Social Media Strategy: B2B vs. B2C

Whether your company is marketing to businesses or consumers, you always want to be aware of the most efficient strategy. In this article, we will walk you through some optimal social approaches for both audiences.

Social media advertising is a collection of tools and techniques that enable you to reach, engage with, and leave a positive impression on your targeted audience, no matter where in the world they may be.

Whether you are advertising to consumers or businesses, social platforms can establish a successful return on investment (ROI) when you start to use the appropriate method.

Before continuing, it is important to clarify the difference between B2B and B2C; B2B means business to business and B2C is for business to consumer marketing. It all starts with data-driven advertising—this process allows marketers to identify, match with, and message users, targeting specific demographics and interests.

With definitions out of the way, we can move onto the nitty gritty.

For B2C advertising, the various platforms are innumerable. Take into consideration where your customers are interacting. Find out what their interests are, where they’re talking, and start connecting! No matter where your audience is and what their goals are for visiting your page, you want to nurture all of them. Facebook, Twitter, Instagram, and Snapchat are the best stages to use for getting your advertising efforts started. Identify your ideal consumer persona on each platform, after which you can move into new ones, tweaking your message appropriately. When it comes to B2B marketing, LinkedIn is the best choice for business-focused patrons.

Prospecting involves using data on your customers to find so-called “lookalikes”—potential clients who exhibit patterns and behaviors similar to customers who have already converted. A solid prospecting strategy is built on quality-driven metrics (average order value, lifetime value, etc.) and high-quality audience data.

Targeting every layer of the sales funnel is key. Here’s how to differentiate between audiences. For B2B, cast a wide net with social and native platforms, and drill down lower in the funnel with gated landing pages, not only for contact harvesting but also to derive intent and push conversions.

On the B2B side, you should start with informative content like whitepapers or case studies that allow you to get a better sense of your customers’ needs by the content they are seeking. For businesses, the end goal is cost justification and delivering solutions.

With this new information, you can now start analyzing engagement, conversion, and trends. These analytics are useful for altering your social media strategy while improving ROI.