It’s old news that B2B and B2C marketing are very different animals, and to be approached in distinctly differing ways. What is less known is how exactly this translates into social media marketing. Most marketers already alter their approaches to each intuitively, but it helps to set down some broad guidelines. Here are some general guidelines to keeping your marketing strategies distinct and targeted for each sector.

 

Content: keeping it professional vs. making it personal

The rules of content creation for B2B vs. B2C, are largely the same as on other marketing platforms, namely:

With B2B content, you want to come across as professional and authoritative, with reference to industry best practice and facts and figures. Link to case studies, white papers, infographics and similar documents, as these prove to readers that you are well versed in the intricacies of the industry in question. Let your promotional material speak (without appearing to sell) to these facts and figures.

On the other hand, consumers want to know what your product can do for them – simple as that. How will it increase their comfort, status, ability to carry out a particular task, etc. Tell them in an easy, straightforward manner, as if talking to a friend.

 

Platforms: targeted baiting vs. a wide net

When targeting clients in the business world, particularly in one specific trade, you need to narrow your platform. LinkedIn is the ‘go-to’ place to find groups within your niche. Join groups and start connecting with your potential clients, colleagues, alumni and everyone you do business with.

With B2C, you want to reach as wide an audience as possible, so hit Facebook, Twitter, Instagram and YouTube, making sure to modify your content to suit each channel and its audience. With B2C, you’re fishing in a smaller pond with very specific fish in mind. With B2B, you’re casting a much wider net.

 

KPIs: generating leads vs. going viral

B2B marketing is about generating convertible leads. So the first thing you measure is the amount of web traffic being generated from your social media posts. Then you measure how many of these are actually being converted into sales/ subscriptions, etc.

Likes and follows are your currency with B2C, although you also want these to convert to something monetisable. So count your likes and follows, measure your web traffic and  tally the sales that have arisen from them.

 As a rule of thumb, it appears that B2B is more targeted while B2C is more general. It is actually a little more complicated than that though. Targeted strategies are needed even if you’re casting your net wide. At the same time, refined strategies should never be so exclusive as to miss out on potential leads. The overall rules stand, however, and you can best decide how they apply to your campaigns.

WSI can help you tailor sharp, effective social media marketing strategies. Contact us.

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