By: Kristin Kovacich –
For the most part, B2B hasn’t been quite as quick as B2C to embrace social media as part of it’s marketing strategy. But in this increasingly digital world, if a brand isn’t including a strategic social media presence they are missing out. At the end of the day, B2B consumers are made up of people and those people move seamlessly between web, mobile and social. Extending campaigns across all three ensures the brand’s message is delivered with the widest reach. There’s a place for B2B in the social game and here are a few reasons why.
Build Brand Awareness: Social media platforms provide a space for your brand to be seen by businesses that will eventually approach you for sales. A steady communication of your core message directly to your prospects pushes your company top of mind when it comes to making a purchase decision.
Showcase your Expertise: Each social platform can be a go-to resource on information related to whatever topic the company wants to be an expert on. A consistent stream of thought leadership and knowledge triggers an association between your company and what’s cutting edge in your industry.
Your Customers Do Your Marketing: The ability to listen to the existing conversation around your brand and to create initiatives to increase that conversation is another feature of social media. If a business can attract attention from their audience by way of customer reviews or user generated content, it will carry more weight than if brand created the content itself.
Establish and Maintain Relationships: Social media allows marketers to engage in direct contact with their prospects and end-users in a more personal way than a banner ad or email campaign. On the social platforms, conversations can happen both on a personal and global scale and this goes a long way towards humanizing your brand. While B2B buyers might be more focused on the bottom line than B2C buyers, people still like to do business with people they know and putting human face on a business can go a long way.