The use of SNS has increased with the spread of smartphones, and this has been accelerated by people staying at home during the coronavirus pandemic. The age groups and characteristics of users differ depending on the SNS, but it is a medium that allows you to approach users directly.
I have the impression that SNS marketing is being carried out in BtoC, where a direct approach to users is effective. However, SNS marketing is also effective in
BtoB
. This time, we will introduce SNS marketing in BtoB, how it differs from BtoC, and how to make it effective.
SNS marketing for BtoB
When working on SNS marketing for BtoB products and services, it is necessary to consider specific measures after considering the characteristics of the decision-making process unique to BtoB.
1. Person in charge and decision maker are different
In most cases, in B2C, the same person is the one who considers the product/service, makes the purchase decision, and actually uses it. On the other hand, in BtoB, a person in charge at the counter considers a product or service, gives approval, then a decision maker decides on the purchase, and then a person in charge at the site actually uses the product or service. is involved.
2. It takes a long time to make a decision
In BtoC, if the user himself or herself thinks it is a good idea, the decision to purchase is made immediately, but in BtoB, as mentioned above, multiple people are involved, so it is not easy. It takes a much longer time than B2C to complete internal consideration, approval process, and payment.
3. Expect continuous business with high unit price
Since BtoB deals with corporate customers, the cost per transaction is higher than BtoC. Another characteristic of BtoB is that decisions are made over a long period of time by multiple people, so once a purchase is made, continued transactions can be expected.
As mentioned above, BtoB involves multiple people and the decision-making process up to purchase takes a long time, so it is important to take this into account when it comes to SNS marketing.
Also, unlike BtoC, the target audience is limited, so there is no need to “increase the number of followers” or “buzz” when engaging in SNS marketing.
What can be achieved with SNS marketing for BtoB
By engaging in SNS marketing for BtoB products and services, you can achieve two things: increase awareness, acquire potential customers, and strengthen relationships with existing customers.
1. Increase awareness and acquire potential customers
BtoB products and services are less likely to receive word of mouth or introductions from users than BtoC, and when a demand for replacement arises within a company, the person in charge will make inquiries and request materials from companies they know. The key is to get your company’s products and services in the mind of the person in charge at this time.
SNS is an effective way to let people in charge know about your company’s products and services. When a person in charge looks at SNS in private, it is a great opportunity to gain recognition for products and services. Placing advertisements in industry newspapers is one way to gain recognition, but the cost of posting them is high and the space is limited, so SNS allows you to gain recognition without incurring costs.
It is possible to gain recognition of the person in charge on SNS before demand for replacement arises, and when the time comes, generate search demand and lead to inquiries. If low awareness is an issue, such as when a product or service has just been released, it is important to actively post on SNS to raise awareness.
Additionally, if you post the worldview and values you want to convey through your products and services on SNS and gain sympathy, you will be able to acquire potential customers, and SNS is also effective in strengthening your branding.
2.Strengthening relationships with existing customers
SNS is also effective in strengthening relationships with existing customers. Many companies communicate using business email, but SNS allows you to quickly disseminate information and inform existing customers, and you can also reply to messages from customers, allowing for seamless communication.
Good SNS for BtoB SNS marketing
There are five SNS that are considered good for BtoB SNS marketing: Facebook, Twitter, Instagram, LINE, and LinkedIn.
1.Facebook
More than 26 million people use it in Japan, and it is an SNS based on real-name registration. Therefore, there are many examples of its use in business, and SNS marketing is actively conducted. Facebook ads can be segmented by users’ jobs, hobbies, and interests, and are highly accurate in targeting, so many companies use them.
2. Twitter
The number of users in Japan exceeds 45 million, and it is an SNS that mainly communicates in short sentences of 140 characters or less. It is characterized by its high virality due to the ease of posting and the retweet function that allows posts to be easily shared.
In business, it is necessary to make use of real-time content in content and communicate in short sentences about things that are likely to be of interest to the target audience, and communication with users can improve a company’s image.
3. Instagram
The number of users in Japan exceeds 33 million, and it is an SNS that mainly posts photos and videos. You can upload photos and videos that catch the attention of users, and by creating content with a consistent design and atmosphere, you can improve your company’s branding power.
4.Line
With approximately 89 million users in Japan, it is the most used SNS. Companies can use their official LINE accounts to send information to users, bringing companies and users closer together.
5.LinkedIn
Although the number of users in Japan is small at 2 million, it is a SNS that is used mainly for business overseas. Since there are many users from overseas, it is said to be a good match for products and services targeting overseas.
Key points of SNS marketing for BtoB
To actually start SNS marketing for BtoB, the key points are clarifying the target, selecting SNS, and building an operational system.
1. Clarification of target
Start by clarifying your target. 4C analysis and 4P analysis are effective for considering targets. The 4Ps consider “what kind of products, at what prices, through what distribution channels, and how to promote them” from a “company” perspective.
In addition, the 4Cs are: “The value the customer receives is how much money and time the customer spends, and the ease with which the customer can obtain the information.Does the customer receive the information they want?Are the voices of the customer being heard?” Let’s think from the customer’s perspective.
2.Selection of SNS
Once the target is clear, we will consider the social networking sites to post on. Since the main usage age, usage scenarios, posting formats, etc. differ depending on the SNS, choose a SNS that is highly compatible with your product/service.
3.Building an operational system
Finally, we will consider the operational structure. We will decide specifically how often to post, what content to post, and who will be in charge of posting. This is done to gain recognition from users, so we recommend posting at least once a day. Also, it is a good idea to have multiple people in charge of this to avoid having each person contribute to the post and increase the workload.
summary
- In BtoB, multiple people are involved and the decision-making process up to purchase is long, so it is important to take this into account when it comes to SNS marketing.
- By engaging in SNS marketing for BtoB products and services, you can improve awareness, acquire potential customers, and strengthen relationships with existing customers.
- There are five SNS that are considered good for SNS marketing for BtoB: Facebook, Twitter, Instagram, LinkedIn, and LINE.
- To start SNS marketing for BtoB, there are three key points: clarifying the target, selecting SNS, and building an operational system.