There are a lot of aspects to consider when having a B2B business. It can sometimes be hard to figure out how to manage the business in the most effective way. On this blog we will try to share some tips on the B2B industry and how to optimize your whole value chain. Here at Traede we have some experience from the B2B industry – due to the nature of our company – and we just want to share our knowledge and make room for comments and debates on the topic. If you have anything on your mind, you are more than welcome to write a contribution.
For starters, we want to share 5 tips for using social media in a B2B context.
A lot of us know that social media – when used right – is a powerful tool but when your customers are not end-user consumers but other business, you have to use social medias in a different way. In the B2B industry you can however still use the same social media platforms. You just have to use them in another way. Below you find 5 tips for using social media in the B2B industry:
1. Twitter is a powerful tool:
You should always “follow” or “like” companies you are interested in getting as customers. That’s almost a given. But when just connecting with the company page, you will most likely only engage the social media manager and that won’t get you anywhere in terms of getting the company to buy from you. However with Twitter you have the opportunity to follow the individuals responsible for purchases in a given company. First of all you have to find out WHO that individual is. This can be done with Twitter or maybe LinkedIn. When you know who that person is, you can start “following” the person on Twitter. But why not just add him/her on Facebook? Well it’s just unprofessional to interact that way with people you only have a professional relation to. I’m pretty sure they don’t want you to know how there weekend was. Furthermore people will not share and post relevant job related issues, opinions etc. so you most likely won’t get anything out of it.
Once you start “following” the persons responsible for purchases in the companies you are interested in, you “just” follow them. You don’t have to tweet to them or send them any messages. Just see what they write/tweet about and after some time you get an idea of what they “are into”. Then you can start replying to there tweets and maybe tweeting about similar things and in that way make yourself interesting.
2. Create value:
A good idea is to create or share some relevant content. Re-tweet from relevant individuals or their companies. Find opinion leaders/makers relevant to your own industry and share their articles and opinions. You should also follow these opinion leaders and engage them by asking questions etc. This will show that you are on top of what’s going on in the B2B industry.
When you follow the individuals responsible for purchases you should pay a lot of attention to what they are posting. IF (AND ONLY IF!) they post something that is relevant for you and your own company you should re-tweet it. If you do that you will share some valuable information and furthermore the individual, whose tweet you re-tweeted – will get a notification about you re-tweeting their tweet. This will save you from making a direct approach to the person.
4. Focus on relations to customers/potential customers:
Instead of just focusing on getting other companies to buy, make a point of being liked as a company. Share funny stories, upload pictures from your own office, tell something personal about your own company etc. This will help other companies to see you as more than just a seller. This is not so much different from the B2C social media landscape.
5. Start using a tool for managing your social media:
It is possible that a lot of you guys out there reading this blog-post already have a tool for managing social media. But I still think it’s important to emphasize this, for the ones who don’t. As a company you probably have a lot of social media accounts to manage. This could be very time consuming for you and that’s why you need software for monitoring and publishing content. To mention one, Hootsuite.com is a very efficient and an easy and accessible tool.
Do YOU have anything you would like to add to the social media discussion? Comment below.