What could the platforms that host cat memes, food porn, and vacation pictures possibly have to offer the business-to-business marketer? Plenty, if you’re willing to take the time to produce and provide engaging content and abide by some of the same guidelines that generate leads – and sales – for the business-to-consumer set.
Content is (still) king.
The industry lingo might change, but the reality doesn’t. If you’re not teeing-up something of interest or value, no one’s going to spend the time to engage with it. Yes, your insurance seminar might be riveting news for those in the industry, but save that download for the debrief back at the office. If Cam Newton delivers the surprise keynote address at this session… you’d best be up on Periscope.
Understand the audience and the platform.
Content IS king, true; but you don’t see Prince Harry wearing a crown on the pitch. What constitutes “great content” varies by social media platform. Your company’s article on safety advances in the workplace is probably spot-on for your LinkedIn groups or other industry-specific social spaces. Use more visual platforms for in-the-now happenings, and an opportunity to showcase your company culture to would-be clients, partners and employees.
Set real and realistic goals.
It’s all sales, right? But to see that real ROI on social media you need to set real – and achievable – goals. An X investment in social media marketing can’t always be measured as directly proportional to Y increase in sales. However, a social media marketing effort designed to say, collect consumer data, email addresses, or other campaign engagement, has real and measurable goals. Plan, produce, and promote with your goals in mind.
You can’t always be in pitch mode.
We agreed it’s all sales, but you can’t always “sell” on social media. Remember Ned Ryerson from “Groundhog Day”? No one wants to be pitched like that all the time. In fact, it’s an all but guaranteed way to lose fans and friends. (Not just on social media, but in real life.) Establish yourself as an expert in your respective field, engage in – but don’t force – conversations that matter to your friends, your community, etc., and offer your services when applicable. You’ll find it’s easy to recognize the opportunity when you’re genuinely part of the process.
Hire a pro.
That’s exactly what you’re expecting from YOUR contacts, friends and fans on social media to do. Consider all the advantages they gain, money and time saved, your unique value proposition, etc., when they call on you to do the job. Shouldn’t they be focused on what they do best, and leave (insert your expertise here) to the pros? Yep. And all of those very same reasons apply here, too. And here’s our pitch: If you want to leverage the marketing power that social media provides the business-to-business client, just ask. We do what we do, and you’ll have more time to do what you do best!
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