Social Media Marketing: B2B Vs. B2C (2) The Content
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 2nd factor:
- The content:
Anything that is postable is content: white papers, blog posts, audio, pictures, graphic designs, 3D animation, videographs, GIFs and interactive content. Add to that “messaging”, especially after the “Messenger Bots” recently invented by Facebook for business. The number 1 rule of content marketing is not to be overly promotional/pushy. Instead, it should be adding a value to the customer, which will lead for your business to be a thought-leader in your industry, hence becoming a top of mind business when a purchasing decision is being made.
B2C companies should focus mainly on producing blog content. It’s important to think about how shareable a post will be when writing blog content. Make sure there are share buttons on your blog, so that readers can easily share your content across social channels with a single click.
B2C marketers can capitalize on the virality effect nature of social media when it comes to visual content, by creating entertaining videos, distributed through Youtube or other channels.
Content has evolved. Social marketer should be daring and humoristic, and throw in some risky banter that could stir up some controversy. No B2C customers like an uptight company.
B2B marketers have a vast arsenal to choose from when it comes to content marketing. While B2C marketers have the benefit of being more casual in the type of content they create, B2B marketers generally focus on more “professional” types of content.
Here are a few types of content that B2B marketers can leverage:
- White Papers/eBooks: White papers, while extremely labor intensive, serve a plethora of beneficial purposes for a B2B marketer. First and foremost, white papers are a tool for lead generation. Given how in-depth a white paper can be, and how much information it provides to the reader, people are more willing to give their personal details to access it. Lead generation is the most important goal for B2B marketers, so the man hours required to write them are more than worth it.
- Case Studies: Case studies are the most effective tool for lead generation. They also prove to your target market that your product or service is an effective choice for them. It helps if the case study focuses on a customer that is well known.
- Webinars: Webinars are a great example of how content marketing now encompasses a wide array of media, not just blog posts. Creating a webinar not only serves the immediate goal of getting people to sign up, therefore getting their information for continued nurturing until they are ready to go to sales, they give you an amazing amount of content to repurpose. When recorded, webinars can be sliced and diced to create tons of different pieces of content. The content of a webinar can be used for multiple blog posts, podcasts, and even case studies.
- One Pagers: The line between sales and marketing is not as clear as it used to be. One example of this is the materials sent to prospects to help them get a better idea of your product or service. One pagers generally give an easily digestible overview of the benefits and features of what your company offers. For best results, make sure your one pager is visually pleasing; using bullet points is also more effective than long paragraphs.
- Infographics: When you think of infographics, you generally think of it as a B2C tactic. This is not the case. Infographics can actually be more beneficial to B2B companies. B2Bs tend to have a wealth of data and analytics that can be put into graphical form. Using internal data to create an awesome infographic is a powerful tool to get media coverage. There is nothing a blogger likes more than a well done infographic.
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 channels on which you should start creating your buzz, 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!