Are Your B-to-B Social Media Strategies Socially Appropriate?
There's lots of talk these days about how to leverage social media for your business. And with few exceptions, I'm a big believer that B-to-B marketers should subscribe to a strict division of "church and state" when it comes to Facebook and business relationships.
Business colleagues/associates/clients/brands are part of my LinkedIn life, while my family and my "I'm interested-in-trivial-things-about-you-and-your-kids" peeps are part of my Facebook life. So I fail to understand why any B-to-B brand would even consider having a Facebook page.
It's true that Facebook is the most popular social networking site. But it's also true that it's a place where I reveal some personal facts (my birthday, for one) and my latest family vacation photos. While I can't control any of the comments written on my wall, I also don't worry because I know the only people who can see them are those who are part of my personal tribe.
So how can you leverage social media for your business?
I think it's time to go back to basics. And, not to be insulting, but if you can get these basics right—which so many B-to-B marketers do not—you can graduate to a more sophisticated use of social media.
Smart B-to-B marketers have already discovered that their websites need to be well organized and segmented by target audience—whether by vertical segments, company size or some other segmentation strategy that's appropriate for your business/industry. The goal is to help your site visitors navigate your site quickly and easily in order to find information most relevant to them.
Savvy marketers take their websites one step further and create pages directed at each targeted "segment" and include useful content beyond just product/service descriptions or purchase options. Whether it's a series of case studies that clearly lay out the problem and how their brand/product provided a solution, a topical white paper, or the results of a current research study, the goal is to stimulate engagement such that the visitor thinks, "I can clearly see how these guys understand my business needs and how their products/services can help a company like mine."