Approaches

BT_Insight

B2B Marketing:  Delivering Messages vs Cultivating Conversations

July 07, 2009

Posted by: Mike Della Porta in B2B

For many B2B advertisers, the purchase cycle for their customers tends to be longer as compared to the consumer side.  Companies can take months to settle on major purchases and maintaining awareness is critical in order to build consideration until a decision is made.  This of course comes at a price, but social media can be more effective and cost efficient than some other more traditional options.

While traditional media can be an important component of a plan, it remains primarily a push tactic.  Maintaining consistent presence requires frequent advertising for prolonged periods of time.  The message is pushed out to an audience to consume with no opportunity to interact with an advertiser.

On the other hand, social media provides unique opportunities for businesses to facilitate and participate in conversations directly with existing and potential customers. 
Cultivating these conversations can create mutually beneficial relationships and in the best of cases, turn customers into brand advocates, generate leads and/or improve customer service.  This can also be a great channel to gauge feedback on new offers or product features. 

Social media tactics have a much lower reach compared to traditional media but the narrower focus can allow businesses to single out and engage with the strongest prospects, exchange ideas and build meaningful relationships.