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Social media marketing is a must for most companies, regardless of how many hurdles the technology may bring. Many people have spoken about the challenges cannabis brands face in reaching consumers through social media, but these discussions often overlook the business-to-business (B2B) side of marketing. When executed correctly, social media can be a powerful tool for helping B2B brands grow their reach and bring in new business.
Keep in mind B2B purchases tend to be larger in scope. We’re not talking about convincing people to buy a $20 pack of pre-rolls or a new vaporizer. B2B purchases like new display fixtures for dispensaries, retail point-of-sale systems, and bulk packaging supplies can take a large chunk out of a company’s budget. As such, these decisions tend to take more time and require more thought and discussion prior to purchasing.
So how can B2B brands effectively utilize social media in 2024? Here are some of my favorite tips for strategic success.
Appeal to multiple decision-makers
A key difference between B2B and business-to-consumer (B2C) marketing is the number of people involved in making decisions. B2C companies typically attempt to reach individual potential customers when they post on social media. When consumers see an enticing picture of a gummy on Instagram, they may decide to try that brand of gummies next time they visit a dispensary. They’re not going to ask the people around them if they should buy the product, and they typically don’t need to seek permission from someone with purchasing authority.
However, the decision-making process is different with businesses. B2B posts must be compelling enough to capture the attention of one person at a company and win over their colleagues or superiors involved in purchasing decisions. When crafting posts, always consider how the message can influence a team of people versus an individual.
Repetition, repetition, repetition
The decision cycle typically is much longer for companies than it is for consumers. B2C brands may win over customers in a day with a compelling social post, but businesses tend to take more time between recognizing a need and deciding to purchase something to meet that need.
B2B social media users should focus on strategic repetition with their posts. Don’t inundate the target audience with the same post over and over. Instead, carefully plan key messaging and find ways to convey the information with a consistent stream of posts. This is how you build awareness, trust, and credibility, all of which are key for successful B2B social media marketing.
Recognize the stakes
Inform your messaging by putting yourself in the shoes of key decision-makers at the targeted companies. A consumer’s bad purchase decision probably won’t produce major consequences, but a bad business purchase could result in lasting repercussions. When an employee recommends your business to solve one of their company’s needs, they put their trust in your company and their reputation on the line. They need to feel entirely confident the decision to recommend your product won’t jeopardize their job.
Post accordingly. Be authentic, informative, and work to build trust with your audience. It’s easy to spot salesy, dishonest products on social media. Make sure your messaging exudes honesty and credibility and clearly defines how your product will help your audience’s businesses.
Share industry and company news
You want to be a leader in your field, right? Then stay up to date with news relevant to your industry. Re-share news that will interest readers in your target market and cement your status as an authority in the space. A bonus to sharing relevant news is that it can break up a series of sales-oriented posts and prevent your social media presence from being perceived as one big advertisement.
Utilize social media to share your company’s news, as well. This can include links to articles published by news outlets or even blog posts about recent advancements your team has made. Use social media to get the word out through multiple channels.
But be strategic about where you post. X (formerly Twitter) is a cannabis-friendly platform. LinkedIn is a solid platform for cannabis business content, though recently it appears to have cracked down a bit on posts related to the plant and plant products. I won’t go into the ins and outs of compliant posting. If you’re doing business in cannabis, you know all about the hurdles our industry faces.
Lead with trust
All the tips I’ve shared are tied together by a common thread: trust. If your target audience doesn’t trust you, you’ve lost the battle. Be human, put yourself in the shoes of the companies and people to whom you market, and don’t expect your messaging to lead to conversions right away. It takes time, patience, and consistency to get the best return.
Kim Prince is founder and chief executive officer of Proven Media, a results-oriented agency serving business- and consumer-facing companies throughout North America. She brings more than twenty years of corporate marketing experience and has an impressive background in corporate messaging strategies, public relations, and strategic planning for corporations, brands, and C-level executives.
