Surveys are like gossip.
You may not initiate it, but you do want to be in on the results.
When I received my copy of 2013 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses, I looked for what piqued my interest.
This year, it was the Business-to-Business (B2B) comparisons to Business-to-Consumer (B2C) results.
There were 3 major differences of businesses that market to other businesses, compared to those that market to consumers.
#1 – Social Media Platform
I can’t say I was surprised by most of the results on which platforms businesses use.
Facebook vs. LinkedIn
- B2B marketers split between Facebook (29 percent) and LinkedIn (29 percent)
- B2C marketers clearly favor Facebook (67 percent)
- LinkedIn was fourth for B2C marketers at 5 percent
Blogging was 19 percent for B2B and 11 percent for B2C.
- 71 percent of B2B marketers are more likely to increase blogging activity
- 62 percent of B2C would do the same
What did surprise me a bit was that B2B’s affection for Twitter was slightly higher (16 percent) to B2C’s (10 percent).
Have we finally ended the era of I’m at Starbucks tweets?
Facebook Marketing
Another finding in the report showed that neither side of the marketer gave a resounding shout-out to the effectiveness of Facebook marketing.
- 44 percent of B2C marketers felt their Facebook marketing was effective
- 29 percent of B2B marketers said yay to Facebook marketing effectiveness
I must admit my biased self found this gratifying.
The only reason I signed on to Facebook was for my business.
I found I so hated the platform that I never pursued setting up a business page or marketing (other than a networked blog group).
Yes, I’m still there. I’m weak. I got hooked by all the family photos from relatives I rarely see in person.
#2 -Followers
According to the report, as individual consumers, we are more likely to become loyal fans to B2C marketers than a business would to a B2B.
- 71 percent of B2C marketers are more likely to have a loyal fan base
- Only 58 percent of B2B marketers develop a loyal fan base
I wonder how many of the business decision-makers have the same patterns as individual consumers.
Think about it.
Do you look for something different when purchasing for your business than you do when buying for yourself?
#3 – Use of Social Media
B2B marketers (71 percent) are more inclined to use social media for intelligence gathering than B2C marketers (66 percent).
What is social media intelligence gathering?
Marketers use social media to find out more about customers.
- Monitoring social media platforms – what’s being said, measuring results
- Identifying experts – for information, identifying trends, and channeling ideas
- Establishing communities – for insight and engagement
Could be B2B have more resources for intelligence gathering.
What’s the Difference?
Do you think there is a discernible difference in marketing to other businesses versus consumers?
What differences do you see?
Share your thoughts in Comments.
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Cathy, thanks for parsing all the data from the report.
I use Facebook primarily to stay in touch with friends and family, and also to get news about important political activities that interest me.
I think local businesses can get a good return on their time investment in Facebook just by having a fan page and sharing useful info, especially if they are a business like a restaurant or a spa or a dance studio.
Hi John. The report seems to support that the type of businesses that markets directly to the consumer do a bit better (at least in their minds) on Facebook than B2B.
I’d have to take their word on it as I don’t use Facebook in that fashion. I frankly hate all the games, advertising, etc. and I very seldom “Like” a page. But, then that’s just me. 🙂
Thanks for sharing your perspective, John.
Hi Cathy,
I followed your link over from Sharon Hurley’s blog. 🙂
Concerning your observations in #2:
That might be the answer (or right question) but I lean more towards the “people give to people/people buy from people” concept. With a B2C market, the owner is a “person,” thus the business itself is personified. In a purely B2B scenario, individuals are more likely dealing with “customer service” and less likely dealing with the owner, so the perception of “relationship” is not quite as strong.
Hi Vernessa: Welcome! Anyone who hangs out at Sharon’s site already shows superior judgement. 😉 Thanks for your comments. I think we are viewing this from a different perspective.
As a writer, my primary business is B2B and often can be with the owner, and at other times it is working with the head of the marketing department. It really depends on the project.
As a business owner, I make purchases for my business and I also make purchases myself as a consumer (for me personally). I would say they share common ground, as in I’m more likely to purchase from someone with good customer service, but at least for me, I find I am more of an impulse buyer when purchasing for myself than for my business.
Thanks for your thoughtful feedback, Vernessa. 🙂