Think social media only works for B2C companies? Think again.

By Henry Brown

If you own a B2B company and have been ignoring social media as a marketing tool because you think it only works for consumer companies, you need to rethink this. While it’s fair to say that a B2B or an industrial company will have a hard time competing with trendy B2C influencers in terms of social engagement and popularity, the quality of your posts makes a significant difference to the way your audience perceives them. In short, posting on social media doesn’t make your brand interesting. However, publishing quality content that is relevant can attract attention. Here are ideas on how to do this.

Identify your audience and their problems

The only reason why businesses are active on social media is to reach out to their target audience. However, finding your audience doesn’t happen overnight. You need to understand who your customers are. Defining your target persona is the result of in-depth analysis and research. Indeed, your customers will determine how and where you should be active on social media. After all, the first rule of getting noticed is to be where people are looking for you.

Additionally, defining the target group also provides valuable insights into their problems and needs. You can use this information to create meaningful social media content on appropriate platforms. Make sure as well to understand how to make the most of #hashtags. Indeed, too many B2B companies miss their audience by trying to use trendy terms instead of sticking to the sector-relevant jargon.

Share your knowledge

What kind of social media content is expected from companies in a B2B and industrial sector? Unlike other business sectors where everyday products can encourage moody photos and routine “a day in my life” selfies, B2B and industry-focused brands need to choose an educational and informative path. Entertainment doesn’t appeal to their customers.

For instance, a red diesel specialist could inform the audience about how to maximize fuel for heating and machinery. Indeed, red diesel isn’t suitable for your everyday vehicle due to its taxing system. However, to prevent customers from trying to use the fuel for every engine, including personal transport, it’s a good idea to design an informative campaign on social media. The same principle applies to products that customers would be likely to detour in an attempt to save money or time.

Invite guests for a day

Do you need to be a fashion or beauty brand to arrange for a social media takeover? Thankfully, no. You can invite guests to any business sector. More often than not, the guest should be a customer as their experience with your products can appeal to your audience and provide insights on how to make the most of their facilities. Showing how a busy manufacturer keeps up with tight deadlines through regular maintenance and using the best resources for their machinery can encourage customers to develop new business processes, for instance. Additionally, it’s a great way of showing your offering through a different angle.

Stick to a schedule

Last but not least, there is no social media success without a robust strategy. Your audience expects regular posts, therefore defining a strict schedule is basic to getting noticed. Ultimately, if people know which are your active days, they’re more likely to tune in on time to read your news.

Social media success is not limited to trendy B2C brands. On the contrary, a thorough and data-based social media strategy is the best marketing weapon of B2C industry sectors that are trying to reach out to the market.

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Henry Brown is an online marketing executive. When he isn’t talking shop, he’s roaming the streets of London, uncovering the extra-ordinary in the ordinary.

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