It’s easy for fresh produce marketers to see the wide open lane that social media brings to the table when it comes to reaching consumers of your products, but it’s not always as straightforward when it comes to reaching your buyers or the trade. Or is it? If you want to reach your buyers and customers on social media, there’s a wide open lane of opportunity for you too! Not only is this lane open and waiting for you, but it is also critical to get in it for the success of your B2B marketing.
How to Use Social Media in B2B Marketing
Create Helpful Content
While it’s true that B2B marketing calls for tapping into a different audience on social media, it’s also true that any audience still appreciates great content. Focus on creating social media posts that are informative and helpful, but also stand out from other B2B brands. Figure out a unique angle your brand can take in order to find and hone this creative route and attract new connections.
Produce Content Elsewhere to Share
On that note, keep in mind that to find success on social media, your social platforms should be supported by your content marketing efforts elsewhere. Whether its graphics, of statistics that support your business, downloadable white papers with thought leadership content, helpful blog posts, etc., if it performs well as content on your website or in your trade show booth, it is absolutely something to be shared on your social media.
Stay Human
While we encourage B2C brands to humanize their marketing, the same rules apply here. We recommend naming a person as the “face” of your brand and create content which comes directly from this voice. This will allow audiences to connect with your brand on a more personal level, and help build a strong connection that they will remember.
Know Your Place
Finally, marketers should consider that just because a social platform exists doesn’t always mean your brand needs to be on it. If you’re trying to reach buyers or customers, you want to use platforms that they’re on frequently during the work day. LinkedIn is an excellent source for generating leads, given the fact that it is a social media platform that focuses on building professional relationships. Keep this as your primary focus, but don’t underestimate the importance of still maintaining a brand presence on both Facebook and Twitter as well.
Unsure how to tackle your B2B brand on social media? Set up a meeting with us at Fresh Summit or contact us for a free marketing consultation.
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