Thomas K., Clickworker
Social media marketing can obviously be very successful in B2C business. But what about the B2B sector? Numerous companies wonder what they can achieve on Facebook and co. and assume that they will not find business customers there. But business life has changed.
Millennials, persons born between the early 1980s and the late 1990s represent over half the buyers in the B2B sector. This generation of buyers expects the same shopping experience as in the B2C sector. The corresponding study was published by Google in 2017.
Needless to say, this type of shopping experience also includes social media. Information is gathered, contacts are made, experiences and recommendations are shared in social networks.
Marketing for business sector customers on Facebook, Instagram and co. differs from marketing for end-consumers. The main differences are:
We have put together some expert tips to help you find the right approach for your customers in social networks and show you how to benefit from the advantages of these systems.
This is no different than in the real world where you always ought to keep an eye on the competition; the same applies to the world of social media. What is the competition doing on Facebook, Twitter, Instagram, etc.? How do they address their business clients? What activities are they carrying out?
Very important: What are their comments? What topics generate the most interactions?
Observing other social media activities can give you a lot of information for your own online presence. This does not mean that you should imitate your competitors – it’s about inspiration and further development.
You can obviously use social networks simply to present your latest product. However, the strengths of these networks are the stories behind the product. Give your customers insight into your company. What happens behind the scenes? Why have you installed feature Y in product X? There are many interesting facts to report.
Tip: Let your employees present their work or a product. This is a way for potential customers to get a vivid impression of your company.
Would you like to talk shop with your customers and partners? This is easily achieved on social media. Found the relevant groups or join one. The next thing you know you will be communicating with other industry representatives.
Combine various media formats in your posts. However, keep in mind that the span of attention is often not very high in the networks. It is therefore wise to post short texts that get straight to the point. These are best combined with illustrated images or graphs, because they draw more attention than a plain text.
Videos are the supreme discipline. Short films are an excellent way of easily explaining complicated things. Make sure that your films have subtitles or informative title links. This is important, because sound output is disruptive in an office. Many users will be watching your video in mute mode, but they still want to understand what it is about.
You do not work alone, you rely on partners. There is no doubt that you ought to introduce your partners on your social media accounts. This strengthens your ties to them and they will certainly mention you in one of their next posts. Remember to share your partners’ posts, to “like” them, etc. The same procedure applies to your customers. Step by step, this allows you to build a recommendation network.
Complex content is very difficult to convey – even with the best videos or texts. In most cases, the length of these films or texts would be too great. Since social networks live from continuously new content, they make a virtue out of necessity. Break up complex content, perhaps as a story. Every day, post a new part, revealing more about the subject area. This creates a large amount of high quality content that does not overwhelm the user, and encourages them to “stay with it.”
Trust is essential in the B2B sector. After all, the customer is purchasing more than a few individual items from you; he is ordering on a large scale. The best way for you to build trust is with a neutral tone and logical arguments. But you shouldn’t dispense with emotions either. They play a part when you want to convey the values of your company.
When it comes to buying large purchase quantities or entire production facilities, the purchaser of the company does not make the decision alone. Various steps are taken within his company. These are the steps you can “work through” on social networks.
The most important and largest social network. This is where you can post and share different kinds of content. Groups can cover special topics. Targeting can be used to address specific target groups.
Global business network for professional contacts that is becoming more important in Germany. LinkedIn is a good place to address management and executives.
A career network that is mainly active in German-language countries. In particular, it is visited by freelance professionals and founders.
Perfect for drawing attention to new content on your website or Facebook page, as well as company activities. Since it is very popular among journalists, it can also help you achieve higher media presence.
The most important video platform on the Internet. You can set up channels, share your videos, and present your company in moving images here.
A network of images that is not suitable for every product or every service. However, if your company or your offer can be well illustrated in photos or short “picture stories” and focuses on lifestyle, then Instagram is perfect for you.
Today and in the future, social media marketing in the B2B sector can help you reach many potential customers and build a functional network on many different levels. In addition, the effort is minimal and the benefit is large.
Thomas K., Clickworker