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Social media Trends

Most of the time we are talking about B2C when we talk social media but recently more and more B2B companies have started to acknowledge the benefit of using social media as well. Although, many admittedly don’t know how.

How to Use Social Media to Drive Traffic for B2B Companies


The difference between B2B and B2C is actually not that different, it all comes down to timing, focus and channel. What do we want to say, how to say it, in which channel, and at what time?


For example, both a B2B and B2C company can be present on Instagram and LinkedIn, although their approach in each channel might be different and the B2C will probably focus more on Insta than LinkedIn and the opposite for the B2B company.


We hear a lot that Instagram is not for B2B. Why not? No matter if you are a CEO at a big international corporate company or at a local farm, you will look for inspiration in one of these channels and that might be Instagram rather than LinkedIn.


Either way, no matter if you are running a B2B or B2C company there are three things that you should always think about when entering the social media world.


1. Be personal

Today, people associate themselves with the people behind the brand or a brands story. No matter if you are a marketer looking for a marketing automation service or a yoga teacher looking for a new yoga mat, you want to know WHO you are dealing with.

The Yoga teacher wants to know if he/she can stand behind the brand she picks; are they environmentally friendly, do they have good ethics, quality, are they local, etc? The marketer is looking at the people behind the brand, can I trust these people, do they deliver good service, do they REALLY want to help me or are they only looking to get more sales and clients.

The more personal you are in your marketing, the easier it will be for your clients to get to know your brand and associate with it. As a customer we want to understand WHO you are before WHAT you can offer. To be personal is also a great way of differentiate yourself from competitors.


2. Be honest

A couple years back, you could market yourself as being the best of the best, throw some white lies in there on what you could offer without actually living up to it. This does not work today. No matter who you are, the target group will do their research and look you up. So no matter if you are a B2B or B2C business, be honest.


Honesty always wins, the more transparent and honest a company can be the more we feel like we can trust them. Everyone does mistakes, why not tell the people about them. Then we know you are human and humble. If you can tell me your weaknesses before I’m ready to purchase your products,, great!! Save me the trouble of researching them or finding out at a later stage and regretting a purchase. We’ve all got our own weaknesses 🙂

 

Consider the following key findings by Sprout Social.

 
  • 85 percent of people say they will likely forgive a business for messing up. Only if the brand has a history of transparency.
  • About nine out of 10 or 85 percent of consumers will likely stick to a business in crisis. Only if it has a history of being transparent. You know what they say, “till death do us part”… unless a divorce is decided.
  • 89 percent say businesses can regain their trust by admitting to screw-ups, plus being open about actionable steps.

Social Media & The Evolution of Transparency


3. Put yourself in the clients shoes

It’s about them and not us. If you were your own target group, what would you like to see, hear and get from your brand? We are so focused on how we want to look rather than what our target group needs. Listen to them and give them what they are asking for, to an extent.
If you are a task managing company focusing on making peoples life easier by automating tasks. You keep pushing how this saves your time and how easy your product is to use, while the target group maybe are more interested in HOW you actually organize your tasks and want to know more about this than the cost saving.

 

Give them tips on how to do it even if that is not the main purpose of the product. Think outside in!

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Social media Trends

What is social selling?

Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.

Hubspot

Let’s rewind the tape a bit to when social media started to be a thing for businesses. Then it was all about engagement; engage with your audience, reach a bigger crowd and create communities. When that didn’t work as well as people wanted and when the social media channels realized this is something they can make money off, ads came along. “You can’t be on social media unless you use ads”. It’s a waste of time and effort to post every day unless you pay for some posts that give back results. 

 
1. Be personal
 

Which leads us to today. We are now somewhere in between the first and the second phase where it doesn’t work to only use paid ads, you still need to be there and engage with your audience and most importantly be personal and transparent.

 
2. Use Paid ads

We have entered a phase where the audience want to see who’s behind the brand and connect on a deeper level. You want the brand’s persona to align with your own values and it’s therefor important as a brand to show your personality. You do that through content and engagement. Although that is not enough, because you also need a crowd to reach out to, you need someone to see your content. If you choose to only build an organic growth you may get a couple of loyal customers who love your brand but unless you use influencers or paid ads it will get hard to scale on social media.

 
3. Combine your Paid ads with Organic posts


Look at your brand today. Does your social media presence shine through and show; who you are, what you stand for and most importantly what you are trying to achieve? Today we need to work hard to get the right content infront of our audience and inspire them with something appealing. We need to connect with the right influencers or use ads in an engaged way!

While organic social media continues to be important to your content marketing efforts, the most effective strategies include an element of bot organic and paid opportunities; studies show nearly one out of every four Facebook pages advertise. It’s also important to note that 85 percent of users ignore ads and focus on organic search results. This tells us that for your brand’s advertising to pay off, it needs to provide value to your target audience – just like your organic content – instead of being overly sales-y.

 

So the conclusion is: be personal, create relationships, be honest, use organic and paid posts and have fun 🙂

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