B 2B marketers. Raise your hands if you are uninterested in building closer relationships with your customers and new relationships with prospects.
No hands? That’s very good.
Because if you are interested in building closer relationships with your customers then you must already be using Social Media in your marketing. And, as A B2B marketer, you’re also taking advantage of social networking to build connections, new relationships and potential leads, right?
If you’re not (or if you’re still wasting precious time wondering “if it works for B2B because we sell to businesses not consumers”), here is how you can get started with using social media marketing right now.
1. Start by keeping a close eye on the ongoing online conversations about your business, your clients, or your industry
You don’t necessarily have to hire a company to do this. You can read the blogs, the posts and the tweets.
2. Enter the conversation
You can do this by setting up one or more Twitter accounts. You can make your Twitter accounts as specific as you wish. You can set up a Facebook Page with relevant content. Or you can set up a YouTube channel. All of these are very quick ways to both listen and participate. Start commenting on blogs in your industry. Make your customers feel connected to both you and your company brand. Get connected to them first.
3. Depending on your budget, set up a team to focus solely on social media
Hive it off your traditional mass marketing budget if you need to. But get the resources you need. You will discover what you need if when you do your strategy and depending on your goals. Then integrate your social media interactions top down into your business strategy, and your marketing strategy, your customer strategy and your sales funnel.
Tip: the chances of you needing help with your social media marketing are high. You physically can’t do it all yourself, and if you do, it’s likely to be less effective after a while. So incorporate help into your strategy… even if that help means getting (and paying) a smart college student to get you up and running. Make it a win-win.
4. Shift your focus from mass marketing one-way inertia to the social media landscape
Without this shift you will always yearning for the “old ways.” They’re all but gone and have little chance of making a return. So this is your chance to put your customer (not your company) at the centre of all you do.
At the risk of sounding like a broken record social media really has changed the business landscape. Your customers really do expect a social presence from you, they do want to engage with you – and they will go where they can find conversation that centres on their needs and who’s prepared to meet them.
5. Reassess your communication needs with a social media lens and incorporate social media tools as enablers
For example use Facebook fan pages to share news about upcoming promotions, ad campaigns, sponsorships, even news releases. Use Twitter to have conversations, share content, provide targeted follower-specific promotions product launches, and other company specific information. Use YouTube and other video sharing sites to share multimedia content and drive traffic to your website and blog. Don’t focus on the tools first; focus on your goals first.
6. Start blogging
That’s right, start blogging. There is no reason not to blog, especially given what a blog can do for your business. Though it requires significant time investment, over time blogging is one of the best ways to rise above the noise and get your company name and voice out there. People are no longer interested in just “the company.” They want to hear your “voice” – whether it is someone dedicated to speaking on behalf of the company or you yourself. They want to know what you think. By the way you can set up a blog in minutes. The key is: have something interesting to write about.
Combined with Twitter, your blog can enhance your business and help you build relationships in a way that a website simply can’t. (Tip: All rumours as to the disappearance of blogging in the next few months are false. They aren’t going away)
7. Establish a forum for your customers
If you produce any kind of product then having a forum is almost a must. You will find out more from your forums than any customer survey. Customers will tell you what they really feel and what they need… that is your opportunity to listen and gather a wealth of information. Forums are an underused resource – for traffic, leads, customer insights, new product, criticisms, product improvements and most of all advocates of your product and brand.
8. Write your website copy with social media marketing in mind
It must focus on your audience. Most B2B website copy remains stubbornly, boringly focused on the company and the product. Change it to focus on your customers. You do not have to do this yourself. You do have to talk to a copywriter who understands direct response copy, online writing and social media marketing.
9. Figure out your social media marketing
Whether you sell high-end software or dental equipment, whether you’re a trades person or a light-industrial company…figure out what social media marketing strategy and tools work for your business. No two businesses are alike and therefore no two business drivers will be alike. But what’s common to all businesses when it comes to social media success is that you need a strategy – without one you will flounder. Learn from what’s been done within and outside your industry or vertical. Make the connections. Then adapt it to meet your business goals.
For a long time the B2C versus B2B has been the imaginary dividing line. But as long as you are a B2B company who wants to build closer relationships with your customers’ social media marketing should already be included in your marketing tool kit. The only way to see what works for you is to just do it. Find out what’s worked then look for a way to make it work for you and your customers.
More actions for you:
- If you liked this post, or have a view or contribution add your comment below. Comments are nice, but most of all they’re helpful to other readers. If you’re a B2B marketer get into the habit of commenting on other blogs, even before you have your own, but especially when you do have a blog.
- Read my Special Report on Social Media
I’ve published a Special report called the 19 “New” Rules of Social Media Copywriting. Not much has changed since I wrote it. And it’s not just about social media copywriting, it’s about why social media is such an opportunity for you as a B2B marketer and how you need to personalize your content to connect with your audience. There’s pertinent info on what social media is (and isn’t), what customers now expect and how you can deliver.
If you haven’t already read it you can get it right here. It’s free, so you’ve really got nothing to lose by downloading and reading a copy. It’s a quick read. Here’s a little trivia… when I first published my report, it went viral immediately. Twitter played a part in that. I am still connected to people who first tweeted about my report.
I mention that to highlight just one aspect of the power of social media. Use it.
on 
{ 1 trackback }
{ 3 comments… read them below or add one }
Social media is a lot like owning a house. At first you’re afraid of it, then once you tip toe through the tulips a bit, forage for the light bulb, things begin to synch, gel and become natural. B2B marketing requires creativity to meet the end user; social media definitely offers the opportunity.
@Jayme… What a great analogy! Totally agree. (Now of course I’m humming “Tip toe, through the tulips…!”)
I have clients who successfully used social media to get their events “out there”. But with another client selling high-end software and service, it definitely is another shift of strategy. True. No two businesses are alike. Customizing the campaign is the way to go.