When we talk of B2B transactions, social media integration is often among the last items on the list, primarily because social media is more a B2C element. More on these acronyms later. As the world continues to transition towards digital, most, if not all, businesses will have to eventually establish an online foothold — one that is not possible without using social media. With that in mind, how should B2B-centric businesses go about efficiently marketing their offers to critical social media decision-makers?
For brief context, B2B, or Business-to-Business, is a form of transaction between businesses, like a manufacturer and a wholesaler. As the name suggests, B2B is often between companies.
B2C, or Business-to-Consumer, on the other hand, is the process in which a company sells goods and services directly to end-users. B2Cs usually operate on a larger scale market-wise and, unlike B2B, spreads targets out instead of closely building relations with a niche market.
On this note, how can B2B reach general consumers with ads and promotions?
LinkedIn
The most probable solution would have to lie with LinkedIn. LinkedIn is the ‘Facebook’ of professionals; it “operates the largest interconnected network of professionals the world has ever seen.” Despite still being under a billion members, it continues to see growth in active sessions. Furthermore, a lower total user count isn’t always a bad thing. Having fewer members could mean that the platform has more stringent specifications to sign up, which helps to ensure more quality sign-ups. So far, it has paid out for LinkedIn, seeing as how it’s a paragon of business-driven engagement and commerce based on thought-leadership.
However, it won’t be enough to get on the platform. While B2B brands should divert their focus on LinkedIn, they should also consider if the elements of their marketing are reaching intended audiences. This research report from LinkedIn should help with that.
To help supply you with key information to aid with your content and strategic content planning, LinkedIn compiled their findings in this infographic.
The Wrap
B2Bs have always been reluctant to transition to a new business model. When the 1st wave of the digital era came, B2Bs mostly stuck with their traditional modes and practices, retaining some levels of success but ultimately falling behind competitors who could make needed changes.
In a way, when the pandemic hit and drastically changed entire landscapes of practice, even the most shift-averse B2B brands finally decided to move forward and achieved in five months what would’ve been five years worth of “transformation”. Times are ever-changing, and it only goes to show that complacency will never bear results. Much like emotions and culture, marketing strategies must also continuously adapt for businesses to stay relevant and attract the right audiences.
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