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6 Huge B2B Social Media Marketing Mistakes to Avoid by Tamara Weintraub #339
B2B companies should avoid six social media mistakes including targeting wrong platforms, ignoring paid promotion, using one-and-done content strategies, and keeping social media separate from SEO efforts.
Key takeaways
- Focus limited social media resources on the platform your specific B2B audience actually uses and understand how they use it.
- Repurpose one article into many posts: six headers become six tweets, six intro paragraphs become six Facebook posts.
- Paid social ads let you reach audiences beyond existing fans and followers, something organic posts cannot do.
- Social profiles must stay active, current, and visually consistent with your website or you lose credibility.
- Keeping social media separate from SEO is a mistake because social presence directly affects how prospects research your company.
keeping your social media separate from SEO. Thank you, Tamra, for that one. This is something I've been preaching to people for six years now. Look, social media and SEO just go together. They just do.
About this episode
There are many ways marketers can use social media. Here are some of the biggest social media marketing mistakes to avoid, and what to do instead.
Questions this episode answers
What are the six B2B social media marketing mistakes to avoid?
According to Tamara Weintraub's article discussed on the podcast, the six mistakes are: dedicating resources to the wrong platforms, having a narrow definition of social media marketing, having a one-and-done content strategy, avoiding new content formats like video, not paying to play with paid ads, and keeping social media separate from SEO.
Why do B2B companies need to pay for social media advertising?
Organic posts only reach existing fans and their friends. Paying for sponsored or boosted posts lets you target people who match your demographic but have never interacted with your brand. The hosts stress tracking goals like sign-ups or phone calls and not just chasing reach numbers.
How can a B2B business repurpose a single article for social media?
The hosts suggest turning each of the article's section headers into tweets with a supporting link, and using each intro paragraph as a Facebook post with a link back. One article can produce six tweets and six Facebook posts, totaling twelve pieces of content from a single source.
Why should B2B social media profiles stay consistent with the company website?
Prospects research companies by moving from the website to social profiles. If branding, logos, or taglines differ, or if social accounts show outdated posts and few followers, credibility is lost. All profiles should reflect the same current look, messaging, and information as the website.
In their words
it's important, especially if your resources are limited, that you're focusing your social media efforts in places that will generate the most return for your efforts.
Host
constantly repurpose and redistribute your content
Host
you see old branding or the last post was two years ago and they got like, you know, no, a whole bunch of, they're following a whole bunch of people and no followers and two posts. All back to front. Man, look, you've just lost all credibility at that point.
Host
Terms defined in this episode
- Shikos
- An eWebResults branded term for social engagement, standing for shares, likes, and follows.
- One-and-done content strategy
- Publishing a piece of content only once and never repurposing or redistributing it, described in the episode as a major B2B social media mistake.
- Pay to play
- Investing in paid advertising or sponsored content on social platforms to reach both existing followers and new target audiences beyond what organic posts can access.
- Expanded text ads
- A Google AdWords ad format larger than standard text ads, with more characters and an extra line of space, set to replace standard text ads after January 31st according to the episode.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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