Social media platforms are a key avenue for companies to communicate directly with their audiences. Platforms like Twitter, LinkedIn, Facebook and Instagram allow companies to directly engage with their customers and discover their habits, communication styles and what types of products and services they are searching for. However, when you are using social media for B2B, rather than B2C, you have to adapt your strategy a little bit.
Jawad Khan wrote an article for MarketingProfs, listing four tips for creating a successful B2B social media strategy.
B2C companies can use social media as a direct selling method, because the customers they are attracting on social media are usually the sole decision maker. However, B2B companies must realize that the person they attract with their tweets or LinkedIn posts are probably not the sole decision maker and there is a hierarchy and process they must navigate in order to close a deal. B2B social media strategies should be created with lead generation and engagement in mind, not direct selling.
B2B Social Media Tips
Khan's four B2B social media tips are:
- Understand the difference between B2B and B2C social media
- Create the right content for the right platform
- Stop being boring
- Develop data-driven strategies
To read Khan's entire article, see: Four Powerful Tips for a Highly Effective B2B Social Media Strategy
Social Media Localization
Part of creating the right content for the right audiences is localization. Social media use varies between regions around the world and whether you are B2B or B2C, it's important to create your messages with your audience in mind. To engage with your audience, you must communicate with them in a way they understand, in their language.
Some of the factors to keep in mind when creating a social media localization strategy include language variances between regions, characters used, communication styles and cultural considerations to name a few.
For example, the Spanish that is spoken in Spain varies from the Spanish spoken in Latin America. Some words and phrases have different meaning, so you shouldn't expect to attract an audience in Spain effectively if you are using Latin American Spanish instead of Spanish for Spain.
Another consideration is the type and number of word characters in a language. German words tend to have more characters than a language like English. When using platforms like Twitter with a 40 character limit, you may have to rewrite your message to allow for the character differences.
The social media platforms used in different countries can also vary. Facebook, LinkedIn, Twitter, YouTube, Pinterest and Instagram are all popular social media tools used in the North America, Latin America and Western Europe, but there are also country specific social media platforms. For example, vKontakte is the most popular social network in Russia with 55 million users. Sina Weibo has twice as many users as twitter in China.
Social media networks are a large part of digital marketing strategies. But, it's important to remember to adapt your messages depending if you are targeting B2B companies, B2B companies, certain languages or specific regions.
Create your message with your audience in mind. Research what social networks your audiences spend time on, where they are located, and what languages they speak and use that information to engage with them.
Further Resources on Global Digital Marketing (SEO, SEM, and Social Media)
Globalization Partners International's (GPI) Global Search Engine Optimization Specialists can help optimize your multilingual websites for better SERP results. Our teams can provide both organic Search Engine Optimization (SEO) and Search Engine Advertising (SEA) such as Pay-Per-Click (PPC), paid inclusions or contextual advertising to help you achieve better visibility in country-specific search engines, which will lead to increased traffic and ROI with your multilingual version websites.
For more information on issues specific to search engine marketing (SEM), you may wish to review our previous blogs:
- A Multilingual Search Engine Marketing (SEM) Primer
- Top Tips for Improving your YouTube Channel
- #Dubai #Office: Twitter in the Middle East
- Top Tips for Successful Multilingual SEO
- Why are Multilingual Keywords important for your international websites?
Please feel free to contact GPI at firstname.lastname@example.org with any questions about our language and technology services. Also let us know if you have any interesting blog topics you would like us to cover in our future blogs. You may request a complimentary Translation Quote for your projects as well.
About the Author
Global Digital Marketing Manager. Natalie was born and raised in Montana where she graduated from The University of Montana with a degree in Business Administration. Her international experience includes two summer programs, one at The European Business School in Germany and the other at The University of Brescia in Italy. She studied a variety of global business subjects including international business, trade, culture and language. Key projects for her undergrad studies included meeting with executives from large corporations such as Lufthansa, Opel, and The European Central Bank as well as working with the design team on the marketing plan for the 2015 World Fair in Milan, Italy. She has a range of global event management experience including organization of the Annual Mansfield Conference on the Middle East and the China Town Hall meeting series. Her hobbies include yoga, cooking, reading, being outdoors and traveling.More Content by Natalie Williams