Granted, social media networking is extremely popular as a marketing strategy and you should have some iteration of it in your B2B endeavors – provided it makes sense where your specific business is concerned. We contend that, for B2B companies, although social media has huge potential, you should not yet make it a priority over B2B email marketing. For all intents and purposes, B2B email marketing may still be better than social media as a lead generation tactic and the following is a list of five reasons why this is true:
Email is still the most personal of all communication mediums. If you don’t believe this, just read the point below regarding numbers and statistics. Secondly, most businesspeople do not have personal conversations on Facebook or Twitter. Some use Twitter but it doesn’t nearly match the usage of email in business – which is dang near 100%. More importantly, if you operate in the B2B marketplace, good luck trying to use the private message feature on Facebook. You’ll find out in a hurry why it isn’t worth it to do so.
It is a transactional medium. Most of the clients that a B2B operation has are already expecting to receive promotional offers through their email. Not only do these people have a significant tolerance for receiving these types of emails, they are most likely primed and ready to make a purchase. The biggest reason that Facebook cannot compete with email marketing is because the people that use it are usually there to chat, play Farmville, or watch the latest cat videos.
Numbers and statistics don’t lie. Even when you combine the number of Facebook and Twitter users, email has three times the number of users than they do. This means that nearly 3 billion people are using email. Not including spam, Facebook and Twitter only comprise about 0.2% of the emails that are sent every day of the year.
Social media does not get as much attention in a business context. Believe it or not, you’re going to get more personal face time with your clients using a B2B email marketing strategy. The bottom line is that your clients are going to spend more time reading their emails than trying to conduct business on a social media site. Think about it – a business person may look at their email 100 times a day. Are they going to check their Facebook and Twitter 100 times a day? We think not.
The ideal business marketing medium. It’s a fact that many businesses will use Facebook, Google+, LinkedIn, or Twitter for communicating with other individuals, but LinkedIn is the only one that is totally business-oriented. However, where building business relationships and communicating with clients is concerned, the best marketing medium that you can use is still B2B email marketing.