The struggle of B2B social media
When you have an enterprise that supports other businesses’ needs and operations, it is called B2B (business to business) Business. Having B2B companies means that you need a different B2B social media strategy to generate sales.
You may encounter B2C (business to consumer) companies walk around social media like a king. You can mention brands like Nike, Samsung, or Louis Vuitton that are more prominent to the majority of people because those directly serve them. It is everyday life products and services.
However, it is rare to find B2B companies, like textile manufacturers or programming companies, to promote themselves on social media, right? Are you one of these? Do not worry to take a step on employing social media for your B2B companies.
Now, let us conquer the challenges in building B2B social media by following these tactics below!
How to make B2B social media strategy
1. Know your audiences
You probably have heard this a lot, but identifying your audience is the primary step in developing B2B social media. Make sure where the decision-makers of companies you sell your product to spend their time on social media.
LinkedIn is definitely on the first rank when it comes to B2B social media platform. Content Marketing Institute approved the fact by finding that 63% of B2B companies have used it to promote their products. As people see that promising number, they tend to restrict themselves only on LinkedIn.
However, you have a great opportunity if you go beyond that.
The founder of Vanessa Lau Inc expands her online marketing business by using YouTube as she can publish educational content marketing for branding and digital marketing. It makes her potential B2B companies partner with her to scale up their online marketing management.
Zen Media stated today’s employees are divided into three generations that are Boomer, Generation X, and Millenials. Yet, the last-mentioned generation comprises 50 percent of the workforce. As the Millenials take a key role in making a decision for a company, be aware of what they focus on when deciding to invest in an operational tool for the company.
2. Watch your competitors
In social media, you can analyze your competitors’ content marketing or social media campaign. It can be incredibly resourceful for getting inspiration.
The competitive example will be Go-Jek and Grab, a Southeast Asian multi-service platform. One of their services is about delivering food through online order. To get their food business partner, they need to promote their platform, right? Both brands emphasize how they can support small micro medium enterprises (UMKM). Who did it first? It remains a mystery.
To avoid the similarity to other brands, make your voice unique for the very first time you build your B2B social media.
For instance, Hubud, a co-working space in Ubud, Bali provides a new way of working by placing the space in a non-urban area. Thus, the content highlights the community members working beside ricefield, or its evergreen office that makes people feel at home.
3. Humanize your customers
Instead of giving your potential B2B companies pitch with sales delivery, telling them authentic and compelling stories. Celinne Da Costa, a writer for Forbes, said that storytelling is the future of marketing. It makes your brand unforgettable and convincing. By showing on what your customers need, they will feel that you are “the one” in helping their business operations.
It feels boring when you are always in formal communication, right? Although most companies keep their professionalism, you still need to develop strong connections through B2B social media by changing your sales-speak into a more friendly tone. You can use the words “we” and “our” to address your company.
Do not let the comment reply blank. Engage in conversation with other businesses in the comment section or by replying to their tweets. It proves that you offer two-way communication between a seller and a buyer.
4. Create original content
People are fond of originality. In producing your content marketing, you should be creative to attract more audience. It is common to have professional content like inspirational quotes, up-to-date facts about businesses, but you can add a little bit of jokes.
You may create content with statistics and data since the decision-makers of a company are more logical, but do not forget that they are also human beings who need a personal touch. For example, 24 slides, a presentation design company, usually puts fun quizzes on their Instagram Stories to make their content more favorable.
Get your audiences excited by the mixture of contents on your account. Imagine that you are scrolling on LinkedIn. If you see words afterwords, you will be bored, right? Therefore, maximize social media features such as inserting pictures and documents on a LinkedIn post or using Instagram Stories and Twitter polls.
5. Be effective and straightforward
If you are interested in a product that you see online, you can immediately click the Buy button. In contrast, you cannot do that in the B2B business. There are levels of hierarchy to pass to pay a tool for business operations.
A study by Gartner shows the majority of the B2B businesses have already passed 60% customer journey. It means they have searched your business, and they will communicate with you faster than B2C customers that have a high possibility of impulsive buying.
Link to your landing page and email address
Therefore, if you want to conduct a B2B social media, create an effective link to your landing page or directly to your email address from a link in your Instagram Bio or contact information. The more complicated it is, the less interested they are. So, be sure to check your email routinely and reply to it.
Give a good impression
It is challenging to meet connected B2B business. Once they choose you, work hard to meet their requirements because if they are satisfied with your services and products, you have built your brand loyalty. They will come back!
Not only do B2C companies that need a good social media strategy, but they also do B2B companies. These steps are practical and effective to generate audiences, so why do not you try to employ strategies above on your B2B social media?