Social Media for B2B: How does it differ from B2C?
It’s #SMDay, and by now, many of us know that social media for brands is important. In fact, many of you spend a great deal of time in your roles preaching its importance and designing strategies for your clients. We encourage them to get on the latest trends, whether that be laughing at ourselves for being “cheugy,” connecting them with influencers, or participating in the latest TikTok dance challenges. In today’s market, it’d be fair to say many of us eat, sleep, and breathe social media.
However, in the hustle of striving toward the best results for our clients, it can be easy to forget about the importance of social media for our own business. In the B2B world, where we work for our clients, it’s common to let our needs take the back burner.
So to celebrate #SMDay this year, why don’t we revisit some of the best B2B social media strategies that separate us from our B2C partners?
Back to B2B Basics
When looking at your B2B business’ social media strategy, the key point to keep in mind is that “while B2C brands typically use social media to drive traffic, sales, and awareness, successful B2B social media channels are more likely to focus on brand development and lead generation.”
That means that instead of getting swept away in the latest social media trends, the B2B brands that often perform well stay focused on serving their audience and positioning themselves as thought leaders within their industries. Think about what your clients’ biggest needs and asks have been. How can you share with them that your business is the best resource for them through your social media posts?
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Small Strategies to Implement
According to the Social Media Examiner’s 2021 Social Media Marketing Industry Report, Facebook and LinkedIn remain the top two platforms for B2B businesses. YouTube, Twitter, and TikTok, however, are not on marketers’ radars as much, in comparison to B2C channels.
Because the B2B buying cycle is a longer process, B2B Marketing recommends that B2B companies use their social media strategy as a lead nurturing tool. Focus on consistently delivering information in the form of expert-level blogs, podcasts, webinars, and other forms of content to “prove that you can help solve their problem, so when they’re ready to purchase a service, you’ll be the first company they come to.”
Core Principles Still Stand
At the end of the day, it’s about what feels right and authentic to your brand. Like with every strategy you’ve worked on before, there isn’t a “one-size-fits-all” approach. You’ll have to learn from the post’s performance and be able to shift your strategy as time goes on. Like B2C, remember to embrace compelling visuals and storytelling. And most importantly, always know your audience.
About the author
Rebecca helps keep all things content running at UpCity. Prior to joining, she was a magazine editor at an agency for several award-winning publications based in the Minneapolis-St. Paul area, and a content specialist for several brands within the SMB/B2B landscape. She also has significant experience in digital content creation, most notably targeting hunters and anglers (despite being a vegetarian) during her time at Gander Outdoors. Rebecca has also worked in PR, covering a diverse terrain of products and events, including the promotion of local musicians and music festivals and the latest craft beer offerings from local breweries.
