Social Media for b2b How can I use social media for b2b
To say that social media is important in today's business economy would be an understatement. It is so important today that marketing gurus are no longer calling it social media as something additional but actually integrated in the entire marketing strategy.
There has been a lo back and forth opinion about social media because many companies don't believe it actually helps them interact with their clients face to face which in part it is true. I do argue that they could use social media to share the message of an event that they are throwing at their company and boom bada boom face to face has been created.
The second part why companies don't think social media is good for b2b is because they do not see a direct ROI (paying for a person to be responsible for the communication and brand presence on social media).
And that thinking is what made me write this article. Companies confuse social media with advertising. Not even marketing but straight advertising. Social media was not created to advertise even though it is widely used for that.
These platforms are able to do something that face to face cannot do. Spread your brand and what you are about around the world with the click of a button.
In today's economy the buying process has changed dramatically. Lets take a car as an example. A few years ago, people used to visit the dealership to get informed about a car as well as buy them there. Now days before buying a car the first thing people (and yes people because companies are ran by people) is research based on their needs. Then they go to websites and find all information that reviews the car. After they go to a dealership to test car. Then they go back home or to their desks and look for the best price. But here is the catch. Humans are emotional and irrational so price comes to see the light when:
1. They absolutely have very little money to invest.
2. They have no idea on who could help them.
3. They are testing something new.
Lets say bob does a search on facebook about the car he wants to purchase. He comes across a dealership near him who has a page with videos and short articles explaining the features and even the negative aspects of the car. Put yourself in the shoes of bob and think what you would do. No you may not jump out of your seat and go buy the car but for sure this page will stay on your mind and even perhaps the dealership. Why? not because they are close to your area but because they just saved you a good amount of time researching about the car. They did not pitch you the car every 5 seconds but only offered you more information about that car and similar models on their youtube channel and at their own website.
From a human perspective, this build trust as well as leadership when it comes to know-how. Throughout their videos they showed that they cared about you obtaining all the information you needed and even more without pressure to buy. I call it building rapport with potential clients. This is a mindset change that needs to happen in order to transcend to the next level in business. Large corporations like Bayer, GE, Philips and others have figured it out already and are taking advantage of this.
So why not live your story and share it on social media platforms?
Living in Germany has given me the opportunity to see a pattern throughout industries and that is that very often I see the "we are the best" and "we have been doing this for over 50 years" mentality and yes it may still work up to this day but the days are counted. Things have changed so much in the past 5 years that I decided to concentrate on making short form content opposed to long image films because in today's work day, employees don't have the time or patience to sit through a 5 minute film. So we create 30-60 second video clips that show the passion behind the company and thus showing why you should do business with them. Today reliability, trust and customer service surpass competing on price.
And that is just the tip of the Iceberg. Very often (speaking for myself as an example) I meet people I have not seen in a long time and even though they do not like our behind the scenes pictures we post on facebook, they still remember them and ask questions regardless of how many weeks ago they were and in most cases it makes them call us to shoot something for them. I find that extremely fascinating how you believe that you are not reaching clients on social media but they are actually watching and listening. Obviously you have to produce not just good work but also a service. We are always there for our clients because we want to see them thrive in their industry and we love to intensify their ideas so that they can see their ROI when they work with us. And this is not a pitch at all. It is just to give you a little hint at what companies should be preaching. Its not what you do is why you do it.
If you have any questions please just send us an email. We would love to hear what you have to say and answer your questions.