Description: The article discusses the content development and promotional strategy which can help boring B2B businesses get more social shares especially when they don’t have a mass following on the social media.

According to a study, only 10% of the articles published on the internet get more than 100 shares, and only 1% of them get more than 10000 shares. Established brands tend to get more social shares as compared to small or new businesses. Reputed brands enjoy the trust of a vast number of followers on the social media. They also have a decent marketing budget which plays a crucial role in amplifying the reach on social media.  Also, B2C businesses create interesting commercials and content that appeals to a young audience. Thus, they create a buzz through interesting mass campaigns.

However, it doesn’t mean that B2B businesses which are into boring businesses will not get shares. You simply need be creative and persistent, the results will follow. Some tweaks in your content and promotional strategy can help you achieve a decent number of social shares.

Here are some strategic changes in the approach that lead to more social shares:

Changes in the Content

Content is the most crucial element of any social media marketing strategy. Thus, you must master the art of writing content which encourages or inspires more users to share it with their acquaintances.

I recommend the following changes in the content to make it viral:

Primary Research – Doing a primary research and getting insights may be difficult but a necessary exercise to gain attention on the social media. Writing how-to and industry tips may not be very useful for boring and niche B2B businesses due to excessive coverage of the same on the internet. Thus, it is important to find interesting insights about the end use of your products or services and publish first-hand information. Since it requires a lot of work, conducting the research once in 1 or 3 months is enough to get noticed. Remember that for niche B2B businesses, the quality and authenticity of content is more important than the quantity or design.

Article length – Article length does matter. Longer articles tend to have more useful information at once place, and therefore, elicit more response from the users. Although there is no universal agreement on the standard number of words that can make content viral, articles with 1500+ words tend to perform better than smaller articles.

Make the content easy to read and understand – It goes without saying. The content should be simple enough so that it can be understood by anyone. Use simple language and write short paragraphs (3-5 lines) so that the readers can easily skim through the content and get the gist of it quickly. Structure your content in a logical way so that users can read the entire article without breaking their flow.

Make your content distinct – Put your personality into the content and take stand for what you believe in, even if it makes the content controversial or funny. Give it a human face (write in the first person) and put statistics to make your argument persuasive. Revealing more personal information about yourself or your business will make your blog more authentic and lead to more social shares. Relating your content to current affairs can also help in gaining traction.

Publish Interviews

Interviews work well on social media. You can interview your clients, dignitaries, influencers, acquaintances, regulators, and other prominent figures who could be related to your business. Publish it on social media, tag the interviewer and ask them to share the interview on their social media pages too. Over time, you will see a dramatic jump in overall social shares.

Making changes in the content may lead to more shares if you already have some readers. If you have no audience at the moment, make the following changes in the promotion strategy.

Changes in Promotion Strategy

Title and Description on Social Media – You may choose a title and a description of the content to gain maximum SEO benefits. However, the same may not appeal to social users. Thus, when you promote the article on social media, you need to modify the title, and the description to attract the attention of users when they are scrolling down their social media timeline to find updates from their friends. Read this great formula by Neil Patel on writing great headlines.

Also, while publishing interviews on social media, take quotable quotes or some instance from their personal life (with the interviewers’ permission), behind the scenes, etc. to publicize the interview. Title and descriptions will play a very crucial role in the success of interview promotion on the social media.

Promote in Groups – Many marketers share their content only on the official social pages or the personal profiles. You need to join the relevant groups, especially on Facebook and LinkedIn, and share your content on these groups. Of course, don’t spam the groups, else you will be blocked permanently. Make some tweaks in the title and description while sharing the content in the groups.

Sponsor Posts – Don’t invest in building page followers or likes. Rather, spend in sponsored post, and you will get relevant traffic as well as some page likes. Since organic reach is declining consistently on social media, sponsoring posts is quite helpful in reaching more audience. Moreover, it doesn’t require a huge budget. For instance, if you publish eight blogs per month, then spending $40 per month ($5 per blog) on sponsoring posts will go a long way in amplifying your reach and social shares.

