In ”
“, we introduced the use of SNS to spread the word about the existence of your site as a measure to increase the number of customers accessing your site.
We also mentioned that Japan’s representative SNS are “Facebook,” “Twitter,” and “Instagram,” but which SNS is effective for BtoB marketing?
This time, I would like to touch on the characteristics of each SNS and think about SNS that are highly compatible with BtoB, especially the HR (human resources) field.
Characteristics of SNS marketing
SNS is an abbreviation for social networking site, and its feature is that it allows two-way communication between users.
Both individuals and companies can register, and from a marketing perspective, compared to advertising such as email distribution and DSP (automated advertising distribution tool), which are one-way communication, the target users (potential customers / prospective customers) are closer to each other. You can communicate with customers (as well as existing customers).
SNS marketing is the process of communicating with users through SNS, increasing the number of visitors to your company’s website, increasing inquiries, and branding your company.
What are the characteristics of each SNS and services/methods with high marketing effectiveness?
The generation, gender, purpose of use, and method of use of the main users differ depending on the SNS.
In SNS marketing, we maximize marketing effectiveness by understanding the characteristics of each site, utilizing SNS that are highly compatible with our services, and communicating tailored to each site.
Here, we will consider the characteristics of each SNS and the most effective marketing methods.
◆Facebook
In
the [Survey on the actual situation regarding the collection and utilization of management information of small and medium-sized business owners
] introduced in ”
“,
“The media that has seen an increase in usage compared to three years ago is homepages.”
Facebook and Twitter are often cited as representative examples of new media, but when it comes to business use, Facebook seems to be attracting the attention of small and medium-sized business owners. ”
According to the question results, especially among people in their 30s and 40s, compared to other media, it is the media with the second highest number of responses after homepages.
The main user generation for Facebook is people in their 40s, followed by people in their 30s.
The site also features real name registration, and text is the main posting method, but photos and videos can also be posted. Dissemination to users can be done through “likes” and “shares.”
In the HR (human resources) field, many items fall under the category of BtoB intangible products, so there are limits to information sharing with visual information alone, and Facebook, which allows information to be disseminated mainly through text, is an SNS that makes it easy to promote products. It is thought that.
◆Twitter
The main user generation of Twitter is people in their 20s, followed by people in their 40s. Compared to Facebook, the age group is younger.
The site’s features include the ability to register anonymously and the text limit of 140 characters, which lowers the psychological barrier to posting than Facebook and allows for more casual communication.
Users spread the word through “shares” and “hashtags,” and the psychological hurdles for the spread itself are lowered, so one of the characteristics is that explosive spread is likely to occur, both in good and bad ways.
Considering the characteristics of communication, there is a tendency for people to prefer friendly posts, so when considering products in the HR (human resources) field, it is better to use self-deprecating presentations or characters rather than directly promoting the product. , it becomes necessary to devise ways to communicate in a way that creates a sense of familiarity.
◆Instagram
The main users of Instagram, which is a latecomer of the three SNS, are in their 20s, followed closely by those in their 30s and 40s.
Another feature that other SNSs do not have is that there are more women than men in every generation.
Regardless of whether you use your real name or anonymously (you may use multiple accounts), your posts will mainly be images.
The appeal will be through visual information, and the spread will be through “likes” or “hashtags.”
The more keywords such as “Instagrammable” come up, the more empathetic images (so-called photogenic) are required, and it can be said that services and products that are visually appealing, such as food and drink and fashion, are highly compatible with SNS. .
Summary of characteristics of each SNS
[Facebook]
- Most users are in their 30s and 40s
- It is suitable for companies that handle intangible products such as information products as it mainly posts in text.
- Gaining high support from small and medium-sized business owners
[Twitter]
- Supported by young people, especially those in their 20s
- Due to the 140 character limit, many posts are casual.
- Depending on the content, it can generate explosive hit posts that become social phenomena.
[Instagram]
- It has received overwhelming support from women, mainly in their 20s.
- Mainly image posting
- Suitable for so-called photogenic products that are easy to visually appeal to, such as food, drink, and fashion.
What are SNS that have high marketing effects in the HR (human resources) field?
Considering the main user base and characteristics of SNS, Facebook is probably the most effective.
We post on Facebook at the same time as when we update our columns, and we are actually seeing certain effects, such as attracting more visitors.
In addition, regardless of the product or service, you can plan effective marketing measures on any SNS depending on your ingenuity, and you can also post on Twitter and Instagram in conjunction with Facebook, so you can match your company’s goals and resources. It would be a good idea to take appropriate measures accordingly.
summary
◆SNS marketing is a method of branding your company by communicating with users using SNS to attract more customers and inquiries to your company’s website.
◆In the HR (human resources) field, there are many items that fall under the category of BtoB intangible products, so there is a natural limit to disseminating information only through visual information, so Facebook is an SNS that is easy to appeal to because it allows information to be disseminated mainly through text. It is thought that
◆Regardless of the product or service, you can plan effective marketing measures on any SNS depending on your ingenuity, and you can also post on Twitter and Instagram in conjunction with Facebook, so you can use it to suit your company’s goals and resources. It is also good to implement appropriate methods.