15 Ways to Be Better at B2B Influencer Marketing on Social Media

by Gerry Moran

Internal subject matter experts will be 2021’s social media B2B influencer rock stars. These subject matter experts, or internal influencers, are demand generation machines. Yours might need a little tune-up, though.

But, if a Social Media Expert (SME) speaks and no one hears them, are they really a SME?

Well, yes and no. They are an expert. Yet, expertise goes to waste.

There are many ways to unleash their subject matter expertise using social media. You just have to start building your reputational footprint today. Start by walking your insight-based talk to the social watering holes where your customers frequent.

15 Steps to Up Your B2B Influencer Marketing Game on Social Media

1.  Follow your company’s social media channels.  By following your company’s and your industry’s key corporate channels, you can begin offering your real-time POV and amplify key messaging to which others may not have access.

2.  Update your social media profiles. Improve your LinkedIn and Twitter profiles.  When people check you out, it’s important to show the credentials and reputation of a true subject matter expert who understands and can help an individual or an enterprise!

3.  Engage with Social Media Channels. Share, like and comment on your company’s and other key industry social media channels. Adding your commentary to various thought leadership sources will build your credibility and will further establish your brand as a thought leader.

4.  Post comments on your network’s LinkedIn posts. Regularly review your network’s posts and add valuable comments or questions. This commenting will help position you and your company as a client partner, whose perceived primary role is to help and not to overtly sell!

5. Follow your co-workers. Follow relevant coworkers to learn from each other and build a solid social community.

Internal subject matter experts will be 2021’s social media B2B influencer rock stars. These subject matter experts, or internal influencers, are demand generation machines.

Gerry Moran

6. Engage with your co-workers’ posts. Share, retweet, and comment on relevant posts from coworkers. This way you can jointly build up everyone’s credibility and reputation.

7. Don’t start a LinkedIn Group. Do not start a LinkedIn group to increase the awareness of your expertise.  Customers and influencers don’t join these communities that overtly sell.  Instead, join an existing mutually beneficial group.

8. Engage in a selection of LinkedIn Groups. Find 3 active and relevant LinkedIn groups to join and engage weekly – always offering subject matter expertise that does NOT sell your company. This action helps position you as a problem solver instead of a problem seller.

9. Increase the size of your social media network. A bigger relevant audience is always better than a smaller audience.  Think of yourself as a publisher with the need to increase your subscribers. Always say yes to someone who wants to join your network to understand your POV.

10. Share others’ content on your social media network. Curate content from others to network with your network! Curating content helps you remain top of mind with your community. It shows you understand their industry, category, business and position (e.g., CIO).

11. Create your own content. Create content.  Like blog posts on LinkedIn, start conversations on a current issue or another interesting off-shoot.

12. Communicate Daily. Communicate daily to sustain your relevancy – at least 5 times on Twitter, 3 times on LinkedIn – to expand your reputation’s footprint and to solidify your role in your community’s conversation.

13. Find Other Influencers. Create and sustain relationships with outside influencers. You are not relevant in a space until other influencers validate you – with interviews, lists, social sharing, blog post mentions, keynote speeches, etc.

14. Pay attention to your company’s governance and compliance guidance. Always adhere to your company’s social media governance policy, since we never bite the hand that feeds us!

15. Be smart and emotionally intelligent! Always be emotionally intelligent in presenting your subject matter expertise. You want to build up your personal brand—not knock it down. So, no ranting about politics or religion! If these non-SME topics are important to you, then open up a private account to separate your company from your personal brand!

Do you have another internal subject matter expert tip to add to this list? If so, then please share it below. Or, please contact me at gerry@marketingthink.com.

Subject matter expertise is too important to waste. When you have something to say to help yourself or your company, you need to set yourself up for success! Are you an unknown subject matter expert? If so, then put a face to your knowledge. Be present. Be relevant. Be heard!

Gerry Moran is a social media and content marketing strategist who's worked for large global brands and digital agencies. He's spent significant time in hands-on marketing leadership roles with HBO, IKEA, Ralston Purina, Kodak, and numerous digital agencies. He spent his last ten years working at SAP and Cognizant, where he built their content marketing operating models, developed social media training programs, and helped thousands with their LinkedIn makeovers and personal branding strategies.

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