“The only really effective social network for B2B businesses is LinkedIn.”
We’ve heard that before. In fact, we may even have said it before. But the fact is that other social networks can be effective for B2B uses.
Take a look at this in-depth case study on Social Media Examiner about Constant Contact, a B2B business, and its use of Pinterest. Pinterest gets the most buzz about its effectiveness for B2C companies, particularly those selling products. However, for Constant Contact, with its target market being small- and medium- sized businesses, Pinterest is a top five referrer of traffic. Erica Ayotte, social media marketing manager for the company, says that thinking broadly about what your brand wants to accomplish is the key. For Constant Contact, a software company, the focus of their social media efforts is helping small businesses achieve their goals, using Pinterest as a source for marketing humor, tips, quotes and infographics.
If you run a B2B business, you can apply Ayotte’s advice to other social networks you might not have considered. What is the broad goal of your business? Keep in mind that even though you may be B2B, there is an individual on the other side of the equation. Be creative, think outside the box, and think about why someone would seek out your company in the first place.