Mediapost¿Cómo puede utilizar tu empresa B2B las Redes Sociales?

2 octubre, 201420

A estas alturas nadie duda del potencial de las Redes Sociales en lo que a alcance y captación de clientes se refiere. No obstante, ¿que ocurre con ellas cuando tu empresa se dedica exclusivamente a actividades B2B?

En el gran bosque de los potenciales clientes, los medios de comunicación sociales son similares a un coto público de caza. Con la popularidad de las comunidades en Facebook, con las herramientas de Twitter y con la segmentación de LinkedIn puedes llegar a ‘cazar’ tu tan ansiada presa. Pero… ¿qué ocurre si estás intentando cazar al cazador en lugar de la perdiz?

En los escenarios enfocados especialmente a negocio (B2B), las mismas plataformas sociales también pueden ayudarte a cerrar una venta o ponerte en contacto con otras empresas. Sin embargo, las técnicas son sustancialmente diferentes. Volviendo al símil, sería como dejar la escopeta a un lado y comenzar a plantar cepos en lugares estratégicos. Con la intención de acompañarte en esta tarea, te vamos a indicar una serie de pautas para hacer de tu ‘cacería’ todo un éxito.

¿Quién es tu target objetivo?

Tanto si estás utilizando las plataformas sociales como si no, la primera cosa que debes saber es quién es tu público objetivo. No únicamente tienes que conocer la compañía a la que quieres vender tus servicios, sino que también a la persona que toma la decisión de compra en la empresa. Para ello, navega por la página web corporativa de tu target y recurre a LinkedIn para acotar tu búsqueda.

¡Exprime Twitter!

Twitter es la red por antonomasia para compartir contenido relacionado del sector en el que tu empresa esté ubicada. No se trata de generar conversación alrededor de un contenido propio única y exclusivamente, sino de distribuir el de otras empresas afines a ti, clientes, partners, etc. Centra tus esfuerzos en esas dos acciones, así como establecer contacto con líderes de pensamiento o prescriptores que estarán en disposición de dar un empujón a tu marca. Una vez que hayas detectado a este grupo de influencers, puedes comenzar por retweetear sus publicaciones y entablar conversación para hacer ruido de manera paulatina en Twitter.

Humaniza tu marca

Aunque estés a punto de establecer contacto comercial con una empresa, no dejes de mostrarte como la persona que eres detras tus perfiles sociales corporativos. Sé interesante, divertido, incluso descarado, participa activamente, genera conversación y comparte historias o actividades relacionadas con los empleados de tu empresa… En definitiva, poner cara a tu empresa, construye lealtad hacia ella y humaniza tu marca.

Y tú, ¿qué otros consejos de iniciación darías a una B2B que quiere dar el salto a las RRSS?


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