In recent years, there has been a shift in primary B2B marketing channels. The influx of new social channels and content publishing platforms is challenging B2B companies to rethink how they communicate with their audience and track results. While having a website and blog is important, it’s not enough to attract the attention of potential customers.

If you’re a B2B SaaS company, how do you keep up with the ever-changing trends? Let’s take a look.

When in doubt, plan it out

It seems social sites keep popping up all over the place—how is it possible to manage all of them?

Start by creating a marketing plan—this will help you prioritize your platforms. An organized plan allows marketers to spend less time second-guessing if they published that post to the right channel and more time where it matters: engaging with the audience.

While creating captivating content for your audience is important, social engagement and interaction with your audience should be of greater priority. Engagement helps build your brand personality, which sets your SaaS company apart from the other companies creating similar content.

In addition, interacting with your audience creates a feeling of comfortability for your customers and prospects—they’re interacting with real people and not just a computer screen. In a survey conducted by HubSpot, 60% of those surveyed preferred face-to-face interaction for business communication. While personalizing messages and coming off as genuine over social channels isn’t necessarily “face-to-face,” it can help create a similar sense of one-on-one communication.

Scheduling your social posts

A great way to free up time, allowing you to engage more frequently, is through scheduling your social posts. When you’re overwhelmed with too many different accounts and platforms, it might force you into a mass-posting epidemic that instantly discredits the sincerity of your brand. If you schedule your posts in advance, you eliminate the need to compose on the fly and free up time to interact with others—increasing your overall engagement.

In addition to giving you back time, scheduling your posts allows you to easily manage multiple channels and accounts. This is important to a successful marketing strategy because your customers aren’t all in one place—they’re everywhere. Pursuing multiple platforms enables your B2B company to reach a larger audience.

Leveraging LinkedIn

If you spend all your time on just one social platform like Facebook or Twitter, then you’re neglecting all the potential prospects on other social sites—like the ever-growing social media platform for business, LinkedIn. If your SaaS company isn’t set up with a LinkedIn account, check out these B2B basics for posting on the platform.

LinkedIn is a great opportunity for business-to-business SaaS companies to increase traffic and drive quality leads. The most effective LinkedIn strategy combines posting content, creating and sharing videos, and LinkedIn advertising.

With the encouragement and help of our friends, MKE Misfits, our CEO and Founder, Jackie Hermes, started publishing videos on LinkedIn and has received excellent results. Her first video on the platform received over 20,000 views, while the second video she posted received nearly 80,000 views. In her first year of posting video (the rest of the team has started as well!), Accelity has made over $600,000 in revenue—and we've rolled out this strategy to our clients as well!

Videos and social storytelling are becoming a must for B2B companies—and one of the best channels for it is LinkedIn. While our founder’s focus is currently building a network and growing Accelity’s brand, videos can serve many purposes while reaching a vast audience of business professionals.

This is not to say you should stop posting written content and photos, but you should incorporate more videos to easily allow your audience to receive your message without taking a bunch of extra steps to get it (clicking multiple links to get to the right landing page or offer). If you’re new to video, don’t worry, use B2B inbound video best practices to boost your on-camera confidence.

Check out these additional LinkedIn resources to help you leverage the platform:

• B2B SaaS Marketing: Mastering LinkedIn Ads
• LinkedIn Profile Assessment Checklist
• 4 LinkedIn Strategies to Generate B2B Leads

While B2B inbound marketing and social media continue to evolve, creating a strategy to manage it all keeps everything organized. I recommend scheduling your social posts to free up time for engagement and more personable interactions with your audience—let your personality and creativity shine! Lastly, utilize LinkedIn video. If you only do one thing, make sure it’s this.