social media strategy for b2b

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Social Media Strategy for B2B: Leverage Business Partnerships Jan 25, 2015 Social Media Strategy for B2B: Leverage Business Partnerships There are several business benefits to incorporating vendors, sponsors and other industry-related businesses into a social media strategy. Let’s refer to this group of businesses as B2B partners. Whether enhancing a digital footprint, humanizing a brand, or adding value, determining how to “fit” B2B partners into a company’s social media strategy should not be overlooked. INDUSTRY PEERS B2B companies fall under the “industry peer” audience category for any business. Industry peers are basically any person or company that can be associated with a business including employees, competitors or vendors. Industry peers are an important audience segment because for the company, industry peers are “influencers”; and for the B2B partner, they are the “brand ambassadors”. Influencers may never actually use the product/service, but they are associated with it indirectly and feel comfortable speaking about it online or offline. Brand ambassadors have directly used the product/service and can be a testament to it online or offline. The caveat is the fact that what industry peers can and will say about a brand will impact perception, influence and intent overall. This is one of the reasons why the reach and exposure potential of a brand through social media is insurmountable.

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Social Media Strategy for B2B: Leverage Business PartnershipsJan 25, 2015Social Media Strategy for B2B: Leverage Business PartnershipsThere are several business benefits to incorporating vendors, sponsors and other industry-related businesses into a social media strategy. Lets refer to this group of businesses as B2B partners. Whether enhancing a digital footprint, humanizing a brand, or adding value, determining how to fit B2B partners into a companys social media strategy should not be overlooked.INDUSTRY PEERSB2B companies fall under the industry peer audience category for any business. Industry peers are basically any person or company that can be associated with a business including employees, competitors or vendors. Industry peers are an important audience segment because for the company, industry peers are influencers; and for the B2B partner, they are the brand ambassadors.Influencers may never actually use the product/service, but they are associated with it indirectly and feel comfortable speaking about it online or offline. Brand ambassadors have directly used the product/service and can be a testament to it online or offline. The caveat is the fact that what industry peers can and will say about a brand will impact perception, influence and intent overall. This is one of the reasons why the reach and exposure potential of a brand through social media is insurmountable.

DIGITAL FOOTPRINTSWhether a company is a startup, new to the social media landscape or looking to change the way they approach the online world, leveraging B2B partnerships can be a valuable way to enhance a digital footprint, especially if they already have an established online presence. A few tactical approaches to associating a company with a B2B partner online can be as simple as a social mention or as complex as having them as guest speakers and live-streaming it online.Start by getting a small team together and brainstorm ideas for developing an online association between the company and its B2B partners. The above graphic of social media categories provides a practical approach for segmenting ideas into the multitude of social channels.Tactics for enhancing a digital footprint through B2B partnerships:1. Guest blog post.Whether the guest post is on their blog or vice versa, it demonstrates a positive level of inter-connectivity and trust to the company, its B2B partners, and all active users within that community.2. Collaborate on an online event.Webinars, Google Hangout, and Twitter chat sessions, are just a few of the myriad of opportunities to capitalize on shared brainpower and collaboration. Not only is it a healthy exercise for a business, but it can also double the attention for the two parties involved because it welcomes audiences from two companies.3. Create backlinks to B2B partners.Referencing a vendor on a blog, tweet, Facebook post, etc is minimal, but nonetheless a great way to test the playing field and to see how fast they notice or respond to the mention.HUMANIZE A BRANDThe company a brand represents is made up of real people. Buy into the reality that brand ambassadors dont evolve just because they are happy with a product or service. They evolve when the brand invites its audience to become part of a great idea, story or experience. Social media is one of the best ways to humanize a brand and build relationships online. Whether or not a company deals directly with the end-user, which is often a consumer, it is important tonotdiscount the importance of listening and understanding their needs.A FEW HOUSEKEEPING ITEMSAs with all things in life, associating a company with another company online can be a blessing as well as a curse. But thats the risk of business. There is some level of risk involved with every business endeavor. But, without risk, there can be no reward! Adding B2B partners names as keywords to a social listening list is a smart way to monitor and protect a brands reputation.Upon establishing a few strong ideas and optimizing a listening grid that includes B2B partner company names, the last step is to determine how to initiate the conversation to put the plan in motion? Obviously, utilizing an established contact within the company is a good start. Otherwise, a little searching of their social assets can usually lead to a contact name. As for etiquette, it is best to utilize the private message functionality of a social platformTwitter DM, Facebook message, LinkedIn message, or even email. If all else fails, ask to speak with a representative in the companys marketing department.FINAL THOUGHTSSocial media for business is most effective when... Other's are talking about the brand. The business joins and creates conversations relevant to their audience, rather than just talking about themselves. The brands voice reaches audiences globally and leads them to a brands hub (blog, website, community, etc.) or some other action.Social media for business, if implemented properly, will play a very effective role in connecting the dots between clients, employees, industry peers, and even competitors. Lead generation, developing brand ambassadors, enhancing SEO, and strengthening marketing initiatives overallthere are very few objectives that social media cant impact on some level.