B2B vs B2C Marketing using Social Media
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Transcript of B2B vs B2C Marketing using Social Media
BA (Hons) AdvertisingB2B vs B2C Marketing
What are the main differences?
B2C marketing = business-to-consumer
• Product driven
• Maximize the value of the transaction
• Large target market
• Single step buying process, shorter sales cycle
• Brand identity created through repetition and imagery
• Merchandising and point of purchase activities
• Emotional buying decision based on status, desire, or price
Defining B2C Marketing
B2B marketing = business-to-business
• Relationship driven
• Maximize the value of the relationship • Small, focused target market
• Multi-step buying process, longer sales cycle
• Brand identity created on personal relationship
• Educational and awareness building activities
• Rational buying decision based on business value
Defining B2B Marketing
http://themarketingdirectors.files.wordpress.com/2010/02/b2b-vs-b2c.jpg
B2B Marketing Channels
http://www.flatworldknowledge.com/node/66492#
B2C Marketing Channels
http://www.flatworldknowledge.com/node/66492#
Think about the differences in a B2B
and B2C email campaign
Aim Encourage consumer to buy product immediately
TargetConsumers as appropriate to product
LayoutDesigned to focus on one outcome – clicking through to website
ToneEmotive and persuasive language – often using time-limited offers
Landing PageDesigned for specific product, makes purchasing easier (3 click rule)
B2B vs B2C Email Campaigns
Aim Drive prospects to website to learn more about product or service
TargetBusinesses as appropriate to product or service
LayoutProvides additional information past just website link - can be in form of newsletter
ToneEducational and logical – focused on benefits, features and pricing
Landing PageProvides further information about product with a focus on benefits, features and pricing
B2B vs B2C Email Campaigns
What kind of businesses use B2B
marketing?
Which kinds of businesses use B2B marketing?
• Marketing, PR and Advertising Agencies
• IT and Technology Support
• Catering Suppliers
• Wholesale Materials
• Website and Software Developers
• Human Resources Consultants
And the list goes on….
And on…
B2B Customers – Job Titles
• CEO
• Marketing Manager
• Operations Manager
• IT Manager
• Business Owner
How does this fit in with social media??
B2B Marketing and Social Media
Different approach needed as aims for B2B marketing are different to B2C
• Relationship focused
• Value focused
• Content focused
Key Challenges for B2B Marketers
http://www.marketingsherpa.com/1news/chartofweek-10-12-10-lp.htm
http://www.intersectionconsulting.com/2010/some-differences-between-b2b-b2c-marketing/
Same methodology & strategy process…
Social Media Strategy Process
1. Initial Listening and Research
1. Define Aims and Objectives
1. Identify Available Resources
1. Create Social Media and Content Strategy
1. Decide On Social Media Mix
6. Ongoing Monitoring
http://arengrimshaw.co.uk/an-introduction-to-social-media-for-business/businesslink/
Forrester POST Method
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
Common B2B Marketing Aims
• Increase awareness of product or service
• Showcase features and benefits of product or service
• Generate sales leads and opportunities
• Connect with key decision makers
• Demonstrate knowledge and expertise within industry sector
• Launch new product of service
• Provide customer service and support
• Generate positive recommendations and WOM
Examples of B2B Marketing Strategies
• Connect with key prospects and decision makers using social media
• Create shareable content around features and benefits of your product or service
• Distribute and seed content to increase reach of messages
• Provide real time support for new customers
• Join and contribute to relevant industry social networks and forums
• Become an active blog commenter on key industry blogs
Just a few examples – it all depends on the client, aims, resources and industry sector
Importance of Content Strategy for B2B Marketing
• Blog Posts
• Podcasts
• Whitepapers
• Webinars
• Infographics
• Videos
• Discussions
• Interviews
• Case Studies
• Company Blog
• Niche Forums
• Social Bookmarking
• Niche Social Networks
B2B Social Media Mix
https://eileenbrown.wordpress.com/2010/07/07/value-of-social-media-apps-to-b2b-and-b2c/
http://www.impactradius.com/blog/insight/2012marketing-challenge-9-acquiring-new-customers-via-social-media.html
And don’t forget to measure...
Need some juicy case studies?
http://econsultancy.com/uk/blog/8148-25-business-tastic-b2b-social-media-case-studies
http://www.youtube.com/watch?v=IzT3JVUGUzMhttp://www.youtube.com/watch?v=C1ofuNt6Abk
What is LinkedIn??LinkedIn is a professional social network where you can:
• Create an online CV • Connect with industry professionals• Showcase your experience and employment history• Gain recommendations from those you have worked with
The type of person using LinkedIn differs considerably from other social networks such as Facebook:
Advantages of LinkedIn• Great B2B networking tool
• Gain excellent visibility for your ‘personal brand’
• Connect and network with current and prospective clients or leads
• Promote yourself and your employee
• Increase your credibility by gaining recommendations
• Find expert answers using LinkedIn answers
• Join industry groups for further networking on LinkedIn groups
LinkedIn Profile
Optimising Your Profile• Fully complete your profile
• Get vanity URL
• Optimise your job title
• Make use of links to website
• Request recommendations
• Register a company profile for your business for employer
• Add LinkedIn applications such as Wordpress and Twitter
• Make your profile public
LinkedIn Applications
You can add applications that enable you to automatically update your LinkedIn profile with blog posts and relevant tweets
This keeps your profile populated with relevant content using the ‘Tweets’ and ‘Wordpress’ application
Other LinkedIn applications
Other LinkedIn applications
Other LinkedIn applications
Connecting Twitter and LinkedIn ‘Tweets’ application connects your Twitter account with your LinkedIn profile - this allows you to:
• Quickly follow your LinkedIn contacts on Twitter – you can also save your LinkedIn contacts as a specific Twitter List
• Publish your tweets to your LinkedIn profile – you can change settings so only tweets with #in are published
LinkedIn Company Profile
Enables you to create a profile for your organisation - includes the following information:
• Company Overview & Logo
• Company Description • Company Employees
• Job Vacancies
• Products or Services
Finding Contacts on LinkedIn
You can find people on LinkedIn using the following:
• Importing Database
• Email Address
• LinkedIn Quick Search
• LinkedIn People Search
• LinkedIn Advanced Search
• People You May Know
Quick LinkedIn Search
Input keywords such as:
• Name
• Job Title
• Group Name
• Location
• Company Name
Refine using dropdown menu depending on what you are looking to find – this can be:
• People
• Updates
• Jobs
• Companies
• Groups
LinkedIn People SearchInput keyword into quick search box then refine your search further by:
• Location
• Relationship
• Industry
• Company
• Groups
• Job Title
You can find this video online here
Advanced LinkedIn People Search
You can also save popular searches:
This can be used for more advanced search queries:
LinkedIn GroupsLinkedIn groups are a great way to connect with those that share your interests or work in the same industry
You can join existing groups or raise your own online profile by creating your own industry group
Advantages of LinkedIn groups include:
• Communicate with group easily• Share resources, articles and blog posts• Participate in discussions• Ask for advice
LinkedIn Profile Organiser
http://www.youtube.com/watch?v=sNAIA3Dpxcc
LinkedIn Answers
Opportunity to learn and demonstrate expertise – similar to services such as Quora
Social Media Module on SlideShare
http://www.slideshare.net/UCFadvertising