Things To Know Online

Posted on October 21st, 2011, 5:23

Social media strategy has been actively used by B2C companies because it helps generate viral traffic. 86% of B2B firms are using social, compared to 82% of B2C according to a report from White Horse. But sometimes, social media can confuse B2B marketers on what strategies to adopt. Most of them, first, build a corporate page on the various social media sites and then may not know how to actively make use of social networks.

Simply creating Facebook & LinkedIn company pages or opening a twitter account and perhaps uploading some content on YouTube, Scribd and Slideshare will not suffice.

But of late, more and more B2B companies are of the understanding that corporate websites need to be dynamic which means content needs to be frequently updated for freshness, relevant to the time and volume. But, B2B firms aren’t as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms from the same White Horse report mentioned earlier.

In the B2B buy cycle,
  • The B2B buying team does lot of research on the internet before deciding on the specific product or services.
  • B2B buying is not an individual prerogative but a group decision.

This means that,
  • It is important to identify the researchers, make content accessible to them and engage with them when they initiate a conversations.
  • Social media can be used as an active lead generation channel by finding posts where people are actively looking for help with a problem or looking for information regarding a purchase can help create a pro-active sales approach.
  • It is important to see this as an opportunity to provide information about the services an organisation provides to help solve the problem an individual or organisation may be having.

According to research from Duke University’s Fuqua School of Business and the American Marketing Association (AMA), B2B product marketers were spending an average of 3.4% of their marketing budgets on social media in February 2010, and B2B services marketers were spending 6.5%. Respondents expected those proportions to reach 7.4% and 11%, respectively, over the next year.

All the social media sites are not built same and it is important to select which social media sites to focus and have a specific strategy for that particular site. It is also important to ensure that marketers are able to bring all the social media site strategies together so that there is a coherent picture to customers, prospects and partners.

b2b lead scoring will find the ‘swimming’ easy when they understand that social media is not just mandatory check in the marketing list but about engagement & content.

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By Josephmax, in: General