I Sell B2B, Why Should I Invest in Social Media?

So, you have a B2B business and have avoided the investment in social media, is that the wrong approach for my company?

B2B marketing is much different than B2C and the strategy needs to be unique as well, this does not mean that you the channels used or the marketing opportunity of social media need to be.

Marketing to a business is indeed different, but more about the number of touchpoints, how involved your sales team is, and the number of touchpoints it takes to win the sale. The basic strategy of providing value to meet new customers remains the same.

One of the great secrets to selling is that people buy from people, not companies. If I am going to make a purchase for my company, I want to trust the company that I am speaking with, and in many cases, the salesperson is the only real relationship I have with the company.  A social media presence can help build that trust.

Organic social media content is a great way to do that. Keep in mind that organic social media is not paid to advertise, It is simply a way to meet new customers, and yes that includes other businesses.

Why do you need an organic social media strategy even for B2B

Let’s look at the value of social media for B2B businesses and why it is worth the time and effort.

1. PROSPECTIVE CUSTOMERS EXPECT TO SEE YOU THERE

Although you are selling to other businesses. The decision-makers from those businesses are also consumers. They go to social media to research companies for their own personal purchases, and because that is how they come to think about researching companies, they use the same methodologies for their business purchases.

Yes, you’re selling your product or service to another business and not a consumer. But the decision-makers at those businesses are also consumers. So the decision-makers go out to social media to do research for their business purchases just like they do for their personal purchases.

You must be there when they are looking. HubSpot found that 84 percent of B2B marketers use social media to reach their audience. Prospective customers expect to find information about your company on social media. If they don’t they may question how active your business is and whether you can meet their needs.

2. SOCIAL MEDIA OFFERS ANOTHER MEANS OF COMMUNICATION

Being able to communicate with you via social media, even if it is not used, it is nice to know they can. This helps to build trust and transparency. However, to have that option you need to have a presence on social media platforms.

Idle accounts will actually hurt your business. Having an account, you do not post to on a regular basis will look like you do not care. It can give the impression that you ignore the needs of your customers. needs. By engaging customers and responding to comments, and posting regularly, you demonstrate you care about your customers.  This gives them the feeling that you are trustworthy, that you care, and that you are willing to interact with your customers.

3. IT HELPS YOU FOCUS ON VALUABLE CONTENT

If customers like your business and the products or services you offer, decision-makers may choose to follow you on their personal accounts to allow them to more easily stay up-to-date with what is going on with your business.

You are not trying to sell on social media, but building trust and providing value to your customer is the goal.  The content should provide valuable content that focuses on how to maximize their investment in in the services or products you do sell. Give them ideas on how they can improve their business by engaging with yours.

You will gain valuable insight into what content they value the most to help you better determine the kind of content that you should be posting in the future.  Use social media to take the pulse of your buyer, remember they are people buying from you. Keep that in mind when developing your content.

4. SOCIAL MEDIA HELPS WITH SEO

When it comes to online strategies, everting is intertwined. A good social media presence supports your SEO, helping you get found on Google. If your update your profiles, post valuable content regularly and have engagement, you make Google happy.

Many times when a prospective buyer searches your company by name, your social media profiles will show up on top of the results. This is a good thing unless they click on the profile and you have not posted in the last 6 months. If they see up-to-date content they will likely engage with it. Without good content, they will likely bounce and go to the next company.

 5. IF YOU EVER WANT TO RUN ADS ON SOCIAL MEDIA, YOU MUST HAVE A PROFILE

Social media platforms merely require you have a profile to run ads. However, if you are running ads and the profile is sparse or dormant you will likely be paying for clicks that bounce from your page because you do not look reliable or active as a company.

Once you start to acquire leads from social media ads you need to use your profile to maintain engagement with you clients and demonstrate value.

How Should a Social Media be Used for a B2B Business?

Hopefully, the value of social media is now clear, but now let’s look at how to use it as a tool to engage prospective customers and retain existing ones.

1. KEEP AN EYE ON YOUR COMPETITION

A great way to monitor your competitors is through their social media. Look at the ads they are running, and how they are performing. Use this information as an opportunity for creating your own strategy.

2. SHARE CONTENT

Since we strongly recommend blogging for any business, that content can be shared on social media as well. Those blogs contain keywords and cost you nothing more to simply post them on social media as well.

3. CELEBRATE ACCOMPLISHMENTS AND EMPLOYEES

Show off, boast, and celebrate on social media. You won an award, promoted an employee, landed a huge client, solved a problem for a client, you got involved in your community, whatever it may be, share it! You may be posting all of this on your website, but you can share more on social media as well.

Social media is a great place to brag. You’ll want to add awards and accomplishments to your website, but you have a bit more space to elaborate or remind customers on social media. You can also bring attention to top employees, involvement in your community and other feel-good aspects of your business.

4. HAVE CONVERSATIONS WITH CUSTOMERS

The word social is an important part of social media. Don’t just put information out, engage your customers, and have conversations with them. Build trust.