When speaking with companies about marketing, the topic of “should I integrate social media into my marketing plan this year” comes up. My advice is always the same: watch, listen and learn. Take small steps. Understand the accepted behaviors in this culture of social media. Then engage. By learning what is accepted before you dive in, you can avoid offending someone or embarrassing yourself in the process. 

In Matt Dickman’s Five Keys to Successful Blogger Outreach, he and the folks commenting provide valuable insight into how to engage bloggers to provide exposure to your products and services. I might add that taking it slow in building the relationship is my philosophy. Before you jump in and comment, send “news” out or do something that could land you on a blogger’s blacklist, understand what the writer is interested in and add value.

Keep following the thread from Matt’s post to Valeria Maltoni’s Revealing Yourself to Others as she highlights what works well and what does not when she is the target of the PR pitch. These rules apply to all forms of marketing using social media in my view.

The following interview of Matt Dickman and David Armano by Andy Sernovitz  offers good advice on getting started with social media for B2B marketing.

Armano’s advice: LinkedIn is a good place to get acquainted with social media.

Dickman’s advice: Listen to what your customers are saying about you in the various social media communities. Learn from it then take the next step.

Like any social setting, watch and listen to those around you for guidance on how to behave. When you feel ready, then dive in.

The new year rings in the annual forecast of many topics, including B2B marketing spend. According to BtoB magazine’s “2008 Marketing Priorities and Plans” study, most B2B marketers (some 60%) plan to increase their 2008 marketing budgets – but fully 79% plan to increase their online marketing budgets. This number is up from 76% from 2007 predictions.

This really doesn’t surprise me. Online marketing activities are effective, can be targeted more extensively and can be more easily measured than most traditional marketing activities. That doesn’t mean you stop using other parts of the marketing mix. If something is working, keep doing it. If not, stop. That same philosophy includes online marketing activities as well.

Other key findings of the survey include:

• 62% said their primary goal in 2008 would be customer acquisition, 19% cited brand awareness and nearly 12% pointed to customer retention.
• Online will constitute more than one-third (nearly 34%) of marketing budgets in 2008, up from the nearly 27% cited for 2007.
• Areas where marketers said budgets would increase include website development (74%); email (70%); search engine marketing (64%); video (40%); webcasting (39%); banners (36%); sponsorships (30%); and social media (26%).
• Nearly 20% say they are using social media as part of the marketing mix: Among them, 53.8% use them for thought leadership, 40.4% use them for customer feedback, 31% for market research, 29% for advertising, 27% as a sales channel.

Another tactic that will see a spending boost in 2008 is event marketing, with 49.5% of marketers planning budget increases in this area. I’ve seen this trend with some of my clients, moving towards smaller, more focused conferences that provide the best venue for speaking with prospects. Sales people still see value in meeting people face to face and building relationships.

For more information on the survey:

• BtoB Magazine Online
• Marketing Charts

But what if you are a B2B company? How does all this new media marketing fit into your marketing plan? Or does it right now?

In a Search Engine Land blog post by Jon Miller, What’s Wrong with Social Media for B2B Marketing?, he discusses the challenges the B2B marketer faces in getting visibility over those writing about trendy B2C marketing and the use of social media. He states that “But to B2B marketers, social media is just one tactic in a portfolio of techniques that best practice companies use to generate awareness, drive leads, and nurture relationships.”

If you are a B2B marketing professional, you do need to become familiar with the use of new media in your arsenal of marketing tools, but don’t lose site over those tried and true methods of building awareness and generating demand. PPC advertising and other Internet techniques, lead nurturing, customer case studies, and public relations still matter more than social media techniques.

So add these new media techniques to your marketing plan but not at the expense of traditional programs.

Technorati Tags: social media, b2b marketing

Well, yeah they are people, but a person buying a product for themselves verses buying for their company is a very different, emotional experience. In fact, there are profound differences that you must remember when developing your marketing activities. B2B depends on relationship building marketing efforts. Using consumer-focused strategies to market your B2B business will, at best, just cost you money. And, in some cases, it may cost you customers.

What is B2B and B2C Marketing

These terms were coined to differentiate Internet commerce businesses that sold to primarily to consumers verses those whose market are other businesses. These terms have expanded their definitions to refer to any business who sells primarily to the end customer (B2C) or to other businesses (B2B), both online and offline. Although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth and alliances), how they are executed, what they say, and the outcome of the marketing activities differ.

