The use of SNS is commonplace in BtoC, but although it is used in the BtoB domain, there are still companies that do not have Facebook or Twitter installed on their homepages or owned sites, so it is still necessary to make full use of SNS to deepen marketing. There don’t seem to be many companies going.
This time, I would like to explain how to use SNS in general, along with some examples from our company.
Utilizing SNS in BtoB
As with our clients, the most important aspect of BtoB marketing activities is receiving orders.
In BtoB marketing activities, the work that creates opportunities to develop projects and contact potential customers at the previous stage is collectively referred to as CPA.
The budget is determined based on how to match the CPA, and KPIs are set.
The media side and agencies are implementing measures to get closer to the customer’s KPIs, but what about SNS?
Rather, the big indicators are how much it’s spread and how many “likes” it gets.
In other words, the key to achieving a great effect is how much it spreads in the community and communication between individuals.
I feel that when the above is assumed, the way of PR and the way it is launched will change drastically.
On SNS, if you push your product too far, it won’t be spread and you won’t get any “likes”, whereas with other media (display advertising and media), it’s a matter of how to put your product in front of the page and attract customers. I feel like there is a difference.
In other words, to put it simply, the things that are most likely to directly lead to business or projects are inflows from media, display advertising, network advertising, and search engines.
Compared to media and display advertising, SNS is currently used to approach potential customers at a much earlier stage.
Our usage examples
Although the CPA of the advertisement itself was surprisingly good, compared to other companies, we were not able to take measures such as spreading the word and getting a lot of “likes.”
We are directly incorporating article content such as columns that are uploaded daily into Facebook and feeding it.
However, about half a year after I started using it, I suddenly started getting “likes”.
Even from an outsider’s perspective, it is unclear what caused the posts to suddenly start receiving “likes”.
Just when I thought, “Okay! I can go!”, I received a notification that Facebook had changed its algorithm, and after that, it suddenly stopped working.
(By the way, we have not been able to detect any direct effects from Facebook other than advertising)
In any case, since SNS is a community with a large number of MAUs, I think it is best to proceed with at least minimal measures.
summary
◆Many companies believe that the use of SNS in BtoB activities does not directly and immediately contribute to business.
◆Among these, our company was making good use of Facebook from an advertising perspective. At the same time, the company has been working diligently to spread the word about its own accounts, but it has not been seen as a direct effect.