“Of course branding and
awareness are also roles that can be played effectively by B2B marketing, but
from my point of view these are only supporting roles—secondary to the primary
objective of helping drive sales.” -- Mac Macintosh
If you
ask how is B2B social media different from B2C social media, I believe this
quote summarizes it all. In B2B social media, influence matters over
popularity. Relevance matters over numbers. More than the features and
functions of the products, businesses want to do business with trusted
advisors.
Gone
are the days when the sales person of the vendor could dictate and decide the
flow of information for the potential buyer. Today, buyers have become much
more informed and aware of what they want. They are doing their own research
online, searching for the answers to their questions – it is important for you,
as the vendor, to ensure that through your content marketing and social media,
you are found and are in front of them when they are looking for the
information. As per SiriusDecisions, 70% of the buying process in a complex sale is already
complete before the prospects even engage with a salesperson.
Let’s
understand the various aspects of B2B social media – any B2B business wanting
to start with their social media initiatives should consider all these
factors
Objectives
The
first and foremost thing, like all strategic initiatives, is to identify and
finalize the goals and objectives. “Getting more leads” is a good and obvious objective
but remember that it is a long-term objective. Do note that social media offers
many great opportunities and you should not miss on those – aim for things like
“establishing thought leadership”, “getting in front of more audience”,
“engaging with prospects and customers”, “driving more traffic to the website”.
As Chris Brogan has very aptly said: "Marketers
need to build digital relationships and REPUTATION before closing a sale."
Content Marketing
Yes, any
conversation about B2B social media is incomplete with the mention of content
marketing. You have heard stats like “88% of B2B marketers currently use content marketing as
part of their marketing strategy”. But content marketing is a lethal weapon and
needs to be used accurately. B2B content marketing is a different ball game altogether.
It is about telling stories. It is about not about you or your products. It is
about your buyers, their problems, and solutions to their problems. It is about
telling stories where the potential buyer is the hero. B2B content marketers
need to have specific traits. Apart from being skillful writers, they are
process oriented, they are storytellers, they understand social media, and much
more. (You can read more on this here).
The importance of choosing a right channel
You
might be very comfortable using Facebook, but does it make it the best social
channel for your business? You don’t know of many success stories with Twitter,
does it make it an irrelevant channel? How can you leverage LinkedIn? There are
700+ social channels and putting your energy in leveraging the right channel is
very important. Our experience at Midas
Touch has been that Twitter and LinkedIn are very
effective channels for B2B social media. Twitter is a great medium to connect
with prospects, customers, and influencers. It is a wonderful medium to share the
content which is relevant to your industry, show your interest areas and also
share your own content. LinkedIn, of course, is undoubtedly the number one
professional network and, therefore, very relevant when it comes to B2B social
media. LinkedIn company page and LinkedIn groups can be very well leveraged for
engaging with the prospects and opinion makers in the industry.
What to expect?
Of
course, the end objective is to get more leads to the business and that’s where
social media is going to help. But if you expect that people are going to read
your content and are going to fill out the contact form on your website immediately,
then, that’s not how it works in the B2B space. Social media and quality
content will help you establish your thought leadership, be in front of the
right audience when they are looking for answers to their questions, and help
the vendors form a positive opinion about you. The key is being patient with
the efforts. At the same time, constantly measure and monitor the results and
the impact in terms of visits to your website, engagement with your content,
social connection etc. Remember, social media is a strategy and not a
campaign.
Keep
your customer at the center of the social media strategy is – leverage the best
channels, have a strong content strategy and use an integrated approach. You
are sure to benefit from it!
