Even if your organisation does not have a social media marketing strategy, you are likely utilising social media to some degree as it is free, powerful, and can be made quite easy. You will probably be promoting your content using these different platforms and doing your best in order to form connections. The way in which social media should be utilised is quite different depending upon if you are a B2B or a B2C company.
The Focus Of The Different Social Platforms Differs
There may be overlaps in platforms between B2C and B2B marketing teams however when it comes to planning a strong social media strategy, a B2B brand might benefit more from a targeted social media approach on platforms like LinkedIn, Twitter, YouTube with Facebook, Pinterest or Instagram, the last two being good-to-haves but not must-haves. On the other hand, B2C marketers can benefit more from a different priority list where Facebook and Instagram might feature on top of the list.
Studies have suggested that B2C marketers are known to focus more on Facebook, while B2B marketers think of LinkedIn as a top priority.
Platforms like YouTube and others can actually be used effectively to drive goals for both types of marketers if there is already a robust video or audio content marketing plan in place to drive content for channels such as these.
The Content Differs Between B2C and B2B
Content is not merely just written words such as white papers as well as blog posts. While it still pays dividends to learn the best way of starting a blog and investing in written content for both B2B as well as B2C, blogging now has to include other content delivery mediums such as video, audio and interactive content like infographics, animations as well as more.
In addition, the messaging within a social post in itself can now be seen as content. The rules of content marketing include not being overly promotional. Rather, content is supposed to provide value to the reader – no one cares about you or your company, they want to know what is in it for them.
After providing value with your content, you will then be seen as a thought-leader. Your company will then be at the top of their mind when it comes time to make a purchasing decision.
Simple Vs Complex Needs
B2B buyers are usually much more complex than B2C buyers. The latter type of buyers normally know the kind of product they want. They might want to learn a little bit about the different models or the different brands. Then they are ready to buy.
Typically, B2B buyers have to buy more complicated products as well as services, where customer service is concerned with the B2B buyer long after the item is bought. Even leading up to the purchase is far more complex as businesses generally buy in bulk or sign up for a contract as opposed to just popping in a store as with a B2C buyer.
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