Business to Business Communication Is In!
Business-to-Business (B2B) Social Media Is On The Rise
The lion’s share of content you read about social media in the business community pertains to Business-to-Consumer (B2C) companies. And, for good reason, for a long time, businesses large and small, whose clients are other businesses, felt social media was how you reached the consumer masses - not the store owner across town who needs precision manufacturing, or IT solutions, or branding/marketing for that matter.
B2B content marketing is favorable among marketers
In 2014, 80% of B2B marketers said they were going to increase digital spending, with a large amount of those funds dedicated to social media. In 2015, that trend is expected to continue, if not rise.
Social media has already proven itself to be a powerful tool for connecting consumers to businesses, to educate them about their products and/or services, and foster brand awareness and loyalty.
The same is being said about B2B interactions as well. We’ve compiled some tips on how to strategize and manage your B2B social media efforts.
Strategize. Empower. Engage.
The first rule of any communication plan is to develop a strategy. In doing so you should outline your goals, calibrate your voice, identify influencers who can help amplify your message, and locate your audience.
Your goals should align with your business goals, but include milestones by which to measure your investment in social media marketing. Some organizations desire to reach a certain number of followers, other base success not in how many users follow them, but by the frequency and quality of engagement with their account. Choose what is right for you and move forward.
Content is King. Period.
Social media marketing and content marketing go hand in hand. Invest in a full portfolio of custom graphics, images, and quality photos to share online. “Rich media,” or posts that include photos of videos, having a higher “click rate” than simple posts.
Maersk does a great job on Instagram and Twitter showing how their company works across the globe. If the scale of their operation makes you feel that only a large company can pull off this kind of campaign, think again. Any small to midsize business that makes an investment in time, photography and storytelling, can be as engaging and informative.
The Web Is A Global Classroom. Be A Teacher.
Use your investment in social media to educate your prospective on clients on how your business is unique, including the technologies, and/or methods, you use, to create superior products or services. Show them what you’ve already achieved. Share stories about the projects you’ve already completed. Pointing to real-world examples of your work builds trust and interest.
Find Influencers To Amplify Your Message.
Just as word-of-mouth marketing is important in the real world, having the same type of promotion is important online. When a client, or an authority in your field, share your posts, or tags you in their own, they are not only expanding the audience that is now aware of you, but they help build trust in your brand. Now, be certain, not every retweet or share is an endorsement, but it’s a positive event, nonetheless.