B marketers have to determine which social media approaches to implement and which to leave out. As we look towards 2023, B2B marketers will still need wisdom when it comes to deciding how to use social media to connect with customers.
Before we get into the trends, it’s important to remember a key principle: Consider social media marketing trends carefully and identify the best platforms to engage customers and foster customer relationships. Does your company need TikTok? Maybe. You should only be on a platform if it helps you connect with your customers.
Here are a few social media trends for 2023 to be mindful of:
Trend #1: User-generated content continues to produce engagement.
Sharing content from customers or followers has become an increasingly popular tactic because of social media’s increasing role in cross-channel B2B marketing. This content is known as user-generated content (UGC). Currently, 85% of consumers find UGC more influential than branded content. This includes testimonials, case studies, reviews, or other assets produced by your customers.
So how do you go about obtaining and sharing user-generated content? Here are a few ideas for reaching out for testimonials or content ideas from customers.
Trend #2: Find creative and unique ways to partner with influencers.
One of the biggest B2C trends that made its way into B2B successfully has been influencer marketing. But identifying the right influencers to partner with is essential. The good news, especially for B2B marketers, is that you don’t need to find an influencer with millions of followers. Instead, consider the voices in your industry that customers trust. Don’t discount the importance of micro-influencers.
Trend #3: Continue to create shorter, more visual content.
The average human has an attention span of just 8.25 seconds, according to recent studies – 4.25 seconds less than it was in 2000. This is evident if you take one look at your social media feeds.
At Green Apple, we’ve been exploring ways to create shorter, more visual content for our clients. The social infographics we’ve created have generated significant increases in reach and engagement.
Trend #4: Be strategic with your social advertising budget.
As attention on social platforms becomes increasingly competitive, paid advertising will play a more significant role in B2B social media marketing in 2023. According to recent studies, 84% of B2B marketers use paid social for their content marketing efforts.
Most businesses still have a limited social media advertising budget, so it’s important to invest your money wisely. The good news is that you can be incredibly targeted with your ad spend on popular B2B platforms. As you advertise on platforms like LinkedIn, be sure to use targeted ads based on data like location, industry, company, and job title.
Trend #5: Focus on metrics that matter.
Measuring social media efforts has always been important, but determining the true impact of social media is key. Measuring the right metrics is key. In addition to tracking metrics such as follower growth, engagement, and reach—consider the more qualitative insights such as relationships that have been developed or customers that have been served through social media.
New B2B social media marketing trends surface every year. Some trends have been there for a long time but have evolved. As a B2B marketer, you need to be prepared and ready to adapt to new changes in your industry. Hopefully, this post helps you get up to speed!