如何玩转B2B社交网络

香港城在线 2017-03-02 09:50:46

很多B2B公司都在努力掌握社交媒体营销或者直接忽视它。尽管B2C公司在社交媒体上取得了成功,而B2B公司仍然依赖传统的策略。传统的战术仍然有效,但它们不应该被用来直接代替社交媒体。相反,你应该将社交媒体整合到你的战略中,以获得更好的结果。

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如果你一直在回避Twitter,Facebook和Instagram,你认为它不会为你服务为你带来效益,你就错过了一个巨大的机会。接下来将告诉你,你可以如何开始使用B2B社交媒体。

For some reason, a lot of B2B companies have either struggled to grasp social media marketing or flat out ignored it. Despite the success that B2C companies have seen with social media, B2B companies are still relying on traditional tactics like cold calling and attending business networking breakfasts. Those tactics are still effective, but they shouldn’t be used in place of social media. Instead, you should be integrating social media into your strategy for even better results.

If you’ve been shying away from Twitter, Facebook and Instagram because you think it won’t work for companies that serve other businesses, you’re missing out on a huge opportunity. Here’s what you can do to get started with B2B social media.

最大的B2B社交媒体营销神话

The Biggest B2B Social Media Marketing Myth

你可能在某个时候听到过,或者甚至自己想过:社交媒体不会为我工作带来效益,因为我在一个“无聊”的行业。请彻底清除你的想法。社交媒体不是为服装和美容公司而保留的。世界各地有超过十亿人在社交媒体上。你可以打赌,他们中至少有一小部分对你的行业感兴趣。你要做的的工作就是找到他们。

瑞士制药公司Novartis,作为一家B2B公司的最好的例子之一,是一家可能被认为无聊但正在玩转社交媒体的B2B公司。大多数人不会指望这个行业的公司在社交媒体上有怎样出彩的成功,但令人惊讶的是,诺华在Instagram上建立了强大的存在感。他们没有发布数百自拍照和励志讯息,相反,您会看到如下图片:

You’ve probably heard this at some point, or even thought it yourself. Social media won’t work for me because I’m in a “boring” industry.Erase that thought from your mind completely. Social media is not reserved for clothing and beauty companies. There are more than a billion people around the world on social media. You can bet that at least a small percentage of them are interested in your industry. Your job is to find them.

One of the best examples of a B2B company in an industry that might be considered boring, but is rocking social media, is Novartis, a pharmaceutical company in Switzerland. Most people wouldn’t expect a company in this industry to be on social media at all, yet alone have any level of success. Surprisingly Novartis has built a strong presence on Instagram, without posting hundreds of selfies and inspirational quotes. Instead, you’ll see images like this:


其中的关键是考虑您的受众群体喜欢的内容类型,而不是自我服务。例如,商业保险对大多数人来说可能是毫无意义的。分享关于商业保险的链接整天不会引来粉丝关注。但是当你想到公司的潜在受众,并针对这些人定制你的社交媒体内容,你可以发布的范围就变得更广泛。

在这种情况下,目标受众是企业主。Hiscox为小型企业提供保险。如果你看过Hiscox的 Facebook页面,你会发现是关于企业融资,营销和创业精神。这些是Hiscox引起受众共鸣的主题,内容即使它不是关于保险,却可以使受众受益。

制作关于你的受众的社交媒体,而不是您的业务。这样,即使你处在一个“无聊”的行业,你仍然可以在社交媒体上提供有价值的内容,并吸引受众的关注。


The key is to think about the type of content that your audience will like, rather than being self serving.For instance, business insurance is about as uninteresting as it gets for most people. Sharing links about business insurance all day isn’t going to build a following. But when you think about who is your your likely audience and tailor your social media content toward those people, the scope of what you can post becomes a lot wider.

In this case, the target audience is business owners. Hiscox offers insurance for small businesses. If you look at Hiscox’s Facebook page, you’ll find posts about business financing, marketing and entrepreneurship. These are topics that Hiscox’s audience resonates with, and the content can actually benefit them even though it isn’t all about insurance.

