Social media isn’t just for B2C brands anymore. More and more B2B companies are stepping into the digital arena, trying to carve out a unique space for themselves. But with this push comes a common fear: the dread of getting canceled or alienating parts of your audience. Let’s dive into why this fear exists and how embracing authenticity can be a game-changer for your B2B social media strategy.
One of the primary concerns for B2B companies venturing into social media is the fear of damaging their hard-earned reputation. As Liam aptly puts it, “I think that understandably businesses are worried about getting canceled. They're worried about their reputation, jeopardizing their reputation that if it's an older brand that they've taken many years to build.” This fear isn't unfounded. In today’s fast-paced digital world, a misstep can quickly escalate into a PR nightmare.
But why are startups particularly anxious? Ruta adds, “A lot of startups also want to seem like they're kind of not a startup, like they're professional, they've been around, they know what they're doing.” The pressure to appear established can stifle creativity and make companies hesitant to infuse personality into their content.
The traditional notion of professionalism in the corporate world is evolving. Gone are the days when a professional image meant no tattoos or visible piercings. Emma chimes in, “We’ve moved so far beyond that, like, shirt and tie. People shouldn’t have tattoos. People shouldn’t have piercings that are visible.” Today’s workforce values authenticity over conformity, and so should your brand.
Instead of striving for a stiff, old-school professional image, companies can embrace a more human and relatable persona. This shift not only makes the brand more approachable but also aligns with the modern workforce's values.
Injecting personality into your social media strategy isn’t just about being quirky or funny. It’s about being authentic and letting your brand’s true voice shine through. Liam emphasizes, “It doesn't have to be ridiculous but I think it is super important to have a bit of personality there that does reflect your brand and does speak to your audience.”
Authenticity builds trust, which is crucial in B2B relationships. When your audience sees the real people behind the brand, they're more likely to feel connected and trust your expertise.
Your company's leaders are the heart and soul of your brand. Liam suggests, “Always start with the founder. What are their values? What are their points of view?” By showcasing the passion and vision of your founders, you can create a more relatable and trustworthy brand image.
Video content is a powerful tool for showcasing your brand’s personality. Whether it’s through podcasts, interviews, or quick-fire Q&A sessions, video allows your audience to see and hear the real people behind your company. Liam notes, “Video content is king, isn't it? And it's a really accessible way for your audience to see who you are.”
Podcasts, in particular, offer an intimate medium to share insights, stories, and behind-the-scenes looks at your company. They can be repurposed into multiple social media posts, maximizing your content output without a hefty budget.
Not every piece of content needs to be high-budget and polished. In fact, sometimes the “quick and dirty” approach can be more effective in conveying authenticity. Liam advises, “There's no need for high budget stuff. The lifespan of your social content is a waste of money. Remote podcasts are absolutely fine.”
Authentic, raw content often resonates more with audiences than overly produced materials. It shows that your brand is genuine and approachable.
While embracing quick and dirty content, it’s essential to maintain a balance between quality and authenticity. Emma highlights, “Focus on the value that the piece of content is bringing first and the brand is second.” The content should deliver value to your audience, whether it's through information, entertainment, or inspiration.
High-quality production has its place, especially for specific campaigns or more polished content needs. However, for regular social media posts, prioritizing authenticity and value can often yield better engagement.
Creating authentic content can be challenging, especially if team members are uncomfortable on camera. Emma shares, “For someone who is nervous, having experienced hosts like us can make a huge difference.” Creating a comfortable environment and gradual exposure to content creation can help alleviate these fears.
Liam adds practical tips, “If it looks like you're really uncomfortable, then we just won't use the video, we'll use your voice and I'll stick it under a load of other videos.” Flexibility and understanding are key to ensuring that your team feels supported in the content creation process.
Consistency is crucial in building trust with your audience. Regularly posting content that reflects your brand’s personality helps keep your company top-of-mind. Liam explains, “If you're consistently doing content that has a personality, then you'll have your audience.”
By maintaining a consistent voice and regularly engaging with your audience, your brand becomes more recognizable and trustworthy.
Embracing authenticity in your B2B social media strategy can set your brand apart in a crowded marketplace. While fears of cancel culture and reputation damage are valid, the benefits of building trust and showcasing your brand’s true voice far outweigh the risks. Start with your founders, leverage video content, and maintain consistency to create a relatable and trustworthy brand presence.
Remember, it’s not about conforming to outdated notions of professionalism but about being real and connecting with your audience on a human level. So, take a step towards authenticity and watch your B2B social media strategy flourish.