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Four Powerful Tips for a Highly Effective B2B Social Media Strategy

by Jawad Khan  |  
August 10, 2015
  |  6,811 views

Most B2B companies are not great at social media marketing. Often, they're too boring, or too product-focused, to engage social media users and develop a loyal following. As a result, they fail to achieve long-term success, which leads management and decision-makers to conclude social media is a B2C marketing channel.

Which is wrong, of course.

If you're a social media manager or marketer for a B2B company, you need to do things differently.

Creating awareness about social media and managing the expectations of your company leadership should be on your priority list, certainly, but you also need to make sure that the goals of your strategy include making a clear contribution to goals of your company.

Your B2B social media marketing strategy should therefore focus on the following steps.


1. Understand the difference between B2B and B2C social media

You need to identify the platforms that can generate sales leads for your company. This is where B2B social media is different.

B2C companies often use social media as a direct selling channel. Their strategies are focused on consumers, who generally have the authority to make purchasing decisions themselves. They don't have hierarchies to cross or approvals to seek.


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Jawad Khan is an experienced inbound marketer and a freelance blogger for hire. You can follow him on his blog WritingMyDestiny.

Twitter: @WritingMDestiny

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  • by Andrew Mon Aug 10, 2015 via web

    Great article. Really helps to define the difference between B2B and B2C efforts.

  • by Renee CK Mon Aug 10, 2015 via web

    Thank you for this. I have encouraged our sales team to engage in LinkedIn groups, but hadn't thought about jumping in myself to find what questions need to be answered.

  • by Laurie Hurley Mon Aug 10, 2015 via web

    Excellent article, especially for this social media manager who sometimes has to twist the arms of my B2B clients and remind them that LinkedIn is the perfect place to engage and "do business" and that social media is really all about building those relationships. Thanks for sharing.

  • by Doug Davila Tue Aug 11, 2015 via web

    Nice article. We've been able to track and convert leads via social media for our b2b clients. Don't be afraid to try and make sure you engage with your customers online.

  • by mike802 Wed Aug 12, 2015 via web

    Although sometimes the visibility of your results can be discouraging, it's hard to argue with actual customer interaction, even if you're having trouble translating it to ROI.

    mike802.blogspot.com

  • by Anne Sat Jun 18, 2016 via web

    LinkedIn has been around since 2005 and Twitter launched in 2006. Since so few companies are generating B2B leads, and, ultimately, business through these channels, it means one thing. Social media channels are not effective for B2B marketing. You identified the reason:

    :....when targeting B2B clients via social media, you need to understand the standard decision-making process in your target industry. It's almost impossible to think that a B2B sales can occur because of just a few social media posts. Most of the time, the B2B purchasing process includes multiple approvals, cost analyses, and layers of decision-making."

    CEO.com's studios about senior management engagement on social media are telling.

    2015 SOCIAL CEO REPORT
    - http://www.ceo.com/social-ceo-report-2015

    - 61% of CEOs have no social presence whatsoever
    - Not one F500 CEO is active on all six major social platforms
    - Only 60% of CEOs who have Twitter accounts are actually tweeting

    CEO.com posted a list of Fortune 500 CEOs on Twitter. Count 'em 25.


    So to say "Most B2B companies are not great at social media marketing." I don't think is an accurate call.

    Over 10 years is more than long enough to see results. If LinkedIn, Twitter, and Facebook were effective B2B marketing channels, there would be many documented and highly publicized examples of entrepreneurs and large companies who have been successful by using social media. Engagement doesn't pay the bills. I addressed this in a post entitled:


    - " Social Media R.O.I. - All Businesses Aren’t Country Clubs”
    http://bit.ly/socialmediaroi2

    I know I made a mistake by putting too many eggs in the social media and blogging baskets. Off-line strategies like direct mail are far more effective for getting through to decision makers. I will be reducing my time on social media and investing more time and money in off-line marketing strategies.

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