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B2B Social Media Marketers: Why B2C Tactics Won’t Get You The Same Results

Content for B2C and B2B marketing is different by nature and it is important for B2B marketers to be mindful of this. B2B marketers may wish to avoid some of the social media tactics that B2Cs use if their goal is to gain trust and respect from their audiences online.

It is very tempting to use similar social media tactics to B2Cs because they are generally quicker and easier to implement, especially considering the new ‘Insta-buy’ era in comparison to B2B sales that take more time to nurture.

According to MyCustomer.com, the approximate timeline for B2Cs to convert a lead into a sale using social media is 3 months, but for B2Bs it’s around 6 months. This is mainly due to the fact that in the B2B arena you need to gain trust and build deeper relationships first, and this takes time and effort.

One thing to bear in mind is that your target decision makers may not be using some of the popular social media platforms known for entertainment to search for new business opportunities. They’re probably browsing these on a break or in their downtime.

Instead, think along the lines of more business and information oriented platforms like LinkedIn and Twitter that are dominated by people in the mindset of exploring industry news and professional opportunities. It may also be more fruitful to explore niche professional platforms (Quora, Slideshare, Meetup) than popular consumer ones (Vine, Instagram, Tumblr).

The main difference is that B2Cs often promote their brands first, hoping that their content is shared and sales will follow. This is something that B2Bs should steer clear of. Instead B2Bs should be putting out quality, well-written pieces of informative, authoritative and useful content that their audiences will appreciate. It goes a long way to build the business’s image, gain trust and build essential relationships.

Bethany Carter,  May 11, 2016

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