It is very rare for a consumer facing business to not have a social media presence today, but when it comes to business to business companies there are still some who don’t see the value of an online presence.
Google any company and you will find a long list of posts. Unfortunately, if a company is not active online, the only people developing the company presence will be customers (including unhappy customers), employees (including unhappy employees), and competitors.
Even with that in mind there are still concerns from management teams of companies without a social media presence.
- A perceived lack of return on investment
- Lacking the internal skill set to manage social media
- Not realizing B2B customers use social media in their buying decisions
- Fear of losing control of what’s communicated from a tightly held group
These are all concerns that can be addressed.
Even in business to business sales it is still humans that do the buying and selling. 94% of B2B purchasers look to the internet before making a purchase. Given this statistic it is clear that your customers are using the internet to research their decisions.
To keep a business website high up on Google searches either takes a significant investment in search engine optimisation, or paid advertising. But there are more affordable ways to start your social media presence.
A good LinkedIn profile will increase the searchability of a business, as will encouraging your employees to build their own profiles and link to the company page. Added to that, a Google Plus profile will increase a company’s ranking on Google.
A business Google account enables a profile, address – including a map, opening hours, and images of the business to be posted. It also allows reviews.
To get started, Google mails a physical postcard to the address of the business to verify it exists. Once this is complete, the posting will go live. You can quickly set up a Google alert for the business so that all mention of the company is tracked, and reviews can be responded to within 24 hours.
Why not pair a senior manager with a younger employee to handle the social media? It will give the younger employee exposure to senior management while allowing management to both increase their knowledge of social media, and have oversight of what is being posted.
Finally, don’t try to do everything at once. LinkedIn and Google Plus are good places to start to measure the impact of an online presence, including the impact on recruitment and retention. Then you can identify if there are any other channels that could be effective to reach your customers.
If you want to discuss options for your business we would be happy to talk, debate, and strategize to find the right solutions for your B2B company. You can reach us at firstname.lastname@example.org