B2B and Social Media
I get a lot of questions about the “appropriateness” of using Social Media techniques for Business to Business (B2B).
Arguments against tapping Social Media in B2B circles range from “we already know all of our customers” to “we have a very technical, specialized product” to “our customers are very conventional,” etc.
But let’s simplify this: are your customers online?
If your customers are online, you should be considering Social Media strategies.
And trust me: your customers are online. They are not faceless corporate drones — they are individuals; they have Internet access; they surf the web; they use Google; they do research on the best practices and products in their industry. Will they find you online — in places beyond your website?
You already know all your customers? Then you must know where they tend to hang out online: you should make sure that they find your content there…
You have a very technical product? Well, there are a ton of techie types who use del.icio.us for social bookmarking. Do a search on the del.icio.us site for the tags and terms related to your industry. If, say, 500 people have saved relevant content, you can reach out directly to them to show off your own content, relying on the context of their proven interest to ward off spamminess…
My point is simple. The world of business is increasingly moving online. And businesses are comprised of people. Find the people important to your business and make sure that your company’s best assets are found in all the relevant places.
… Or am I missing something?
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First, can I just say how SMART ya’ll are? Thanks for the comments.
@SteveAmes – Not surprised to hear that “even the poor folks” are online. We’re increasingly a broadband society. Despite the tough economy, our computers are now as essential as any other appliance.
@Janice – Agreed; the company shouldn’t be salesy. If they are, though, they’ll find little traction and will either learn a lesson or fade away, eh?
@Roger – EXACTLY. The more specialized needs of B2B audiences are MORE conducive to online research and thus, Social Media.
@Olle – That problem with the “personal voice” gets back the issue of Control, right? Good point; a subtle but impt one. Thanks.
@Csalomonlee – If you track down that Forrester report, I’d be interested in seeing it. Great stats.
@Kyle, @shel, @Josh – Thanks for your great input, as well. Shel, your point in spot-on. Participation need not be one-size-fits-all!
@Todd yes, I think you’re right that the reason so many can’t be personal (but keep their corporate voice) is fear of loosing control.
Don’t know if B2B companies’ fear of being personal has to do with B2B relationships being less personal compared to B2C, or that B2B products are less personal than B2B.
Twitter Comment
RT @Jon_Aston B2B and Social Media [link to post]
– Posted using Chat Catcher
“Maybe we could produce a social media proposal offering. What do you think? ”
That’s actually kind of a great idea, Anthony. Hmm…. I’ll have to think about that one.
Hi Todd,
I would think that b2b companies would be hot on using social media to strengthen existing relationships and to get in front of new customers.
I look at it this way: many b2b firms have a dedicated business development teams with the sole purpose of “being there” before the sale, as well as dedicated CRM practices in place for “being there” during and after the sale. Many also use dedicated sales team members who rely on one-on-one interaction to get customers to sign on the dotted line.
To paraphrase Chris Brogan, couldn’t b2b firms translate those same practices to an online environment and use social media as another way to “be there” before, during and after the sale?
Just food for thought.
first, understand that I sincerely side with you that you SHOULD be using SM or at least incorporating in a big way. However, all that being said, you still need to put a lot of thought on how best to reach your audience. Understanding your audience is the best way to understanding marketing and the best way to reach them. I’m not judging anyone, but I do know lots of decision makers at B2B outfits who aren’t on Twitter or Facebook, for example. Yes, SM should be a big focus of your B2B marketing. But no, don’t automatically assume everything else is no longer viable.
Twitter Comment
B2B and Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
Using social media for B2B [link to post]
– Posted using Chat Catcher
Twitter Comment
Do social media and B2B play well together?….[link to post]
– Posted using Chat Catcher
Good discussion going here about B2B marketing and social media. In managing several B2B campaigns, I’ve found that social media’s ability to engage with niche audiences is an essential strategy. We’ve shared highly technical white papers with targeted LinkedIn Groups to get their insights and feedback so that we could anticipate and adjust our messaging. Also, in a time when many budgets are being cut, social media has been a great integrator among other B2B tactics. Here’s a blog post with more insights: http://www.fahlgrenmortine.com/?p=234#more-234