During my time supporting industrial PR clients at SE10, I’ve had the opportunity to create content for both B2B and B2C social media accounts. While the distinction between B2B and B2C social media strategies can sometimes be subtle, certain principles of social media management remain consistent. In this blog, I would like to explore the difference between B2B and B2C social media strategies and discuss some foundational principles of social media strategies.
B2B vs. B2C social media
The most distinct difference between B2B and B2C social media is their audience. B2B accounts target a more specialized and niche audience that are looking for efficiency and expertise. The communication objective here is to establish long-term relationships. On the other hand, B2C companies focus on a wider range of customers with the intention of grabbing their interest and converting it into a quick sale. Thus, their communication objective is to evoke emotional appeal and a miss-it-miss-out response
Based on these distinct audiences, the content strategy would be quite different. B2B social media content tends to be more educational and detailed, aiming to establish the brand as a thought leader and trusted advisor. The B2C social media content is more about engaging with the community and generating quick interest.
Platforms suitable for each audience can also differ. For a B2B audience, LinkedIn is an ideal platform for networking and lead generation, while Facebook and Instagram help reach a broader audience. Many B2C marketers are also turning to TikTok to tap into an expanded audience with shorter attention spans.
At SE10, as a specialist industrial B2B PR firm, we work with a wide range of clients that hold quite different goals for their social media channel. This requires us to customize social media strategies to meet the specific needs for each client. Nevertheless, some of the principles remain the same.
Finding the optimal content mix
During my time working as a B2B social media professional, I’ve seen firsthand the clash between the need to promote a product and the desire to develop a relatable persona. In some cases, there is a risk of swinging too far in one direction, either focusing too heavily on factual content or neglecting promotion in favor of engagement. A successful social media strategy should strike a balance between these two objectives. The 80/20 rule is a popular guideline that recommends a balance between 20% sales content and 80% entertaining content.
Create value-based content
We strive to create relevant and beneficial content for our clients. For B2B, this might mean detailed how-to guides or a webinar. For B2C, it could lean more heavily on videos or impactful images. We believe consistent valuable content is key for audience attainment and retainment.
Be consistent in brand voice
Consistency helps in building brand recognition and loyalty. When we receive brand guidelines from our clients, we want to ensure that our brand voice and visual presentation remain consistent across all platforms. This helps in reinforcing our brand identity and enhancing trustworthiness.
Utilize data-driven insights
Analytics play a crucial role in social media strategies. We utilize social media analytics tools to understand audience behavior and gather key metrics. Additionally, we leverage social listening tools to gather the latest social media trends and use these insights to optimize content for better engagement.
Contact us to discuss how SE10 can help you engage your B2B audiences on social media.
By Zack Shen
Account Executive
About the author
Zack is an account executive at SE10’s U.S. office. He graduated with a master’s degree in integrated marketing communications from Northwestern University’s Medill School and joined SE10 to launch his career as a PR professional. Zack supports clients with their PR campaigns, focusing on both content creation and digital/social media strategies. He maintains a keen interest in the latest digital marketing technology and social media trends.
