Social media is not just the place to talk about the latest perfume being launched or the new cereal on the market.
It has evolved and has become an integral part of the digital marketing strategy of B2B brands as well.
While there is no denying that social media is critical for brand awareness and consequently your sales, the way you would use the platforms as a B2B company would differ significantly from how B2C companies leverage them.
So, how exactly is social media for business different?
It starts with the goals.
B2C companies usually use social media to drive traffic, awareness, community engagement, and boosting sales of their latest collections, products and/or services.
While there is an overlap, there is also a noteworthy difference. The two key areas of focus for B2B businesses are brand development and lead generation.
How effectiveness is measured.
While there are a number of metrics that are used, virality is what matters when it comes to B2C campaigns. A B2C campaign is considered successful when it gets people talking.
Though, going viral may not necessarily help B2B companies. The focus is on lead generation, so an effective way of measuring the success of your social media campaigns is looking at the web traffic and the number of inquiries.
Content looks very different too.
All businesses use content to create awareness, increase engagement, and drive conversions. Though, the way it is drafted and shared can look very different. Content for the B2C audience is usually more informal and visual. You may often see seasonal and exclusive deals being promoted.
Some of the examples are shared below:
When it comes to social media for business, your content can be your sales pitch as well as something that builds your brand. The tone is usually more formal and the goal is to connect with industry peers, decision-makers, and targeted customers.
Some of the content that you can create and share on your social media channels includes:
- Company focused content (history, company culture, hiring updates, etc.).
- Client testimonials and case studies.
- Thought leadership.
- Research (white papers, infographics, eBooks, etc.).
- Webinars and Live sessions.
Some examples are shared below:
Platform choices are different.
While B2C companies focus on social media channels like Instagram, Facebook, and newer platforms such as Tiktok, the focus is slightly different for B2B organizations.
Social media for business is a gold mine when it comes to referral marketing, social selling, and lead generation. Even when you don’t allocate huge budgets or cast a wide net, you can still gain benefits.
Social Media Examiner report shows that most businesses focus on LinkedIn (no surprises there!) and Facebook.
It allows you to engage with your audience in a way that presents value, establishes thought authority, and leads to more connections and consequently, conversions. It helps you foster long-term relationships.
Equipped with the right strategy, tools, and content, you can take your social media presences to the next level. At DigiForce, we help you develop, execute, and measure your B2B social media campaigns. Reach out to us on 1-888-701-4441 or www.digiforcemarketing.ca for a free consultation today.