Social Media B2B

This guest post is by Amanda O’Brien, Inbound Marketing Manager at Hall Web Services, one of Maine’s largest web development firms.

We all know there are major differences between B2B and B2C buying. If a potential customer is looking for a new computer or electric mixer, by the time they bring that search online they are probably pretty far along in the buying cycle.

The B2B buying cycle is more complicated than that. Usually because we are talking about a larger purchase, many people need to be in on the decision for it to be approved. There is a much higher risk and making these decisions just takes longer. More than one person is involved in the buying cycle and there is more time spent on the research phase, often by more than one person.

Buying a faulty personal computer is unfortunate but is much easier to deal with than a faulty complete HR software system that doesn’t fit your company’s needs.

Social media is another touch point for your next potential customers to find you while they are researching what their company wants and needs. Consider if your presence on a social media site could help you achieve your business goals.

Would a more personal online interaction help a potential customer reach out to you with questions or request a demo? Even though we are talking about B2B companies, each one is staffed with people. Those people spend time on social networks, blogs and forums researching and talking about every industry under the sun.

Traditionally the buying cycle in B2B takes longer. Having an open door of communication between the potential customer and your online community manager could be the determining factor when it is finally time to make a decision.

Listen first. Monitor social networking sites to see who is talking about your products, services and industry. The thing about social media sites is you do not actually control if your company is going to be discussed – the users of the sites decide. You only decide if you are going to be a part of the conversation.

By participating in social media you are potentially building trust online. The transparency of your company lowers the risk of your potential buyer.

Social media is increasingly becoming a core part of the research process for B2B purchases. Within social media sites you can converse, educate and build relationships with potential buyers. While researching products and services, users are getting more savvy and finding more and more information online. When someone is researching you and your company for their next large business purchase what do they find? Are you a part of the conversation?

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