B2B companies make up 23.6% of the US market, which is probably far more than most are aware of. They use different channels due to the nature of B2B marketing to reach their clientele, which, unlike B2C marketing, isn’t the general public. There’s no point in putting a billboard on Times Square about your business-changing software because only around 23% of the people passing, if that, would be interested.
Luckily, there is social media marketing: targeted, precise, and built on communication. All these things are elements that are important to B2B marketing strategies. Take a look at our suggestions on how you can use social media to hit all these elements in your social media marketing.
A different message
The main difference between B2B and B2C marketing is the message. We’re all more familiar with B2C marketing because we’ve been marketed to as customers our entire lives, but you might notice this difference if you establish your own business. “Customers” are marketed to as if you need the product to life a fulfilling life. Think, Kodak which markets its cameras as a way to keep family memories, or car advertisements that market more of a road trip than a vehicle.
B2B marketing, on the other hand, is focused on showing that your product is the best, highest quality, and there is nothing else like it on the market. Keep pressing the positive features of the product or service that you’re offering, and back them up with the qualities, branding, priorities, and goals of your company.
Highlight your employees
Part of that message is showing off your team. Potential customers and clients are already getting used to seeing the people behind their favourite products and services. TikTok has opened up the idea of showing team members just casually going about their business or getting asked a fun question like their favourite movie, or even – gasp – dancing.
However, a lot of B2B branding is more about showing the professionalism of your team. So instead of dancing or movies, you might want to focus more on qualifications, insights, expertise and more.
Set apart your brand voice
As mentioned, the point of B2B marketing messaging is more about standing out as the best and most innovative product rather than a means of achieving wish fulfilment. This will require careful consideration of your branding, due to the fact that ultimately, a lot of other B2B brandings will be saying the same thing.
Make sure that your brand voice is spoken in every piece of media you create. Treat your socials somewhat like a white paper: describe the point and principles of your business, the best features of your products, how they can help your clients, etc. Set yourself apart with a website blog that shares your insights and advice about the industry.
But don’t be afraid to do things that might be, on the surface, less professional. You can poke fun at yourself, and your industry. You can show your team’s personality with TikToks if it fits your brand. Your branding can be that of the fun alternative to the stuffy office desk usual. If it helps you stand out, you’re doing well. In fact, it can help you a lot if the standout element of your branding is innovation.
Keep communication open
Open conversation is particularly important to B2B companies. They tend to rely on returning clients and ongoing purchases, and the concept lends itself better to the idea of talking clients and company directors into buying with elevator pitches and maintaining relationships over the phone. All things that a “customer” would consider harassment from McDonalds.
But there are a lot of social media marketing strategies and features that allow for you to keep communication open beyond chatting on the phone or making an elevator pitch. You can get a feel for what your clientele expects from you with questions and polls that prompt discussion and ask for input.
Curated content will help you cultivate connections with other B2B businesses. Posting content between each other’s channels will allow you to share and swap fans. In turn you will look like you are taken seriously and trusted by other businesses, creating loyalty or intrigue among potential clients.
If you’re interested in gathering some more affiliate and social media marketing insights, take a look at our blog, or for a more personalised approach, book a free call with a member of our team.
Or, for advice that comes from industry peers at the top of their careers, take a look at the content from our Elevate Summit. Over 14 hours of content is available featuring advice from talks, panels, and workshops for you to gain all the best advice.
