When brands first started interacting with customers on social media, the earliest successes were from consumer brands like Coca-Cola and Apple. Unfortunately, this early history carried over to the point where many marketers see social as only for B2C companies. In fact, 87% of B2B marketers use social media to distribute content.
With a smaller customer base and a higher price point, B2B companies have even more to benefit from using social for their business – if they do it effectively. So, is there a difference on social media when it comes to crafting the perfect B2B campaign, verse a B2C one?
I’ve covered the biggest differences between B2C and B2B social media marketing in the past. But one of the biggest areas where the two differ is in the kind of content you are creating for your audience – and how you are presenting it to them.
The definition of “content” within social media networks has changed as these platforms have become more popular. Content goes beyond the typical whitepapers, blogs and case studies, and has transitioned to visual, audio and interactive content. Not only do followers visit a company’s page to learn new information, but they wonder what entertainment or informational value they’ll receive from visiting. “Interesting content” is one of the top three reasons people follow brands on social media.
Here are the main differences between social content for B2B and B2C brands:
- Tone: B2C companies tend to be more casual. B2B marketers focus on more “professional” types of content that aim to educate and position themselves as industry experts. However, their tone varies from industry to industry.
- Goal: B2C companies,on social media, tend to share content that would be more promotion-oriented (a discount, email signup, special offer, etc.) in order to generate sales. B2B brands tend to share content that would funnel leads to their offers (i.e. whitepapers, ebooks) in order to generate lead information.
- Content Types: B2C posts tend to be quicker, a little more “” B2B companies publish content that tend to be longer and take more of the reader’s time because they’re more education-oriented.
Although B2B and B2C social content is very different, there is one key similarity that marketers should always remember: measure your results to find out what works for you.