Social media has turned the entire world into one big neighbourhood. From where businesses had to move from door to door in their neighborhood to sell their products and services, they can now actually sit down at one place and get it all done.
Today, social media is being aggressively used by B2B and B2C companies to effectively increase their customer acquisition, engagement and retention rates. And obviously, the inflow of revenue.
So, whether a firm is a corporate advisor or a clothing retailer – every business needs a social media presence. Yes, the strategies differ and some might even say that social media is more of a fitting channel in the B2C spectrum.
However, such is not the case. Let us read on to understand social media strategies applicable in both environments:
Contrary to popular belief, social media can be more transformative for a B2B company than a B2C company because of its smaller potential customer base and a higher average price point. A 2014 report by Content Marketing Institute revealed that 92% of B2B marketers use social media.
The same year, it was found that the top 3 social channels for B2B businesses were Facebook, Twitter and LinkedIn.
1. Maintain a flow in engagement: Starting a conversation with a prospect on social media on Day 1 and closing the deal on Day 2 is impossible. The concept of “touch & go” doesn’t apply in such an environment.
The marketers must patiently nurture their leads through the lengthy and complex sales cycle of persuasion. This is why a string of engagement campaigns should be executed over a set period of time.
The marketers can, too, leverage all the data they collect via campaigns to not only increase the follower count but also to drive long-term revenues. Sporadic social media campaigns, on the other hand, are expensive and don’t give insightful user data.
2. Get into serious content: The general image of social media is that of a platform which is “fun, entertaining or cool”. But B2B companies don’t have to follow this tone to fit in the online crowd. They can and should focus on content that is a bit more “professional”.
- A highly informative white paper attracts even the most hesitant crowd to fill in their personal details to access it.
- Creating a webinar is an excellent way to get the brand attention from the right audience. Slice and dice it into small videos for an extensive all-video social campaign.
- Huge volumes of data and less space? Infographics provide an attractive solution to this problem. Tap into target audience on Pinterest.
For B2C businesses, social media is the key to targeting and engaging potential customers. According to actionable marketer Heidi Cohen, 90% of social media users only lurk online and don’t participate. The good news is that the volume of untapped audience is high.
Secondly, regardless of the type of industry, Facebook, Instagram and Twitter are performing increasingly well in the social spectrum.
While B2C companies have more leeway to experiment with content and campaign plans, they still have to keep certain points in mind:
1. Advertising brand on Facebook: In the last one year, Facebook has reduced its organic visibility and instead focused on yielding higher advertising revenue. Today, it allows brands to disseminate promotional content as “social content”.
Look at Verizon’s page, for instance:
From the number of views, likes and shares per post to time taken to respond to a message – a business page on Facebook highlights all the major touch-points necessary to attract the targeted customers. As a matter of fact, Facebook advertising is known for yielding phenomenal results. Use Adalyz to get actionable insights on your Facebook Ad Campaigns.
2. Playing it aesthetically on Instagram: According to report by Pew Research Center, a whopping 26% of adult internet users are active on Instagram. This visual social platform offers a huge opportunity to “beautify” a brand.
Frooti, for example, has only one product to offer – mango beverage. But the way this brand presents itself on Instagram is simply breathtaking. They don’t have a major fan following at the moment, but they surely know how to play around ideas.
The brand Oscar de la Renta on Instagram posts Behind The Scenes and other velvet rope experiences to engage its high profile customers.
3. Broadcast timely messages on Twitter: It is no news that this social platform is merely for distributing content – for most businesses. Therefore, it is important to find different ways to make the otherwise boring content look interesting.
For example, a beauty brand can share articles, on skin and makeup, that don’t sell products. Alternatively, it can also show how to select different looks for different clothes and occasions.
Similarly, an airline can use Twitter to share key information with their audience on a timely basis. Remember the very recent – #EgyptAir?
Over to you
Social media campaign strategies can vary from business to business or objective to objective. Marketers must be willing to dig deeper into their target markets to extract meaningful data to be able to create effective marketing campaigns.
But it doesn’t end at creating one campaign. A marketer must also be willing to consistently keep experimenting and testing different aspects of his campaign. Monitor your search, video, display and social campaign performances across various digital platforms in a single unified view using Adalyz. It helps identify opportunities to optimize the campaigns for better results. It is important that strategies made across digital platforms aren’t just suited for the platform, but also well in sync with one another.
What do you think is a must follow strategy for a B2B or a B2C business to leverage the most out of social media?