What is the difference in between to market your product/service to one individual or many? What marketing tools to use on social media when you are B2B (“business-to-business”) company? You would think that when it comes to B2B (“business-to-business”) you should focus on the company, their need and think big. It what I thought when starting my journey as a Sales/Business Development. The truth is when you are selling to the company it is all about personal relationships. Let’s look more into that. 

Marketing tools to use on social media

Finding the right place for campaigns is the first step on the way to a successful marketing campaign. Business-to-consumes company (B2C) have a bigger audience and more social media to consider from the first sight.

One of our clients is a bagpiper who produces innovative blowpipes which help to reduce the risk of lung disease related to bagpipe use. See case study. Target group: bagpipers (B2C right?). What social media we considered:

  1. First of all, we did market research and realise that bagpiper community is big on Facebook.
  2. Secondly, we looked into Instagram. Many bagpipers are managing personal pages and promoting their services there.
  3. Even if you are a B2C business, you can consider LinkedIn as a source of potential collabs with other brands and building trust for investors.

Another our client, exclusively B2B focused company which provides data protection software. See B2B client case study. What to look at when you are not exactly selling via social media:

  1. When it comes to B2B, your focus is LinkedIn. Whether your selling activities are behind the scenes of social media or not.
  2. Twitter is coming handy to update business connections on your participation in the conference or launch of the new service/product.
  3. Facebook to connect with the potential employee, share your social activities and support local communities.

Why be on social media if you are B2B 

It could come as a surprise, but a majority of NoFrames Digital clients are B2B companies. Why? Because the social media force is not only about selling stuff but also about brand awareness and trust-building.

Imagine, you are a business owner and your company is doing pretty great through a personal network. All your clients are coming through referrals and you are getting pretty comfortable. You are thinking about growth and potential expansion. You need capital and collaborations.

You are contacting a few companies via LinkedIn or their website. They never heard about you.

Business Angeles/Venture capitalists you are contacting never heard about you.

Now, being active on LinkedIn allows you to:

  • Build traction and trust with investors, customers and potential partners.
  • Create brand awareness and keep subscribers up to date information about the company’s activities.
  • Improve the visibility of the materials coming on your website.
  • Build an image of the industry expert. 

How to promote your services using social media when you are B2B

As we established before, B2B is all about building a relationship with potential customers. Have you ever received a message on LinkedIn or email offering you products/services? Have you opened a message, have you read it? Have you been bothered enough to reply?

Probably not. Because whether you have already known company which provides such services, or you would just Google it.

How then you should promote your company services on LinkedIn? Here comes the importance of the image of the industry expert and regular update on your company’s activities. What B2B marketing tools to use on social media?

When people think about data protection, they think about a post they saw two days ago which we shared on behalf of our client. Our client has more than half a thousand followers on LinkedIn. The effect of 500 people recognising you as a data protection expert can’t be underestimated. Then friends/family/colleagues will mention data protection, those 500 will think about our client. They will refer to our client and here we go – we have a sale. 

To sum up 

In conclusion, both B2C and B2B companies have an endless opportunity when it comes to digital marketing. There are different tools and different rules in using social media depending on who your customers are. However, what stands for any case is thorough market research, consistency of posts, engaging with your followers and keeping your pages up to date.

Need some assistance running a B2B or B2C marketing campaign? Get in touch with us and see what we can do for you.

What do you think? Which style do you prefer – B2B or B2C marketing? 


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