Maybe that’s because companies see Facebook, Twitter, etc. Since B2B companies only sell to other businesses, who primarily use social platforms as a channel of communication to customers, they feel there’s no benefit to marketing on these platforms. Let’s explore the 5 reasons B2B companies should use social media marketing, using the example of GE. Customers are on social media Granted a company like GE might not sell products directly to customers. According to Richard Branson Social platforms are no longer add-ons to a business’s communication budget; they should be central to its marketing strategy, and used in coordination with other marketing efforts Hence, companies should use social platforms just as they use more traditional platforms to support their business. That’s certainly true on the GE profiles on Facebook, where they tout new technologies they’re bringing to market. Social media assists sales Ultimately, the benefit of social media marketing is that it promotes sales. Rather, social media help by identifying potential customers (prospects), positioning the product to appeal to these prospects, developing relationships with prospects, and lead nurturing. Instead of identifying prospects, social media marketing attempts to get them to hold up their hands; to identify themselves as prospects. Hence, as part of other information available about a prospect, the software contains live links to the prospect’s social platforms.
A pervasive belief that social media marketing is only for B2C companies keeps B2B companies from getting the most from this effective channel for communication and collaboration.
When we talk about B2C companies, we’re talking about those selling directly to consumers, while B2B companies sell to other businesses. Despite the advantages of social media marketing, B2B companies lag behind their B2C colleagues. Maybe that’s because companies see Facebook, Twitter, etc. as a social tool where users share everything about their lives, including the products they trust (or don’t trust). Since B2B companies only sell to other businesses, who primarily use social platforms as a channel of communication to customers, they feel there’s no benefit to marketing on these platforms.
That’s not true.
Let’s explore the 5 reasons B2B companies should use social media marketing, using the example of GE.
1. Customers are on social media
Granted a company like GE might not sell products directly to customers. Instead, they sell their appliances, light bulbs, and TVs to Home Depot, Lowes, Best Buy, etc, where customers purchase the products. But, regardless of where customers ultimately buy the product, they’re faced with a plethora of other brand options. And Lowes could care less which brand the customer chooses since they make money from any choice. Retailers have little or no incentive to learn about the benefits of the GE brand, let alone know which positioning will work best with an individual consumer. If GE left their marketing in the hands of these retailers, sales would be much lower.
Instead, GE recognizes they’re responsible for their own marketing efforts. They pay for traditional advertising on TV, radio, and print, but they also have a strong presence on social media, with over 2.2 million followers on Facebook, alone.
Just like any B2C company, GE uses their profiles to support their brand by promoting their social responsibility, such as solar power, the unique attributes of their products, and they engage with users. For instance, since they manufacture stoves, they posted recipes for cakes for Valentine’s Day.
2. Customers need support
Like many B2C companies, GE offers support where customers are. Since customers increasingly use Twitter to complain about a brand, GE is there with solutions for whatever failure caused the complaint, even if it really was user error. GE also offers customer support on a scheduled basis through messaging accessed on its Facebook page for individual product lines, like appliances.
According to Richard Branson
Social platforms are no longer add-ons to a business’s communication budget; they should be central to its marketing strategy, and used in coordination with other marketing efforts
Hence, companies should use social platforms just as they use more traditional platforms to support their business.
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