Social networks are now an integral part of companies’ digital communication strategy. Social Media strategy is more perceived as a strategy specific to BtoC companies. BtoB should not however repress this opportunity to conquer new prospects qualified by digital. The change in purchasing methods brought about by the new communication media is thus pushing BtoB companies to review their approach to social networks. This is why it is interesting to explain the use of social networks in a digital communication strategy to sell to professionals …
Social media, a gateway to digital for BtoB companies
The website represents in the digital communication strategy the first step in the digital transition for businesses. Social networks are unfairly regarded as tools used to finalize a sale. However, it is not the case. Few companies have managed to sell directly on social media today. These tools invite you to go to the website to buy, and therein lies the nuance. A digital communication strategy is not a sales strategy, it’s pure marketing even if the sales and marketing departments have to work hand in hand.
53% of B2B customers come into contact with a service provider via social networks according to a BtoB Buyer behavior survey, which shows the importance of visibility on these new media. For companies, the objectives are precise, making the digital communication strategy concrete:
- Increase website traffic promoting it on social networks;
- Improve visibility and notoriety Internet business;
- Promote values and the image of the structure;
- Convince current or future investors;
- Allow direct exchange with customers and retain them;
- Attract candidates who wouldn’t know you otherwise.
Digital prospecting, a professional use of social networks
In BtoB, the professional dimension is essential, but not incompatible with the use of social networks. The company’s digital communication strategy determines its positioning on new communication media, because social media uses their own codes. Freedom of publication is omnipresent, but the result is not necessarily there.
The prospect behind his screen does not behave in the same way as the live prospect. To use social networks in BtoB, it is recommended to go through a phase of understanding your customers. For this, the company must identify the information needs of prospects in its digital communication strategy. Put yourself in the place of your target heart. What do they ask themselves as a question? What are they typing in Google? What are their business challenges, their issues? They will not immediately type your solution into Google. We must support them in their reflection. This is inbound marketing!
To achieve this, a company must think about the following points:
- Who internally writes on social networks? The manager, the “geek” of the company or the newly recruited community manager;
- Under what name do we publish? On behalf of the company, that of the boss or that of the editor;
- Where to publish? You have to strategically choose on which platforms the company should appear;
- What content to put online? Photo, video, article, link to website, post… so many effective possibilities depending on the social network used and the target audience.
The Social Media strategy, an optimization of publications for an immediate result
Social networks are with the website at the forefront of digital communication for companies. Faced with the growing number of social networks, it is interesting to take stock and determine which ones are useful for the digital strategy. Once identified, we must analyze the intricacies of the main social networks:
- LinkedIn : the most professional of social networks and essential in BtoB. He is the leader in lead creation for businesses;
- Twitter : in its professional part, the social network is a promotion tool which makes it possible to attract influencers, and thus give credibility to the digital communication of the company;
- Facebook : essential in a Social Media strategy, it is therefore ultra-competitive. It serves more to nurture a community around the business;
- Google + : mainly useful for optimizing the company’s SEO on Google. Regularity of publication is not an objective, but presence on this medium is essential for digital notoriety;
- Youtube : Videos are an effective means of communicating on social networks, and this platform helps to give a dynamic image of the company.
For each social media, a language is dedicated. We do not communicate on LinkedIn as we communicate on Twitter. Here is an infographic showing the linguistic specificities of the giants of Social Media
Social networks are therefore not incompatible with a BtoB digital communication strategy. On the contrary, the new communication media make it possible to give credibility to the professionalism of a company. Like any strategy here, it is essential identify the needs of prospects and do everything to meet them. On the social media, the border of the professional field is thin. In a good Social Media strategy, the important thing is to respect the publication trends and optimize the content according to the social network.