Now that you have your goals and you know the decision-maker inside and out, you need to be able to define the right social networks. Warning: don’t have eyes bigger than your stomach! Communicating Romania Email List to make choices. When I give a conference, lead a training course, or a webinar, participants leave with a lot of motivation. It’s great. The problem is that when they get carried away, they start creating accounts on all the social networks they know. They manage to animate them for a few days but the motivation, we all know what it is, that does not stay indefinitely. Once the enthusiasm for the discovery has passed, they give up.

This is how we find Facebook pages or Twitter accounts that have not published anything for 3 years. And that, clearly, has a negative impact on your brand image! Before deciding on which social networks to communicate with, take stock of your resources. How many people can manage social media in your business? How much time can they allocate to social media each week? What are their skills? Answering these questions will allow you to reasonably define the number of social networks on which you can communicate effectively. You can now choose the most relevant social networks according to your goals, your market, and your personas. This is where you have to answer the famous question: what to post on B2B social networks?

Take stock of your resources

If you’ve done your job when working with personas, you know their problems and how they get information on the Internet. You can therefore define the themes and formats of the content that you can publish on the social networks selected earlier. We will develop this point a little more in point The editorial calendar. The editorial calendar is all too often skimped on by B2B companies. And yet, it can alone ensure the ROI of your actions. Before, I too made the mistake of going without an editorial calendar for my social networks. I can’t count the times I’ve found myself in front of my computer looking for what I might post on my social networks.


Another problem, without an editorial calendar, I tended to postpone my publication moments until tomorrow. It is therefore difficult to maintain a sufficient publication rate to generate a return on investment. I know you too have been in this situation before! Communicating well on social networks means being regular in your publications. Working your editorial calendar will allow you to engage and know exactly what to post on your social networks and when to do it. Better, you can use tools like Buffer, Hootsuite, or Hubspot to plan your publications in advance. The editorial calendar is a great opportunity to communicate well on social networks when you don’t have time. On social media and the internet in general.

The right content at the right time

Sending the right message to the right person at the right time is essential to generate leads and convert them into customers. But what does that mean concretely? Buyer journey: the length of the sales cycle – Inbound Marketing. To communicate well on the Internet and social networks, it is essential to understand the purchasing journey of the B2B decision-maker. The B2B decision-maker leads a reflection in 3 steps. In the Awareness phase, he analyzes his problem. He tries to understand it and to know if he really has to solve it or if he can deal with it. In the Consideration phase, he decided to solve his problem and start looking for solutions. He identifies them and compares them.

In the Decision phase, he has chosen one or even two solutions which seem to him to be the best and seeks to validate that he is making the right choice. You naturally understand that the decision-maker does not expect the same content depending on whether he is in the Awareness, Consideration, or Decision phase. To communicate well on social networks, you must publish content for each of these stages in order to speak effectively to all decision-makers according to their level of maturity. Marketing and sales alignment. Communicating well on social networks in B2B is a team effort. Your employees are your best ambassadors. The decision-maker does not trust a brand, he chooses a person whom he trusts to solve his problem and achieve his goals.

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