Are B2B social networks essential for everyone?

[chameli]

B2B social networks are now at the overseas data heart of all discussions, whether at a professional or personal level. Indeed, controversies surrounding these communication tools are increasing. However, in many cases, social networks are a real advertising boost. Today, B2B social networks are a real factor of influence and are an integral part of a digital marketing strategy.

The true heart of your marketing and sales strategy, reputation can increase or falter your sales. But for many industries, B2B social networks are not a priority. Indeed, some sectors of activity are so small that their targets are few. In addition, social networks can be questioned in relation to your targets. The question is therefore to know if your targets are present on the networks while knowing on which ones they are active.

Therefore, we can ask ourselves if a social media strategy would be essential for all industries?
For most people, digital means website and social and media, because it gives direct visibility to a brand. Social networks are easy to set up and develop whether they are embedded in a 360° digital strategy or not. In a way, social networks are a first step towards digital, one could say.

Despite all the controversy surrounding these media, social networks are widely used around the world today. Many statistics converge to show that its use makes it the number 1 type of media in the world. Statistics show that there are:

4.1 billion Internet users worldwide, or 54% of the world population
3 billion Internet users are active on social networks, i.e. 43% of the world population or 61% of Internet users.
2.2 billion are active on Facebook
1.5 billion people watch at least one video on YouTube per day
1h20 is the average time spent per person per day in France
1h36 is the average time spent per person by Generation Z in France
95% of Generation Z people watch at least one video per day on YouTube
All these statistics show the weight that social networks have on our daily lives. A Google study shows that 74% of Internet users do a search before buying a product or service. These same Internet users find out information on social networks and are attentive to the opinions of other consumers. Social networks therefore contribute to the reputation of a company for good or for bad.
Are B2B social networks really useful in a digital strategy? We have previously seen that from a statistical point of view there was a real interest in positioning oneself there. Indeed, the potential value of the market is so strong that one could say that social networks are essential to everyone. But what is the typology of these users and more particularly of your targets? For most companies, social networks are very important in a digital strategy and those at several levels which are:

For the dissemination of your company's content and know-how. Your goal is to make your skills known as well as your point of view on your specializations and that of your targets. The goal is to promote yourself
Building a community and engaging them with you so that they are your first relays of opinions.
Demonstrate your ability to move towards digital
Involving your community in your strategy and making them not consumers but consumer-actors.
Having a new lever for customer relations.
Social networks have a real utility. We see it through our own experience within Force Plus where in 1 year our social media strategy has paid off. In summary, social media has contributed to:

Triple the number of visits to our site
Being a major player in customer relations in France
Bring together a real community and become influential on various marketing and sales issues
Increase our ranking and our overall authority of our site to be better referenced on Google.But the real question we can ask ourselves is whether or not social media is useful to everyone. Indeed, adopting a digital strategy and more particularly a social media strategy cannot be done halfway. Everything must be included in a global and relevant strategy. So what to do when your company does not have enough budget or is in a niche business?

First, when you don't have enough budget, the question of using social networks must apply to its simplest function, that is to say the diffusion and sharing of information. Indeed, launching into a social network strategy requires a lot of time. Whether it is for building a community or social selling via LinkedIn , it takes time. Also ask yourself the question of what social media can bring you or not.

Secondly, if you are a niche company, would it be wise to use them? And what if you are also a company focused solely on B2B? All these questions lead to one observation. What's the point? Having 20 followers on Twitter, 40 on Facebook and 3 on LinkedIn. Your core business is so specific with such restricted targets that using social networks is a waste of time. Better to invest in a good salesperson who will bring you business or in a lead center .

To conclude, we can say that social networks in B2B are not for everyone. Everything will depend on your environment, your sector of activity and your competitors.

[yadaysrdone]

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