OED Certified Advisor Eyal Bino shares Social Media tips with small businesses enagegd in B2B marketing.
According to BizReport.com, 86% of B2B firms are using social media, compared to 82% of B2C firms. However, only 32% of B2B firms engage consumers daily via social media channels, while 52% of B2C firms do.
B2B firms are eager to jump on the social media train before it takes off (has it already?), but they're forgetting what it means to have a social media strategy. While many are successfully engaging consumers, it's clear that most of them could take some clues from B2C firms' strategies.
B2B firms probably have a more daunting task than B2C firms when it comes to social media: B2C firms have to engage and convince; B2B firms have to engage, convince, and establish themselves as thought leaders. B2B firms aren't entering relationships with consumers; they're exploring partnerships with other businesses and have much more than reputation at stake.
The rewards of dedicating time to a focused B2B social media strategy are plenty. Here are some tips to leverage your B2B firm's online presence.
Twitter & Facebook
Share content that is valuable to your followers & fans. That is, your current and potential customers. Here is your chance to share interesting articles, links, websites, and news that are relevant to them. Ask them questions and invite them to engage with you, and each other! You can engage them by crowdsourcing for suggestions, or polling them on their opinions.
Linkedin
Many firms are using Linkedin as a vital piece of their social media strategy. Discussion boards are the meat of the tactics here, providing ample space for exchanging ideas and giving tips & suggestions. What's best is that you're engaging a network of professionals, who are likely to refer you once you've established yourself as a thought leader.
Blog & Website
The final piece of the puzzle. All of your social media efforts have been driving traffic to your website, and it is here that they shall be convinced! Clear, efficient, and to-the-point copy is a requisite; avoid wordy descriptions. A slick, simple, and intuitive website will make for easy navigation.
Ultimately, your blog should serve as a platform for current and potential customers to exchange information, and more importantly, to receive valuable information from you.
Tip: if your B2B firm is a one-man or one-woman show, make sure your profile is personal, so your customers know they are communicating with a human being. It makes the whole "online world" less devoid of personality, and ultimately more engaging.
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Great article, Eyal, and spot on! I think a lot of companies miss the opportunities that exist in social media. What surprises me most is how many companies use social media (Facebook, Twitter) to talk "at" their followers rather than engaging them in dialog. In my opinion, they miss an enormous opportunity to engage and connect with current and potential clients and customers. The golden egg of social media is it's immediacy and its interactivity.
ReplyDeleteAgain, great info!