What Psychology Drives Social Media Use in B2B Markets?
There are a lot of books we’ve read, and plenty of real-world experience to boil it down to these three genres:
1. This is where I hang out, so bring the content to me. Users want content supplied in a simple way that they can share. If you make it too hard to share your video, they won’t. If you try to sell them too hard while they’re in hang out mode, you’ll upset them as if you disturbed their dinner with a cold call. Be smart about who you’re talking to.
2. People do business with people that they know, like, trust and connect with. This is perhaps the best representation of the psychology of referrals. Make sure your sales reps are building relationships, likewise make sure your company is not trying to fan everyone, but rather, your people are. Many brand managers are missing the mark here. In social, people are more loyal to people, not brands. But if your people represent brands in an authentic and genuine way, you get surprisingly awesome results.
3. People go through multiple touch points in their decisions before they buy. Therefore supply the content they need everywhere they live on line: on Facebook and Twitter, but also hit up the blogs inside trade associations, groups, forums. Seek out communities and deposit sharable content. Make sure you’re found in SEO. Social PR will undoubtedly aid in your search engine results. Then your pre-customer will have had several opportunities to arrive at their conclusions to buy after finding you and your brand all over the net.
