Social Media Marketing for Business-to-Business (B2B)
When you hear “Social Media Marketing”, you think of Facebook. Don’t you?
Well, although Facebook certainly has a stronghold on the world of Social Media, they aren’t the “end all, be all”.
If your customer base is business-to-business, Facebook is probably not the most useful tool.
So what other options do you have?
Blog: Your online magazine
Your company blog is similar to your own online magazine. You can publish content about your business daily, weekly, or monthly.
Statistically speaking, the more often you post, the more conversions you receive. (Hubspot)
Providing a personality behind your brand goes a long way in helping to build the “know, like and trust” factor.
The more your customers get to know you, the stronger the bond and the more they want to do business with you.
What kinds of things can you publish?
- Charity events your company participates in (with lots of pictures)
- Celebrating events at your office.
- New accomplishments – (new babies, anniversaries)
- A weekly question and answer session (video or blog)
- Opinion pieces – reviewing different new products/services on the market
Twitter: Customer service and updates at 140 characters (or less).
You may think Twitter is stupid and most people post that they’ve walked their dog or had a muffin for breakfast, but Twitter is SO much more than that.
Regardless of the industry you’re in, there is someone on Twitter you can connect with.
I started using Twitter to learn about Social Media. Follow the thought leaders; read what they recommend.
Jump into conversations. Say “HI”.
I’ve met some AMAZING people on Twitter that I’d now consider to be alliances and friends in real life.
Anyone you know who “gets” Twitter will tell you – it rocks.
Here’s the thing with Twitter (and Social Media in general): You can’t use Twitter to only pitch your stuff. It’s not a one-way push of information. You have to think of it as a tool to help build relationships and have conversations. It can help you listen to what people are saying about your company and your industry at large. It can help you provide great customer service.
For the most part, people on Twitter (and all other Social Media channels) will get ticked off if you’re pushing YOUR agenda before you’re satisfying theirs.
Put your customers/prospects first.
LinkedIn: THE business-to-business channel.
Last, but certainly NOT least: The most under-rated but powerful Social Media resource = LinkedIn.
Part Rolodex, part marketing brochure, part resume, part “chat groups”, part news resource.
The majority of users on LinkedIn, have a high income, higher education and are the decision makers within a company.
Getting involved in Groups about your industry (better yet, gain new relationships by joining and participating in your target audience’s group) can help you build awareness for yourself as an expert in your industry.
Continue to add QUALITY connections of people you’ve met or connected with. You never know where a referral is going to come from.
Why do I push QUALITY over quantity? As Seth Godin says “Small is the new big”
Marketing is no longer about pushing out your information to an unqualified audience who doesn’t care about your product. It’s about developing a qualified group of people that are interested in what you have to say.
Just having more people in your Rolodex doesn’t help to build business; cultivating relationships with people who care about your business, does.
Listen. Engage. Listen. Engage. Repeat.
THIS is the secret sauce of Social Media.
SHAMELESS SELF PROMOTION ALERT:
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