Achieve the crucial balance of great
The impact of social media on B2B has been both inevitable and irreversible.
It's amazing if you think about it. Social media gives business buyers free and easy access to the information, opinions and guidance they need to solve many of their business problems – and all from impartial sources. So it's not surprising they are adopting it in their droves, and they are unlikely to ever want to give it up.
But where does that leave the B2B marketers? Are we excluded from the social media party? On the contrary. The social media channels have opened up new and highly effective ways to connect with B2B customers. But without the right approach, B2B brands run the risk of both wasting money and alienating customers.
Content and channel strategy
We strongly believe there are two parts to the social media marketing equation, and we help our clients to achieve a balance that will maximise results.
Distribution
We help our clients identify areas of the social web where their target audiences are most active. We assess the influence of key blogs, communities, forums and platforms, we monitor how this influence changes over time, and we ensure that our clients have a presence in every relevant part of the social media landscape.
Content
We help our clients identify what information their target audiences are seeking online. What conversations are they having? What issues are they interested in? What content are they looking for? Once we know what they want, we can work with our clients to provide high-quality content – whether written, video or audio – that establishes them as a useful and trusted social media participant.
Balance act
The best distribution network in the world is pointless if you have nothing to deliver across it. You might have a million followers on Twitter, but unless you engage your followers, they will not listen and you will achieve nothing. Equally, what is the point in fabulous content if no one ever hears about it?
It is a crucial balance to strike, and one that Base One will make sure you get right.
Free Social Media White Paper
Business-to-business in a person-to-person world
How does B2B marketing fit with the personal nature of social media? Download your free white paper on Social Media and find out more.
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