For some B2B companies, including social media in the overall marketing mix makes a lot of sense, as many business professionals are already using social media.  Using this tactic as part of the marketing mix is like any other aspect – you must first determine objectives, strategy, and key performance indicators.  However, there are some unique aspects to social media that you need to keep in mind:

1.  Build up your presence with content. Content is king! Create content for your customers that they can use – whether it be a whitepaper they can pass on to their colleagues, a graph they can use in a presentation, or a quick fact they can retweet. Give them something of value and they will share your brand name and content. You should be using existing material and repurposing it for your needs.

2.  Follow your customers. Find where your existing and potential customers are and join them. Become their friend, follower, or contact. Offer your content to them.  Build a relationship.

3.  Maintain your presence. If you’re going to utilize social media, you must stay active in the space. This may include adding new content on a regular basis, updating your profile, and reaching out to new potential customers.

Tags: Business-To-Business, Content, Planning, Social media