There are many ways to market your B2B company, but arguably the most important tool exists in social media platforms. Using social media to your advantage can boost your company and drive traffic towards you, resulting in B2B relationships which could elude a more traditional marketing route.
It’s part of a new range of tools which help inspire emotional ties and bonds with businesses from businesses. Another example would be using a customer incentive platform, which uses a points-based system to reward the kinds of behaviour businesses want to see, communicating your values with them as they go. Social media and the ability to fully communicate and explore your brand holds hands with these platforms.
Integrating traditional and digital marketing can be a difficult task, but overlooking a social media strategy for something more traditional is a mistake you must aim to avoid. Social media is an efficient and easy way to get to know your target businesses. What they like, what they need, and how you can cater for your own company around them. It is also happening in real-time. You can adapt and retarget your company to go with the tide, actively figuring out new ways to market, sell and build. Another reason to take social media seriously is the positive nature it has for existing clients.
There are endless content opportunities on social media. Visual media can be a great way to show your strengths and skills in quick, educational bites. Apart from this, you can use social media to advertise interesting and entertaining blog posts which link directly to your website. It is important to be adept visually, however, as users will tend to scroll until they stop at something which looks enticing enough to consider. As well as this, you have to be cautious of over-promotion. You are using social media to market your company, yes, but the last thing you want to do is alienate potential or existing businesses with an overload of content which is clearly untactful advertising.
It is important in a B2B company to be transparent. B2B is all about building relationships and ensuring loyalty, and this should be the same for social media. By using an online social platform, you can draw yourself and your customers into one space. You can engage, listen and learn from any feedback they give you. This will also allow the people inside that community to engage with each other, which will do a lot to promote your company and spread the word towards businesses you may not have considered.
As previously stated, social media plays into the transparency target which all B2B companies should strive for. In this way, you can use social media to highlight your own employees. This is important, as not only will you be recognising employees (which will be positive for the engagement and productivity) but you will also be showing the true faces behind your company. By doing this, you are not only doing a great job in humanizing and personalizing your company, but also endearing both the customers and the employees towards the company’s values.
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