9 Starting Points For B2B Social Marketing

BELCHATOW, POLAND - APRIL 10, 2014: Closeup photo of Linkedin icon on mobile phone screen. Popular social network.
SHARE
THIS



Are you still debating whether social is critical for B2B or not? Sure you’ll still find pockets of resistance but the marketing dollars being moved to social say the debate is all but over, Atul Tuli, senior sales director for social and marketing cloud solutions at Oracle. 

It says at the very least, serious businesses do not intend to get left in the dust as their competitors build relationships and start ongoing dialogues with buyers via social.

It’s better that you be the one to beat your competitor to the punch in establishing a comprehensive, integrated social marketing strategy and if you’re going to do it, you may as well get started on the right foot with nine foundational principles.

1. Know whom you want to talk to

If your answer is “Golly gee, anybody and everybody who might even remotely be interested in what I have,” you’re going out there untargeted and smelling desperate. Know who the likely prospects are and act on where they live digitally.

2. Use social to offer your prospects something they genuinely want or need

They don’t owe you anything and they don’t care if your company does well. They only care about solving a problem they currently have and making their jobs and lives easier, cater to that.

3. Track how the content you’re giving your prospects does with them

Did they consume it? Did they visibly react to it (engagement)? Or did they find it immediately skip-able? Don’t keep giving them stuff that fails, you’ll start looking tone-deaf.

4. Hire the most exceptionally gifted channel managers to run your social efforts and empower them with the social technology to maximize their greatness

If your brand were a person, your channel manager is that person. So it’s critical to get this right.

5. You should listen for signals from your prospects and you should get just as excited if you get something

Respond in a rapid, constructive manner…even if the signal you got back was negative.

6. Be a thought leader in your industry or sector

If you’re tired of the term “thought leader,” be a professor, an educator, or a researcher. If you can teach a prospect something they didn’t previously know, you’ll achieve an elevated status in their minds.

7. Be consistent

If you start posting on social then disappear, what good did that do you? If your blogs are published randomly, or only come out when you can serve the brand’s interests, you’re sending some very bad messages.

8. Use social to supplement your overall marketing efforts

Integration is a big topic in the marketing world. It’s what everyone is racing toward even though frankly, it’s not that easy. Go with a tech partner that’s most likely to get you to true modern marketing.

9. Somehow, some way, acquire patience

B2B selling is a process, and one that will never move as fast as you need it to. Social will not get you to the quick B2B close. So you not only have to be consistent, you have to be persistent and keep the steady social drumbeat going.

Those B2B prospects are a tough bunch, much less likely to give you quick trust or the benefit of the doubt like consumers. But B2B is made up of real people (people immersed in a muddle of proposals and approval processes, but people nonetheless), so value can be given and relationships can be built thanks to social B2B marketing.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]