One of the biggest differentiators in B2B marketing is that a B2B purchase decision is not usually a solo effort. It is a group decision. In most cases a team of people review the potential purchase, and in many situations there’s a senior level person who has to approve the purchase.
So how can you use social media to influence the group buying decision? Are there ways to position your business ahead of your competition?
Every situation is different, but thinking about what information the buyer requires and offering the material so it can easily be presented to a team should give your business an advantage.
Here are five things to consider as you create social media content targeted at B2B group buyers:
1. Competitive Information
Your potential buyers are almost always going to perform a competitive analysis early in the purchasing decision process. Instead of making your buyers dig to find out pertinent information, provide them with the details they need to see how you stack up against the competition. By simply providing the information and by highlighting the areas where your organization excels you’ll position yourself ahead of your competitors.
2. Unique Benefits
Let others know why you stand out. Highlight what makes your offerings unique and what will make a difference if they purchase your product or service.
3. Value
Define why your business can save time, money or resources for the potential buyer. Pure monetary savings are sometimes easy to identify, but other valuable savings may not always be as noticeable. If your software is easier to use, if your product requires less training or if it has a higher resale value, make sure you share this information with the buyer.
4. Integration
Show how your product or service will easily fit into the existing framework of the buying organization. Demonstrate how effortless it will be to get started and how it integrates with other products. Buyers want the security of knowing they won’t be stranded with something so proprietary that it will make itself obsolete in the near future.
5. Content to Share
Recognize that the person leading the B2B buying process will need to present your product or service to others in their organization. Provide them with materials they need to accurately represent your offerings. One-sheet takeaways, PowerPoint slides, videos and more may all be beneficial for those making the case on your behalf.
With longer B2B sales cycles and more considered group decisions, it’s important to provide the information your lead purchaser needs to accurately represent your product or service to their internal team. Doing so can likely put you at an advantage, and it could be what helps put your business at the top of the list.
Do you have any other tactics you use to influence B2B group buying decisions?