The business to business sector is as reliant on communications with customer and employee as any other sector today.
The business to business (B2B) sector doesn’t talk much. When it comes to the tools and technology that the sector needs to communicate, they don’t really invest that much or pay very much attention.
The reason is because these solutions and tools are often seen as relevant for end users, not businesses.
The reality is that this isn’t true?
From social media to CRM, technology can have a significant impact on the B2B’s success, influencing what other businesses buy and from where.
As much as a B2B service is for a business, the business is still populated with people.
One company that started getting this right many years ago was John Deere.
This company put its products on Instagram and has nearly 400,000 followers.
This is a company that sells giant vehicles to specialised industries and its Instagram account is a huge hit.
When it comes to B2B communications it needs to become personal.
It needs to ensure that employees are working together to create a clear brand identity, to provide exceptional service and to keep customers satisfied.
It is no different to the metrics by which a B2C company would measure itself, nor should it be.
In the same way, the B2B sector should use communication tools to foster partnerships that allow for greater reach and capability.
This is particularly relevant for smaller businesses that can create richer solutions to drive growth and development.
A great example would be in the realm of mobile payment processing – a Spaza shop in the middle of nowhere can partner with a mobile payment company and a courier company.
The potential for growth and revenue is spread across all partners.
These can then be further enhanced by using marketing and communication tools that allow for customers to see the benefits of the business or the partnerships.
Social media shouldn’t be rejected by any industry, regardless of how niche.
Already in many circles, the niche influencer has become the gold mine of the company that wants to talk directly to its market, so the same applies to the business.
Creating a blog, website, or appropriate social media account isn’t dabbling in fancy, its engaging with core audiences.
Today, the value of communication in the B2B sector offers inordinate value to the bottom line. It is also a useful tool to bolster engagement and awareness in a tight and complex economy.