B2B social media is gaining wider adoption. We are past arguing if B2B companies can use social media like we did in the early days of this blog. With the gradual adoption of social media marketing for B2B companies, some misconceptions and myths about B2B social media have been born. That’s okay, because myths are a part of change in any aspect of life. Heck, when people started using microwaves one of the big myths was that they leaked electromagnetic radiation. Change and myths go hand-in-hand.
Let’s squash some of the most ridiculous B2B social myths now before they spread any further!
- B2B Social Media Isn’t About Selling - This is likely the most common myth. Since social media marketing started to emerge there has always been a misperception that selling is off limits. This is wrong. Spaming people in social media is always off limits. Giving someone what they want when they want it is always a great thing. This is what selling in social media is about. It isn’t about endless product tweets. As we cover in The B2B Social Media Book, it is about providing relevant content and conversion opportunities through the buying cycle using social media.
- B2B Social Media Doesn’t Have a Clear ROI - In the world of social media, some purists, or “treehuggers” as I call them, will say things like “B2B social media doesn’t have an ROI. It has a return on emotion.” That is absolute crap. As marketers we are in business to generate revenue. Social media can be a valuable part of B2B lead generation. When B2B social media has a lead generation component calculating ROI is a simple math problem. You simply look at the revenue from the leads generated from social media and the cost it took to acquire that revenue. B2B social media has a clear ROI. Don’t listen to the treehuggers.
- B2B Social Media Can Replace Offline Marketing - Social media is only one piece of an integrated marketing effort. It is unlikely that social media can replace all of your current traditional marketing efforts. The truth is that to go cold turkey from traditional marketing is stupid. Instead, social media and traditional marketing efforts should be combined to amplify each other. Doing a direct mail campaign? Why not try testing including your LinkedIn Company Page URL? Don’t ignore offline. Figure out strategies for online and offline marketing to work together.
- B2B Social Media Is About Narrow Targeting - This might be the myth that bothers me the most! In B2B marketing it has always been thought that it is all about extremely focused and targeted marketing. The problem is that in a world of social media marketing is no longer linear. Everyone has the potential to influence another person or spread your content. For the first time a non-customer can actually have monetary value to your business. While someone may never buy your product or service, they can easily refer someone else that will. In the world of B2B marketing building an ever growing social media reach has never been more important. Forget targeted! Take a cue from the B2C folks and work on pumping up your social media reach.
- B2B Social Media Is Only About Lead Generation - Yes, Jeff and I wrote an entire book about social media lead generation, but that isn’t the only application of social media for B2B companies. In fact social media has applications across most aspects of a B2B business. For example, Lead management, is a post lead marketing process where social media can be extremely valuable. You might want to use data from social media to help better sales qualify a leads. You might want to send a custom product focused email to anyone who is an existing lead and mentions your product on Twitter. This is a simple example, but social medi can be a valuable source of data to determine which of your leads are sales-ready.
Did a miss any B2B social media myths? Which B2B social media myth do you think is the most widespread?
COMMENTARY: Although I agree in principal to most of the above, I would like to add the following:
#1 – I agree that social media can be used for B2B, but disagree that it is not about SELLING. It sure is hell is. I call it social selling. Good salespeople do not sell. They first try to establish a rapport, and develop trust, before closing the sale. You need to use these same techniques in the digital realm. Social selling is particularly important in B2B situations because there are typically several decision-makers and influencers, long sales cycles involving demonstrations and presentations and multiple layers of corporate bureaucracy. This is particularly true for high ticket items and unproven new products and services.
#4 – Marketers should target B2B leads to decision-makers and influencers. Don’t use a shotgun approach.
#5 – social media is the biggest focus group in the world. If used properly you can gain valuable knowledge about your products and service and what people are really thinking.
I am still not entirely sold on whether social media is effective for generating sales. Promotions seem to work well, and have for some brands, but they seldom lead to future incremental sales or even brand loyalty. The research I have done bears this out. You can read about it here: http://xurl.at/6bl.
Courtesy of an article dated January 6, 2011 appearing in Social Media B2B
Social media is essential for PR in the company. You can link and conversant with your clients. Individuals should know that social media is not to offer products!
Posted by: B Harat | 02/23/2013 at 12:05 AM
generated from social media and the cost it took to acquire that revenue. B2B social media has a clear ROI. Don’t listen to the treehuggers.
Posted by: social marketing courses Cardiff | 03/20/2012 at 03:43 AM
Cal,
Some industries just don't lend themselves to social media. You really need an integrated marketing approach. consistent branding message, don't forget to include your email, website URL, FB and twitter accounts in your ads. Social works best when it is integrated with traditional advertising: print, radio, TV, and direct. Actually, for my money SEO is more effective and has higher CTR's. The evidence bears this out. I agree, marketers should not rely solely on online advertising. targeting is very important. identifying the true buyers and users of products. You can click on my blog subject categories: social networks, advertising, marketing to get a lot of information. Hope that helps. tommy
Posted by: Tommy | 01/14/2012 at 10:13 AM
Hi Tommy!
Kudos to you for this highly informative and kick ass blog! This sure is an eye-opener for all neophyte online entrepreneurs out there. I sure learned a lot from it. I know a lot of bloggers who have actually gone lazy and became dependent with online marketing. I mean personally, I would still like to be able to talk to marketers in person than rely on one form of advertising only. You can never be too careful nowadays. That's just my two cents though. What about you? Any other revolutionary online marketing tips for us?
Posted by: Cal Oystern | 01/13/2012 at 11:16 PM