This year, every organisation needs a social media presence. As a business owner or digital marketer, you most likely understand this concept. However, if you’re having trouble navigating the details on how to make social media work for your business, this article is for you!
Importance of the correct social media platforms for your business
Prioritising the wrong social media platforms
This is one of the main causes of a failed social strategy. It’s an understandable mistake to make. Social media is fickle. This means that staying on top of the new channels, trends, and current best practices takes a lot of time and dedication.
That whole “takes a lot of time and dedication” thing doesn’t resonate with business owners as they have a to-do list longer than a line at Home Affairs. So before we can answer the question “Which social media platform should my business be on” you need to answer the following questions:
- Are you B2C, B2B, or both?
- What’s your target audience?
- What’s your overall goal?
B2B vs B2C
Companies can be classified as either ‘B2C’ or ‘B2B’:
- B2C (business-to-consumer) involves selling products directly to consumers.
- B2B (business-to-business) is about selling products or services to other businesses.
The business systems that support B2B or B2C companies differ with respect to complexity, scope, scale and cost. This means that it is important that you implement the right system for your customers.
Differences in Purchasing Process: B2B vs B2C
Consumers buy your products or services for personal use. Business buyers purchase products or services to use in their companies. In B2B-buying, the purchasing process is more complex. Decision-maker include team members from technical, business, financial and operational departments of the particular organisation. This depends on the type of purchase being made.
The individual who chooses a product may not be authorised to purchase the particular product. In addition, he or she may not have responsibility for making the final purchasing decision. Someone at board levels may need to authorise a large capital purchase.
B2B vs B2C Social Media Marketing
There are significant differences between social media marketing for B2B and B2C. Content is by far the most important.
Content is no longer just written words such as white papers or blog posts. It also encompasses visual, audio, and interactive content. What’s more, the messaging within a social post itself can now be considered content.
The rules of content marketing include not being overtly promotional. More exactly, content is supposed to be valuable for the reader. They want to know what is in it for them. You will then be seen as a thought-leader after you provide value with your content. Your organisation will be at the top of their mind when it comes time to make a purchasing decision.
B2C Social Media Marketing Content
In terms of the “classic” types of content, B2C companies should focus heavily on visual content. Video is king when it comes to B2C. It’s important to think about how shareable and engaging a post will be when creating a video. Make sure there are share buttons on your blog. This is so that readers can easily share your content across social channels with a single click.
People engaged in B2B digital marketing have a vast arsenal to choose from when it comes to content marketing. While B2C marketers have the benefit of being more casual in the type of content they create, B2B marketers generally focus on more professional types of content.
There are a number of content types that B2B digital marketers can make use of. These are:
- White Papers/eBooks
- Case Studies
- One Pagers