Published on 13th Dec, 2012 in Social Media Marketing
How Large B2B Companies Can Become Socially Proactive
- Information gathering. It can be easy to forget that behind the businesses being worked with are, in fact, people. The most obvious advantage to using social media as a B2B company is having access to a pool of knowledge that would otherwise be unavailable. Know your buyers’ preferences on every level – right down to their pop culture preferences and food interests. The beauty of social media is that, at its core, it eliminates any need to ever ask a question – just look it up on a profile. You might be surprised by how impressed the folks you’re pitching to when you already have a thorough understanding of their business values and identity.
- Relationship-building. An email sent through LinkedIn is roughly three times more likely to be responded to than the average message – take advantage of that when attempting to build a relationship with a potential client. The more you know about who you’re working with, on any level, the better.
- Branding, branding, branding. If you consider your company to have a particular set of morals, a concrete image you hope to maintain, or a captivating story to tell, it is an indisputable fact that – if done right — social media can only help build your business’ case. Social media provides a unique opportunity to control your business’ message in the B2B world, assuming a level of uniformity is maintained between networks. The brand must be consistently portrayed and maintained – if you lose a hold of your brand, you lose credibility. For that reason, only create accounts you plan to use regularly, and be intimately familiar with the inner-workings of the network.