Social Media Marketing: B2B Vs. B2C (3) The Goals & Metrics
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 3rd factor:
- Goals and Metrics
The difference that sticks out the most between B2B and B2C social media marketing is lead generation. In other words, most B2B marketing activities aim to generate leads, while B2C has different motives.
In B2C, you can see numbers and direct, explicit conversions. You have Facebook statistics, google analytics, Instagram Power Editor … etc. You can actually know how many humans likes, interacted or got engaged with your message, then went down the sales funnel.
Given the nature of B2C marketing in general, B2C social media marketing focuses mainly on community engagement and awareness. Virality is the key stone to a B2C social media strategy. Creating viral content is a product of focusing on increasing awareness through social media.
The most effective way to measure the content’s effectiveness is web traffic. While this statistic seems to make no sense, it clearly shows the perception in the B2B community that there is no way to measure the real effectiveness of social media marketing.
It won’t precisely indicate how many leads were generated by a piece of content, but it says about its quality, thus giving a vague indication of the amount of people coming in contact with the business and trusting it.
There are some social media platforms/tools, like Oktopost for example, that claim being able to determine how many leads a blog will generate, however it is still not accurate or effective enough.
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 the content you should start creating to attract your audience, or maybe you are more interested in learning about the channels on which you should start creating your buzz!