Social Media Marketing: B2B Vs. B2C (1) The Channels
Social Media Marketing: B2C Vs. B2B
In the world of social media, nothing remains the same. Facebook started as a platform for college students to network and meet, Twitter was a miniblogging website, but the world started to realize the amazing potential of social media marketing, and progressive, daring organizations began including social media marketing into their overall marketing mix. These companies were almost exclusively B2C.
Today, many of B2B companies stand on the edge when it comes to the use of social media in the purpose of achieving their business goals. This reluctance is believed to be a perceived inability to measure the effectiveness of such marketing activities and their ROI. On the other hand, B2C companies were the “early adopters” of social media marketing, because simply, if it brings more sales, it works!
When it comes to social media, there are 3 major differences between B2B and B2C, which are the channels, the content and the goals and metrics. Here is the comparison of the first factor:
- The Channels:
What started as 2 or 3 major social media platforms, became a multi-level, interconnected matrix of networks, websites and applications. We can also see a specialization in some niches channels, for example Youtube and Vine focus only on video, while Instagram and pinterest are for visuals.
- Facebook: The golden card for any B2C business, and the first go-to platform for a B2C who wants to break big in business, or break bad into the social media universe. It’s always the most efficient choice for community engagement, brand awareness and product promotion.
- Twitter: Twitter is a free world where everyone can see what everyone does, however it gets a bit tricky to make sure the right target audience are reached. B2C’s on Twitter will need to master hashtags, 140 characters usage and Twitter influencers networking and affiliate tweeting.
- Instagram: visual marketing is an effective tool for B2C marketing, which is the purpose of existence of Instagram. It can also be used to convey a personal identity to the business, whether they are selfies of the employees or pics of the product in daily life situations with the right amount of hashtags. Works like a charm.
- Youtube: It is quite known that video advertising is an amazing way to capture audience attention. Video ads used to be costly and exhausting to produce, while nowadays it can be done for peanuts. While production value is important, there certainly is value to a less polished video – it gives your company more personality.
- There are three main social networks (LinkedIn, Twitter, Facebook) that B2B marketers need to focus on. However, LinkedIn stands out as the absolute most important for its “business attire” identity. Discussion Groups, in particular, should be leveraged as much as possible for not only engagement, but content distribution. Make sure that when distributing content through groups, you are not coming off as too promotional or spammy, but as a good will content sharer as much as possible.
Now that you have read the article, got an idea about the ideal social media channels for your business, yet not entirely sure how to start, so you will need to click here.
Or you can keep reading about the content you should start creating to attract your audience, or maybe you are more interested in setting the goals for your social media war plan and the metrics that will help you determine of you are winning the battle!