A social media strategy for any business is important, but that doesn't mean every business social media strategy should be the same.
Depending on who is on the receiving end of your company's social media efforts, you may want to reconsider the kind of information you're sharing.
As a B2B business, your posts will probably look very different compared to a B2C company.
There are three main differences between B2B and B2C social media posts:
1. Drivers, Influencers, and Experts
Having someone to drive your social media campaign, someone who knows exactly what they are doing will always be beneficial. But for a B2B company this may be the difference between success and failure.
When thinking about B2B marketing you want, not only to get your face, your brand out in front of as many people as possible, but your= want to develop and build a great inbound strategy.
An expert or influencer, first of all may already have contacts or reach to people in your field that would be interested, but also, they lend an authoritative voice.
This doesn’t mean they have to be an expert in your field, what it means is they are willing to put in the effort to research and fact check and are dedicated specifically to creating a consistent inbound strategy,
2. Content Tone and Length
Content length will differ dependent on the purpose of the content and the intended audience.
For B2C content is lighter, more entertaining, gracing topics of immediate interest to the audience. These are often shorter pieces. For example, lifestyle posts, listicles or funny articles that are easily skimmed. Sharable posts to appeal to as many of your audience as possible and start a conversation.
For B2B though, the posts need to be more serious and display an in depth knowledge of the topic you are addressing. And yet still connecting with your target audience on a personal level. Think of it like writing an assignment for school, compared to writing a message to your friend.
These articles should prove you are a leader in your industry whilst still injecting energy and personality into your brand. Not an easy thing. Your end goal is to be perceived as an expert by whoever is reading.
The content should still be sharable and relatable, but with a professional tone in mind.
3. How they Buy
The process of a business deciding to purchase your product is necessarily longer than a B2C business.
Consumer purchases are normally quick, often impulsive. You probably have a product that they found online, they purchased in two or three simple steps and it will be shipped to their door. Easy.
This means that you can successfully get a sale from a customer after only one introduction.
For B2B companies, the buying cycle is much longer, so the social media strategy needs to be more in depth.
Often when B2B companies sell something they are selling not just the one item, or the one time, but a large amount in an ongoing partnership with the other business. What this means is the client is buying, not just a product or service, but a commitment.
That is why B2B companies need to use their social media strategy as a lead nurturing tool. With social media posts, you can continue to connect with individuals who are interested in what you are able to provide, but just might not be ready to make a purchase.
You are able to consistently deliver expert-level articles, information, 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.
When looking to create a social media strategy for your company, don't get trapped in believing it is a one-size-fits-all approach.
Think about the individuals behind the businesses, the people actually reading your tweets, posts, and articles and consider what information they want to see.
Do they want a humorous article they can share with friends and family? Or do they want a expert opinion on a change in your industry?
When you know your audience, you're on track to a more successful social media strategy.
For B2B customers, social media is all about establishing yourself as an expert, but for B2C customers, it's all about making a connection with as many members of your target market as possible.
Make sure you develop a strategy that is right for your customer base.