“So, ‘social people.’ We work in B2B. All your touchy-feely word of mouth relationships guff doesn’t really apply to us, right?“
Five years ago, we got this all the time. Since then, we’ve written quite a lot (see a few examples here and here and here) about why a social approach is just as urgent and effective for B2B as B2C (hint: Bs are people too). But I still get asked that question several times each month, so it might be time for a quick overview of why B2B companies need to stop stalling and start doing.
First, scan this infographic from Inside View, which has a rather useful focus on concrete results and sales.
Second, have a read of the B2B social media series The Drum has been running over the past few weeks, which covers everything from listening to picking your platform to ROI. Written by Pete Wood from STEAK, it’s short and easily digestible for those new to the field.
Third, is Facebook or LinkedIn the more effective B2B platform? check out this useful summary from Unbounce, which offers a series of links to articles which argue the case for both sides.
Fourth, another infographic! Because they’re the most palatable thing to send round to sceptical clients, bosses or colleagues. This one comes from the fourth annual Social Media Marketing Industry Report conducted by Social Media Examiner, which asked more than 3,800 marketers where they focus their social media activities, how much time they invest and what the rewards are for doing so.
Fifth, a humble (well, OK pretty blatant) suggestion that you check out our recent case study The Real Network, about the campaign we recently created for MarketReach, the Royal Mail’s new B2B division. If one of the most prestigious brands in the UK can use social to persuade marketers to increase their use of direct mail… well. Excuses are futile.
Got your own great case studies, stats or stories on this topic? Do drop us a tweet or add them in the comments below…