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Give Your B2B a Social Media Makeover (Part 1)

How long has it been since you’ve taken a long, hard look at your social media profiles? If you’re like many marketers, you (or a long-gone intern) set them up, dropped in your logo and boilerplate bio, and haven’t given the aesthetics much of a thought since. In part one of this two-part blog post, we’re going to take a look at how to give your social media accounts a facelift.

I know it’s easy to preach the power of images on social, but B2B companies often face a roadblock that consumer companies don’t: “How am I supposed to make my tech software/medical equipment/consulting services visually appealing?”

That fancy printer you’re selling is state-of-the-art, but it’s not exactly a looker. Just think of the task ahead of you as a scene from a high school romcom. It’s time to take off the glasses, let your company’s hair down, and behold the swan in front of you. Here’s how:

Dress up your profile.

Facebook, Twitter, Google+, LinkedIn, and YouTube all have a spot for companies to upload a header image. If you’re not using this space to your advantage, you’re missing a big opportunity to showcase your brand. Here are some of my favorite examples of social media headers that go beyond a simple logo or tagline.

capterra-facebook-social-media

In the B2B tech industry, it’s easy to forget there are people behind the products. I love how Capterra uses a casual staff photo to show off their personality on Facebook.

mediacurrent-twitter-social-media

Mediacurrent cleverly uses their Twitter header as an opportunity to show off one of their accomplishments. (Keyword: One. There’s no need to list all the awards your business has won over the past 20 years; that’s like putting your high school spelling bee championship on your résumé.)

twilio-social-media

Twilio is a great example of a company using its Google+ header to subtly showcase its products. Instead of listing exactly what they do (that’s what a bio is for), they use an image to creatively depict their best qualities.

Keep in mind that part of your header image may be covered by your profile picture depending on which site you’re using, so you may have to tweak it slightly from platform to platform. As long as your branding is consistent across channels, you’re golden!

Bulk up your Tweets.

We recently started using Twitter Summary Cards to give our followers a visual preview of our blog posts before they click through to the site. Here’s an example:

pardot-twitter-summary-card

Not only do Twitter Cards look great, they build audience trust. How many times have you fallen victim to clickbait (“You’ll never believe how Company X tripled their blog subscribers!”) only to find that the article had little to nothing to do with the tweet’s content? Summary Cards are a good way to let readers see what they’re getting themselves into before they click.

So, how do you get Twitter Cards for yourself? There’s a little bit of code involved, but don’t let that fool you; Twitter Cards are simple to set up, and the payoff is worth it. You can find all the information you need on the Twitter Developers site. Plus, if you use a CMS like WordPress, they have a helpful guide to setting up autogenerated Twitter Cards.

Beautify your posts.

We’ve heard it a million times: social posts with images are more engaging. A few key stats:

  • 93% of the most engaging posts on Facebook are photos. (Social Bakers)
  • Tweets with images receive 150% more retweets. (Buffer)
  • Tweets with images get 18% more clicks. (Buffer)

Need I go on? Here are some resources that will make it easier to share top-notch images on social—no bland photos of printers necessary.

There you have it: your complete toolkit for making over your B2B company’s social media images. What do you think—did we miss any tips? Let us know in the comments, and stay tuned for part two of this post for tips on tweaking your social media copy.