How to build a quality B2B company profile at the level of social networks ?

B2C companies have always had an advantage over B2B companies . Mainly because they are Objectives for companies working with B2C It's easier to set up and Achieved . It's not much different on social media. This topic comes up again and again for a variety of reasons, but mainly due to the longer lead time of the B2B buying process compared to B2C, the higher cost per transaction in B2B, and the fact that in the latter, every deal usually involves a lot of people making decisions.

With the help of globalization and digitalization, social networks have become a common point in the marketing strategy of some of the fastest growing B2B companies. Given the fact that 2.62 billion people were logged in to social networks in 2018, consider starting to build your brand on modern channels such as Facebook, Instagram or LinkedIn.

Focus on the main elements in the consumer's purchase decision

The buying process is a living thing that changes over time. Understanding the purchase path and perceiving opportunities in the purchase funnel are key to optimizing the marketing mix. Even B2B companies have a matrix of specific elements that affect the customer in the decision-making process.

• In B2B business, it appears A multitude of functional needs that must be fulfilled before a purchase decision is made, such as competitive pricing, support and further clarifications regarding the product development plan.

• Purchase is made based on consumer sentiment , whether they are in the B2B or B2C segment, whether they are aware or not... A study conducted at Harvard University investigated the impact of emotions on consumer behavior. As part of this research, they identified the so-called » emotional motivators «. These are the forces that guide consumer behavior. Because of this fact, more and more companies in healthcare, technology, pharmaceutical, and financial are investing in brand branding where they can attract and retain them in the long run, often leading to growth and profitability.

• The appearance must be consistent with the brand identity. Build recognition! At this stage, consumers are looking for answers, sources for further reading, educating themselves, reading research and opinions of others. Potential customers may not have heard of your brand and don't know it yet. In any case, it is necessary to dose quality content to different channels consistently. In their eyes, you have to build Brand authority and recognition and hope to be "top of mind" when they think about buying.

The purpose of the content is generation of marketing qualified contacts – LEADS , on which we must also build all activities in the future. They must always have you somewhere in their heads, because in the decision phase, they will surely remember you sooner based on this type of activity. Which ones exactly? We present all this to you when we do an analysis of pages, activities and goals.

Let's get started: How to develop a strategy?

Now that we know some of the motivators, let's start with how to build a brand on social media. First of all, you need to know your potential customers. Once you start thinking like your customers, you will achieve better results in targeting and communication on social networks. Start with an abstract view of your target audience and ask yourself the following questions:

• What is the connection between the members of your target audience – customers? Is it a common theme, activity, or geographic location?
• What problems does a potential buyer face?
• What Websites Do they visit and do they have a good user experience there?
• What do they ask there before they decide to buy/ask?
• Which brands (influencers) do they follow on social media?
• Why or for what purpose are they on social media? For information, sales/purchase, or for the purpose of connecting with an expert within an activity they are interested in?

When you start asking yourself these things, you'll get answers and reasons why they're buying your or your competitors' products or services. What's more, you can also undertake quality qualitative analyses. With this approach, you can also get detailed statistics and instantly get data on the location, age, interests of your target audience. With this, you can already set up content that will be talked about on the social network. And then you Set goals , what you want to achieve on social networks (more visits to the site, more purchases, more e-mail addresses for sending e-mails, branding...).

How will you know you're on the right track?

Goals can be very different. The goal may be to increase the reach of the post, other times it may be to have more audience on the blog you have published. Once you know what you want to measure, you can set up the metrics you want to use. Set a goal to get more follower traffic from social media to the website. You can measure things like:

• The number of clicks per post?
• View the page?
• Traffic channels?
• Time on the side?
• How many people leave the site right away?

Once you point a follower to Website , you can measure how it behaves through Google Analytics . You can see this by the information about how long the visitor stayed on the website and how many subpages he reviewed before leaving the page. Once you understand your audience and what your goal will be, you start posting. This is where we are of great help to PNV, where we can ensure professional and effective communication on your brand's social profiles with quality content and graphic creatives and a well-thought-out strategy (because we analyze your target audience). We bring the right potential customers to your Website through various activities or channels. Are you interested in which ones?