While there are some commonalities in the way that both business models incorporate social media into their digital marketing campaigns, there are also some key differences that are important to note.
Although both B2C and B2B companies capture and leverage data to develop their social media strategies, they differ on the nature of the content they share and the way they present that content.
Whether you’re targeting businesses or consumers, here are some ways to craft a unique and effective social media marketing strategy that’s right for your business.
Business-to-Consumer: It’s All About Relationships
For businesses that market directly to consumers, social media should primarily be used for increasing brand awareness and developing customer relationships. Taking a more casual tone will make your brand more personable and engaging.
Lifestyle posts tailored to the language and aesthetic of your target demographic will not only help establish your brand identity but reinforce a sense of community among your followers.
Whether that’s a photo introducing your latest product, a blog post discussing a relevant topic, or a concise how-to video, the goal should be to start a conversation and invite your followers to respond.
Social Media Marketing for B2C Businesses
For B2C businesses, Facebook is the social media marketing staple, since it provides an ideal platform for community engagement and customer support, while also allowing content to be easily shared.
Instagram is the most effective platform for distributing visual content and advertising promotions while interacting with respected industry members on Twitter can establish your reputation and increase your following.
Regularly posting informative but entertaining content that can be quickly consumed will encourage your customers to share your material with others, increasing your brand’s reach.
Although you’ll want to avoid making every post sound like a sales pitch, social media posts can be an excellent way to promote discounts, announce special offers, and ultimately increase sales.
Business-to-Business: Establishing Expertise
Just like businesses that market directly to consumers, B2B companies can use social media marketing to build relationships with their target audiences while reinforcing their brand identity.
However, B2B businesses will want to leverage their social media platforms to establish themselves as industry experts by taking a more professional tone and distributing more substantial content to their followers.
Social media offers a prime opportunity for B2B companies to expound upon the concepts that drive their strategies and services while letting their audiences know that they understand their pain points.
Cultivating B2B Customer Relationships
Businesses with a commercial customer base should focus their social media marketing efforts on generating new leads and nurturing existing ones by providing their followers with valuable educational content that communicates their expertise.
Since there is no one-size-fits-all solution, it’s important to be keenly aware of your target audience, presenting them with the information they’re seeking along with unique insights they may not have considered.
Facebook and Twitter can be useful mediums for B2B businesses to engage with their customers, but LinkedIn is considered the most effective platform for B2B companies to distribute content and connect with audiences.
Since prospective customers may show interest in your brand long before they’re ready to purchase, having a history of distributing reliable and relevant content will help ensure that your company is top of mind when your B2B prospect is ready to commit.
Regardless of who your customers are, developing a tailored social media marketing strategy is vital for communicating your brand identity and connecting with your audience.
Contact Blueprint today to find out how we can help your business engage more effectively with your customers across all social media platforms and generate leads for your business.