The first step in developing your marketing strategy for B2B is similar to the first step in a B2C strategy: identify who the customer is and why they need to hear your message. From there, the marketing activities diverge.

The highlighted boxes summarize the differences between B2B marketing and B2C marketing. Your marketing plan needs to take into account the differences and ensure you are developing the right types of activities for your particular market.

Businesses that Sell to Consumers

The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both real and Internet) and offers to entice the target market to buy. B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer’s interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store. For example, the goal of an email campaign for a B2C company is to get consumers to buy the product immediately. The email will take the consumer to a landing page on the web site that is designed to sell the product and make purchasing very easy by integrating the shopping cart and checkout page into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the shopping cart.

One interesting aspect of B2C marketing, however, is that many companies have realized the importance of loyalty. Amazon, Best Buy, and Staples combine merchandising and education to keep customers coming back. Add great customer service, and you get a winning combination.

Businesses that Sell to Businesses

Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services. The e-mail to a business must contain contact information for offline communications and the landing page should contain information on features, benefits, and possibly pricing. This marketing activity is usually the first step in a longer, integrated touch campaign that may include direct mail, telemarketing, Web casts, newsletters and follow up by sales representatives who will discuss the businesses requirements in more detail and move the prospect through the sales cycle. Content is king for B2B marketing and white papers, newsletters, and coverage of your products and services by the media helps companies educate their prospects.

The B2B Buyer vs. the B2C Buyer

The business buyer is sophisticated, understands your product or service better than you do, and wants or needs to buy products or services to help their company stay profitable, competitive, and successful. Marketing copy must talk to a sophisticated audience. Your typical reader has a high interest in – and understanding of – your product (or at least of the problem it solves). Therefore, writing marketing copy is more complex and requires research to ensure you deliver the necessary information to the buyer.

The B2C buyer is usually looking for the best price and will research the competition prior to shopping. Another factor that does come into play, however, is whether the buyer trusts the retail outlet, either the store front or on the Internet. Although you can find the products on the Internet at many different price points, many consumers will still buy from a trusted source. In that respect, B2C marketing needs to convince the person to buy and build trust and loyalty with their customers.

Both buyers are interested in quality customer service. B2B customer service comes into play prior to ever making that first sale and begins with a customer’s very first contact with your company, whether you call them or they call you. B2C customer service helps build customer loyalty where customers will be willing to pay a slightly higher price to know that they can return the product easily and can trust the source they are dealing with. In other words, customer service is critical and although may not be considered “marketing”, bad customer service can render all of your marketing efforts useless.

Importance of Brand

A strong brand is important to both the B2B and the B2C markets, but for different reasons. With B2C, a strong brand can encourage the consumer to buy, remain loyal and potentially pay a higher price. In B2B markets, brand will only help you be considered, not necessarily chosen.

Business buyers are using more rational thought when selecting a product or service for their company. They are motivated by saving money, increasing productivity or raising profitability. Consumers are motivated by desire, style and prestige. For consumers, brand plays into the equation since we are more apt to buy “status” brands, such as BMW, Lexus, Rolex or Nike even though we most likely will pay more for the brand. In businesses today, however, the adage “no one ever got fired for buying IBM” no longer rings true. This is not to say that a professionally developed brand is not important for a B2B business. A quality brand is needed in any business in order to make a good first impression, but putting excessive marketing dollars into building brand awareness is not what counts in your B2B marketing plan.

Plan Before You Begin to Market

The bottom line is that the difference between B2B and B2C marketing comes down to the buyers’ emotional perspective about the purchase. Consumers make buying decisions based on status, security, comfort and quality. Business buyers make buying decisions based on increasing profitability, reducing costs and enhancing productivity. If you are a B2B business offering products and services to other businesses, put your marketing dollars into marketing programs and materials that offer your target what they need to make a rational buying decision. Help them determine the value of the product and service you offer through quality materials, testimonials, and other activities that build credibility. If you are a B2C business, understand what motivates your buyer and the emotional aspect of the buying decision. Create compelling materials that build awareness for your brand, enhance their comfort in buying from you, and project quality service and best price. As you create your marketing plan for the coming year, remember what is important to your target audience and create your marketing programs to speak to them.