Every business, no matter how similar, is each set-up and run in a different or unique way. And, just like no two businesses are alike, no two business marketing strategies are exactly the same.
Yet, when it comes to internet marketing, social media is almost always included in marketing strategies. That’s because, in the United States alone, the average person spends 37 minutes per day on social media. So, it’s no wonder that 8 out of 10 small businesses use social media as a way to drive growth for their business.
But, when it comes to the B2B and B2C audiences, we all know they can be very different. So, that poses the question: Should my social media strategy be the same for both audiences?
The simple answer is no.
Just like how B2B and B2C companies have different advertising and print marketing strategies, they should have different social media strategies, too.
So, how do these strategies differ?
The B2C Way
The way that consumer shop has changed immensely in the past few years. Instead of just going to a store and comparing products side by side, consumers generally do research prior to making large purchases, or purchases for products they’ve never had to buy before.
In fact, roughly 46 percent of web users look to social media when making a purchase. They research companies, products, and even ask their friends or followers for advice.
So, when choosing social media channels for your B2C business, it’s easy to gravitate towards social media channels that shoppers are actively using. The top two being Facebook and Pinterest.
Why these two you ask?
With 1 billion users worldwide, Facebook is the largest actively used social media channel. The platform’s company pages provide businesses with an opportunity to communicate with consumers in a non-obtrusive way. Additionally, businesses can use Facebook brand pages as an extension of their customer service to connect with consumers in real-time.
With more than 70 million users, the social discovery site has proven to be an asset for retailers. Shoppers referred by Pinterest are 70 percent more likely to make a purchase than those referred by other online sources, and they will also spend 10 percent more on average. Additionally, brands are able to use Pinterest to educate users about new products in a non-obtrusive way.
The B2B Way
When businesses are marketing their products or services to other businesses, they need to be a bit more strategic. The focus of their marketing efforts will be to get their business directly in front of business professionals.
So, when choosing social media channels, the simplest way to choose is to find the channels that have the largest amount of business professionals.
Enter: LinkedIn and Twitter.
This business-oriented networking site is home to 240 million active business professionals. Brands are able to use the platform to share content, network with other companies within their target industries, and recruit new employees for job openings. The direct messaging system within the platform also gives professionals an opportunity to pitch their products or services.
With more than 560 million active users, there are approximately 5,700 tweets every second of the day. The micro blogging site is an easy way for brands to share content, as links to more information is included in many tweets. Additionally, brands are able to network with professionals and start conversations about industry-relevant topics.
Want to learn more about what our social media marketing services can do for your small business? Contact us today to learn more!