Earlier this week I met with a representative of an ad agency in Minneapolis. His work is primarily in the world of consumer packaged goods. We were discussing the agency’s exploration of social media and whether it made business sense for them to go that direction. Why it would even be a question was a mystery until he commented that using SM tactics seemed a natural fit in the B2B space (where I’ve been for the better part of a decade), but not so in B2C.
In the past 12 months I’ve sat on panels dedicated to discussing the value of using social tactics in B2B and the starting point has always been that B2C is the natural.
Talk about your grass-is-always-greener moments.
Having had the opportunity to give it more thought, I can see where new-found friend is coming from. The products he markets are ones you come across everyday at your local supermarket. If he can prove that a facebook fan will drive sales of butter he has a shot at getting the customer to take a look at it.
This is not to say I don’t think SM and B2C don’t mix. On the contrary, I think it they can live together quite nicely. However, in B2B the sales cycles are much different.
Unlike consumer products, most B2B sales are more complex and carry more risk – professional and personal – for the buyer. For this, and other reasons it is critical that the buyer believes the supplier is credible and trustworthy. Social media tactics are exceptionally well suited to do just that. But social tactics alone will not accomplish the goal. In fact, they are but one piece of a much larger marketing communications puzzle that one must build.
Don’t make the mistake of throwing traditional media out the window in favor of social media. Those who have are finding they regret the move and are scrambling to reassemble a media mix that will achieve their goals.
The new media mix – traditional + social – is an area that deserves deeper exploration and I plan to do exactly that in the coming weeks.
My journey into the world of Digital Communications started in 2004 with the idea that I could use video testimonials to drive leads for the enterprise software company I was working for. It worked and, along with my good friends Albert Maruggi and Mike Keliher, I expanded into blogging, podcasting and Twitter. With each step we experienced more and more success. In early 2010 I moved from the client side to the agency side doing the same kind of work for a number of vertical industries.
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Search Wondering Out Loud
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