Social media provides great customer connection tools – but does it have relevance when your customers are other businesses?
This presentation was presented by Threesides marketing as a workshop session for the ACT Digital Enterprise Program in Canberra. It covers the opportunities for social media marketing in the Business to Business space, explore the best uses for the big platforms, case studies of other businesses and point you in the right direction to get results. This presentation is targeted specifically at businesses that market and sell direct to other businesses, not general consumer markets. This is an introductory to intermediate level session.
4. We help / have helped these businesses with their social
media marketing:
Old Bus Depot Markets
National Parks NSW – Wild about Whales
Infomedia – Automotive Industry
Capital Region Farmers Market
Allbids.com.au
The Hellenic Club
The RUC
Sportsmans Warehouse
ACT Digital Enterprise
(and more…)
5. What can we achieve today?
Inspire
Direct
Inform
8. Overview
1. Who’s doing what
2. B2B vs. B2C
3. Start with a plan
4. Creating a content strategy
5. Picking and using the right platform
6. B2B post timing
7. How to avoid annoying
8. Managing and Evaluating
17. B2C – A room booked by an
individual for 2 nights
B2B – A contract signed with a
company for 12 months for 250
room nights
Who is their B, What do they
need, what should the hotel be
doing?
Consider these businesses: A Hotel
18. B2C – A training session for a day
B2B – A group training session for a
team in a company (40 people)
Who is their B, What do they
need, what should the training
company be doing?
Consider these businesses:
A Training Company
19. B2C – A individual / personal client
B2B – A SME client with monthly
needs
Who is their B, What do they need,
what should the accounting
company be doing?
Consider these businesses:
An Accounting firm
20. 1. Person of influence / thought leadership
2. Education and Awareness activities
3. Industry niche expertise
4. Promote current clients and build favour
5. Show inside our process / company and build trust
6. Amplify partners and what they are doing
7. Position the brand ready for the sales cycle to start
8. Build multiple touches with an organisation
B2B uses for social media
22. 1. Identify your strategic goals,
objectives, strategies, and tactics
2. Get the right bums on the bus in the
right seats
3. Define your target market
4. Create a content plan
5. Work out how you will evaluate the
plan
Get your plan onto paper
24. Building awareness
Educating buyers
Moving leads along the purchase path (nurturing)
Engaging with all influencers in a company
Serving existing customers
Cross-selling or up-selling
Generating new sales leads
Establishing your expertise
Prioritise your goals
26. 1. Platforms
2. Anchor vs. Flexible content
3. Content Pillars (themes)
4. Content Plan and Timings
5. Different Channel - Different format
6. Evaluation
What’s in a content strategy
35. 1. Develop a consistent presence –
profile, company page, showcase pages
2. Identify, join and participate in groups
3. Connect with current customers
4. Identify prospects and their connections
5. Post updates and blog links via company page
6. Send useful finds via LinkedIn to connections
7. Create your LinkedIn B2B plan (come to
session2!)
B2B tips on LinkedIn
36.
37. 1. Become an industry resource
2. Use great images to create shares
3. Ask B2B directed questions
4. Engage with the community
5. Spotlight your clients
6. Feed the beast with content
7. Amplify your partners
B2B tips on Facebook
38.
39.
40. 1. Follow other B’s for insights - intelligence
2. Find the influencers in the B
3. Look for their pain points
4. Publish your own content related to their needs
5. Retweet the best B’s tweets
6. Favourite tweets of relevance
7. Schedule your posts to hit their times
B2B tips on Twitter
41.
42. 1. Videos from the business owner – build trust
2. Knowledge leader videos
3. Case studies of customers - testimonials
4. Business / product demos
5. Industry news update
6. Branded channel to create awareness
7. Share links across other platforms
8. Highlight relationship with suppliers
B2B Tips on Youtube
43.
44. 1. Think about the educational needs of your
target market
2. Provide depth in content
3. Create a series of posts
4. Integrate multiple sources eg. Blog +
Slideshare
5. Highlight results from other products – don’t sell
6. Syndicate into LinkedIn, Twitter, Facebook
B2B tips on your blog