In 2020 B2B marketers continued to find new and creative uses of social media marketing during a pandemic year unlike any other, and we’ve been fortunate to feature many excellent articles on our blog over the year that explore how marketers are pushing social media marketing to fuel new levels of success.
We’re lucky to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 18th year in 2021 — including our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the author of this post, and Alexis Hall, among others.
The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure a variety of marketing programs has often made it here to our blog. To help our blog community grow their social media marketing knowledge, we’re delighted to offer our annual list of the most popular social media marketing posts of 2020.
The social media marketing posts that proved to be our most popular of 2020 based on web analytics and social media data are listed below. We hope that they will help you ask the right questions and provide best-answer solutions to some of the most important challenges we’ll all be facing anew in 2021.
We give many thanks to all of our blog authors for their work in advocating social media marketing best practices, and especially to our dedicated readers for continuing to make the TopRank Marketing blog a go-to B2B marketing resource.
Our Most Popular Social Media Marketing Posts in 2020:
1. Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls — Lane R. Ellis
Data from social media polls shows what customers are thinking about when it comes to a variety of important subjects, and in the most popular social media marketing post of 2020 on our blog, I took a look at how B2B brands Microsoft, Olive Communications UK, Redis Labs, LinkedIn News, Dell, and RateLinx are winning with LinkedIn polls.
Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a powerful interactive social media marketing element.
This post examines the year’s changes in online polls, and gives examines of how B2B marketers and brands are using social media polls in innovative ways, including six B2B brands winning with LinkedIn polls.
“Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.” — Lane R. Ellis @lanerellis Click To Tweet
2. Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube — Lane R. Ellis
In our second most popular social media marketing post of the year, I share the latest from YouTube, and how B2B marketers are using the video platform to power creative and engaging campaigns.
Taking a look at YouTube Shorts and other features adding in 2020, we also share five creative examples of successful B2B marketing on the platform from:
- Constant Contact
- Ernst & Young
“YouTube’s orbit casts a wide swath in the B2B marketing universe, and 64 percent of B2B buyers have increased their use of online video during the pandemic.” — Lane R. Ellis @lanerellis Click To Tweet
3. 32 Top Social Media Marketing Influencers To Follow — Lane R. Ellis
With a powerful group of 32 top social media marketing professionals to follow and learn from, our third most popular social media marketing article highlights how the SMM industry is bursting with innovative B2B marketing professionals — people who push the boundaries of existing social platforms, embrace new ones, and ditch low-performers.
We’ve put together a list of 32 top social media marketers that includes a number of fantastic folks who may not already be on your Twitter “following” list, in addition to some industry stalwarts who those new to social media marketing would be wise to follow and learn from.
We’ve also added a quote, tip, or short lesson from each of these 32 subject matter experts, to help inspire your own social media marketing efforts.
“With unprecedented targeting via the social media platforms, it is essential brands and media companies not take a one size fits all approach with their social video strategy.” — Caitlin Angeloff @caitlinangeloff Click To Tweet
4. 5 Things to Know About Building Trust in the Age of Social Media — Nick Nelson
In the fourth most popular social media marketing post of 2020, our content marketing manager Nick Nelson shares five items to help build trust in the age of social media.
Nick also explores the roles that trust and transparency play in developing an effective B2B social media strategy during this unprecedented time, along with examining how brands can best reach the crucial objective of trust-building using social media today.
5. Active Social Media Listening: Tips for a New Era of COVID-19 — Debbie Friez
Now is the time to listen beyond your basic brand searches, and in our fifth most popular social media marketing post of the year, our influencer marketing strategist Debbie Friez helps you dive into the many insights B2B marketers can gain from social media listening, along with tips for better social marketing during times of crisis.
Debbie shares insight from Meltwater’s Lance Concannon, Brandwatch’s Joshua Boyd, Sprout Social’s Kristin Johnson, Sprinklr’s Ragy Thomas, and other subject matter experts.
Social media listening requires marketers to move beyond monitoring to analyzing the full situation, which can often be a moving target, and Debbie takes a close look in this insightful piece.
“Social listening tools move beyond the top level of monitoring and help hone your strategy with deeper insights into the sentiment, regional differences, and understanding of the conversation.” — Debbie Friez @dfriez Click To Tweet
6. 10 Fresh Social Media Marketing Tools To Boost Brand Storytelling — Lane R. Ellis
Have you tried all 10 of these fresh social media marketing tools? In our sixth most popular post of the year, I show how to refine and expand your brand storytelling with 10 of the year’s latest social media tools.
Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip most of the research queue and get right into useful tools for helping you tell marketing stories in new ways through social media.
Learn from our collection of 10 fresh tools to boost your social media marketing experiences, including image and video manipulation tools, headline analysis utilities, social media monitoring apps, and more.
“Sifting through thousands of available tools can be a hit and miss proposition, making reviews and vetted lists of truly useful utilities more useful than ever for helping you tell marketing stories in new ways.” @lanerellis Click To Tweet
7. 8 Things B2B Marketers Need To Know About Reddit in 2021 — Lane R. Ellis
In our seventh most popular social media marketing post of the year, I take a look at whether B2B marketers should be using Reddit, and share eight things B2B marketers need to know, including how businesses are using it, the latest news from the social media platform, and why more firms than ever will be using it in 2021 and beyond.
We also take a look at just how effective Reddit is for advertising and organic marketing communication, and dig in to some of the top tips and advice for B2B marketers new to Reddit or those looking to expand their presence on the social media platform.
While Reddit may no longer be the wild west for B2B marketers, incorporating it into your strategy doesn’t have to be a shootout at high noon if you take to heart the information explored in this article.
“Reddit has also been a popular platform for hosting ask-me-anything (AMA) events, which can be a good way for B2B firms to begin utilizing the service if the interviewee is especially relevant to a particular topic.” @lanerellis Click To Tweet
8. Our 10 Top Social Media Marketing Posts of 2019 — Lane R. Ellis
In our eighth most popular social media marketing article of the year, I examine some of the writing that resonated with B2B marketers over the year, offering a variety of approaches to social media marketing success.
From top-notch B2B marketers to follow lists, under-the-radar LinkedIn* features, social media statistics to the subtleties of Twitter lists and B2B social video, these practical and helpful posts offer a glimpse at many aspects of successful social strategy.
“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @lanerellis Click To Tweet
9. 5 Ways to Make Brand Social Media Profiles More Compelling — Joshua Nite
In our ninth most-popular B2B social media marketing post of the year, our senior content marketing manager Joshua Nite shares five ways to make brand social media profiles more compelling.
“Brands have never had such rich opportunities to interact with customers and potential customers. They’ve never been able to so easily display what the brand is about, what it stands for, and how it can bring value to people,” Josh noted in this insightful and popular piece, in which he shows how savvy B2B marketers can:
- Ditch the Corporate-Speak
- Eliminate Problematic Language
- Say Why You’re Here
- Focus on What You Do for Your Audience
- Include a Call to Action
“There’s still a real possibility to engage with your audience on social, start conversations, and build relationships. And it all starts with making sure your profile invites people in and gives them a next step to take.” @NiteWrites Click To Tweet
How are B2B brands successfully working with influencers to achieve marketing goals using professional social media platform LinkedIn? In the tenth most popular social media marketing article of the year, our CEO Lee Odden shares five helpful case studies showing how to successfully engage B2B influencers on LinkedIn.
“While there are robust opportunities to connect with potential customers on LinkedIn, the platform is busier than ever, making it hard to stand out,” Lee noted. “There are also challenges in terms of reduced organic visibility and the trend towards distrust of sales outreach and what brands publish directly. With so much information, many buyers are suffering what I call Content Attention Deficit,” Lee explained — a deficit he explores in detail in this insight-filled article.
Thanks TopRank Marketing Writers & Readers
There you have it — an especially strong array of our 10 most popular social media marketing posts from the particularly unusual year of 2020.
Additionally, we publish several social media influencer lists every year, and we wanted to share them here as a helpful way to find and follow some of the leading digital marketing influencers:
Another helpful resource for B2B marketers to learn about crafting a successful B2B influencer marketing program is our recently-launched Inside Influence series, featuring interviews with top industry experts such as the latest episode with Marshall Kirkpatrick of Sprinklr.
We published dozens of posts this year specifically about social media marketing, a tradition we’ll continue in 2021, so stay tuned.
Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2021 — we’d love to hear your suggestions.
Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.
*Dell, RateLinx, Adobe, and LinkedIn are TopRank Marketing clients.