In the world of social media marketing, there are two distinct worlds. While there is some methodological overlap, B2C and B2B marketing (business to consumer and business to business) have to be approached with different mindsets. This often translates to the usage of different social media platforms.
While consumer-oriented marketing benefits most from the a casual form of social media interaction, business to business marketing is geared toward decision makers working on behalf of an entity, not on behalf of themselves. For this reason, personal appeals and entertaining interactions have somewhat less of an effect , and the merits of choosing one company over another should be able to stand on their own.
With this in mind, it should come as no surprise that business to business marketing thrives on LinkedIn. According to entrepreneur Neil Patel, most B2Bs are using social media to get leads, but these efforts are mostly not very effective – with the exception of LinkedIn. “To put it into real numbers,” he says, “LinkedIn is responsible for 97% of a business’s social media leads!”
If you want to begin developing or improving your business to business LinkedIn marketing strategy, check out his full article, 7 Advanced LinkedIn Strategies for B2B Marketing.