The team at binaryM have created a guide for marketers to use for performing a B2B Social Marketing Gap Analysis. 100% free.
When most B2B marketers think about either formulating or reviewing their social media marketing plan, odds are that it isn’t up to date and as a result minimal visibility around whether their current approach is optimised and sufficient to accomplish where they need to get to.
A social marketing audit and gap analysis is a useful way of taking stock and performing a health check of your social media marketing to pinpoint gaps and opportunities. It ensures all your organisation’s social media marketing (and social selling) initiatives are aligned and supporting overarching marketing and external communication objectives and guidelines.
When we refer to objectives, this could include but is not necessarily limited to demand generation, brand awareness and / or external communication goals and outcomes.
When we refer to guidelines, this could include but is not limited to ensuring social media assets, and content are on-message, align with your organisation’s content strategy and external communications plan. This is particularly important when you have frontline staff and your spokesperson active on social media networks, and in the B2B space this is usually LinkedIn and Twitter.
When it comes to setting or reviewing your social marketing strategy, there are a number of checkpoints to monitor.
To make your B2B Social Marketing strategy more effective, it’s important to ensure the basics are being executed well, these include:
1. Audience sizing and key messaging – Do you know the size of your addressable audience across the relevant social networks and is there a messaging framework to ensure both company and individual staff social profiles guide “what to say”?
In regards to messaging your sales, business development representatives and senior executive social network profiles (be it LinkedIn and / or Twitter) may not be optimised and aligned with your organisations messaging. You can be sure that in todays world, buyers will research and view your social profile often prior to a meeting or as part of vendor research to decide whether to engage with your organisation or not.
2. Customer journey, where and how content is supporting this – Do you have a relevant and optimised customer journey (ie. a clear and purposeful path for your target audience to follow) with the right content mix, quality and effectiveness?
3. Traffic source, type, how and whether it is reaching your target audience – Do you know if you should you be leveraging paid and / or direct messaging channels within the relevant social networks to gain sufficient reach? Relying solely on paid channels like sponsored content, paid Inmail on LinkedIn and paid Twitter ads isn’t always the best approach.
4. Your social footprint in the market in comparison to your peers – Are you aware of what your peers are doing? Knowing this can help you keep your point of difference in check and not get caught positioning yourself in the exact the same way as your peers. Observing peers can also become a valuable data point to inform what is working and what isn’t.
Your social marketing audit and gap analysis should at least cover these four areas, findings should then inform your campaign strategy and design.