While B2C organisations are adopting social media marketing strategies at a fast pace, much of the B2B world is being left behind, with many of these companies believing that their potential customers do not spend time connecting with brands on these kinds of websites.
However, Forrester found that 100 per cent of business decision-makers are using the likes of LinkedIn and Facebook for work purposes, with the vast majority reading brand blogs, watching videos and listening to podcasts.
It is, therefore, becoming increasingly crucial that B2B companies integrate this marketing strategy to increase their global reach. Using social media also allows a brand to create a more personal relationship with clients, which can generate leads and translate into better sales.
Social media presence
When implementing a social media marketing strategy, B2B organisations must first think about the audiences they want to connect with and the brand qualities they want to portray, as this will allow them to better recognise which platforms should be adopted.
It is inefficient to simply create profiles on every social media site – better results can be achieved by focusing on delivering content on the most relevant channels. FedEx, for example, communicates selectively through its blog, YouTube, Twitter and Facebook.
Interaction is key
One look at the messages FedEx leaves to its customers and prospects on these profiles, shows an approach focused on interaction rather than advertising. Clients follow these feeds not to be barraged with promotions.
The company uses its pages to form conversations with commenters, and as a customer service platform. Engaging with those who ask questions or mention the brand is a great way to humanise and get people talking positively about the company.
Tell a story with content marketing
Many B2B organisations with successful social media strategies are using these channels to promote unique content that puts a personal and interesting slant on company operations. UPS, for example, shared stories from its happy clients in order to draw attention to its services in an engaging way.
Businesses can also use content marketing to share industry news with clients and prospects, giving them the opportunity to build a good reputation. This is a particularly valuable strategy for B2B brands, which has customers who are sure to be searching for this type of information.
Establishing a company as a useful source is a great way to encourage customers to connect – they will not willingly sign up to receive a brand’s adverts or irrelevant content. Using a variety of media, such as videos, blogs and infographics, can be the most effective and valuable technique.
Communicating frequently and appropriately
The need to stay up-to-date and communicate frequently is part of the reason why focusing on certain social media platforms is so crucial. In order to attract users, a brand must first understand them and engage them in a way that is relevant.
For this reason, a brand should Tweet far more frequently than they blog, and should attempt to network with other companies through the likes of LinkedIn as opposed to YouTube. Responding quickly, whether to client questions or industry news, is necessary to staying ahead in this fast-paced world.
This article was posted on behalf of Kommando, a leader in experience marketing.
Lucy is Editor at Corporate Eye
