Your B2B content marketing strategy is in place. You know what type of content you want to create and which social media networks to share it on to reach your target audience. You also know the crux of B2B social media marketing is not only to drive traffic to your own content but to share the posts of others, as well as engaging in real-time conversations with your followers. With 87% of B2B marketers using social media to distribute content (MarketingProfs and CMI survey), how do you judge how frequently you should be posting?
In a recent article, Hubspot recommend a generic B2B social media posting schedule of 8 tweets a day, 4 Facebook updates, 3 LinkedIn updates and 4 Google+ updates. Is this summary not far too simplistic? What happens if you can’t find any content relevant to your audience for that last LinkedIn update of the day? Should you post the next best thing you can find for fear of appearing absent from conversation in the social world? Do this and you’ll ultimately be ignored in what is a very noisy room.
For every B2B marketer, positioning your business as valued and expert in your sector via social media networks is not just a matter of what you are sharing but how regularly you appear on people’s news feeds. Post too much and you risk alienating prospects with information overload, post too little and risk losing your position at the forefront of your prospects’ minds.
The key here is balance, and finding that balance should take into consideration the three pillars of B2B social media marketing.
Firstly, consider the platform you are using. The life of updates on Twitter is much shorter than on LinkedIn, so posting here more frequently is usually more acceptable. Is the text-based content you’re sharing on LinkedIn also likely to engage on Facebook or should you use Facebook only to share visual content such as infographics and video? The way each social media network is used to consume content is hugely varied so find out what works for you.
Secondly, what are the needs of your target audience? What are their digital habits and behaviours? Do they require updates hourly, daily, weekly? Is their demand for content matching the regularity of your posts? It’s important to research all these points and match expectations.
Third is the cardinal rule; quality beats quantity. Sharing inappropriate and low-quality content will only result in your company being instantly overlooked on a news feed and engagement levels will suffer. Likewise, creating content that is not meaningful and engaging to your prospects is more detrimental to your B2B social media marketing than to reduce the amount you are creating. Post where the content is so relevant to your target market that they may be inclined to like/tweet/share it themselves.
It is the integration of all three of these aspects, combined with consistent testing, that will indicate your own optimum posting frequency. Whether the aim of your B2B social media strategy is to increase followers, drive more visitors to your landing page/website, or increase engagement levels, base the regularity of your updates in line with the three pillars of B2B social media marketing, but be sure to use the appropriate metrics to measure and gain real insight into what is and isn’t working for you.