Does your company use platforms like LinkedIn and Twitter to connect with clients and prospects? If so, you’re in the majority. The Content Marketing Institute (CMI) reports that 95 percent of B2B marketers use social media content to influence buyers. CMI also finds that four in five B2B leads from social media come through LinkedIn.

Whether you’re active on this platform or others, you need a constant supply of ideas to keep your content fresh. Rochelle Williams, a senior marketing manager at Span Global Services, has put together a list of creative content ideas you can tap into if you’re running low on inspiration. Keep reading this issue of Promotional Consultant Today to see her suggestions.

1. Be personable. Remember that you don’t need to take an overly professional tone on social media. If you’re too formal, this can make your organization appear distant, Williams says. Use the first person and write in a conversational tone. It’s even better if you can add images that show what’s going on with your team or inside your company.

2. Give away valuable content. Use your social media to share exclusive research, case studies or stats. Williams suggests collecting email addresses in exchange for a free download. This is a smart way to get leads while establishing yourself as a thought leader and industry expert.

3. Branch out to multiple channels. Stick with the social media platforms that work for your company, but don’t be afraid to try new channels. Williams says the key is knowing what to post where. For example, well-researched articles will do well on LinkedIn while more visual promotions will likely do better on Facebook or Instagram.

4. Host invitation-only events. Another way to get creative with B2B social media is to engage with leads through digital events. Williams recommends promoting your event online and hosting a webinar to establish yourself as a leader in the promotional products industry. The idea isn’t to sell something, but to create brand awareness.

5. Go live. This is a way to show your company’s lighter side. You might go live to answer industry-related questions or to thank your new followers. You could also go live to show off new products or do a Q&A.

6. Create polls. Most people will take a few seconds to answer a quick poll they see on their social feeds. By posting a poll every now and then, you can get free feedback from your target audience and promote two-way conversations. Polls can be a great way to help you understand what your clients really want, Williams says.

7. Share good news. Did you win an award? Get featured in an industry publication? Get nominated for a special honor? These are all great content ideas for social media. Williams says you can also ask your happy clients to contribute a video or written testimonial sharing about their experience of working with you. B2B testimonials are the ultimate social proof that you are worth your leads’ time, she says.

If you’re racking your brain trying to come up with social media content, consider the points above. Whether you go live, create a poll or switch up your language to be more conversational, there are many ways you can get and keep your audience’s attention on social media.

Compiled by Audrey Sellers

Source: Rochelle Williams is a senior marketing manager at Span Global Services.