Our Customers Aren’t on Social Media

THINK YOU CAN’T REACH B2B CUSTOMERS ON FACEBOOK, INSTAGRAM, TWITTER OR SNAPCHAT? THINK AGAIN.

I’ve been involved in a handful of B2B pitches and strategy sessions the last couple of weeks and the conversations sound like a broken record.

All the seats at the table enjoy talking about Facebook, Instagram, Twitter, even Snapchat. They’re topical platforms. They’re in the news. They’re fixing elections. They’re being scrutinized by congress. Everyone (most everyone) personally uses them and tends to have a strong opinion on the impact – good or bad – of the leading social media platforms.

But when we talk about using social media to generate leads and customers for their B2B business, the reactions tend to be a mix of aghast with a little disgust sprinkled in. Oh the horror and stupidity you spew.

“WE’RE FOCUSED ON BUSINESS CUSTOMERS – THEY’RE NOT ON FACEBOOK.”

“WE’LL TRY LINKEDIN, BUT WE CAN’T REACH COMMERCIAL ARCHITECTS ON INSTAGRAM.”

And on…and on…and on.

I get it. Consumer focused social media may not have been designed for businesses but that doesn’t mean that B2B decision makers aren’t using the platforms. Do you think C-level execs don’t like looking at pics of what their old college friends had for dinner? Can you imagine a world where a business owner just might enjoy scrolling through an Instagram feed at night? Or maybe, just maybe, you can make believe hard enough and picture a mid-level buyer who enjoys scrolling through their phone while they watch TV at night. Maybe they even sneak a peek or two from their desk. #crazytalk #theinsanity

Sure, you’re not going to have a potential B2B customer click a “buy” button and purchase your consulting services, your SaaS, your heavy machinery…whatever B2B widget your peddling on social media. You know where else they aren’t buying from? That overpriced full-page ad buried in a trade magazine or that TV ad they are ignoring while they cruise through their feed.
Social media offers a chance for companies to present their messages where their customers spend their time – a lot of their time, just as much as anyone else. And, that social space is less crowded than other media.

You can literally be one of the thousands of mass emails your B2B prospect deletes each week. Or you can be the one (or one of the few) B2B focused videos they see on their Facebook feed that week.

If you want to build awareness, gain consideration, and drive inbound inquiries in B2B and you’re ignoring the most popular platforms ever…just know that your customers are there, but you’re not.

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