The myth continues to perpetuate itself. A recent survey tells us that more than 40 percent of business to business (B2B) firms state that a social media marketing plan is irrelevant. The theory is that it works great for businesses that sell to customers (B2C), but not very efficient for B2Bs. Here are some of the excuses:
– B2B customers aren’t people
– B2B sales cycle is slower
– B2B sales are more negotiated-style than retail
– B2B sales aren’t reliant on brand loyalty
We’re a B2B company and we have a social media marketing plan. We aren’t alone. A White Horse report stated that 41 percent of B2B companies surveyed engage daily in social media. The study also revealed that 40 percent of the participating companies have at least one person who works directly with a social media marketing plan and 10 percent have outsourced it to a marketing firm, such as Checkerboard Strategic Web Development.
FreshNetwork Blog reports that Outshell estimates that B2B social media marketing will increase by 43 percent in 2010. The same article states Forrester Research predicts that B2Bs will spend $4.8 billion on social media marketing by 2014.
A B2B firm relies more heavily on building and maintaining a relationship with its clients than companies selling directly to the company. Sales is all about relationships, and a social media presence is a huge advantage to maintaining contact with your clients.
B2B customers are people. They just happen to own a business and use your services for their survival. The nature of the relationship is much different than the one between a B2C company and its clientele. With this in mind, the nature of the marketing plan must be different.
As a B2B, you have the responsibility to keep your clients up to date on industry trends. Let’s say for example that you are an auto parts distributor. You have clients ranging from 10-minute oil change locations to a national chain of auto repair garages. By distributing auto industry news and trends to your clients, are you earning their trust. You are not only their parts supplier; you are the industry expert.
A B2B Facebook page has a built-in advantage. Whereas a company’s consumer fan base is more apt to be passive, your clients have a vested interest in your company and industry.
Visit Checkerboard’s website for more about B2B and B2C social media plans.
