One advantage of using social media is that you have the ability to quickly test your campaigns, irrespective of your budget. If you have a large budget you can do parallel testing, if you have a smaller budget then you can test serially. On the other hand, with print media and events the adaptability is non existent. So if you make a mistake in the copy and a thousand mailers have been printed, you lose all the money.
I keep talking about testing everything. With social media it is easier to do tests. Most Social Media platforms also give a lot of Analytics to study your response and take better decisions.
Tests are after all, experiments. Like all experiments, you start with a hypothesis, and then verify the variables one by one.
I always prefer to start with the market, then the message and the medium. This is because I feel that the other two items are dependent on the market that we choose.
In case of B2B, one market could be defined by industry, it could be further refined by revenue size or specific location. Now with B2B the key challenge is getting to the actual person who would be responsible to take a decision on what you are selling .
So while you might be able to easily target, based on demographic data, using social media, getting to the right decision makers is considerable work. So you have to think in terms of, who else within that organization, could be impacted because of the problem.
As an example if you are selling packaging paper or wrapping paper. Now the first people who come to mind , because this ia a commodity item, are the people in procurement or factory. But if you were to also look at marketing, because the final packaged item goes to the customers and marketing may be hearing things about their present packaging from customers and could be the key driver for decisions to change the packaging.
B2B in those respects is a little tougher to crack.
Till next time then.