I’m sure no one would argue that the goal of their social media marketing strategy is to target and retain customers (aka B2C marketing). But what about B2B? You can, and likely should, consider a strategy to target potential business or referral partners!
In a recent article, Ben Green explores the main differences between B2C and B2B social media marketing. Here’s the gist of it:
- Content. Regardless of the platform, the content needs to offer substance and value. What can you do for them? Why should they listen to you?
B2C: blogs, visual content, videos. Don’t be afraid to be funny or appropriately inappropriate! With the bombardment of social media, you need to find a way to stand out.
B2B: white papers/eBooks, case studies, webinars, one pagers, infographics. As compared to B2C marketing, B2B content needs to be professional.
- Channels. There are so many platforms! It’s important to note that some are more effective for B2C vs. B2B marketing, and vice versa.
B2C: Facebook, twitter, Instagram, YouTube.
B2B: LinkedIn, twitter, Facebook.
- Goals & Metrics. The main difference between B2C and B2B marketing is the importance of lead generation.
B2C: The goal here is generally community engagement and awareness through likes, shares, comments, etc. RETENTION & LOYALTY.
B2B: Conversely, the #1 goal is LEAD GENERATION. This is done by increasing web traffic.
Are you ready to incorporate B2B marketing into your social media strategy, but not sure where to start? Contact us at AVMS at 615-348-7768 to explore the options that make the most sense for your individual business needs and goals!
