How Should B2B Brands Approach Social Media Marketing Differently from B2C?
Before gearing up to start your brand’s next social media marketing campaign, it is important to first identify whether your business is a business-to-business (B2B) or a business-to-consumer (B2C) organization. If your company generates most, or all, of its revenue from providing products or services to other businesses, it is B2B. Are you marketing your brand directly to the individual consumer? Then you are operating in the B2C sector. Knowing where your business fits can help better refine your promotional strategy as you determine which social platforms you should use to engage with your target audiences.
Here are some tips for both B2B and B2C companies to help fine-tune their respective voices in social media marketing campaigns:
Hone Your Tone
If you work for a B2B company, emphasizing a professional and educational tone in your marketing campaigns establishes a sense of authority within the industries you serve and demonstrates why your services are superior to competitors. A corporate blog, such as IBM’s, is a good example of B2B marketing content that provides news, insights, and advice to other professionals. The goal is to use the content to drive traffic to your site, and then hopefully convert readers to new customers and build trust between brand and buyer.
For B2C companies, a series of shorter, more engaging and visually appealing posts on social media are more desirable. An ice cream parlor will generate more consumer interest in their product by posting pictures and videos of the ice cream itself rather than attempting to educate others on why their ice cream is better than other similar establishments in the local area. Ben and Jerry’s has an Instagram account where they feature their products in environmental shots such as pictures of their ice cream at coffee shops or sports arenas, as well as provide links to fun recipes. Instead of trying to educate their customers on professional ice cream manufacturing, they are simply trying to have fun with their brand in hopes that others do as well.
Place Your Content Where Your Audience Will See It
Producing content that connects with your readers is only half the battle. The second part involves placing it where your target audience will most likely see it. B2B companies want to interact with other business professionals. In this case, a platform like LinkedIn is the ideal portal for disseminating content because it is a social network with an express interest in connecting business professionals together.
Email marketing strategies can also prove effective for B2B organizations. If you can build a contact list containing the professional email addresses of prospective and current customers, you can send messages to them while they are on the job.
Conversely, B2C companies will likely benefit most when positioning themselves right where the average user is; for example, shooting shareable social video, posting visuals on Instagram or Facebook, or tweeting multiple times a day where users are seeking entertaining experiences.
Keep the Engagement Consistent
Regardless of whether your brand is considered B2B or B2C, it is important to maintain a disciplined social media marketing routine to best ensure that you can stay up-to-date with followers and customers who engage with the content you share. Building customer trust is valuable, and one way to accomplish this is by showing you are listening to your audience and responding to their messages. Determine how often you want to post throughout the day at specific times, and be sure to check back in on your posts throughout the day to monitor any reactions from users. One way to streamline this process is by using a scheduling software that can allow you to automate your posting routine.