The widespread perception that the social media market is just meant for B2C businesses prevents B2B companies from benefiting the most benefit from this efficient platform for collaboration and communication.
When we speak of B2C companies, we talk about those that directly sell to consumers. Instead, B2B businesses offer their services to other companies. B2B companies lag behind their B2C counterparts despite marketing via social media benefits.
Perhaps this is because they view Facebook, Twitter, etc., as a tool for social interaction that lets users share all the details of their lives, even the products they believe in (or do not trust). Because B2B companies sell only to other businesses and predominantly use social media to communicate to their customers, they feel they don’t have any value in marketing through these platforms.
Five reasons B2B Companies should be using Social Media
1. Social media is a popular platform for customers.
B2B businesses depend on their sales representatives. These sales representatives are generally at work and don’t have time to check your profiles on social media all day long. It will help if you benefit from the time sales reps have online and modify your social media strategy to accommodate. The most effective way to connect with B2B clients is to post updates while working and sitting at their desks.
2. Customers require support
B2B businesses should use social media to handle support for customers. Social media is a place that customers can use to inquire about issues, submit complaints, and provide feedback; this assists B2B businesses in building solid relationships with their clients. They can also use social media to inform prospective customers about their services and products and the market they are involved.
3. Partners from businesses are using social media
Social media marketing can also help B2B businesses connect and collaborate with their business partners. Facebook discovered that executives from firms are 74% more likely to be active on their platform, two times more engaged, and two times more active on Facebook than other users.
Businesses use social media platforms to coordinate activities, build relationships with others, build trust, and engage in activities that support solid and productive connections.
4. Social media attracts visitors to your site
Look at the graphic below that social media is a way to promote the brand in various ways.
- It helps to establish the brand’s image as a thought leader.
- Social media is another way to build brand awareness. It leads more people to your site, where they can learn more about your offerings and then raise their hands to signal their desire to purchase (generally, the conversion process for B2B markets isn’t done on the internet but instead using an agent of sales).
- In the end, social media is essential to position the brand in the marketplace.
5. Social media can help with sales
The main benefit of marketing via social media is that it encourages sales. Most B2B sales do not happen online. Social media can help you identify potential customers (prospects), present the product to attract candidates, establish relationships with prospects, and lead nurturing.
Let’s get into this:
As the business has become more global, the pool of customers who could be potential buyers has grown more extensive and more diverse. Identifying potential customers is an overwhelming task; this is a manageable task in specific industries since prospects are small, centralized, or even large. However, it is expensive and time-consuming in other industries, where hundreds of minor, diverse candidates are present.
Instead of identifying potential customers, social media marketing tries to persuade them to put their hands on and declare themselves to be prospects. Rather than having salespeople go through hundreds of entries in databases of companies to find probable prospects, companies could communicate with people that have an interest in the kind of products it sells on social media; this is particularly effective on LinkedIn, the conversations are more business-oriented, with particular subject groups.
This involves stressing some aspects of the benefits list, segmenting consumers (in this case, businesses) with priorities, and then altering the message to match those who share them. Since social media marketing can precisely target specific groups of users, which is usually nebulous when using traditional channels, they are the perfect choice to develop a marketing strategy resonant with a particular market segment.
Ultimately, customers don’t buy from corporations but individuals. Social interactions are an effective way to develop trust between sellers and buyers and are essential to selling. Social networking also aids in removing misunderstandings, offers assistance, and helps connect the seller and buyer closer.
Nurturing of Leads
Social media can effectively nurture leads that CRM (customer relationship marketing) software, like Salesforce, integrates social media within their applications. As a result, as part of other details about the prospect, salesforce software includes live hyperlinks to the prospect’s social media accounts. A salesperson can view the profile of the prospective customer to learn details about the person, establish a connection by sharing interests, and discover essential aspects that affect the life of the prospect, like weddings or the birth of children.
The Different Types of B2B Social Media Content
B2B companies should post content that their target audience is interested in. B2B businesses should be connecting with potential customers and clients through social media. Which social platform is most suitable for your business is dependent on the audience you target. For many B2B companies, LinkedIn is an excellent method of connecting with their customers. For others on Facebook, and for some, it’s Instagram.
1. Thought Leadership
Writing and disseminating thought-provoking content will always be a win-win for B2B businesses. Even if you believe your business may be “boring” and “not innovative,” thought leadership content is highly engaging for those working in your industry.
After you’ve created top-quality ideas, you can share them via the social media channels of your company. Don’t stop there. Encourage your experts to share your work via the social networks of their choice. Why? Professionals with experience have a more significant network of contacts than the B2B business they are employed by. In addition, you should encourage all the employees in your company to spread their thoughts to their peers through social media. You’ll be shocked at the number of professional or personal acquaintances curious about what you’re doing and what your business is up to.
2. Employee Features
They would like to know who they work with. In most situations, having a personal connection can help maintain professional relationships – whether clients, vendors, partners, partners, or even other professionals in the industry. If you’re seeking content for your social media pages, look into employee-related highlights or feature articles. This is a win-win situation as it showcases your incredible internal talent and entices your fans and contacts to get more information about your company’s team and culture. Never underestimate the importance of human connections.
3. Milestones or Awards
Social media can be a fantastic opportunity to highlight successes and wins professionally. For B2B businesses, It’s an excellent idea to share achievements or awards with your followers. This will show that you’re top of the line in class and consequently an ideal potential partner. It also shows your clients that you’re continuously developing and creating.
4. Behind the Scenes
Humans are naturally fascinated by what other people are doing. To engage your followers on social media to join you behind the scenes of your workplace. Make posts about internal company celebrations or events. Bop Design hosts a variety of festivals and events. For example, in bop Design, we host regular happy hours each week for our staff. Although these are usually closed, we share images via social networks to inform our followers more about our company culture and how our team members enjoy the company of each other at all times. Your B2B company comprises people, so don’t be afraid to share behind-the-scenes photos.
5. Sharing Client Wins
What would we do without our successful clients? At its core, an organization is as successful or intense as its customers. So long as you do not possess any NDA set in motion, begin posting your successes with clients via social media. Present any innovative innovations they’ve made or products they’re launching, or even accomplishments they’ve achieved. Social media isn’t only about your company. It’s about your relationships and their successes also. Make sure you take the time to spotlight the influential people you are working with.
In the end, B2B companies should use social media platforms to engage with potential customers and fans. But, the company’s target industry and the type of offerings will determine the features it utilizes for Twitter, LinkedIn, Facebook, or others. For instance, business-to-consumer (B2C) businesses have more significant connections with consumers and are likely to have more information to communicate with them. B2B companies must accomplish this, but with a smaller amount of content; however, the quality of the content is crucial.