Social Media for B2B isn’t As Tough as You Think.

Social Media for B2B isn’t As Tough as You Think.

If you have been trying to build a brand identity online, you already know that social media marketing is one of the most important aspects that you shouldn’t miss out on. Unfortunately, not every brand can make it big on these platforms. What sets you apart is your understanding and implementation of social media for B2B and B2C.

In our previous blog, we told you about the basics of social media marketing. And, in this blog, we will introduce you to social media for B2B and B2C. We will tell you about the core differences between either, how to build effective B2B and B2C marketing strategies, and how to track your returns.

Before we begin, please note that an effective content marketing strategy is the primary ingredient. It is the catalyst that drives each of your online marketing efforts. Learn how to build a personalized B2B content marketing strategy.

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Image by Photo Mix from Pixabay

Difference between Social Media for B2B and B2C

While there are more than a dozen social media platforms, you don’t need to burn yourself out by posting on each. Most businesses who are new to social media marketing just select the platforms based on how well-known they are. This might seem as fine, but in the long run it impacts your overall marketing strategy.

Social media marketing is about posting content on various platforms. The content can be in the form of images, videos, GIFs, articles, quizzes, infographics, etc. But, the goal, brand voice, and content strategy changes drastically depending on your target audience.

Before we proceed with more details, let’s quickly understand the differences between B2B and B2C social media marketing-

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  • B2B social media content is professional and formal, but B2C can make use of casual and informal tones.
  • B2B content for social media uses white papers, e-books, case studies, presentations, webinars, etc. And, B2C relies on short and emotionally-driven content such as images, videos, GIF, lead magnets, etc.
  • While B2B uses social media platforms for nurturing leads, B2C aims at maximizing conversions using social media channels.
  • B2B content is mostly created for a small group of targeted audience, but B2C content is for a wider group.
  • B2B content is aimed to establish brand identity as a thought leader, and B2C content is aimed at establishing the brand as an influencer.

Now that we have cleared the basics, let’s proceed to tell you about the top social media platforms and how to use them.

Facebook: Everyone’s Preferred Platform

FB is a recommended platform for both B2B and B2C. It is important that you create an account on this platform. Businesses and consumers use FB to research brands. When someone is interested in your product, they are more likely to check you social media presence. Any brand which is available and active on Facebook will find it easy to nurture and convert leads.

What Should You Do on FB?

This totally depends on who your target audience is. Here are things that you should keep in mind –

B2BB2C
What to Post?Industry-related content.Niche/Sub or Related Niche-based content.
GoalLead Generation. Building referal traffic.Engagement, Likes & Follows, Conversions
VoiceFormal, casual (niche-driven)Casual.
Do’sPost consistently.Ask for user-generated content.
Don’tsTry selling. Be overly promotional.Post irrelevant/long-form content.
KPIsReach, Link Clicks, Page FollowsLikes, Shares, Follows, tags

Instagram: Where B2C Marketers Flock.

Instagram is a great platform if you’re trying to get into the B2C market. As Instagram’s content is more visual, B2B marketers do not find much traction on this platform.

This is not the best choices to make when you are serving businesses. However, you can still use it to show off another side of your brand personality by sharing behind the scene photos, office parties clips, etc.

How to Use Instagram for Best Results

As mentioned, Instagram has a better RoI for B2C. Here are some things to keep in mind –

B2BB2C
What to Post?Images, Videos (industry/office related)Literally anything (other than NSFW posts)
GoalBrand Value, EngagementFollows, shares, link clicks, conversions
VoiceFormal, casual (niche-driven)Casual.
Do’sPost casual office , product development images. Use hashtags.Post consistently. Use IGTV, Stores, and hashtags..
Don’tsBe overly informative. Avoid Long-form content.Overly promote your services/products. Buy followers or fake likes.
KPIsFollows, SharesFollows, Shares, Reach, Conversions

LinkedIn: A B2B Social Media Goldmine

LinkedIn is a must-use platform in your social media for B2B plan. 90 million senior-level influencers and 63 million decision makers use LinkedIn.

