Social media marketing doesn’t just have to be about B2C relationships. Think about it – with so many businesses adopting the social media platform as a way to reach new clients, logic dictates that there is therefore a wealth of businesses to target from a B2B perspective.
Before launching your B2B social media strategy however, there are some important distinctions to consider, the most important of which being the principal difference between the two groups. Businesses do not act like the typical consumer, and certainly aren’t prone to impulse decisions.
A more considered approach is necessary, focusing on building trust and a long term relationship. In this article, we’ll examine 5 key points to help you on your way to social media success.

1. Have a Plan
   Establishing what exactly it is you want to achieve from your social media exploits is key. Start by taking a step back from your business – consider who your target customer is. Working on the assumption that your audience will be far narrower, it follows that your strategy needs to be more focused too.
   Don’t simply assume a blitzkrieg approach will work – be selective over which sites you’ll be targeting, as they tend to function in different ways. If you’re strict about who you’re targeting and why, then the rest should follow.
2. Think Content Over Commercials
   As we’ve already covered, B2B is about credibility over a quick sale. You’re not trying to make a quick buck with an impulse buy here, but rather establish a meaningful relationship. This ethos should be reflected in the content you produce.
   Establish yourself as an authority in your chosen field – in other words give of yourself a little more. Offer advice, write helpful posts and interact with your audience.
3. B2B is Really About P2P
   Imagine meeting a valuable contact in person at a networking event. It may be an old fashioned notion, but online networking carries the same values as offline networking. Follow through by inviting them via LinkedIn or Facebook and establish a dialogue. When it’s time to do business – all the hard work will already be done.
4. Be Helpful – What Goes Around Comes Around
   To give is to receive, and nowhere is this more valid than through social networking etiquette. By becoming an active part of the user community and offering useful advice, you will both establish yourself as an authority in your field and encourage a positive response from those around you.
5. Pass the Word On
   In the eventuality that you’re not the only one doing the work, make sure your staff have a pre-defined set of guidelines to work to. Ensuring continuity of message is absolutely crucial in terms of a consistent strategy.
   
   However you choose to approach the challenge of making social media work for you, start with these tips and enjoy the journey! If you would like help with establishing a workable social media marketing strategy for your business, please contact us.