The end of blind spots: social media and business-to-business business marketing

According to Zeno, a North American Research Institute, do more than 36% of American executives never (or rarely) consider their company's word-of-mouth performance in social media, or are social media really out of business, or do we not really have business-to-business social media marketing potential? ”

According to a 2012 survey of B2B/B2C corporate marketers in the United States, the report shows:

A. More than 43% per cent of business-to-business marketers are less enthusiastic about social media, of which about 10% have never used social media, about 33% are rarely used, and only a handful of people say that they will refer to social media factors in their marketing decisions.

B. More than 70% per cent of the company's brand marketing executives, positive for social media: less than 1% of them have never used social media, and less-used social media, accounting for only about 28%, account for more than 70% of marketers who highly or significantly value social media, and agree to social media factors, As an important basis for marketing decision

C. Unlike companies that are highly sensitive to social media, business-to-business companies are more likely to overlook the social media reputation of their firms and brands, who often react too slowly to articles on the Web or to various messages and comments on social media.

So is business-to-business really unsuitable for social media, which, I think, is clearly untrue:

1. The LinkedIn model

LinkedIn is the largest business-to-business social media in North America, and as of the fourth quarter of 2010, LinkedIn has spanned hundreds of industries in more than 200 countries, more than 85 million registered users and more than 500 business users, and was listed in the U.S. on May 20, 2011. LinkedIn is more than just a social networking site, and its business and special features have been used by some commercial websites as a marketing channel, and I think LinkedIn is really turning social relationships into a business network, a social media service dedicated to business-to-business users, and widely used in North American enterprises and professionals, can be used by domestic business-to-business enterprises, for the expansion of overseas trade business!

Related introduction:

(1) What web site is LinkedIn?

LinkedIn is a social networking (SNS) service website for business customers, founded in December 2002 and launched in 2003. The purpose of the website is to allow registered users to maintain contacts that they know and trust in Business contacts, commonly known as "Contacts" (50x15). Users can invite people he knows to become "relationships" (50x15). LinkedIn's focus on business functions and the provision of paid services is a great manifestation of its ability to deliver high-quality business social services, a SNS tool suitable for white-collar use, especially for business employees or freelancers with international business. However, linked is not very suitable for students to use. Because linked is very focused on work experience and educational background, if you still have not graduated from school, unless you have quite a lot of social practice experience, otherwise can completely ignore this thing, because it still cannot create value for you.

(2) What kind of users use LinkedIn?

"Search for human resources in headhunting and business

"Marketing agencies in specific groups

"Active Job Seeker

"To maintain the relationships

(3) Actual operating conditions?

2007, 2008, 2009 and 2010, LinkedIn net revenue was 9.836 million U.S. dollars, 32.486 million U.S. dollars, 78.773 million dollars, 120.127 million dollars and 243.099 million dollars. As of March 31, 2011, the company's net revenue for the first quarter was 93.932 million U.S. dollars, compared with 44.716 million dollars in the same period last year.

2. Facebook model

Facebook is thought to be the world's largest social media, but it is not easy to distinguish between business-to-business users, a long-standing belief that Facebook has been used as a business-to-business marketer, and that it has affected many small and medium-sized business users who use business-to-business to open up buyers.

Ads to "Sgt Business Owner"

And careful marketers will find that in the latest version of the Facebook ad system, where the user positioning attribute has been explicitly given a positioning option specifically designed to lock down business users, the ad will only reach those that have clearly demonstrated their own business in the Facebook file, and is self emplored. This has greatly improved business-to-business marketing viability. It is also a strategic attempt by Facebook to learn from LinkedIn and to offer business-to-business customer solutions based on its own characteristics.

It is believed that in the near future, Facebook will continue to reform and strengthen its business marketing product system and introduce services and improvements that are closer to the professional performance of LinkedIn to gain revenue from business-to-business businesses.

3. Based on the latest upgrade version of LinkedIn home page, to build business-to-business business marketing strategy!

Here I am based on LinkedIn's newest upgraded company homepage, a simple demonstration of the business-to-business business marketing experience that LinkedIn offers us, and you are familiar with the North American business-to-business business wind!

(1) LinkedIn is dedicated to creating a social media page for you that specializes in business-to-business businesses

(2) LinkedIn insists that business-to-business providers also need a loud branding marketing presentation

(3) LinkedIn is trying to provide the same details as Alibaba Vendor product showroom function

(4) Not only the supply of products, but also business and business communication and exchange, this is LinkedIn, or business-to-business enterprises engaged in social media marketing the most powerful strategic advantage!

(5) LinkedIn combined with the most cutting-edge mobile device support, may help you produce unpredictable huge potential effects, do not believe you can try Oh!

To Business-to-business (Foreign trade) marketers: Breakthrough in the field of Business-to-business Media marketing blind spot, is to constantly understand and dare to try!