Creating a positive image of the company. In large b2b companies, the reputation of the company plays a key role in the process of finding customers. Therefore, the main purpose of working in social networks is to broadcast a message describing the company as a strong partner, that cooperation with it will be beneficial in the long run.
Dissemination of important information about the company. When managing social networks, you need to share with the target audience information about events and other activities of the company. This kind of content is also aimed at creating a positive image.
Conquering audience loyalty. As in any other field of business, in b2b it is important to work on creating an audience that is loyal and interested in the company's activities.
Search for new employees. Attraction of employees is given a lot of attention and an important place in terms of content.
Attracting clients. In any large b2b company, you can not count on any spontaneous, emotional sales. Where the cost of services is estimated at millions, the best that SMM (Social Media Marketing) can do is to show the expertise of employees and the image of the company, in order to increase the interest of any potential client. Therefore, attracting clients comes via unobtrusive withdrawal of objections, rather than direct sales.
Denote the requirements that we need to adhere to in the course of the project.
The volume and quality of the published material is important. In other words, we need to publish a rare (4/5 posts per week), but high-quality, really interesting and useful content.
You can not publish content in the format "DIY"(Do It Yourself), as this leads to "self-made", which harms the business.
"Self-made" - is when the owner or manager uses recommendations from the Internet and thereby harms the business, as it does not have sufficient competence for the correct application of information.
Reputational - with the help of these publications we show the professionalism and expertise of the company's employees. We make sense: with this company it is advantageous to cooperate, because it employs professionals who achieve results in their work. The most striking example of reputational content - cases.
Example of reputational content with the results of cooperation
Helpful - even with limited opportunities in the choice of ideas, we can find interesting publication formats.
The trick is to not "extract" a specific action plan from the published content. In other words, we share only general recommendations and interesting information.
Here work perfectly: a selection of tip cards, quizzes, news digests in this business, infographics.
An example of a helpful infographic
Informational - here we include all the important information about the activities and events of the company. For example, with a specially prepared series of publications we are announcing a new partnership.
Example of informational content
Thus, the "three pillars" of the content plan are: reputational, helpful, informational content. And the main goal of almost all publications is the creation of a positive image of b2b.