Not all B2B companies have embraced social media with open arms — wondering if it can really be used as a successful sales tool.
To help you sort through it all, we’ve reached out to a panel of marketing and small business experts and asked them all a single question: “What is the best strategy for using social media as a b2b sales tool? ”
Below is a collection of their thoughts and perspectives:
I rarely see social media as a sales tool. I see it as an amplification tool to help spread stories that were likely going to spread anyhow, but few sales will come directly from it. There is the occasional news story about some business that did well with it, but that is often just an exception that proves the rule. Social media is more about awareness than sales. Of course awareness is a step in the sales process, but it is just one step of many.
Frequently running discounts & promotional sales on social media sites is often cannibalistic toward brand premiums, because people can come to expect them & pattern consumption around them.
One of the best ways to do social media is to offer some “research” about that social media channel…people love to talk about themselves. That might not drive sales…but it will at least gain some awareness.
1. Why they are using the tool (goals).
2. Who they want to engage with (audience)
3. What they’ll talk about (content direction) and
4. The identifying the extent of resources they can dedicate (time, people, technology, dollars).