B2B Demand Generation | 7 Keys to BtoB Social Media Success
Social media is young and red-hot, but businesses, especially companies that sell complex products (software, hardware, insurance, etc.) struggle to get their arms around this exciting new capability. Precisely because it is so new – companies are continually trying to get their arms around it.
To help you navigate this new world, we share our 7 Keys to BtoB Social Media Success – tips to help you navigate this new and exciting world for marketers.
- It’s not television – so don’t treat it like television
Television is a one-way medium – the ad runs and people passively watch. Social media is interactive. It is more like small talk at a cocktail party. Don’t just keep posting useless information (Like what you had for breakfast.) Social media is about building relationships – listening, sharing, conversing.
- Take time to plan before you do anything
What do you wish to accomplish with social media? Are you looking to generate sales leads? Are you trying to brand your company? Are you trying to change how your company is perceived? Taking the time to think though your goals is a helpful step every business should do.
- Listen more than you talk
Social media is a great platform for listening. Ask a question and tons of people will answer. Gathering information is one of the greatest strengths of social media, so use it well.
- Understand your audience
For B2B sellers, understanding the personas of your buyers is critical. For instance, social media covers Facebook, Linkedin, Twitter, Google Plus, Digg, Delicious, Reddit, and more. You need to understand where your audience frequents and what is important to them. The better you understand your audience, the more effective you will be.
- Share content that has value to your target audience
Once you understand your buyers, you can share content that matters to them. For instance, if you sell car insurance, you might want to create content about protecting child drivers on prom nights. Write a blog (like this one) and publish your articles. Create ebooks and videos too and share those. As Seth Godin says – you must ship. It does not have to be perfect – just keep shipping.
- Find the sneezers
Seth Godin coined this term. Sneezers are people who spread disease. They are the ones who infect lots of people. You should make a list of the top 12 most influential people in your business. Use social media to build relationships with these men and women. Comment on blog articles, follow them on Twitter, connect on Linkedin – there are many ways to engage those important people.
- Don’t give up too soon
Patience is critical in BtoB social media. Don’t expect results too soon. Keep doing it and stay active. Social media is a marathon – not a spring.
We believe that, if companies embrace these 7 Keys, they will see much greater results from social media in BtoB.
“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.