Top 10 Dos and Don’ts In B2B Digital Marketing
Everybody knows that social media is an extremely valuable opportunity for business because it connects it to the potential customers. For B2B, the deal is pretty much the same because marketing in social media enables to get a company in front of a potential partner and client, thus allowing to make an important first impression and stand out.
B2B marketing in social media is similar to B2C in the sense that the first impression made by the company matters. Simply saying, you don’t get a second chance to make a good second impression, so it’s now or never, really. Obviously, there are many rules that B2B companies follow to make sure that they nail the first impression right from the start.
Also, there are some things that B2B companies should not do to make that good impression. This knowledge requires an expertise and years of experience dealing with social media users. If you want to make a shortcut and make better marketing decisions right away, stick around for the list of do’s and don’ts in digital marketing for B2B.
1. Choose the platform wisely
Have you chosen Facebook for your B2B marketing campaign? There is a good chance that most of the companies in your industry use this platform, too. Before you decide on the social media network that you will use to communicate with potential customers, perform a simple search using the keywords that narrow the results to the companies that you are trying to target.
If the platform has an appreciable number of companies, the next step is to analyze their profile pages to see whether they are active. Some of the companies use social media just to upload information about them and prefer to interact through other means, such as the official website.
2. Know your audience
Like B2C, companies that work with other businesses need to tailor their social media profiles so they involve something that could be interesting to potential partners. Many experienced marketers say that most of the customers don’t care about the companies they work with because they care about what you can do for THEM.
This principle should guide the content on your company’s social media page. For example, you can post some stories that would make the customers relate to them, such as stories of overcoming some common challenges in your industry. Also, the content should be useful for the visitors to be considered interesting. For example, if you’re running a professional essay writing service, you can share some tips on crafting various kinds of essays and research papers, and following citation styles.
3. Build a relationship
According to the latest principles of doing business using digital media, companies must spend some time establishing relationships with potential partners before making any sales pitches. The reason for this is obvious: if you try to sell your products or services right away, you will be perceived as a company that cares about the sales volumes rather than customers. This is to be avoided at all cost in digital marketing.
Instead, take some time to build a relationship with potential partners. This means liking, sharing, and commenting on the posts of the users you have to target. As the result, you won’t be perceived as just another company that came completely out of the blue.
4. Get the details right
Social media is a complex area to operate it. Thousands of new posts and hundreds of new companies join every week, so keeping up with the pace is rather difficult. Mistakes can be made during commenting, sharing, and messaging because of the sheer volume of work that you need to deliver. For example, you might call a company by a wrong name, or send them a text that is designed for interaction with companies from another industry.
To make sure that you don’t commit these mistakes, check the details as many times as needed to get everything right. Remember, everything is visible on social media, so verify your content before you hit that ‘send’ or ‘share’ button.
5. Know what is trending
In the social media business, it is extremely important to monitor the latest trends in order to stay relevant. This shows that the company pays attention to what is going on in the world instead of focusing on work and promotion. To stay up to date with the latest media trends, B2B companies are advised to use specific tools and tips because keeping up with thousands of trends can be a challenge.
For example, tools like Buzzsumo is one of the most widely used tools in the game at the moment. It shows popular content and engagement it creates across various social media platforms.
1. Don’t like your own posts
This one is pretty obvious but many companies are still doing it. Naturally, you like the information you post out there but don’t think that the best ambassador for your company is the company itself. It looks silly and unprofessional in the eyes of potential partners because they need your clients’ approval. Some company or an individual from the outside is the perfect ambassador because they are perceived as non-biased parties.
You can, however, encourage your employees to like the posts uploaded by your company. But then again, don’t push the limits. Seeing that everyone from your entire office staff likes your posts will also contribute to a negative perception.
2. Don’t share too much
Sharing too much has one several major disadvantages that will ruin your success. First, it looks like spam, and everybody knows what to do with it: send to the trash. Second, it makes it difficult for people to follow your activities, and they will get bored of that very quickly. Eventually, you risk losing some (if not all) followers you have worked so hard to engage.
There are many useful tools that provide effective timing for posting in social media, including Buffer. It schedules your posts (the time can also be changed), so they won’t look like a spam. Plus, Buffer has a special version designed specifically for businesses.
3. Don’t become a stalker
Don’t get this wrong: follow up messages can be great for connecting with potential partners. However, if you don’t get a reply from a company you’ve been watching for some time, is it not a reason to become some kind of a stalker. Of course, your message has been received and read by that company’s representatives. Maybe there is a reason they don’t want to answer, so how many and how often you should sent follow ups really matters.
Sending too much follow up messages is obviously not attractive for potential partners. You risk of appearing as a desperate company that tries too hard to connect. Who would want to have a partner like this?
4. Don’t use the same message
Obviously, you’re trying to target companies from the same industry, so the message you send them on social media might essentially be the same. However, it is a bad idea to churn out the same message because it could be really easy to determine this. For example, if you’re using Twitter, the company you sent a message can visit your page and view the recent activity on your profile. As the results, all your messages will be seen.
How would you react if you knew that you have been sent the same message as your competitors? Right, you would just ignore the company that tried to engage you. In contrast, if you tailor your message to the receiving party, this would contribute to the impression that you actually care about their business. Check out these B2B email marketing examples to see how to create valuable messages in social media and email.
5. Don’t approach all companies in one way
Every company has its own personality, style, and business philosophy, and this should be remembered every time you try to connect. The reason for this is simple: if you approach them in a wrong way, you’re not going to do business with them anytime soon because they are going to think that you are just one of all companies that don’t even try to get what “they are really about.”
To avoid making this mistake, analyze their social media posts and comments and determine what kind of messaging they would appreciate. For example, if a company you’re trying to approach is formal and seems to appreciate a corporate-style messaging, sending a relaxed and funny message starting with something like “what’s up?” is not going to work at all. So, like the previous don’t, this one also emphasizes the importance of tailored messaging for B2B digital marketing.
The Bottom Line
By following the do’s and avoiding the don’ts described in this article, you will ensure that your B2B marketing strategy is effective and able to make the first impression a positive one. Remember, you don’t get a second chance for this, so be thorough and use this article as a starting point for your marketing strategy for digital media.
Category: B2B News
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