Bottom Line

Many B2B marketers avoid taking a risk when it comes to marketing. They follow the industry trend. If you want to make a mark, then go beyond the mentality of following the norms and carve a niche for yourself. Dare to be funny, creative and different. And you will see a significant surge in social shares as well as buzz around your business.

anthony bergs hsj
Anthony Bergs is a project manager at Writers Per Hour. He always keeps an eye on the marketing sector to implement the best innovations into the strategies that he builds. He’s always open for new connections and partnerships.

I just got this fascinating facts infographic about online vs offline commerce. Have a great look at it.

online offlineSource: LoveShopping.

How long does it really take to rank in Google? Well, it depends on a lot of factors like Domain Rating, Monthly Searches and if it’s a High-Volumen Keywords – and more… take a look at this infographic.

how long to rank

Source: The Website Group

RankBrain is currently one of the top three ranking methods that Google uses, which makes understanding it a huge priority. Those of you who haven’t already put a major emphasis on RankBrain need to implement some changes right now because it’s well-poised to earn an even higher level of search engine influence in 2018.

How RankBrain and Dwell Time Determine Your Ranking

Have you noticed that search engine results have changed dramatically since RankBrain’s debut? That’s primarily due to the concept of ‘dwell time.’ In a nutshell, RankBrain increases or decreases each website’s search engine ranking based on how users interact with them.

For example, let’s pretend you’re looking for information about blue light filters. When you conduct this search, you find a couple of highly ranked sites and click on both of them.

Site A has in-depth articles about blue light filtering technology, including links to scientific studies. The site is also well-designed and contains quality content that’s free of typos. As a result, you spend 10 minutes perusing the available information.

Next, you visit Site B. Although you immediately see that Site B has several articles as well, the author hasn’t provided any sources. Even worse, the article you click on contains several typos, misspellings and grammatical errors. This turns you off quickly, and you exit the website in less than one minute.

Dwell time takes into consideration which websites you click on and how long you stay on each one. Site A has superior quality content and is likely to attract a much longer dwell time. In return, Site A’s search engine ranking will increase while Site B’s decreases.

How to Boost Your RankBrain Ranking

Taking what we currently know about RankBrain, Dwell Time and Google’s other top-ranking factors, we can create a game plan for boosting your SEO performance in 2018. Remember: these things could change over time, and it will be necessary to adjust accordingly.

  1. On-Site Content – Bill Gates famously opined in 1996 that “content is king.” This has become the mantra of the past few years, and it will continue to be accurate in 2018. After all, the best way to increase your dwell time is to provide visitors with worthwhile information. Make sure your content is well-done. Also, it’s wise to focus on providing a new approach or a comprehensive guide to a specific topic.
  2. Selective CTR Strategies – You could have the most original and informative content in the world but still suffer from a low dwell rate if the wrong people keep clicking on your links. Instead, be sure to tailor your ads, metadata and website pages to your specific target market. In other words, if your site is about horror movies, don’t take a generalized movie approach. Stick to horror to attract visitors who are likely to stick around for at least a few minutes.
  3. Utilize LSI – Latent Semantic Indexing (LSI) is a great way to get Google’s attention, and it goes hand-in-hand with selective CTR strategies. An LSI keyword generator gives examples of words that connect well with your chosen topic. Using the above horror movies example, we discover that some of the top keyword phrases are “100 best horror movies” and “50 scariest movies of all time.” A review of a recent movie could say something such as “although it’s not likely to end up on anyone’s 100 best horror movies list…” to help RankBrain send the right traffic your way.
  4. Guest Blogging – Despite the claims of some naysayers, guest blogging isn’t dead. In fact, it’s a solid SEO strategy that can also help boost your volume of leads. You’ll need to be more selective than ever before in 2018, though. Putting your name and a link to your website on a highly regarded blog with a solid RankBrain ranking is a good way to drive relevant traffic to your site, thereby reducing your bounce rate. It also signals Google that your website might deserve a higher ranking.

If you want to improve your search engine ranking in 2018, you’ll need to leverage RankBrain instead of letting it work against you. The best way to do so is by boosting the quality of your content, taking a more selective approach and finding a natural way to slip in LSI keywords. Failure to do so could sink your site’s ranking and destroy your profit margin.


Written by Holly Chavez