It’s amazing how many businesses believe that B2B and B2C social media should be managed in the same ways.
Through this post I hope to show you the differences between the two and how to cater for a particular business type.
Firstly let’s look at B2C.
B2C Social Media:
When we think about businesses in social media we may notice that the ones we follow are generally suited to us as a consumer rather than as a business.
This is exactly what B2C is – business to consumer. Unless we have our own businesses then B2C social media accounts are going to usually be the only ones we follow.
You see, in the consumer world we expect to see companies approach us as an individual rather than a collective group or organisation and that is why B2C companies exist.
If we look at the image above we can tell that XYZ Retail store is a consumer based business as it is asking people to tag 3 friends and share the post to their personal account.
This is a great strategy for B2C companies to leverage their social status through the use of competitions and giveaways to consumers. It ultimately helps brand awareness and avoids what we call vanity metrics.
B2C companies on social media should also be regularly pumping out content.
Content can be in the form of various things such as blog posts, videos, competitions, events and anything else usually in the form of a social update.
Content marketing guru Neil Patel believes that having regularly updated content is important for a number of reasons:
- keeping your customers engaged with your brand
- attracting new customers
- up-selling/re-selling existing customers
- appearing in search engines
- building a strong social media presence
In his Definitive guide to B2C content marketing he explains the importance of content marketing and step-by-step processes for any B2C business to thrive in social media updates.
So what exactly does it take to get the ball rolling with regular updates? As I have learnt the following from my friend Neil Patel:
1. Identify your goal for your B2C business with social media:
What goals are you trying to get from social media? more customers? more people coming to your store in person? Once you figure this out, you can mold your updates to achieve these goals.
2. What actions do you want your customers to take from your social media updates?
This ties together with your goals and in your updates you should be clearly leading the customer down a funnel of clear instructions showing them exactly what to do. For example if you were trying to get people to come into your physical store you might post a Facebook update saying:
“For a 15% discount on your next purchase, visit our store in Albany and use the code: FREE89 when approaching the counter with your purchase”
This in turn should encourage more people to visit your physical store for a chance to get a discount via using a code given to them on social media.
3. What results will determine success?
You should have an idea of your target numbers for each goal you set. Ensure to set realistic numbers that are achievable rather than doing something like setting the goal of getting 3 million shares on a post where you only have 1000 followers.
These goals should include numerical targets from the moment you set them and you need to get into the habit of measuring success. This will mean that you can track the reasons why you reached these targets or did not reach these targets.
In essence this should be measured against previous successes and successes from your competition.
B2B Social Media:
The majority do not realize the difference between B2C social media and B2B socials yet they are very different as I have mentioned.
B2B obvious focus is gaining other businesses as clients rather than interact from a consumer perspective.
For starters B2B social media updates should be posts that address their customers needs rather than be things such as weekly giveaways and so on…
Another thing to consider with B2B businesses is that they generally have high-ticket purchases which means that the dollar value of each sale is generally very high.
If we remember that the B2B sale value is higher, we need to remember that closing the sale will be more difficult as it has been proven in the book SPIN Selling by Neil Rackham.
Ideally we will want to create a post that leads a prospect through a sales funnel as could you imagine a prospective business buying $20,000 worth of your product/service off you just from seeing one social media update? No I very much doubt it!
The following is a typical sales funnel for a B2B company that I made. Notice how it includes a combination of inbound and outbound marketing techniques:
Along with using the sales funnel, B2B businesses should also be using the 3 step process illustrated in the previous section when producing social media content.
Another important tip to remember is that B2B customers are generally purchasing things from an investment perspective. It would be wise to focus your social posts on how you can provide them with a return on investment (ROI) from the product/service your B2B company has to offer.
So just remember to always realize B2B sales are generally high-ticket which means that prospects will need to travel down a sales funnel in order to convert and also remember that ROI is always on a business’ mind when dealing with other businesses.
From this blog post I hope you have seen the differences in B2B and B2C social media and how each one needs to be tailored to accordingly.
My Question for you this week is:
Please leave your reply in the comments section below and I will respond to each one personally.