Every day, marketers share the latest statistics, best practices, and case studies from and for consumer-focused brands. Unfortunately, there is a noticeable void in terms of similar content for business-to-business (B2B) brands. Unfortunately, the lack of information is seen as a testament to a lack of efficacy of social media for B2B applications. In the following article, I'll outline a compelling case for B2B marketing that disproves this assumption, as well as a list of B2B-friendly social media platforms.
Those of us who have experience with B2B marketing understand there are nuanced differences between talking to a consumer vs. a businessperson. Business purchases are typically more complicated, require longer sales cycles, include a variety of influencers and decision makers, and (allegedly) rely more on features and pricing and less on emotion and brand experience.
Benefits of social media for B2BThat being said, there are significant similarities in terms of reasons for engaging in social media, regardless of audience. Based on an earlier blog post, I've outlined 10 reasons for B2B companies to engage in social media:
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Kent, It's no brainer to see that social media is here to stay for good. Given vast variety of the existing channels to choose and stick with, it's time for such a hot space to enter into a new category. There is a need for a portal to provide a quick and intelligent decision for both the consumer and the enterprise about their online connections.A Platform to Help us to Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and CompaniesFacebook, Twitter, LinkedIn, Youtube, Flickr and others have been doing a decent job of providing additional marketing exposure and even in some cases, additional revenue. However, as more and more social networking sites pop up, how do you manage your brand across all these channels? Maybe more importantly, which one of these sites should you select as the one that will help you best reach your target audience? The proliferation of the social media avenues is becoming overwhelming.This glut of information reminds me of the early 90's when WWW was adopted broadly by the general public. Every company rushed to have a presence, to the point it became literally impossible to find the right information on the Web. That's when a better generation of search engines – at first the Yahoo! and then Google – entered the market and helped us find the most relevant information by just typing simple keywords in their search box. If you had asked before Google launched, if there was a need for another search engine – most would have said no, we already have those….Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace, Facebook, Twitter and countless others have turned everyday people into content producers, influencers and experts. We basically tripled down on the information overload How do you know which channels to select for deploying your social media strategy? How do you know which one is the right channel to let your fans and followers to find you, your products, and services? Most importantly, who is Joe Smith that is recommending that person, that company, that product?I hope my awesomize.me can accomplish such a mission. The site is not another social networking platform. Yet the portal to all your existing social media channels. The platform helps you, your fans, your potential clients to make an intelligent decision as to which company to connect to or follow via which social media channels and why? It's free! EliasCEO & Founderhttp://awesomize.me
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1 Marketing jargon translated for normal people
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 top social media management tools
4 6 steps for getting your brand into their heads
5 The best social media campaigns of 2013