As social media continues to grow by the day, more and more Business-to-Business (B2B) companies are leaning on social channels to boost exposure and provide sustainability for the future.

It’s unfortunate, but many companies believe social media marketing for business to business is totally different than Business-to-Consumer (B2C) marketing, and the terminology itself becomes a road block. It may sound somewhat oxymoronic, but many times B2B marketing requires an aggressive B2C approach.

When it comes to tangible goods like food products and clothing, as well as many other goods and services, it’s important to generate B2C exposure if one expects their B2B approach to survive.

I recently worked with a designer clothing brand that was on a mission to increase retailers throughout the world. The project was business to business, however it required a B2C approach. One of the main things a buyer wants to know is if there’s a want/need for the products being offered. If the profit margins look good and the demand is there, a new account will be acquired. The goal is to create consumer demand, which will almost force retailers to carry products, and this must be done via B2C marketing.

Keep in mind some companies are strictly business to business and this theory wouldn’t necessarily apply. For example, a company that manufactures parts for commercial jets wouldn’t have a need for B2C marketing, yet they would benefit from using social media for online reputation management and to promote their brand image.

As I always say, each marketing project is its own animal and requires a tailored approach. This post is intended to shed light on my experiences and provide suggestions, and is by no means definitive.

May the marketing force be with you!

Aaron Schoenberger
The Brainchild Group