Social marketing for large b2b companies is a no-brainer nowadays, especially if that kind of company has the kind of resources it takes to hire dedicated social marketers and the infrastructure to manage dozens of blogs, posts and tweets all at once.
But what if you're a small business and your job title isn't just chief cook but also bottle washer and everything else? That's when the calculus changes a little bit.
"It can be more daunting for small-business owners," said Kathleen Peters, owner and president of KMP Marketing, in Orlando, Fla., an Internet marketing company with a specialty in working with small businesses. "Marketers at smaller companies wear a lot of hats."
Peters said small-business owners can still use social media effectively, as long as they approach it like a small business instead of a huge b2b marketer with seemingly endless resources.
"I always ask my clients, 'Where are your customers?' " said Dianna Huff, president of digital marketing consultancy DH Communications, in Plaistow, N.H. "They hear about Facebook and think there are almost 1 billion people active on Facebook so they have to be there. But Facebook might not be the best place for a b2b company, just because it's huge. A company might only have 100 fans, and that's fine."
Instead, Huff said to pick one platform that you're comfortable with and stick with it. This might mean Twitter or LinkedIn, but ideally something that isn't too time-consuming and can reach your actual customers.
Peters added that many small businesses are already further along the b2b marketing axis than they think.
"The ones that do well are the ones that have a lot of content already done," she said. "Maybe they go to conventions or they've got a lot of sales material. They can repurpose and remarket that content. It's an easier way to get used to using social tools."
Small businesses also have a great advantage when it comes to any form of social media: their voices.
"Small-business owners often have an internal voice," Peters said. "Customers can tell when you're writing about something you're passionate about, when it's your business. Others from large companies often can't quite capture that authentic voice. Social media isn't just about the facts. It's personal."
Even the most basic of efforts—like the single Twitter account—should still be tracked, though. And this is where many small-business owners, with their relentless focus on sales, misunderstand how social media works.
"They usually want to measure everything by sales, and that's not always the right thing to do in the short-term," said Peters. "It's not just sales. You should also be tracking things like, 'Are more people aware of my business?' or 'Are more people going to my website?' and 'Is my credibility enhanced?' "
And even though the typical small business is a more than full-time operation, it's important to give social media campaigns a chance to work. Invest for at least a quarter, Peters says. Anything less is "just a waste of time and resources."
THE CONVERSATION (add your response in the comments): What small business social tactics do you find work best?
