So far all I have shared with you is the use of social media to address your audience, in particular consumers. But on a wider perspective our audience- our stakeholders- consist of our clients, employees, suppliers, or even consultants and vendors we deal with in our day to day business. Social media marketing and networking is clearly a means but not an end to nurture every business relationship.

B2B is a complex sales practice which involves a lot of people and companies. It is not easy to start conversations between your prospect and the company. There has to be a way in which your ideas get the conversations rolling. Here lies the need to strategise your marketing content in order to broaden your reach.

It is a fact that consumers rule the buying decisions and companies can no longer dictate or push a product on the consumers. Sales guys have been worst hit thanks to the advent of social media since consumers look for networking sites which will help them make their purchase decisions.

This is the cue B2B marketers can take to enter the social media sphere and make the most of it. Facebook and Twitter are amazing stops for B2B marketing. But the approach for B2B marketing is similar to any non B2B marketing.

Here is what you have to do to start your social media marketing efforts.

1. First, listen to what is happening around your brand and the industry. Set up Google Alerts with your company’s name and also competitor’s name.

2. Second, monitor, analyse and  make conclusions on where you stand and what should your goals and strategy be.

3. Third, after framing your business policies and strategies, design content that will inspire prospects and existing parties to start conversations with you.

4. Fourth, step into your buyers shoes and develop content relevant to them.

5. Fifth, do not start hard selling from the beginning.

6. Sixth, research on audience profile, what are they typically researching, what are the problems they are facing, etc…

7. Seventh, address the issues they may be facing and also the solution to their issues.

This way, you have set the stage for your pre-sales conversations even before you interact with them personally.

Follow us on @iridiuminter or my personal twitter @sbharatam.

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