Many companies have found great success via social media such as the Old Spice campaign “The man your man could smell like”. There is no question that big brands can benefit from social media – it has given them the most direct channel to speak with individual consumers ever. But the question remains: does social media pan-out for B2B businesses?
I invite responses down below because, well, I do not know the answer! Working in the B2B space I have realized that there is substantial opportunity for success in social media. HubSpot, for example, does a great job leveraging their content through social media. However, HubSpot does not serve a niche marketing; their software could be beneficial to just about any marketer out there (despite perhaps being out of their price range). How does a niche B2B company go about utilizing social media?
Let us explore a number of options:
- Use social media to keep in touch with customers – this is effective so long as the customers in your vertical use social media (which isn’t often the case).
- Use social media to network – this is perhaps the most effective use of social media for niche B2B businesses. You can find all sorts of potential business partners, trade associations and business services via social media.
- Use social media to acquire leads – this one can be tough. Marketers, please do your thing and share your insight below.
Consider B2B inventory and accounting software available exclusively for small wholesalers and distributors. How do you target the owners of such businesses, that are not tech-savvy and do not use social media? Is this a dead-end, or is there something I am missing? Industry forums are a good option but what about Twitter and Facebook? How do you avoid posting updates in a vacuum?
Please share your experience in the comments down below.