Customers prefer a personal, individual approach. Especially social media marketing in B2B, it is important to build a relationship with the customer. Social Media makes it possible to save time and save money during the entire process of customer acquisition from the contact to the sale.
Social media is no longer a consumer issue. Businesses use social networking channels equally for marketing, sales, customer service, and corporate communications. With suitable tools, processes can be professionalized, the overview can be better retained and the efficiency of the team can be increased.
Social Media Marketing in B2B
Informal, spontaneous and flexible. For a long time social media was just a tool for business-to-consumer marketing (B2C). But more and more companies are building presences in social networks. Almost every industry and industry, medium-sized companies and corporations, are represented on Facebook and Co. That’s where their customers stay and can be easily reached – no matter in which time zone or location. But social media is not a one-way street. Complaint or suggestion in a private message, a critical comment on Facebook or a benevolent tweet. The customer can contact the company or simply give their opinion.
For companies, this represents the opportunity to score points with good customer service and maintain close contact with the customer or supplier. For this to succeed, a well thought-out community management is necessary. It is important to answer customer inquiries as quickly as possible and to offer a high level of service. Companies that are only just starting to tap into social media often manage the multiplicity of platforms manually. Facebook, Instagram, Linkedin or Youtube – they all need to be looked after in parallel. The challenge is keeping up to date and not missing anything. This is often associated with a lot of time and effort, regardless of whether it is a small business or a medium-sized company.
Customer service on social media – short response times on all channels
In order to avoid manually checking the individual channels several times a day, a social media management tool is available. Such a tool gives an overview of the platforms and collects all the comments, posts, mentions and private messages on the relevant channels. For example, online customer service can be professionalized via social media and its processes can become faster and more efficient. In addition, a common inbox enables rapid response times and the efficient forwarding of tickets to the responsible team member. Complaints or inquiries land directly on the table of the responsible employee and can be answered promptly. Also important is the traceability and control of the activities that a social media tool has to offer.
Response Templates allow you to respond to recurring topics and requests quickly and consistently. This saves time and improves the customer experience. A profile feature summarizes all past conversations with a customer – allowing for the personal approach expected on social media.
Optimal tool for content management and sales
The excellent targeting capabilities also make social media an extremely important marketing and sales channel for companies, which can be used in a much more targeted manner than traditional distribution channels such as telephone or email. Companies can distribute interesting content for their customers via the channels. Videos, photos or text inform the audience about processes and news in the house, new products and services are the focus of attention. The more relevant and interesting the content, the better customers feel informed and entertained, and the better the likelihood that they will be shared and lead to a sale.
So social media marketing is a powerful tool – cleverly used across all channels, it helps to reach your business goals. In order to spread its messages in a targeted manner and keep the overview, companies need a tool that enables simple content and editorial planning. Only in this way can a sustainable strategy be driven. For example, a common editorial calendar that displays all planned and published posts on all channels is helpful. Also, the management of release processes should be supported – the planning and publication can then be done together in a team. For this, the social media tool needs a team and collaboration function. This also serves to discuss internally and to exchange ideas.
Without analytics and monitoring, no strategic social media marketing
Strategic social media marketing includes analytics and monitoring. When must which content go online to generate the maximum reach? Which content in which format on which channel works best for the target group? What is shared and how high is the interaction? With an Analytics feature and gapless tracking of interactions, the impact and response to campaigns can be easily understood. The success of the social media strategy becomes visible – as well as the effectiveness of your own team. On this database, the follow-up campaign can build more targeted and profitable. Essential in the B2B area is social media monitoring, media monitoring. What is the content of the brand apart from its own channels? What do the customers say and what do the competitors do? What is their focus on? Who has his own brand and the competition in mind, make better decisions.
Social media tools
A good social media tool complements the monitoring with the possibility of observing and filtering the channels thematically. This allows companies to quickly and easily determine which relevant topics are being discussed and where the competition is placed. You can engage in conversations and control.
Social media tools are a dime a dozen and many have comparable features. When choosing a provider, customer service, reliability and also DSGVO conformity is a decisive factor. Customers should be able to enjoy personal advice and user support. Support also helps customers with advice on each channel and its capabilities. Furthermore, a social media tool should work reliably and stably. A good tool must cover the cornerstones of community management, content planning and publishing, as well as analytics and monitoring, and should also have a collaborative feature so that a team can work with it easily and in a coordinated manner.