Social media marketing makes it easier than ever for B2B companies to generate leads and sales. Salespeople are becoming more and more redundant. At least that’s what you would assume if you listen to the constant discussions between marketers and B2B companies.
If you talk to B2B online marketing experts and threaten B2B sales marketing and sales managers in companies, there is a very divided opinion. Some are firmly convinced that nowadays sales can only be made through the use of social media marketing. Others cannot be dissuaded from the opinion that social media channels are merely privately used media or at most company presences. The use of social media marketing for sales is very controversial, especially in the area of B2B online marketing.
Social media = Facebook?
The actual social media hype has now investor database died down. Medium-sized B2B companies are no longer afraid of “new” media. Nevertheless, social media is always immediately equated with Facebook. It is not surprising that many people determining the start, goal and strategy of the project throw up their hands threaten B2B sales in despair at the thought of increasing sales figures thanks to social media marketing.
This may be a successful strategy for a few companies, but probably for very few. Selling via social media marketing requires a more far-reaching strategy than just maintaining a Facebook profile for the company.
Selling via social media according to instructions
It seems obvious to recommend that your sales staff have a XING or LinkedIn account. This allows them to stay in touch with their customers and partners. This can undoubtedly strengthen customer loyalty. However, this can only reach people with whom you are already in contact.
New customers, on the other hand, have greater potential. However, they must first discover the need for the service offered. And this is where frist database threaten B2B sales the secret lies, which does not consist in giving a company instructions on what exactly needs to be done to sell. Rather, it lies in recognizing the possibilities of social media marketing and making the best possible use of them for yourself as a B2B company.
