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Although more B2B
companies are acknowledging the value of social media, there still seems to be some
hesitancy to adopt it. A recent eMarketer article indicates that while two-thirds of B2B marketing executives
surveyed view social media as very important, only 7% are using it heavily and 9%
are neglecting it altogether.
Among the barriers faced
by B2B companies, uncertainty may play a major role. Whereas B2C marketers have some years
of experience in social media, many
B2B marketers face a significant learning curve. For those who might find themselves at a loss for where to
begin, here are a couple of critical guidelines in starting a social media
dialogue:
> Do not pass “Go” without
your message firmly in place: Fragmented messaging will only confuse. Consistent
language is essential to building your identity and applying your company’s
personality to the field of play.
> Check your traditional
marketing and sales mindset at the door: Embrace social media as a way of building
dialogue and retaining relationships with your customers. (Check this OnMessage
Minute for more on this.)
> Engage with authenticity:
Social media is about connecting more
than selling. Are you interesting?
Are you real? Let the audience response guide you in evolving an approach that
resonates.
Don’t let uncertainty
deter your organization from engaging the overwhelming power of social media. Done
right, every interaction is an opportunity to build your brand. A well-thought-out
approach is your best investment.
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