The B2B Business Case Composition For Social Media - PowerPoint PPT Presentation

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The B2B Business Case Composition For Social Media


Strengthening a B2B brand on social media is one the most important strategies to work on. To raise awareness, increase reach and spread the word out that never fails to persuade, social media channels can be brought to use. The presentation briefs all important elements required to be covered throughout the social media marketing strategy. – PowerPoint PPT presentation

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Title: The B2B Business Case Composition For Social Media

The B2B Business Case Composition For Social Media
Make no mistake Social Media is Business
Yet many B2B are not convinced that these game-
changing media demonstrate significant
benefits for their business sectors unique
This attitude is
Costing them
Potential profits, Business leads, Industry
relevance and market share to their smarter
online competitors
The need of the hour? A better understanding of
the tremendous B2B business case for social media
B2B branding is High Touch and is mainly
established through directly interfacing with
customers and relationship building (Vs. Ads
campaigns in B2C)
Extend Branding and Relationship building
Social Media provides an array of new touch
points for B2B brand executives to interact with
prospects and customers.
  • Due to two-way, real time attributes, social
    medial tools enable a highly personla branding
    experience for B2B customers and prospects.
  • The convenience if social medai allows more B2B
    executives to build relationships with current
    and prospective buyers...and building
    relationships is core to all B2B marketing and
    sales efforts.

B2B professionals actively network online to
find jobs, share knowledge, solve problems
build their network of industry contacts
2 Tap Professional Communities
  • B2Bs can build professional communities centered
    on knowledge sharing reducing challenges that
    professionals face every day AND leverage
    these interactions to build brand, reputation
    and prospects
  • Companys can participate in existing
    communities and networks to share insights and
    help solve problems
  • Through the value of their community
    participation, Companies can increase their
    standing and improve the potential of positive
    third party referrals

The B2B market seems smaller than the B2C market
thus, expanding reach is imperative for
recognizing and creating new business
Grow Reach
  • With social media, companies now have access to a
    world of new markets...and new business leads
  • Through monitoring online conversations, B2B
    executives can learn of changing needs and
    emerging opportunities that can fuel new
    offerings and practice areas to drive new
    revenues for the organization
  • With their newfound reach, B2Bs can also identify
    companies with which to establish revenue
    generating partnerships

B2B relies on thought
leadership to communicate, differentiate and
position their offerings
4 Support Thought Leadership Programs
  • Through text, audio and video, social media
    gives thought leaders a dynamic new platform to
    demonstrate their expertise and gain exposure
  • Companies can create rich, in-depth
    conversations, professional forums and knowledge
    exchanges around their unique ideas, articles,
    perspectives, reports and methodologies
  • Can rejuvenate and repackage their existing
    thought-leadership content in new ways for these
    new channels and thereby maximize the ROI from
    existing content

B2B buyers are heavily influenced by third-party
feedback in their
5 Increase Third- Party Influencers (Word Of
purchasing decisions both to identify
solutions and to limit risk to their
  • Due to providing objective, third party
    experiences and feedback, favorable WOM
    (word-of-mouth) reduces buyer-side risk of
    big-ticket B2B purchases
  • Programs implemented through social media help
    to facilitate brand advocates that can help sell
    B2B offerings through spreading positive
    mentions and endorsements

Unlike impulse-driven, low-risk purchases, B2B
sales cycles are far longer, with buyers doing
lots of research and reference checks
6 Dramatically shorten sales cycles
  • Educating prospects throughout the purchasing
    cycle is a core role of B2B marketers, with
    social media providing them tremendous new
    outlets for knowledge sharing that can
    facilitate faster sales cycle
  • Social media tools and platforms provides new
    ways to communicate information and answer buyer
    questions about their offerings much more
  • In providing two-way communications, companies
    not only inform prospects, but also build trust
    and credibility that can work to increase sales
    in shorter periods.

Social Media is the MOST cost-effective media.
  • While social media requires an investment of
    budget and professional resources, its nowhere
    near the cost associated with other media
  • Even in tough economic climates, B2Bs can afford
    social media programs and use these initiatives
    to gain competitive advantage
  • As the cost of each sale acquired through social
    media is significantly lower, ROI and profit
    margins can increase

Decrease Marketing Spends
B2B offerings are often very complex and
necessitate a learning curve for buyers, both
pre and post purchase
Minimize Complexity of Services
  • The information exchanged, and relationships
    built, through these social channels helps to
    decrease confusion and, in turn, increase the
    purchasing rates of B2B products and services
  • Informing and helping prospective buyers through
    social media can help position B2Bs as trusted
    advisors and decrease the concerns associated
    with high learning curves

Companies must identify ways to Strengthen and
improve their
competitive advantage of both their offerings
and their marketing strategies
9 Creating competitive sustaining advantage
  • B2Bs must remain relevant with existing
    potential clients - they must be active in the
    media that their markets deem relevant and
    actively uses
  • Since many B2Bs are slower to adopt social
    media, many companies can leverage first- mover
    advantages within their industries
  • Due to the insights gleaned through monitoring
    online conversations, companies can identify new
    offerings and needed improvements around which
    to strengthen their competitive advantage

Due to smaller market size and higher-priced
offerings, the value of each B2B customer is
much greater than B2C customers
10 Intensify CRM Efforts
  • Social media technologies enable new CRM methods
    for B2Bs to improve their customer
    communications, extend customer service and
    share knowledge
  • Social media tools and programs, B2Bs can not
    only inform but involve clients in every step of
    the brand development process and in return,
    deepen these relationships

Want To Learn More About Social Media Marketing
For B2B?
  • Contact Us
  • Phone 866-978-0288
  • Email
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