B2B Slow on Social

If you run a consumer organization, you need to be involved in social media. This is a message that retailers large and small have embraced. From giant Zappos to small, local establishments, these businesses can, and are, building thriving online communities that actually translate into revenue. The business-to-business sector, however, has been slower to move into social media territory. How should B2B companies approach social platforms like Facebook and Twitter?

It is important to understand that B2C and B2B strategies should be different. Why? Because their industry is different; their customers are different. Say you own a clothing store, for instance. You want to attract as many followers as possible. Your average transaction may be about $50 – $60. You’re going to need the leverage of 1000, 2000, 10,000 friends or followers to generate profit.

If you are a B2B company, like a building supplier, for instance, your average transaction may be worth hundreds or thousands of dollars, and you may serve the same contractor through multiple jobs, meaning you get multiple transactions worth that much or more. You may have fewer followers, but still the profit margin you need. DDB Worldwide and Opinion Way Research data shows that 36 percent of people who follow a brand on Facebook are more likely to purchase from that brand.

Social media is already edging into B2B territory, and it will be increasingly important to make your presence known there. Your industry, if not your business specifically, is being discussed online. Why not be involved in the conversation? Especially if you can get there and make yourself popular before your competitors do.

Social media is an incredibly powerful tool for business, and it is not reserved for business-to-consumer companies. More and more B2B companies are moving there, and it is beneficial to be among the early comers.

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