Business-to-business (B2B) marketing is necessary, but it can be awfully dry. B2B marketers tend to take a more traditional advertising approach, and though they understand that web marketing and social media marketing are important to their plans, they don’t always approach it the right way. They can deliver
one-size-fits all messaging that fails to engage social users in the way a B2C marketer can. They might miss some of the nuances involved with social media marketers that B2C marketers seem to instinctively understand. In short, B2B marketers could learn a lot from B2C marketers, especially when it comes to social media. Here are 5 lessons we think they can learn.
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Plan a Segmented Social Plan
Marketing segmentation is something that B2B folks understand on a macro level, but when it comes to social media they might not take opportunities to customize the type of content they share with different segments. Using the same social media post to market to a millennial that you use for a baby boomer misses tons of opportunity and growth. Good B2C marketers know who they’re talking to before they talk. Take the time to examine your social audience and create content that speaks to them, and only them. A/B testing is a good idea, and for a small portion of your marketing budget, you can run multiple Facebook ads for different segments. Make sure your content calendar is a mix of posts that appeal to all your key demographic areas. [Read more…]