Glen Gow wrote an important article over at Achieve Marketing Leadership titled Why waste your money on B2B Social Media? that I am going to excerpt and share here.
Like Glen, we at Abraham Harrison get some pushback when we pitch B2B PR agencies as well as corporations that do mostly B2B and channel sales. When I talk to them, I get the same kind of response I got when I was pitching them Content Management Systems and eCommerce solutions, “we’re not Amazon, we don’t need anything more than just brochure-ware — why would we need eCommerce.”
Well, now CMS and Ecommerce sites are the backbone of the supply chains. And, lo, the same is happening with social media. Glen Gow writes:
Businesses of all sizes are executing Twitter campaigns, creating business Facebook pages, producing corporate blogs and YouTube videos in the hopes of going viral. Those things can work when targeting consumers, but do they work when targeting other businesses? The jury’s still out, but B2B companies are nonetheless rushing to jump on the social media bandwagon for fear of being left in the dust in an environment full of constant paradigm shifts that move at lightning speed.
Well said. And their response is, “are we jumping on the bandwagon ‘just because’ or does a social media, blogging, tweeting, and Facebooking strategy pay dividends? Well, yes they do, primarily for the reason why some of the smartest B2B businesses have been blogging forever:
- Becoming industry experts
- Sharing what they do in much longer-form
- Becoming a more important part of organic search
- Offering a sense of selfless and personal generosity
- Building a cult of employee and brand personality
- Offering an opportunity to expose process and quality
- “Getting to know you, getting to know all about you”
- Making a sale, any sale, requires seven-ten “touches”
- In 2011, companies do their due-diligence via Google