The year 2023 is witnessing an astonishing 4.8 billion people actively participating in social media activities worldwide—and this impressive figure represents not only 59.9% of the global population but also a striking 92.7% of all Internet users. Users spend an average of 2 hours and 24 minutes a day on social media, demonstrating the ubiquitous effect of these platforms—proving that social media has become an indispensable aspect of life—influencing ideas, creating stories, and giving companies a chance to reach their target audience.
Social media has grown beyond basic participation to become a powerful instrument for brand elevation. An impressive 81% of organizations have recognized and capitalized on the potential of social media to increase brand recognition.
In this context, the following exploration of common B2B social media marketing mistakes becomes not just a cautionary tale but a roadmap for success in a world where every click, like, and share holds immense potential.
5 Common B2B Social Media Marketing Mistakes to Avoid
1. Not Having a Plan and a Posting Schedule
You wouldn’t start your day without a plan, why should you run a social media campaign without one? A haphazard approach can result in missed opportunities and ineffective communication—and without a strategic plan—businesses may struggle to maintain a coherent brand image, leading to confusion among followers and potential clients. The daily hustle on social media heavily demands a structured posting schedule, and neglecting this aspect can hinder a brand’s ability to engage with its target audience consistently.
For example, if you post on Twitter every day at 12:00, Monday through Friday, you’re more likely to receive a higher volume of traffic and higher engagement, than if you post sporadically, or not at all.
2. Picking a Social Media Channel Just Because You Are Comfortable With It
The allure of familiarity can sometimes lead businesses to choose a social media platform solely because it’s the one they are most comfortable with. For instance, Facebook boasts a staggering 2.9 billion monthly active users worldwide, but it’s essential to recognize that different platforms cater to distinct demographics and industries. Failure to assess which platform best matches your B2B objectives can lead to missed opportunities and poor communication tactics. Keep in mind, that a successful B2B social media marketing plan necessitates a careful platform selection based on the target demographic and industry trends.
3. Not Paying Attention to Industry Trends and Talks
Being aware of what’s trending in the B2B social media space will help to inform your content strategy so that you don’t have to reinvent the wheel each time. Short-form videos have emerged as the most engaging content on social media, capturing the attention of users in a world inundated with information—and ignoring this trend may lead to content that fails to resonate with the audience.
Additionally, the prevalence of mobile device usage to access social media emphasizes the importance of optimizing content for a mobile-friendly experience—with 99% of people worldwide accessing social media networks on a mobile device (tablet or phone), with around 78% solely accessing platforms from their mobile phones.
Moreover, taking the time to investigate what’s trending can also provide the insight needed to construct targeted content for specific social media platforms, rather than relying on generic content that may not appeal to a specific demographic.
4. Not Investing in Paid Advertising
Ignoring paid advertising might be a costly mistake at a time when social media advertising expenditure is expected to reach an astounding $268 billion in 2023. Retargeting ads—in particular—have gained prominence, with 77% of both B2B and B2C marketers utilizing them in their Facebook and Instagram advertising strategies.
Failing to invest in paid advertising limits a brand’s reach and visibility, especially in a crowded digital space where organic reach is quickly diminishing. Businesses need to establish a budget and set forth the needed objectives, but even if you aim to do everything on your own, it’s ultimately beneficial to hire social media marketing vendors who have experience in B2B, so that you can leverage their expertise and experience.
5. Not Engaging with Your Audience
Social media should be treated as a two-way conversation with your audience, rather than as a platform for business updates. Engaging with your followers is a simple yet effective way to build customer loyalty, and can help drive customer acquisition. A lack of engagement can leave followers feeling ignored and disengaged, potentially causing them to disassociate from the brand.
Wrapping Up – How Midas Touch Can Help
We’ve seen businesses make numerous mistakes throughout the last decade, limiting the efficiency of their social media initiatives. While these difficulties are prevalent, they may also be avoided. Learn from others’ mistakes and make sure your social media approach is in line with industry trends and your company objectives.
Consider Midas Touch’s knowledge as you begin on your social media marketing adventure. We’ve negotiated the complexities of B2B social media marketing with a lot of knowledge, assisting organizations to succeed in the digital ecosystem. Contact us now to avoid these traps and develop a social media plan that connects with your target audience and enhances your business.