Though LinkedIn is a B2B goldmine, even B2C service providers can use this platform. There is no harm in adding another social proof of your brand identity.

How to Use LinkedIn as a social media tool for B2B?

B2BB2C
What to Post?Blogs, Articles, Case Studies, White papers, slides, presentations, podcasts, webinars.Blogs, Articles
GoalLead Generation. Building referal traffic.Brand Positioning, Networking
VoiceFormal (niche-driven)Formal.
Do’sPost long-form & informational content. Connect/Follow other thought-leaders in the industry.Build a professional network. Share your blogs.
Don’tsShare content that is irrelevant to your industry.Post promos, ads, or casual non-industry related content.
KPIsReach, Share, Comments, Link Clicks, Leads, Page/Profile FollowsReach, Share, Connections

Twitter : A Great Social Media Platform for B2B And B2C

Twitter has evolved a lot since its inception. It is now one of the preferred places for both B2B and B2C audiences. You can use it to build a follower list, and refer these followers to your website/business page.

It works perfectly for every business type as it is an ‘open’ platform, meaning your tweets can be seen by anyone and everyone. However, there’s a catch to increasing your tweet’s visibility – you have to use trending hashtags and create engaging campaigns. Also, summing up everything within 140 characters does get a bit tricky (but, you can always add links to your website).

How to Get The Most Out of Twitter

B2BB2C
What to Post?Industry-related content.Niche/Sub or Related Niche-based content.
GoalLead Generation. Building referal traffic.Brand Positioning, Social Selling Index Growth
VoiceFormal, casual (niche-driven)Casual.
Do’sFollow similar profiles. Re-share tweets. Post original tweets on trending hashtags.Follow and engage with other user’s and their content.
Don’tsTweet/Retweet irrelevant content.Tag random users or overly promote your services/products.
KPIsRetweets, Impressions, Link Clicks, FollowsRetweets, Impressions, Likes, Link Clicks

Pinterest: Fuel Your SEO Efforts

Pinterest is more a consumer-oriented platform. B2C marketers use it to create pins that are linked to blogs and social profiles. This helps shuffle the traffic (also, known as re-marketing. We’ll tell you more about it some other day).

B2B marketers can also use Pinterest to show-off their visual work by creating boards. One common benefit that both businesses can gain from Pinterest is using relevant keywords to rank in organic search results.

What to Post and Track on Pinterest?

Consider Pinterest as a platform to re-post your existing content. You can create a visual pin for a recent blog and add it to your board using relevant keywords. When users click on the pin, they will be routed to the web page. To get the most out of Pinterest, you’ll need to claim your website and connect your social profiles.

There isn’t much to track on Pinterest apart from monthly engagement on your pins, count of your pins pinned by other users, and referral traffic to your website.

Some Other Platforms

There are a lot of platforms that you can use. Some platforms like YouTube helps you reach out and engage users with video content. Plus, adding YouTube to your marketing strategy can benefit your overall SEO efforts. YouTube can be used by both B2B and B2C marketers.

Another trending platform that came as a boon for B2C marketers is TikTok. This fairly new app has been trending the global download charts. Although it is new, but the possibility of building a unique brand identity (and increasing conversions) is extremely high – thanks to the millennial audience.

Then again, there are platforms like Reddit, Tumblr, Dribble, Behance, SlideShare, Four Square, Digg, etc. that won’t harm if you include them in your social media plan for B2B or B2C. Each platform has its own advantages and drawbacks depending on your brand’s need. So, make sure that you invest time researching if using these platforms are beneficial to your end goals.

Summary

With so many social platforms, it sure gets confusing to segregate which to use and which to not. We hope that this article gives you enough clarity to decide if you want to use B2B marketing or B2C.

To sum it up, if you are targeting the B2B audience, you should definitely make use of Facebook, Twitter, and LinkedIn. Using Instagram and Pinterest is a secondary choice. And, if you’re targeting the B2C audience, you can indeed go all-guns-blazing.

Still stuck selecting the best social media platforms for your business? Need expert advice? Drop us a line in the comments with your queries, and we’ll be happy to guide you through.

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