Date: 16th May 2018
With more than two billion active users, social media has grown at lightning speed to become an indispensable form of marketing and communication for businesses and consumers, says Sophie Madgewick of Leeds-based Shrewdd Marketing.
B2C outfits have been quick to embrace social media, exploiting a range of channels and tactics to build a huge online presence, and successfully market their products and services to consumers.
Things are evolving at a slower pace in the B2B world, though, with many organisations yet to dip a toe into the social media world.
If you’re a B2B firm, there are a few points worth considering when it comes to the prospect of using social media.
One size doesn’t fit all
Not every social media platform will be right for your business. You need to identify which channels your key target audiences use and build these into your overall social strategy.
At present, the most effective B2B platforms are LinkedIn and Twitter. Both have a B2B slant, and work well in promoting content to a business-to-business audience. LinkedIn in particular is solely B2B-focused, and is considered a safe bet for generating new leads.
Content is king
The nature of social media means it can be difficult to cut through the noise and get your voice heard. Well-constructed messages can be one way to grab an audience’s attention, but with a limited number of characters available to communicate your messages – on Twitter at least – this is certainly easier said than done.
To stand out, your B2B social media messages need to promote your USPs, focusing on the benefits of your products or services to entice customers to learn more. If all goes well, this can result in increased website traffic, and in turn potential leads and buyers.
Create a personality
Brand personality plays a vital role on social media, enabling companies to build close and meaningful relationships with followers.
Every business should aim to build an authentic brand personality online that audiences can connect and engage with. In the world of B2B, humanising your brand can go a long way. You might achieve this by putting a face to your brand, by introducing employees or by using humour as a marketing ploy.