The argument of whether Social Media Marketing (SMM) is just a fad or so much internet hype is rapidly losing ground as more and more businesses (everyone from Starbucks to your local church) engage in social networking. The goal of most of these organizations is to reach out to the consumer. However, social networking can be vital in Business-to-Business (B2B) marketing as well. Why should your business consider B2B? Because it works.
So many companies garner business from other businesses, it would be a mistake to leave these customers out of the business marketing plan. It may seem easier to connect with the individual customer through social networks like Facebook—after all, one-on-one interaction is why the sites were created to begin with. But today social networking from business to business can be just as effective when it comes to making connections and interacting with the consumer (in this case, other businesses).
These days it seems almost every company and individual is on the internet. There are the typical social network websites (Facebook, Twitter, etc.) and then there are the niche communities. Some websites offer a free platform for creating these focused groups–Ning is the most well-known—so you can engage in a community of all restaurant owners, or all small bookstores, or all your company genre here.
Kipp Bodnar at SocialMediaB2B suggests gaining insight from your community (once you find or establish it) by searching within the parameters of the group. You can use what you have learned to “develop marketing materials, generate sales leads, and aid product development,” says Bodnar.
The next step is participating more fully within the community. Truly engage with other users, not just to promote your own site—although if an opportunity presents itself, feel free. However, your main goal for being part of the online community is to contribute. Answer those who need advice, comment on posts that are relevant to your business, and create your own posts that relate to the industry as well. These relevant discussions and real conversations will promote good community and relationships between your business and others.
Is there an online community within your industry that you should be participating in?
