B2B Organic Social Media
.png)
Content
Why do content marketers constantly feel cold? They’re surrounded by drafts.
Our team (we are in the commercial real estate industry) has been doing a lot of restrategizing for 2022 and we keep getting hung up on our organic social media strategy.
I've spent a lot of time analyzing our audiences, engagement, etc. on each platform and have (kind of) come to the conclusion that our social media is planning is a bit of a money pit. We spend time creating and scheduling content, but none of our social campaigns have lead to any meaningful revenue or contacts that I can track.
We are planning on trying to launch a social selling strategy with a handful of our employees and seeing where that goes, rather than focusing on or company accounts
But where does that leave our company accounts? We have switched gears and instead of posting every blog we every publish with a boring caption + link + boring photo, we are posting company milestones, news, etc. We are focusing on LinkedIn and plan to post less on all other platforms (or possibly not at all).
We like our Instagram and the content we post there showing that "No one knows Austin better" (our motto). But it is not moving the needle on revenue at all and our followers are mostly employees, small businesses, friends, etc. despite our engaging with other companies. My thought is to switch this to a channel to highlight our employees and what we do. It feels near impossible to reach the decision-makers we need to reach on Instagram right now organically (likewise on Facebook and Twitter).
All that to ask, what are your thoughts/experience with B2B organic social media and its effectiveness?
Log in to leave a comment or
Sign Up for Free
1
1
Read next
-
I Need Video AdvicePost
Video for you, Tina 😊Resources Mentioned (Written Content): Blog About Tool IM+ Course: Blog Optimization for SEO Resources Mentioned (Video Content): IM+ Course: The Selling 7 Film School for Marketers > The Video 6 IM+ Course: Vidyard 101 IM+ Course: How to Set Up & Optimize Your YouTube Channel
Tina O'Rourke
-
My first Post. Would appreciate any feedback. What is...Post
Thank you all for your comments and suggestions. I have tried to implement them as I understood them. I have attached a link to the revised version. Any additional feedback or critiques would be greatly appreciated. What is my Interest Rate.edited.docx
Jeff Farnham
-
Content Manager - Remote vs. LocalPost
That is so amazing! Let us know how it goes. Looking forward to hear about it!!
Steven Ladd
-
How did you get a lead time on content?Post
Hey Evelyn Gascoyne! I will make some assumptions here - tell me if I'm off base with any of them. When you say content lead time, you're referring to how long it takes an article to be written (from ideation to hitting the publish button).2. When you say backlog, you're referring to a bank of publish-ready articles that are scheduled to be published in the future (from here on out I'll refer to this as a 'publishable article backlog')With those assumptions ^ in mind, here are some thoughts.First, make sure your article content calendar is planned out for at least 90 days in the future. That visibility into what you're working on is critical to building a backlog and helping you plan for articles. I'd recommend having a 2-3 week, or 6-9 articles, publishable article backlog. This shouldn't be viewed as a saving account to dip into when content gets low. Instead, follow the FIFO method so the first article to go into the backlog will get scheduled to be published first. As a second article goes into the backlog, it will have the place of the next scheduled article.Every week you should have time allocated to 3 tasks (for 3 articles). Follow the rule of 3-3-3 every week Publish 3 articles from the backlog Edit and finish 3 articles and add them to your backlog Start researching and drafting 3 new articles In general, you should follow this process to create an article. As a writer, you'll be playing an active role in the research and planning phase, the SME interview phase, the first draft phase, the revisions phase, and the publishing phase. Others in your organization will play an active role in the review and final approval stages. Following this process means it'll take around 8-10 business days to go from ideation to publishing an article. That doesn't mean it'll wholly consume 8 hours per day for 8-10 business days, but the big picture that's how many days you can expect the process to take. Below is an idea of how long each part of the content creation process should take by the number of hours. Researching & Planning - 2 hours SME Interviews - 2 hours Initial Draft - 2-4 hours Internal Review - 1 hour IMPACT Review (if working with IMPACT) - 1 hour Revisions - 1 hour Final Approval - 1 hour Publishing - 1 hour Now, if you're trying to implement this and you can't break through you have a couple of options to build a backlog.Pause for 2-3 weeks on publishing to build your backlog.2. Scale back on publishing. Take 1-2 (of your 3 published articles per week) to put in your backlog.3. Use others in your organization to write content while you're focused on 3 articles per week and use the surplus to build a backlog.
Evelyn Gascoyne
-
Price Estimator & Next Steps RecommendationPost
They do, thank you! The Berry Insurance site is also very helpful!
Caitlin Hunter
-
Website Price EstimatorPost
Sounds like a plan Dave Wieser ! Looking forward to hearing back :) Also, want to tag in Renee Hernandez who helped build some pretty awesome stuff with our quiz functionality in IMPACT+.
Dave Wieser