When we talk about marketing in social networks, the segmentation we make of the public is critical. But as with any element of a digital marketing strategy, there is no single solution to achieve the objectives with the use of social networks. If your company is B2B or a B2C business, it is crucial to know how to correctly and effectively use the different social channels.
Different tactics for different audiences
We might think that the same tactics in social media for one brand can work just as well for another, but, friend, nothing is further from the truth. There are differences between B2B and B2C companies, not only at an operational level but also when doing social media marketing.
For marketing professionals, it is essential to know how the sales cycle works for both cases, which will help to understand how to adapt the messages to direct them to your potential client.
For B2B companies, the sales cycle is longer with more agents involved, since the contact is not the one who makes the decisions, or because several negotiations are required before approving a purchase. Therefore, it is necessary to define more audiences and focus on a specific target.
On the other hand, B2C companies speak directly with the consumer, who is the one who makes the decision. Its sales cycle is much shorter, and the purchase occurs almost immediately when making the decision. Therefore, B2C companies have more room to maneuver when talking about content and social media to reach their audience.
The basis of any B2B social media strategy is to know the audience, and, being a longer sales cycle, getting to reach those users through social channels starts with understanding your niche and knowing how to earn it.
To start, consider your social channels as lead nurturing tools. You want to guide your potential customers through each step of the funnel, and these channels can help you, but it’s up to you to focus on the right metrics. Lead nurturing is one of the main factors that B2B companies must pay attention to when it comes to social media.
Do my channels enable me to draw in clients? What number of potential customers of informal organizations are changing over? The responses to these inquiries will give us thought of how well you are focusing on your social gathering of people.
Now think about your content. For B2B brands it is important to become the industry leader by educating potential customers, you must reach a goal with social networks. To achieve this, the goal is to share not only your blog but the relevant content of others.
Your voice is also an important factor, both in the content you distribute and in your social presence. B2B companies are often considered “boring,” but more and more brands are changing their language and tone. Showing the culture of the company and the positioning of your brand have given more flexibility when developing a voice in social networks. However, keep in mind that your target audience may or may not respond well to specific approaches, so make sure you choose the right voice.