4. B2B Marketing vs. B2C Marketing
B2C Marketing
B2B Marketing
Maximize value of
Maximize value of
transaction
the relationship
Large target market
Small target market
Short sales cycle
Long sales cycle
Brand identity
Brand identity
through repetition &
through personal
imagery
relationship
Emotional buying
Rational buying
decision based on
decision based on
status, desire, price
business value
5. B2B Social Media Marketing
Many B2B companies are making the mistake
of marketing themselves on social media as if
they were a B2C company.
Just like there is a difference in marketing and
customer acquisition between a restaurant
and your B2B company, there's a difference in
between B2B & B2C social media marketing
6. How Is B2B Social Media
Marketing Different from B2C
Social Media Marketing?
B2B B2C
Platform – LinkedIn
Platform – Focus on
focus; target specific Facebook to spread
industries, message as far as
companies, & execs. possible
ROI – Number &
ROI – Focused on
quality of qualified PR & branding
sales leads
Strategy – Focused on
Strategy – Thought PR & branding
leader positioning
7. Does B2B Social Media Marketing
REALLY Work?
57% of B2B companies have acquired a lead
through this platform
45% rated LinkedIn effective, compared with
just 33% who said the same of Facebook
when it comes to lead generation
Visitors from a Company Profile Page spend
average of 10 minutes on a company website.
8. Does B2B Social Media Marketing
REALLY Work?
1 in 3 visitors from a Group filled out a form on
the website
Group members are more likely to sign up for
a webinar
100% of Fortune 500 company executives
have profiles
9. Does B2B Social Media Marketing
REALLY Work?
72% of B2B companies who blog on a weekly
basis have acquired a customer
B2B companies that blog generate 67% more
leads than companies that do not.
B2B companies that blog generate 55% more
web traffic versus companies that do not.
10. Does B2B Social Media Marketing
REALLY Work?
34% of B2B marketers have generated leads
41% of B2B companies have acquired
customers through this platform
11. Measuring B2B Social Media
Marketing Results
Leads - Quantify the amount of leads driven
through social media as well as quality of leads
Website - Use analytics to measure stats such
as amount of traffic driven from social media
sites
Social Media Audience - Growth in your social
media audience means more eyeballs are
focused on your B2B company
12. Case Studies
Canadian-based supply chain management
company
Blogs – Used to position company as thought
leader & aggregate industry content for
potential & current customers
Videos – By using humor, able to show
human side of the company.
Results – 270% increase in web traffic &
320% increase in the number of leads
13. Case Studies
Networking-equipment testing system provider
LinkedIn – A group was created to discuss
industry topics with customers and peers.
Blog – Used to break industry stories
Twitter – Targeted & frequent posts to niche
audience
Results – Contributes 75% of site traffic and
55% of sales leads.
14. Case Studies
Manufacturer of electric-related field products
Blog – Commentary on industry topics,
interview industry leaders, links to “must read”
articles
Twitter & Facebook – Establish connections
with media and industry players
Results – Increased site traffic 70%, doubling
of product submissions, creation of 5 new
products, 4 products in production phase
15. Case Studies
Internet trading platform for the shipping
industry
Blog – Opinion pieces on shipping industry
LinkedIn – Create company sponsored group;
engage with industry realted groups
Twitter – Use to promote news feed from
website
Results – Website traffic increased 59%;
number of sales leads increased by 400%
16. Conclusion
B2B companies should utilize a B2B social
media strategy, not a B2C social media
strategy
B2B social media marketing can increase the
number of qualified sales leads
There are already many B2B companies
successfully utilizing B2B social media
marketing
17. We Are After Interactive
Dallas-based B2B social media agency
Services:
o
B2B Social media management
o
B2B Social media consulting
o
B2B Social media ad campaigns
Clients across the U.S.
Experienced team of B2B social media
marketers, researchers, bloggers / writers
18. Contact Us
After Interactive
www.afterinteractive.com
www.linkedin.com/company/After-Interactive
www.twitter.com/AfterInteract
www.facebook.com/AfterInteractive
www.afterinteractive.com/category/blog
888-559-8680