Social media marketing is a must for most businesses, no matter what hurdles technology poses. Many have spoken about the challenges cannabis brands face in reaching consumers through social media, but these discussions often overlook the business-to-business (B2B) aspect of marketing. If done right, social media can be a powerful tool to help B2B brands expand their reach and acquire new business.
Remember, B2B purchases tend to be broader in scope. It's not about convincing people to buy a $20 pre-roll pack or a new vaporizer. B2B purchases like new display fixtures for your dispensary, retail POS systems, and bulk packaging supplies can take big bucks out of your company's budget. That's why these decisions take longer and require more consideration and discussion before you make a purchase.
So how can B2B brands effectively leverage social media in 2024? Here are some of my favorite tips for strategic success.
Appeal to multiple decision makers
The main difference between B2B and B2C (business-to-consumer) marketing is the number of people involved in the decision. B2C companies typically try to reach individual potential customers when posting on social media. When a consumer sees a photo of attractive gummies on Instagram, they might be inspired to try that brand of gummies the next time they visit a pharmacy. Consumers don't ask those around them if they should buy the product, and they don't usually need permission from those with purchasing authority.
But the decision-making process in business is different: a B2B post must be compelling enough to grab the attention of a single person within the company. and Try to convince your coworkers and superiors who are involved in purchasing decisions. When crafting your post, always consider how your message will impact the team, not just individuals.
Repeat, repeat, repeat
Businesses generally have a much longer decision-making cycle than consumers. While a B2C brand might be able to attract a customer in a day with an engaging social post, businesses tend to take longer from identifying a need to deciding to buy something to fill that need.
B2B social media users should focus on strategic repetition of posts. Don't overwhelm your target audience with the same post over and over again. Instead, carefully plan your key messaging and find ways to convey that information in a consistent stream of posts. This is how you build the awareness, trust, and credibility that are key to successful B2B social media marketing.
Know the stakes
Put yourself in the shoes of key decision makers at your target companies to deliver your message. While a bad consumer purchasing decision likely won't have any major consequences, a bad business purchase can have long-term impacts. When employees recommend your company to solve one of their company needs, they are trusting your company and their own reputation. They need to be completely confident that their decision to recommend your product won't put their job at risk.
Post accordingly. Be honest and informative, and strive to build trust with your audience. It's easy to spot sales pitches and insincere products on social media. Make sure your message exudes honesty and authenticity, and clearly define how your product will benefit your audience's business.
Share industry and company news
You want to be a leader in your field, right? Then keep up with the latest news relevant to your industry. Re-share news that interests readers in your target market and solidify yourself as an authority in your field. The benefit of sharing relevant news is that it can help break up a series of sales-focused posts and prevent your social media presence from being perceived as one big advertisement.
Use social media to share company news as well, including links to articles published by news outlets or blog posts about recent progress your team has made. Use social media to get the word out across 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, but they've recently seemed to be cracking down a bit on posts about cannabis and plant products. We won't go into the details of compliant posts. If you're in the cannabis business, you're probably well aware of the hurdles the industry faces.
Lead with Trust
All of the tips I've shared are tied together by a common thread: trust. If your target audience doesn't trust you, you're losing the battle. Be human and put yourself in the shoes of the companies and people you're marketing to. And don't expect your message to convert right away. It takes time, patience, and consistency to get the best returns.
Kim Prince is the Founder and CEO of Proven Media, a results-driven agency serving enterprise and consumer companies across North America. She has over 20 years of corporate marketing experience and has had an impressive background in corporate messaging strategy, public relations and strategic planning for corporations, brands and C-level executives.
