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By adaptive - March 13th, 2013
What are the core differences between B2B and B2C social media and see how they can be leveraged for success?
Until now the main focus for social media activity has been within the B2C sector. However, B2B corporations are waking up how social media can be a powerful marketing tool for their businesses.
- B2B and B2C have different sales cycles and the former is usually more complex.
- B2B has a higher cash value than B2C.
- B2B works using rational appeal whereas B2C uses more emotional triggers to engage.
The heart of the matter
- The social media habits of your audience will be different.
- Content is about authority, expertise and credibility across the right channels. This is the same for B2C, of course, but here the focus on figures, facts and data is more profound.
- B2C communications are more likely to flourish across social media with a broad reach, such as Facebook, whereas B2C will deliver better results on platforms such as Twitter and LinkedIn that can be tailored more specifically and to a more precise niche.
- Purchase decisions have longer gestation periods and involve multiple decision makers.
When B meets C
- Targeted and focused.
- Convey your business’ messaging without waffle.
- Must be strategic.
- Needs to have a long term view and be less chatty and more about valuable content.
June 2014, New York
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