“Remember that you’re not selling to other businesses or to “consumers,” but instead you’re always selling to real people whose buying decisions are driven by emotion. Speak to that emotional side, as Cree has done.Find your cause and use it in your messages and share it on your channels.”
Forrester research shows that 81% of online adults use social media. Regardless of whether your business is B2B or B2C, it is people who ultimately make the purchasing decisions…and 81% are using social.
Social Media Doesn’t Apply to Our Business
Does your brand have a story to tell? If you answered yes, than social applies to your business. It’s a forum to tell your story. The primary reasons any business uses social are:
Social Media Is Not Worth the Trouble
Forrester research found that 86% of business technology decision makers use social media for professional reasons. Social is actually MORE important for B2B than B2C. Why? With longer sales cycles, social can actually reduce the touch points needed to close a sale.
Is social media right for every B2B business? No.
If you don’t have leadership from the top to propel a social media strategy, then it will fail.
Without sufficient resources invested and the company committed, a business won’t be able to maintain either the level of engagement or volume of content to see positive results.
You can outsource consulting, strategy, monitoring, and even content generation but you can’t outsource “you”.
Ray Hiltz is a Social Media Strategist specializing in Google+ Local search and content marketing.
He helps small businesses establish online reputation and trust by putting the spotlight on their greatest asset - people.
Ray host the #RayBunch show, a weekly web and podcast featuring news and opinions with a regular panel of marketing and business leaders.