B2B Social Media Marketing
Social media marketing has three important aspects
1. Creating Buzz
It is about creating buzz or news worthy events, videos, tweets, or even blog entries that attract attention,
and become viral in nature. Buzz generation is what makes social media marketing work; it replicates a
message, not through purchase of an ad, but through user to user contact.
The message does not necessarily have to be about the product, but could be anything either relatively or
remotely associated; many successful viral campaigns have gathered steam by focussing on the interests
of the social media enthusiasts with a subtle presence in the form of a company logo or tagline included.
2. Content Creation
This aspect requires building of assets that facilitate fans of a brand or company to promote it across
multiple social media channels. Fan pages in Facebook or Groups in LinkedIn are ideal examples.
3. Customer Involvement
Social media marketing is successful only when it is designed to allow customer/user participation and
dialogue, with little or no control by the organization. If a company has something to hide, then maybe
social media marketing is not for them, here only the honest or the smart can survive.
Advantages of Social Media Marketing versus Traditional Marketing Strategies
Efficiency- Unlike many traditional marketing automation methods, social media marketing provides an
instant connection between the company and its target audience. As soon as a company puts information
up on the internet, it immediately becomes easily available to a large number of people. By contrast,
television or radio commercials can take weeks to produce, billboards take time to print and install, and
postcards and mailers can take several days to travel and find their way to the desired address.
Cost - Social media marketing is extremely cost-effective when compared to other marketing methods.
Many social networking platforms charge little or no fee to register, allowing companies to utilize their
services to locate and interact with their target audience without having to spend large amounts of money.
Effectiveness- Social media provides a lot of flexibility, when it comes to reaching out to the target
audience. It can be used to connect with both the masses as well as a company’s niche segment. All one
has to do is to ensure that they use their social media channels and assets carefully. And tweak the
message as per the audience they are reaching out to. Such flexibility makes any campaign effective,
yielding significant results, with just a little effort.
Personal Connection- Unlike most traditional marketing strategies, social media allows companies to
open up a conversation with their audience, allowing them to provide feedback and express their ideas
and suggestions about their business in real time. Customers who have a personal connection with the
business and feel as though the company cares about their feelings and opinions are more likely to return
to the company when they need their services again. For organizations trying to promote an idea or cause,
social media allows them to have discussions with people, informing them about their cause and
eventually winning their support. Social media marketing can also be effectively used for lead generation
by automating its processes using a robust lead management system.
Also read on - Lead nurturing best practices, Marketing automation software