Business to business (B2B) sales have long been reliant on in-person interaction where two businesses would meet and exchange goods and services. However, today the B2B sales model has shifted with current technology. B2B sales models now need to begin to realize the benefits of optimizing their use of social media to drive profits.
The recent influx in technology has exposed problems with existing B2B sales models. B2B business content has traditionally focused on product or service features rather than detailing the business problem it solves. But businesses themselves are seeking the solution to their problem, instead of sifting through product features to determine if doing business with a particular company or organization is a good fit.
Customers today, whether in the B2C or B2B space, prefer the fast-paced nature of the digital world with instantaneous transactions. As online access continues to shift the way business is conducted, many B2B businesses now offer readily available online connectivity–giving businesses the ability to consummate a deal instantaneously. This instant access to online platforms and services not only gives businesses more opportunities to find and communicate with potential clients but also to gain exposure among a broader base.
Given the current climate, B2B companies can and should leverage social media to its advantage to increase sales. Social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and more have all become part of the arsenal for sales and marketing teams looking to promote and sell goods and services. Today’s consumer is spending more and more time on social media, and your next customer may just be a result of your company’s social media campaign and presence.
Beyond sales, the most effective social media strategies are driven by content. The longstanding phrase “Content is King” holds very true, especially in marketing and sales strategy. Using social media platforms to find customers, share articles and relevant information, or to drive engagement all have positive direct results for businesses. One of the biggest benefits of social media platforms for business is the instant dialogue and interaction. Commenting, tweeting, messaging, and posting articles and updates gives businesses and individuals the ability to directly connect with one another without going through middlemen, giving customers the authenticity they desire.
B2B sales is beginning to break away from traditional models and move forward in the digital era, but there is much to be done to truly connect businesses with the products and services they will need in 2018 and beyond. By creating instant connections with potential customers, offering on-demand access to services, keeping themselves top of mind with relevant social media posts and maintaining the customer connection with great customer service, B2B companies can effectively begin to leverage social media for their benefit.