Make social media about your audience, not your business. That way, even if you’re in a “boring” industry, you can still deliver share-worthy content on social media and continue to build your audience.

不要限制自己只在LinkedIn

Don’t Restrict Yourself to Just LinkedIn

等等!什么?我们在告诉你不要使用最有效的B2B社交媒体平台?在你以为我们自乱阵脚之前,请继续阅读。LinkedIn已经成为很多公司的B2B社交媒体平台的声誉体现,这是有道理的。营销学院发现63%的营销人员将  LinkedIn评为最有效的B2B社交媒体平台。

Wait, what? We’re telling you not to use the most effective B2B social media platform? Before you think we’ve lost our minds, keep reading.LinkedIn has developed a reputation for being the top B2B social media platform for these companies, and it makes sense. Content Marketing Institute found that 63% of marketers rated LinkedIn as the most effective B2B social media platform.

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因此,很多B2B营销人员认为他们只需要在LinkedIn上就可以。这背后的原因是他们正在把社交媒体作为一种产生潜在客户的方式,这使得LinkedIn极具吸引力。然而,你的B2B社交媒体营销的第一个目标是需要的是品牌,而不是引领者。

当你把品牌放在第一位,它给你一个不同的视角来选择哪些社交媒体平台。你会突然间发现Instagram和Pinterest都不再受限制。社交媒体审查员发现,更多的B2B公司开始接受这一点,并扩展到LinkedIn之外。

89%的B2B营销商使用LinkedIn

88%使用Facebook

83%使用Twitter

61%使用Google+

55%使用YouTube

39%使用Pinterest

26%使用Instagram

使用Instagram,Google+和其他传统上不用于B2B营销的平台的公司意识到使用社交媒体进行品牌化而不仅仅是寻找潜在客户的重要性。

一个完美的例子是商业房地产公司CBRE。如果CBRE认为社交媒体只是产生潜在客户的一种方式,它将把所有的努力和资源用于LinkedIn。然而,该公司分支并认识到有益的社交媒体可用于品牌,并开始使用其他平台,如Instagram,Twitter甚至Google+。


As a result, a lot of B2B marketers feel they need to be on LinkedIn and nothing else. The reason behind this is they’re looking at social media strictly as a way to generate leads, which makes LinkedIn appealing. However, your first goal of B2B social media marketing needs to be branding, not leads.

When you put branding first, it gives you a different perspective on which social media platforms to choose. All of a sudden Instagram and Pinterest are no longer off limit. Social Media Examiner found that more B2B companies are starting to pick up on this and are expanding beyond LinkedIn.

89% of B2B marketers use LinkedIn

88% use Facebook

83% use Twitter

61% use Google+

55% use YouTube

39% use Pinterest

26% use Instagram

The companies using Instagram, Google+ and other platforms that aren’t traditionally used for B2B marketing realize the importance of using social media for branding instead of just looking for leads.

A perfect example of this is the commercial real estate company CBRE. If  CBRE saw social media as a way to just generate leads, it would put all of its effort and resources toward LinkedIn. However, the company branched out and recognized how beneficial social media can be for branding, and started utilizing other platforms like Instagram, Twitter and even Google+.


除了LinkedIn之外,为B2B公司寻找其他社交媒体平台的最佳方法之一是看看竞争对手正在如何成功地建立观众。大多数企业都在他们的网站上链接到他们的社交媒体资料。你可以看看你行业中的顶级公司,看看他们主宰哪个平台。这将给你一个参考你该从哪里开始。您还可以查看这些社交媒体的受众特征,了解您的受众群体在哪里。尽管你可能已经听说过,LinkedIn不是唯一的B2B公司的社交网络。


One of the best ways to find other social media platforms besides LinkedIn for your B2B company is to see what your competitors are using to successfully build an audience. Most businesses have links to their social media profiles on their website. Take a look at the top companies in your industry and see which platforms they’re dominating. That will give you an idea of where to start.You can also take a look at these social media demographics to find out where your audience hangs out. Despite what you may have heard, LinkedIn is not the only social network for B2B companies.


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