B-to-B Marketers: 5 “Must Haves” Before Starting Social Media

Unless you live under a rock, everyone knows about social media at least in broad terms. Social media holds a tremendous amount of potential for businesses looking to grow. Many companies, in an effort to get started, jump right in, and while that’s not the end of the world, I think if they really want social media to have a positive impact on their business, they should consider the following:

  1. Set clear goals – Too many people are ready, fire, aim! They are so interested in the “how” of social instead of the “why.” What are you trying to do, brand build, increase the number of leads, use as a customer service tool? Just like any other marketing exercise, you need to have a plan.
  2. Human capital – Once the goals are in writing, do you have the people power needed to accomplish the task?
  3. Content – Do we or can we produce enough “good” content to sustain a social media program?
  4. Current web site – Is it social media ready? I don’t mean putting up logos saying follow me on Twitter or Facebook. Is there a reason for customers or potentials to return to your site? Have you set up a forum or industry update button?
  5. Incorporate it throughout the buying process – Remember where these new leads came from (social) and that they expect the same type of access and interaction throughout the process. Besides, you as a marketer would probably like to know which leads you handed off to sales were actually converted into new business.

If you follow these five steps, you’ll be off on the right direction.

What things could you add to the list?


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