If we go back 60 years, salesmen were responsible for the majority of a company’s sales (save those generated from advertising). Literally men travelled door to door selling products, speaking directly with consumers.
Not anymore. The reality is that today, nearly 60 per cent of B2B purchasing decisions are already made before customers contact your company, as recently revealed by the Corporate Executive Board (CEB).
The tide has turned, and the way customers move through the buying cycle has evolved to a ‘self-service’ model to research and decide for themselves whether they want to purchase before speaking with anyone. Read More
In my first blog I discussed the fallacy of followers – the focus on the volume of followers, fans and friends a brand has across social platforms rather than on who those followers are – and outlined a strategy every B2B brand can follow to cultivate quality followers.
But let’s take a step back. What if your brand isn’t on any social platforms yet? B2B brands are moving – in droves – to social platforms, but how do you know which of the (seemingly) endless networks, forums and communities are right for your brand?
In short, you don’t. Many brands have leapt into the social sphere believing it another mass-communication vehicle for one-way messages. It’s not, and in order to cultivate the right followers – and by extension, grow your brand – every B2B needs to take a strategic look at which platforms are right for them. And it starts with determining your social media objectives.
Ask any communications professional with experience in B2B social media and he or she will tell you the same thing: it’s challenging. That’s because B2B just isn’t the same as business-to-consumer (B2C). While B2C practitioners work on Facebook campaigns for new cars, B2B practitioners are thinking about how to generate the most creative and exciting campaign for a construction-grade tire. There’s just no comparison.
That’s not to say that with a little imagination and talent you can’t make a good B2B social media campaign stick, it’s just more difficult because a B2B campaign is typically targeted to a more niche audience. This means we face the dual challenge of making a social media campaign memorable to an audience with more specific needs and interests. Read More