Social media is different for each business and there is no one size that fits all strategies.
For B2B companies, social media is all about lead parenting, and it will serve the same purpose as email marketing.
The sales cycle is long enough for most B2B companies, your goal should not only make people come to your website at each stage of the cycle, but also give them a reason to return.
This is where social media comes in. That’s why you can’t see social media for B2B the same way you do for a B2C business. It is impossible to measure the success of social media in the same way for each.
DIFFERENCE BETWEEN B2B AND B2C SOCIAL MEDIA
There are some big differences in social media campaigns needed for B2B and B2C companies. With B2C, ROI is often easier to measure.
For example, with B2C the main goal might be to change social media post posts about sales into real sales. Because that’s what the post means, you can easily measure campaign ROI.
However, the sales cycle with B2B companies tends to be longer. B2B usually won’t use social media as a way to push coupons, advertise offers, or hold contests because it’s not the nature of their business.
The strategy needs to be much different because the goal here is to effectively maintain leads through the sales cycle while also keeping them involved with your brand.
B2B SALES CYCLE IS MORE COMPLEX
Often, when B2B sees social media accounts from their B2C partners, they get frustrated. For them, it seems that B2C companies are able to make rapid progress because social media participation is often converted into fast sales.
However, comparing the two because goals tend to be very different. Undoubtedly, B2B companies will definitely be happy if the prospect changes quickly.
This is often not realistic because the B2B sales cycle is much longer than with B2C companies. While the length of the sales cycle tends to be different depending on the company, it often takes months or even years to turn someone into a paying customer.
Social media is a tool that you can use to keep people close to your company as they move through the stages of the sales cycle. That way, when they will make a purchasing decision, your company will be the first they think about.
GREAT CONTENT IS THE SOLUTION FOR B2B SOCIAL MEDIA
Concept of Content Arrow A large part of B2B social media strategy is sharing and promoting content with fans and followers. However, it’s not enough to just post content and share it. You can take this strategy one step further and develop content for each stage of the sales cycle.
That way, every time your potential customer has questions, needs, or problems, your content will discuss whatever is on their mind. By regularly sharing your content on social media, this helps maintain them through the sales cycle.
They may not be ready to make an immediate purchase decision, but as long as you can keep them involved, you will be there for them when they are ready. It’s not enough to just share posts on your social media account.
Content is an important part of the strategy because you need to give people something to look forward to.
Although social media is a long-term process for B2B, B2B social media strategies are very valuable. This is another way to deliver news and prove that you are better than a competitor. Cultivating leaders and building relationships for the long term is an important part of B2B marketing, and using social media is a great way to do it.