Want a heads up when a new story drops? Subscribe here.
Even if your business does not have a social media strategy, you are likely utilizing social media to some degree because it is free, powerful, and can be made easy. At the very least you are promoting your content via these different platforms and doing your best to form connections. However, the way in which social media should be used should actually be quite different depending upon if you are a B2B or a B2C company.
What’s the Difference Between B2B vs. B2C Social Media Strategy?
For those who are unfamiliar, being a “B2B” company means that the target audience for your business is other businesses. A “B2C” company is a company that focuses on the community of consumers. That results in differences between the needs of a buyer from a B2B and a B2C perspective and how these differences affect your social media marketing strategy.
Table of Contents
B2C versus B2B Social Media Marketing Strategy
Simple vs. Complex Needs
B2B buyers are typically much more complex than B2C. B2C buyers usually know the type of product they want, they may want to learn a little bit about the different models or the different brands, and then they are ready to buy.
B2B buyers typically have to buy more complicated products and services, where customer service is involved with the B2B buyer long after the purchase is made. Even leading up to the purchase is more complex because businesses generally buy in bulk or sign up for a contract as opposed to just popping in a store like a B2C buyer.
What Does This Mean for Your Social Media Marketing Strategy?
A B2B company is going to need to be much more serious when it comes to social media marketing strategy. If you’re a B2B company, make sure that you are promoting content that is informative and will educate your target audience. It is OK to mention what is happening in the news, but make sure you have a business spin to the article so that your followers and friends are constantly getting valuable information. You also want to make sure that you are always ready to respond to someone interacting through social media.
When it comes to B2C, the buyers’ needs are much simpler. This will allow a B2C company to promote deals and specials via social media. Think less educating and more selling when you’re a B2C company trying to leverage social platforms, and create a successful social media marketing strategy.
Tip: Hundreds of growing businesses use Socialfix to leverage successful social media marketing strategies and showcase their products and services. Try us for a free consultation 
Motivation
In general, B2B companies are seen as more professional and less edgy or filled with emotion. B2C buyers often make purchasing decisions based on emotion or on a whim, but B2B buyers are usually much more calculated. This is likely because when a business makes a purchase it is usually a decision that is discussed by several people and the purchase is usually large. B2C buyers are often on their own.
What Does This Mean for Your Social Media Marketing Strategy?
B2C companies can often get away with putting up pictures of employees. Asking questions via social media, and using emotions, such as funny jokes or stories help pull in readers. For example, highlighting a company Christmas party is a fine B2C marketing strategy. So is focusing on social media content around building a team spirit and office community.
B2B companies, on the other hand, need to be much more professional. You should consider well, every aspect of your social media marketing and focus on logistics. Use statistics and let readers know why something is important. Many B2B companies also create a series of posts to help bring people back to the social media account to learn more.
Audience Available
B2C companies obviously have an audience that is much more involved in social media. However, this can often make it difficult for a B2C company because there is so much competition. The truly successful B2C brand finds creative ways to stand out from the competition.
B2B companies, on the other hand, should focus on establishing and maintaining fruitful relationships with the customers. First, provide enough information about that brand and how your product can be helpful to your prospects. Then look for ways to prompt conversions. That strategy will make you stand out from any competitor that is just trying to sell a product.
What Does This Mean for Your Social Media Marketing Strategy?
When leveraging social media for a B2B, you will want to really put a focus on finding startup companies or other companies in your area. B2C brands can gain followers and friends fairly easily. For example, by just promoting deals and getting others to spread the word, such companies see quick results. It’s much more difficult for B2B business, however. It takes longer to convert B2B customers. Purchasing decisions for such customers depend on the agreement of a group of stakeholders.
To Wrap It Up
Overall, social media is more difficult to utilize when working with B2B type companies.
Nonetheless, it is entirely possible to make it happen.
Once you know that you may move a little bit slower, you can start to really focus on quality and not quantity. Members of a B2B audience are not impressed by little deals or funny quotes. It’s vital you understand that how B2C companies approach social media content will differ from a B2B approach. Ensuring your social media marketing strategy serves your audience will help your social media success.
Amanda DiSilvestro is the Editor-in-chief for Plan, Write, GO. She has been writing about all things digital marketing as a ghostwriter, guest writer, and blog manager for over 10 years. If you’re interested in outsourcing your content, check out her blogging services to learn more!
