The upcoming B2B Corporate Social Media Summit got me thinking about core B2B marketing principles. I quickly came up with five — not a complete list and probably not the top five, either.
I also realized these are equally applicable to B2C marketing, too.
What are your top “not-so-secret” secrets for social media marketing success?
1. Keep social media a part of, not apart from, your overall B2B Marketing strategy
To be successful, social media should be fully interleaved with your company’s total communications plan. With media in transition, do not assume that, because your brand is heavily investing in social media, everyone at all of your customer companies is spending some of their workday time there.
B2B marketing across multiple platforms can create exposures that reinforce your messages. And while you don’t want to force customers to migrate from their preferred content choices, be sure to make them aware that, if they are now engaged socially, so are you.
2. You are not your Tweeps
Regardless of what we’re marketing, we — individually and corporately — probably don’t match the profile of our ideal customers. Too often, the false familiarity of social media leads brands to post conversations that speak more to themselves than their target audiences.
The notion of listening to customers and speaking to their motivations and needs is nothing new. However, with the increases in quantity and volume of brand and product conversations generated by social media, it can sometimes be forgotten.
3. Respect the Differences among social media channels
For those who are rejoicing at extensions that allow entering a single post text and having it go live simultaneously on Twitter, Facebook, LinkedIn and Google+, I say, “Phooey.”
In your attempt to assure coverage, don’t act spammy. While your brand “personality” must be consistent from channel to channel, what you say and how you say it should respect how your customers are using those these unique platforms.
4. Be consistent and persistent
In social media marketing, as with all B2B marketing, you must be present to win. Continuously deliver a baseline of clear brand and product messages to your audiences. These messages should be resilient, so they remain relevant through evolving marketing and advertising campaigns.
While a variety of marketing platforms and channels is preferred, don’t overcommit. And don’t give up too soon.
5. Don’t believe your own hype
Many social media marketers proselytize about offering value on owned social media channels. The real value, however, has got to be in the products you deliver.
Yes, you can craft 140 character missives that are endlessly retweeted and your product can get recognition at the latest industry product smackdown. But the kinetic influence on your customers of clichés and awards has a short half-life.
You’ve got to deliver the goods to get the most valuable social media influencer — positive peer recommendations.
Related articles
- Why Should B2B Companies Care About Facebook’s Changes? (socialmediab2b.com)
- B2B Gets Yelp’d (WhizBangPowWow.com)
- Success Lessons from Corporate Social Media Summit (WhizBangPowWow.com)
