There isn’t a single professional in the marketing sector that isn’t aware of the prevalence and importance of social media when branding or selling a product. Being aware of it is one thing- but knowing how to use it to your advantage by cultivating an active space where you interact with customers and competitors is what will set your business up for success.

Have social media accounts, preferably linked

This seems intuitive, but if you don’t have social media accounts for your business, you need to start signing up. The reason there are so many social media sites is that they all perform a different function and therefore cater to a different demographic. If you want your product to reach the masses, you have to go where they go, and they go everywhere. If the thought of ten different accounts seems too much to handle, link your accounts together. Use a social media monitoring service so that when you update one platform, the rest follow suit, making posting new content or information about your product easier and more streamlined.

Post regularly

After you create your accounts, don’t let them sit there. The more active you are on social media, i.e., the more you post, the more people will see, and the more followers you will gain. If you’re not posting, no one will know about the exciting events at your business or that new product. Think of social media as a giant community bulletin board- the more flyers you put out, the better your response will be.

Include images, videos and hashtags

Online articles with images and other multimedia components are much more likely to be read than those without. The same goes for social media posts. If you post an article or product description, post a picture along with it. Have a demo video or a customer testimonial? Even better. People are more likely to click on images and videos than they are to read a sentence or two, especially when scrolling through Twitter.

Hashtags may seem like an enigma to many people, but they’re fairly straightforward. They are a bit like filing folders that can help to categorize your posts. If you’re sharing a remark about being interviewed in a corporate video, you could use clear hashtags like #CorporateVideo, or even more humorous phrases like #HollywoodHereICome. Hashtags help put your post into relevant categories so that people searching for a product or service like yours will be more likely to find your business. Stick to a combination of short key words that are unique to your business as well as broader terms characteristic of your sector.

Include calls to action

Social media is great for posting short statements that entice viewers to do something, like click links that lead followers back to your site for more information. Use action words and exclamation points. “Click here!” or “New product launch, first 50 free!” This doesn’t mean you have to shove your product down their throat- just let them know what’s in it for them.

Share other’s content

The golden rule of B2B marketing on social media is to follow others, and share their content, occasionally. Sharing the content of competitors or businesses in your sector can serve the dual purpose of diverting their followers your way, and can also help you monitor what your demographic targets are interested in. Just don’t do it too often. On social media, cultivating your own content is key.