In the last few years, social media marketing has gone from a method that almost no one in B2B was using to a strategy that’s been proven across almost every industry.
As just about everyone in the world uses at least one social media platform, B2B companies have an opportunity to engage their leads directly.
Still, widescale adoption hasn’t necessarily coincided with a widescale understanding of how to use these platforms for best results. Far too many don’t understand the difference between social media for B2B vs. B2C companies, which results in lackluster results.
B2B vs. B2C Marketing on Social Media Platforms
We’ve talked about B2B vs. B2C marketing before because it’s a persistent problem on this side of the fence.
Here are some of the main differences between B2B and B2C companies when it comes to using social media.
1. Understanding the Consumer Mindset on Social Media
When Facebook first introduced the idea of being able to use their platform to run ads, most marketers scoffed. They pointed out that people weren’t in a purchasing mindset when they visited Facebook. Google Ads was still the best bet, they contended because people use the search engine when they want to make a purchase.
Obviously, we now know that Facebook marketing works for most businesses, but much of that sentiment should still be considered.
B2C companies that use social media marketing can often get away with linking directly to product, service, or landing pages. They can literally advertise what they’re offering in a post and then funnel the resulting interest to a page where leads can make purchases.
The same can’t be said for most B2B companies. As you probably know, yours has a much longer buying cycles compared to B2C buyers. An average of 6.8 decision-makers are involved in each buying decision, as well.
All of this is to say that your social media presence needs to involve sharing content – not just your own, either – and building authority. As you do this, your prospects will be more comfortable with converting.
2. There’s No Need to Be Boring
In recent years, there’s been a push for B2B companies to put a little more personality in their copy. Traditionally, it’s been acceptable – even expected – for B2B companies to create fairly boring copy, no matter the industry.
Even though that’s begun to change among blogs, the same can’t necessarily be said for social media posts.
In this way, B2B and B2C companies should be on the same page. It is “social” media, after all. It’s okay to adopt a more informal tone and have a bit of fun. Boring social media strategies won’t just fail to garner leads. Given the way these platforms put your company right next to others, it can actually position your business in a rather unflattering light.
So, while you still need to take the above advice into consideration, that’s no reason to risk putting your followers to sleep. The best way to earn those followers in the first place is by adopting a fun, engaging tone with your posts.
3. Invest in LinkedIn
Maybe one of the biggest differences between B2B and B2C social media marketing is LinkedIn. For B2C companies, it’s almost never a good investment. However, LinkedIn is amazing for B2B businesses. Your prospects are definitely waiting for you there.
Instead of just direct messaging them, though, see if you can’t first grab their attention by sharing helpful posts.
With that being said, B2B companies can find success on other social media platforms, too. It would be a real shame if you missed an opportunity on, say, Twitter only to let one of your competitors enjoy it uncontested.
The key is doing your due diligence. Don’t just assume you have prospects on a certain platform. Don’t think you’ll be able to lure them over to one, either.
Instead, find out where they’re already congregating. Search for topics related to your field and see how much engagement they get. Otherwise, you run the risk of investing in a social media strategy that may have never had a chance of succeeding.
B2B vs. B2C: Converting Social Media Leads
When you understand the difference between B2B and B2C social media marketing, you should also find it much easier to attract leads to your website who are ready to convert.
Still, it’s usually not that easy.
That’s why so many B2B companies from across multiple industries rely on our platform. At Hushly, we’re so sure that our software will get you more leads and conversions that we guarantee it. We’re that confident that our platform will increase your lead generation and ABM conversions by no less than 51%.
Of course, we’d be more than happy to show you how.
Just contact us today to schedule a demo.
