So you know all about the preferred social channels for B2B companies, but what about those B2C businesses? The good (and obvious) news is that social media is still a great tool, the only difference is that those businesses should focus on different channels.
Now, don’t panic if you’re a B2C who’s currently using an “unpreferred” channel. Clearly, if it’s working, then it’s working; who am I to tell you how to run your social media? But, for those companies not seeing the amount of engagement they would like, maybe it’s because you haven’t found the best platform for you.
Similarly to B2B companies, Facebook is a great platform for B2C marketers because 95% of businesses worldwide are on it. It’s established and cost-effective, and by being able to advertise and promote posts, companies can get their content in front of a broader audience.
However, for B2C companies, Facebook should be focusing on establishing oneself as a brand. Use the platform to show new and potential customers that your brand is reputable and give users a feel for who you are. Facebook is a place to create a community of users, where internal customer service and the external community come together. Show your potential buyers who else uses the product and how they feel about it. Thanks to the revamped and upgraded Facebook groups, as of May 1, 2019, the way companies are able to interact with customers is changing.
Given groups’ newfound prominence on Facebook, think about creating one for your business! It makes it easy to keep your current users in one controlled space to keep them up to date on your product(s). But, don’t just think of the group as a marketing space; share articles, videos, and photos that may be relevant to your users, and encourage group members to do the same. The more you make your group a place of honest interaction between users, the better the engagement and brand trust you’ll see.
Just like B2B marketing, Instagram is a great place to leverage user-generated content. Customers want to buy your product because others speak highly of the company or the product, NOT because the company itself is touting how great their product is. And you know what they say, a picture is worth a thousand words, so why not lead with what sells? It’s recommended for B2C businesses to use Instagram if they have a visually appealing product and their customers value: design, style, aesthetics, and are younger than 30.
As soon as a product user is willing to share a photo of themselves using your product, that means they believe in it. Very few people are willing to share a photo and therefore associate themselves with a product/service/brand if they weren’t a fan. By taking advantage of this, your brand trust can skyrocket! Plus, Instagram is a platform that makes it’s content very easily digestible. Seeing is believing for most people, and a company Instagram makes that easier than ever.
Pinterest is a great platform if you’re looking to be found organically (and it’s not a great platform for spending marketing dollars). Pinterest is about visual-based discovery, and potential users are willing to do just that. On Pinterest, you can create boards just for infographics from the company, boards for products, and even a board for blogs. From there, drive traffic back to your actual website where the user can purchase the product. Statistics show that 93% of pinners use the site to plan purchases and that a whopping 87% have bought something because they saw it on Pinterest.
Pinterest is great to target and segment users for longer periods of time over other platforms. You can look at what categories your target gender/age group prefers and then cater to them on those boards and in those spaces. Plus, because Pinterest is used primarily to plan purchases, you stay connected for long periods of time. Pinners will visit and re-visit their boards multiple times, so by having a “longer” connection, you are better able to introduce new content/products to users’ boards to keep your business in the forefront of their minds.
Twitter is actually not recommended for B2C companies. Why? It’s too personal. In order for a company to succeed on Twitter, they need a customer support team ready to respond immediately to mentions and then communicate properly throughout departments to ensure the Twitter user is contacted by the correct person. It’s important a potential or existing customer isn’t suddenly bombarded across a variety of channels or experiencing a disconnect when handed off from Twitter to a phone call or email.
If you really want to use Twitter, consider it for brand awareness or possibly an appropriate opportunity to advertise sales/events. But, it really might be more worthwhile to promote sales and events on Facebook or Instagram where users are more likely to spend more time reading through your post and viewing your content.
So, there you have it. By focusing your efforts on the preferred channels, your business is more likely to see the level of engagement they’re hoping for. But, the right channel will still fall short if you’re not posting the type of content your users want to see. What content is that? The answer depends on your business and audience. Get in touch and we will work with you to create a winning content strategy that’s sure to boost your engagement.