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B2B Marketing and Social Media

B2B Marketing and Social Media

As social media continues to grow and evolve, many businesses are seeking ways to utilize it as part of their marketing strategy. Unfortunately, social media has received a bad reputation among a large number of B2B companies. Many B2B companies simply struggle to understand the value of it and have resolved to believe that it just will not work them.

There are a lot of reasons for this belief. This idea that social media only works in the consumer world is driven by the fact that it is consumer- based companies who appear to be making the biggest impact in this space. Big name consumer brands appear to be successfully dominating this marketing channel leaving B2B companies with the impression that social media is only for B2C companies. Even the concept of gaining "likes", "followers" and "friends" seems like a B2C model. B2C are also so aggressive in this area that many B2B companies believe their efforts will be fruitless - simply lost in the crowd.

Another belief B2B companies might have is that their customers and prospects simply aren’t using social media. They believe that social media doesn’t make sense in their industry because maybe their industry is very technical or complex; which doesn’t seem like the right combination with social media. Again, social media is prominently misunderstood in the B2B world.

While all of these fears seem legitimate, the fact remains that B2B companies can compete and be successful in this space. Social media can be intimidating because it is such a new concept. Social media is blurring all the lines between marketing, public relations and advertising; social media has given companies a new and dynamic way to communicate with their customers and prospects.

B2B prospects are more selective with their time. We have seen this before with the evolution of websites. Prospects increasingly want more and more information at their fingertips so they can make decisions quickly. They want to know a company is in their corner that understands their business and understands their challenges. B2B companies have a deep understanding of their customers and have experience understanding complex problems.

Social media is just one more place to connect with the people behind those businesses. Social media is fundamentally just another way to connect with people. Social media gives your customers and prospects another way to learn about your company and engage with you in new and exciting ways.


The benefits for social media are endless as long as you develop a marketing strategy that makes sense for your goals. Here are some of the benefits you can receive from utilizing social media as part of your online marketing strategy:

  • Observe and Listen
    • Manage your online reputation
    • Grasp the voice of your customer
    • Monitor trends in your industry
  • Two-Way Communication
    • Build personal relationships with your customers
    • Develop a community atmosphere internally and with customers
    • Utilize social media for customer service needs
  • Make an Impact
    • Provide information to educate customers and prospects
    • Become an industry expert
    • Demonstrate product and services
  • Drive and Convert
    • Generate Leads
    • Increase inquiries and requests for quotes
    • Engage and support dealer/reps

Visual App has years of experience with B2B companies and understands the challenges but also see unique possibilities in this space. We will help you expand your online presence by first branding your social media sites, integrating them into your website and managing a campaign to meet your goals.


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