Despite what many may think, social media is just as relevant for B2B companies as it is for B2C companies. But are the two done the same way, or should they be done differently? The following five points will highlight some of the differences in B2B social media while showing you what mistakes you should avoid.
1. The wrong platform
There’s no way getting around it: some social media platforms are simply NOT conducive to B2B social media. Why not? Because they are structured in a way that does not appeal to businesses.
If your B2B company is using platforms that are directed to individuals in the public, your campaigns won’t be very successful.
It’s not easy to pinpoint exactly which social media platform will work for YOUR company, because every industry is different. However, it is advised that you get in contact with some marketing professionals and find the best way to spread the word about your business.
2. Speaking to the company
Do your social media posts speak to the COMPANY, or the PEOPLE within that company? Remember, without people, there is no company!
Directing B2B posts to people is necessary if you want a response. If you see your business clients as companies, your posts will reflect that.
Appeal to people, managers and owners if you want your posts to have an impact.
3. Irrelevant content
Take a look at your last three social media posts. What category would you put them in? Ask yourself the following questions about them:
– Do they simply give advice without backing it up?
– Is the content one-dimensional?
– Is it always in the same format (e.g. blogs)
– Are people commenting on your posts? Are they being shared?
Be honest with yourself; would YOU follow your company if you were a B2B client? If not, it’s time to re-evaluate.
4. Boring content
If your content is irrelevant, your social media efforts will remain stagnant.
– Switch it up a little by asking questions and giving scenarios.
– Add some spice by getting controversial and disagreeing with another industry leader within your field.
– Don’t just stick to blogs; post videos, infographics and charts.
Go the extra mile with your content. Your customers will notice the difference.
5. Too much independent thinking
In your efforts to portray yourself as an industry leader, you run the risk of coming across as arrogant. Sometimes it’s worth your while to back up what you say, or to simply share what someone else is saying.
Yes, you want to be a trend setter, but your company must show that it is in the process of growing and improving. This can only be done by nodding your head at the ideas of others and adopting them as your own.
Remember to use an online marketing firm that understands these variables. If your company is B2B driven, don’t close your eyes to social media potential. If done right, it can have an amazing effect on your business!