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Social Media Marketing Strategies For B2B Brands

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S & M: Sales & Mktg

Social Media Marketing Strategies For B2B Brands

The social media strategies for B2B entities are quite different than that of B2C.

 

If you run a retail business, things are a lot easier.

Once registered at the Companies Commission, all you have to do is have a social media site, and you can start taking orders – whether it’s for food orders, cosmetics, car products or services associated with them – all of these work a lot easier on Facebook, Twitter or Instagram.

The process is cheaper and simpler, and decisions can be made quite fast.

 

However, with B2B, it’s not as straightforward – a lot of these businesses cannot simply convert their visitors to becoming paid customers on social media.

Why not?

Because businesses such as consultant services, investment, council management companies, training services, information technology and others have a complex background.

They are not as easy to understand. As such, their social media sites have only one role – to attract the attention of visitors to come get to know them briefly, so that visitors are interested in what they see.

Once the visitor’s interest is piqued, a need arises to make the visitor feel the need for more information. These visitors would therefore then continue to visit the company’s official website to gain more in-depth knowledge about the company.

So how else can B2B entities leverage on social media?

  1. LinkedIn:
    1. If you’re a B2B company, and your company does not have a presence on LinkedIn, it’s hard for you to get the attention of other potential companies as your future paying customers.
    2. Unlike Facebook, Twitter and Instagram where the community is made up of mostly casual individuals, LinkedIn is mostly made up of professionals. In fact, as the world’s number one social media platform for professionals, it has a membership of about half a billion individuals worldwide.
  2. Company brand icon:
    1. Consumers rarely trust brands unless they are large brands. On the other hand, most users are more trustworthy than brands, so if your brand has an icon or some icons that can be a face to your company’s brand, then you’re set.
    2. A good example is in observing the more successful product brands in Malaysia, who either mostly use the popularity of their chief executive officers in their process of dominating the market, or a few popular figures. These icons will usually have their own social media accounts, uploading statuses that are able to gain market attention as people enjoy seeing their exploits. As their popularity peaks,¬†these icons then tend to slowly pull the traffic to their brand’s social media accounts.
  3. Cooperation from team members:
    1. A company’s employees’ co-operation is one of the critical factors of its social media marketing strategy. As team members, they need to help increase the spread of the statuses uploaded by the company and the brand icon into their respective network of friends and acquaintances.
    2. Let’s put it this way – imagine your company having 20 employees, and everyone has 3,000 Facebook contacts. If all 20 team members shared the status uploaded on your company site, 60,000 people will be aware of your company’s status. That organic power is something your team members can create if all employees help towards the same objective.
  4. Engage user interaction:
    1. Facebook Messenger is a very powerful app but there are not many brands out there that use it to interact with their potential users – or at least not as a corporate brand.
    2. If you place the Facebook Messenger icon into your company’s website, you’ll be able to engage with them more personally and easily, as anyone can then interact with your brand directly.

Observe organisational entities on social media – you’ll notice that these are among the ways in which they engage others.

Azleen Abdul Rahim is the co-founder and editor of Marketing in Asia, a resource centre for all things marketing. Our peers in the online magazine world, the site hosts experts in marketing who have influenced and inspired powerful marketing concepts and ideas that are both shareable and immediately applicable. SME Assist is proud to collaborate with Azleen in bringing you thought pieces of experts in their field as well as the best approaches you can take to upgrade your marketing. You can visit the Marketing in Asia site at www.marketinginasia.com, and follow Azleen on LinkedIn (https://www.linkedin.com/in/azleenabdrahim).

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