Though there are many similarities between good B2C and B2B social media marketing, ignoring the differences can be disastrous.
Tone
While the rise of social media has made business communication less formal in general, maintaining a professional voice is paramount for B2B organisations using social media.
As mentioned in a previous blog post, there is an asymmetry between the positives and negatives that come with making a B2B purchasing decision. A good decision might have little to no outcome for the individual who makes it but is likely to have huge downside potential if it goes wrong.
So, with so much at stake, a top priority for any B2B company looking to use social media effectively should be to gain the trust of the customer. A professional tone of voice will be go a long way toward achieving that.
B2C marketers, however, can afford to be a little more edgy.
We’ve all seen examples of hilarious responses to customers on Twitter and while most of them would have been completely unthinkable to corporate leaders just ten years ago, they’re now commonplace. It’s a risky strategy but potentially hugely rewarding.
On the one hand, you risk coming across as rude and flippant. On the other, people appreciate the personal touch – especially if it’s a well-timed and funny response to a troll.
It’s a fine line but get it right and you can potentially reach thousands more people from retweets.
Channels
It will come as no surprise that LinkedIn is the best social media channel for B2B marketing.
Designed specifically for business professionals, it’s the perfect platform to share content, engage in industry discussion and increase brand visibility.
While LinkedIn is the obvious choice for B2B organisations, ignoring other social media platforms is to miss a huge opportunity.
YouTube, for example, is a fantastic platform to utilise as part of your content marketing strategy. We recently discussed how important video is for content marketing and this applies equally to B2B companies as it does to B2C. At present, 74% of B2B marketers use YouTube regularly as part of their social media marketing strategy and as video becomes increasingly popular, this figure is likely to rise.
While perhaps less important for B2B marketers than in B2C campaigns, Twitter is also a powerful tool for both if used effectively. Like LinkedIn, it’s a great place to share content and increase brand visibility and reputation.
Content
Promoting original educational content that speaks to the specific challenges of your audiences should be a key goal of B2B social media use. It establishes your brand in their mind, increases their trust in you and ultimately increases the likelihood of a sale.
However, that isn’t all you should be using social media for.
As helpful as your blogs, white papers and webinars surely are, the web is full of third party content that is also likely to be of interest to your followers. Posting links to important industry news, for example, makes your feed valuable to them and adds variety to an otherwise unvaried feed. This goes for both B2B and B2C marketers.
Finally, just because B2B content needs to be more professional in tone than B2C, doesn’t mean it has to be boring!
Maersk container shipping may not seem as attractive a social media prospect as jewellery, supercars or luxury holidays but the company is creative with its social media strategy. Instead of tweeting tips for safe container loading, for example, it posts stunning HD photos of the fleet in exotic locations around the world. These beautiful pictures, combined with interesting stats and facts, have gained Maersk over 120,000 followers.
Whatever you sell, there will be some aspect of your business that captures the imagination of followers. Whether you’re a B2B or a B2C marketer, find what this angle is and tell the world!
If you’re looking to use Twitter, LinkedIn or Facebook as part of your B2C or B2B marketing strategy, get in touch on 01202 788333 or marketing@lexisclick.com.
