Social media should not be ignored by B2B companies: Here’s why
Let’s talk social media. We’ve noticed that our clients who sell to customers ‘get’ social media – the benefits are obvious. Less so with B2B firms – they wonder if the benefits are really worth the effort. Writing blogs, creating videos and images all cost time and money. We believe that when done right, it is worth the effort and the payoffs can be significant. It’s our job after all! Here’s why…
Show the human side of your business
Whilst consumer choices are emotionally driven, business decisions are largely rational. Or are they? We’ve all heard the idea that people buy people, not things. This is especially true in the case of B2B services. Providers often win because of the emotional response to the team they present at a pitch, and the relationships they build up over time.
By establishing a social media presence, you allow potential clients to see the human side of the business. This lets people see who works for you, which is important, but it also showcases your values as an organisation. You can show people that you’re the type of person they want to work with, which can leave a meaningful impression.
Promote your thinking
Most experts in a field have something interesting to say, a perspective on current affairs and events in their industry – and social media is a great way to promote your angle, story and take on things. You might choose to focus on future trends in your industry or reflect on past events, talk about products and services or the values and theories that underpin what you do. Whatever you choose to write about, getting it out there is key in making it worthwhile.
According to The State of Digital Marketing in 2017 report, blog posts and articles are considered the best way to generate and engage an interested following, and ultimately convert some of these into leads.
Perhaps the default method of checking out a new firm is to Google them. Of course, it’s our immediate response, followed by checking whether any of our trusted contacts have any experience with them. Social media is good for both these things – it offers a window into the community you’ve endeavored to build around your firm, through your social media marketing efforts. It also offers prospectives a quick route to testimonials, recommendations, and Q&As, which all leads to bolstering credibility.
Harness your video content
People are increasingly getting used to having complex concepts explained to them in video format. Cisco reckons 75% of all mobile traffic will be video by 2021. So what’s this got to do with social media? It offers the ideal platform for hosting and distributing video, allowing people to engage with it, and if it’s really good, share it and extend its impact. It’s also one of the most cost-effective forms of social media marketing with a high return on advertising spend (ROAS).
So whatever your position on social media, and take on specific platforms, we think there’s something out there that could be of benefit. As with anything, it’s not a one-size-fits-all solution – and you may well be right that you can’t see your services doing well on Facebook, for example. But, given the time and thought, the benefits we’ve discussed are available to all B2B firms, and they should be considered as part of any digital marketing strategy. You might just find that they start to open some new doors for you.