B2B on Social Media – Be a success story!

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To begin with, there are studies that indicate that more than 50% of purchases with a B2B profile are made after searching for information about the brand, company, product or service on social media; this is part of the digital transformation , and those who do not connect are doomed to real failure.

Believing that digital media or social networks focused on sales are only promotions for wholesale or retail, always focused on the consumer market and B2C businesses, is a mistaken idea. Digital media and social networks can contribute significantly to the growth of businesses with a B2B profile .

To demystify the concept of sales on digital media and social networks being something exclusive to the B2C market, we divided this reflection on how to use it for B2B into 3 steps and at the end we included some success stories.

We always emphasize in our content that nothing in marketing whatsapp names is an exact science formula or ready-made recipe and that it is always worth testing, with caution. What's more, seeing what worked for one and following the model. In other words, adapting and testing according to the profile and reality of your business.

B2B on Social Media in 3 Steps
The first step is to draw up a Communication and Marketing Plan with a B2B profile; to do this, it is necessary, always based on the current scenario, to make a diagnosis based on a market study with analysis of external factors, also considering internal issues .

Having identified the opportunities and risks to achieve the objectives, focusing on goals and results, the biggest challenge of this plan, after researching the public and competition, is to balance the content production budget.

It is worth emphasizing that social networks are channels that optimize resources , often providing spontaneous media, in addition to having digital media as an ally to direct communication to the right audience.

1. How to create a Communication and Marketing plan with a B2B profile?
Before you begin, conduct a benchmarking study of your segment. Once this is done, we move on to a strategic part of the communication plan that consists of establishing channels and tools that will be used to promote your business and evaluate the results.

Blog – within the company website, create a space to be the core of your content , both technical and attractive.
CRM and RD Station Marketing – two tools that need to be within the marketing team's budget because they automate email distribution processes, for example, in addition to enabling the construction of landing pages, used as important conversion points ; and also, they contribute significantly with reports and data that measure ROI – Return on Investment and CAC – Customer Acquisition Cost.
mLabs – this social media manager is also essential, with affordable plans that should be included in your communications budget , in addition to allowing you to schedule posts, ensuring publication frequency, and issuing reports with the best times, engagement, and other metrics that will be essential in assessing reach, among others.
Persona Generator – just like in the B2C market , it is essential to know your persona.
To facilitate content production, after knowing the profile of interest of your persona, use Google Trends or other keyword search tools or most talked about topics; optimize this “key content” for SEO and achieve the digital presence your company needs to stand out in the B2B universe.

It is worth noting that your company's credibility starts with having a good website. The B2B market values ​​this a lot and it is indeed a security, both for your business and for your partners. And speaking of security, the new LGPD rules – General Data Protection Law came into effect on September 18, 2020! So you need to pay close attention to what you use to create a database and how this data will be used.

2. Difference between B2B and B2C social media strategies
For a B2B-focused Communication and Marketing plan to work, it is important to know the difference between social media strategies for B2B and B2C; the two we highlight are in the language and formats. The B2B objective generally focuses on conversion, so the channels can be the same as those for B2C, but the language and format differ.

Another essential difference is that in B2B, part of the communication budget must be reserved for paid media; although organic reach yields results, it takes longer. Another fundamental point is the level of quality of content production and seasonality, which in B2C is very much focused on commercial and commemorative dates, while in B2B this factor depends on the niche.

The consumer goods industry follows the commercial calendar, but in agribusiness, for example, seasonality is in the harvest. In the technology sector, factors such as the dollar , the stock market and other financial market factors influence this.

That said, there is the persona factor, which needs to be defined and it is this profile that makes the strategies be outlined, after all, this is who the communication will be directed to , this is who you want to impact. And, knowing who your persona is, it is possible to identify the communication channels where they seek information; what are their topics of interest; what content format they prefer; which social networks they use and for what purpose, etc. For example, your persona often has Instagram, Tik Tok and Linkedin. But on Tik Tok they want to see content with intelligent humor, while on Linkedin they prefer more informative content and on Instagram something light, useful and that balances the two profiles already mentioned.

According to research from several institutes, the most engaging content is audio and video. But it is worth noting that it is important to diversify. B2B content should be more elaborate and well-produced because it will reflect the brand's credibility and image. In other words, a "homemade" video made with your own cell phone on TikTok is acceptable, but content published on the company 's YouTube channel , the better it is prepared, the more credibility it will convey. On the other hand, there is no point in making a video with a vignette, responsive image but in high definition, among other sound and image quality parameters, if the content is not good and relevant.

3. Digital Media for Business
Before talking specifically about which digital media and social networks are recommended for companies, let's start with the basics: having a GOOD website! The website is the security that the company will always have access to and a history of the content; content that will be strategically distributed on the networks.

Networks, despite being extremely important in the communication strategy , dissemination and distribution of content, are volatile; an example of this is Orkut, which no longer exists, and many others that are still on the market but with much less relevance than they once had at their peak.

Therefore, the first digital media is the company's website! Now that's it. Facebook and Instagram were not only made for the B2B universe, but they also have different profiles for individuals and companies. What the marketing department must do is adapt the format and language of the publications to impact the persona of your business that is on that network.