Social media marketing is consistently regarded as a priority for B2C companies but not as frequently for B2B companies. Underutilized by B2B’s, social media is a powerful tool for many reasons. Firstly, B2B companies have a smaller pool of potential customers. Therefore, purchase funnels are more closely aligned with referrals and word-of-mouth. Second, the price points for each purchase are higher, making authority through pointed content and advertising even more important. The tactics and wording of social media marketing may be different between B2B and B2C companies, but the style and strategy of social selling remains the same.
Find out where your customers are.
Regardless of your target market, recognize that your business customer also owns or rents a home, travels, surfs the web, and visits popular social media channels like Facebook and LinkedIn (and perhaps others). Discover what their interests and hobbies are and leverage these channels as another strategy to reach your target client. Pay close attention to industry media standouts, and of course, how online marketing trends change over time to either accept or reject common practices. For example, video marketing became even more important after Google bought YouTube, while Houzz became a better social media channel for construction or trades companies than Twitter.
Choose your battles wisely.
Don’t try and be a pro at every single social media channel, even if your target demographic visits quite a few regularly. Learn to manage a couple at a time, and grow this part of your business as you see results. Utilize some channels for leverage – for instance, Pinterest is an ideal channel for posting infographics and product images and this social media channel caters to a larger female demographic, which may include women CEO’s and business leaders. Some channels might not be the ideal fit, so you’ll want to do some testing and analytics to decipher those social selling clues and determine overall effectiveness.
Don’t try to fix what isn’t broken.
Assuming after some time your company is on a variety of different social media channels, keep your selling strategy consistent. Keep track of your progress through analytics to tweak content-choice or promotions, but the umbrella strategy and goals should remain the same.