B2B Businesses are known for claiming to have less online marketing channels than B2C companies.This is not a true statement and marketing channels are also evolving to actually improve all B2B marketing opportunities.
Social media have been working a lot to serve B2B businesses and here are some examples of how B2B business can work on social media to serve their marketing needs.
Facebook and LinkedIn let businesses be incredibly targeted in regards to the type of viewers they want to reach out to.
Businesses can target them by demographics, interests, location, or any combination of filters you decide (including job, industry, employment status etc..).
Paid social ads are an additional technique to reach decision makers in B2B businesses. Their impact can also be measured directly and therefore you can find whether to continue with them or not relatively soon. Just make sure to be using the best set up possible in order to run a relevant test.
They are also more often than not quite scalable making it very easy to increase results for campaigns that are working out very well.
Facebook can also be relatively cheap while LinkedIn could be expensive.
Businesses use more technical terms compared to B2C customers.This means that if you are targeting keywords and / or topics that could interest also B2C customers you can filter out the audience you want to avoid using a language that would mainly be used by businesses.
Also, you could be offering technical whitepapers and and have a landing page that clearly implies who your customer is in order to not have too many irrelevant leads in your sales funnel.
Cut to the Chase
Social media allows you to speak directly to your ideal customer profile, even thought his could come at a premium price. This is a very important aspect of social media marketing since it allows you to go directly to the ideal customer profiles.
However, "social media people" are not directly looking for your products and therefore they need to be approached differently than people looking up keywords related to your business.
Social media are extremely useful in case you believe search engine marketing would generate a lot of wasted clicks on people that are not really interested in your products.
Social Media allow you to not only acquire customers but also to connect with them on a more personal level than any other marketing channel.
Another big advantage is that Social Media could boost customer retention and customer recommendation rates. You just need to make sure to keep sharing content that is appreciated by your audience. Keeping things relevant is always important and this is even more important you are targeting other businesses (the way you take care of your business is perceived as the way you would take care of them!)
1) It's not true that all B2B marketing channels are expensive
2) There are many opportunities out there to target other businesses
3) Your marketing message needs to be created in a way that filters out irrelevant traffic
4) Be creative and look into non-obvious channels. Could Twitter be a good channel for B2B Businesses?