The Difference Between B2C and B2B Social Media Marketing

Facebook first launched as a platform for college students to meet each other — nothing more. When Twitter launched, it was meant to be a miniature version of a personal blog. However, over the years things have changed immensely. The world eventually began to realize the amazing potential of social media marketing, forward thinking organizations started incorporating social media marketing into their overall Interment marketing mix. Typically speaking, these companies were almost exclusively B2C. Even to this day, B2B companies are still skeptical of the benefits of social media for their business marketing. The reason for this hesitance is a perceived inability to measure the effectiveness of such marketing activities on social media. Conversely, B2C companies were the “early adopters” of social media marketing — this dichotomy perfectly demonstrates the significant differences between B2B and B2C marketing. This article will discuss a few of these significant differences when it comes to social medial marketing for B2C and B2B.

Content

Content is no longer limited to simply words such as white papers, blog posts, etc. It is now also visual, audio and interactive content. Additionally, the messaging within a social media post itself can now be considered content. The rules for content marketing include not being overtly promotional. Instead, content is supposed to provide value to the reader — no one cares about you or your company, they want to know what is in it for them. After providing valuable content, you will then be seen as a thought-leader. Your business will then be at the top of their mind when it comes time to make a purchasing decision.

B2C

In terms of the “classic” types of content, B2C companies should heavily focus on blog content. It is crucial to consider how shareable a post will be when writing blog content. In addition to call-to-action buttons on your blog, there should also be share buttons so that your readers can easily share your content across social media platforms with a single click.

The amazing viral effect of visual content can be leveraged by B2C marketers on social media platforms as well. An excellent way to do this is by creating entertaining videos, distributed through YouTube or other channels.

Content has evolved. Today, messaging within a social post itself is a type of content marketing. It is crucial that this type of content is well planned, particularly in terms of who the target audience is. As such, social media content for B2C marketers should be more casual — including humor and even risque’ banter works as well.

B2B

When it comes to content marketing for B2B marketers, companies have a vast arsenal to choose from. B2C marketers have the benefit of being more casual in the type of content they create, but B2B marketers typically focus more on “professional” types of content. A few types of content that B2B marketers can leverage include:

  • White Papers/eBooks
  • Case Studies
  • Webinars
  • One Pagers
  • Infographics
  • Blog Articles

Social Media Platforms

As mentioned above, social media was something completely different than it is today at its inception. Now we see a proliferation of social media platforms. We are noticing niche social networks which focus on one form of communications or media. For instance, Pinterest and Instagram focus on visuals while Soundcloud is for audio and Youtube is for videos. There’s a wide variety of social media platforms available to marketers nowadays, so it is important to know the most effective platforms for B2B and B2C.

B2C

Facebook

The primary standard for B2C social marketing; it was the first social media platform and remains a staple of any effective B2C social media strategy. For B2C, Facebook is an ideal tool for community engagement, customer support and promotion.

Twitter

Twitter is one the very few “open” social media networks. This means that any tweet you create can be seen by anyone, but it is crucial to understand how to ensure your tweets are getting the most visibility possible. Make sure to research hashtags, design creative campaigns and engage with well known individuals in your field. Also, don’t forget to engage with your community on a regular basis!

Instagram

For B2C marketers, visual content is an incredibly useful tool. As a social network focused primarily on pictures, Instagram can be utilized to give a personal face to your company. Take pictures in the office and post them regularly. Selfies are always a great choice.

YouTube

One of the best ways to capture your audience’s attention is through video content. Creating fun and quirky videos is something all B2C marketers should focus on. Production value is essential, but there certainly is value to a less polished video, as it gives your company more personality.

B2B

There are three social media networks (LinkedIn, Twitter, Facebook) that B2B marketers should focus on. However, LinkedIn stands out as the most important. In particular, Discussion Groups should be leveraged as much as possible for not only engagement, but content distribution. When distributing content through groups, make sure that you are not coming off as too promotional.

Goals and Metrics

One of the main differences between B2C and B2B social media marketing is lead generation. Lead generation is the ultimate goals of B2B social media marketing, while B2C has different goals.

B2C

Given the typical nature of B2C marketing, B2C social media marketing focuses primarily on community engagement and awareness. The key stone to a B2C social media strategy is virality. Creating viral content is a product of focusing on increasing awareness through social media platforms.

B2B

The most important goal for B2B marketers when it comes to their content is lead generation, but the number one way they measure their content’s effectiveness is web traffic. This statistic seems to make no sense, but it clearly shows the perception in the B2B community that there is no way to measure the real effectiveness of social media marketing.

 

Utilizing a social media marketing platform designed for your business, such as Centennial Arts, it is possible to see the direct link between social posting and lead generation. We work on developing technology to help businesses grow and connect with their customers. Through our experience in the website design industry and as a hosting provider, our specialists stays up to date with new technologies to help your business SUCCEED. We can also assist with your content marketing through our Search Engine optimizing process to ensure your business appears as the top of search results, no matter what social media platform. Contact us with the link below for more information!

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