To make the most of social media, B2B companies can (and should) strategically use hashtags to increase visibility, reach new audiences and engage with existing followers.
Alan Helimsky | April 14, 2023
Social media has become an essential integrated marketing channel for B2B companies. According to a survey by Content Marketing Institute, 95% of B2B marketers use social media to distribute content. To make the most of social media, B2B companies can (and should) strategically use hashtags to increase visibility, reach new audiences and engage with existing followers.
If you are tired of shouting into the social media void and hearing nothing but crickets, some well-placed hashtags could be the loudspeaker you need. Here are some reasons why B2B companies should use hashtags on social media:
Using relevant hashtags makes it easier for potential clients to find companies on social media. When someone searches for a particular hashtag, they see all the posts that have used that hashtag, which helps companies get discovered by people who are interested in their products or services and are actively looking for solutions or expert insights in their industry.
For example, let’s say you’re a B2B company that sells cybersecurity services. By including hashtags like #Cybersecurity or #InformationSecurity in your social media posts, you’re signaling to potential clients who are interested in cybersecurity that your content is relevant to them. When these potential clients search for those hashtags, your posts will appear in the results, increasing your visibility and making it more likely that they’ll discover your company.
By using industry-specific hashtags, B2B companies can participate in discussions, answer questions and share their expertise with others in their field. This helps companies and their executives establish themselves as thought leaders and build relationships with industry peers.
When tactfully using relevant hashtags, posts are more likely to be seen by people who are interested in their industry or niche. This increases the chances of getting likes, comments and shares, which, in turn, can lead to more followers, clients and employees.
If you’re a B2B communications or marketing professional charged with making sure your brand is present in relevant conversations, or if you’re responsible for disseminating content or boosting engagement, consider these hashtags in your social media strategy:
This is just a sampling of common hashtags, but you can expand your list to include hyper-relevant industry hashtags, including:
Remember to research the relevance and popularity of the hashtags you want to use and make sure they align with your brand and messaging.
Avoid hashtags like #sternmarketingstrategy2023. It’s too specific and not discoverable.
The exception to this rule is if you’re developing a social media strategy for a conference or event and you need a community hashtag. In this case, you want attendees to tag their posts with your hashtag so you (and other conference attendees) can follow the event. This will also help you measure overall social engagement.
On Twitter, incorporate hashtags within your posts. Your copy will be more concise and use fewer than your allotted characters. For example: “Here are three ways you can grow business with your #contentmarketing strategy.”
While hashtags are important, your B2B social media strategy should also include big picture goals, tactics and paid efforts. Need help boosting your brand’s social presence? Reach out to learn how we can help.
