Social media B2B
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.
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.
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!