Boring B2B Business or Industry? Yes, Social Media Will Work


Published: June 22, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
Boring Business or Industry? Yes, Social Media Will Work for Your B2B

Some businesses seem like they were made for social media. Lots of exciting products, fun services, fresh photo opportunities, and plenty to talk about. Others may feel like they’re left out of the party because their services are dry and boring, or they create products that are important to their customers, but not much fun to talk about. If you’re asking yourself, does social media work for B2B, especially the “boring” ones, you’re in the right place! 

Does Social Media Work for B2B?

In short, yes! The trick is to find the path for making connections with your audience, regardless of your specific niche. Yes, it’s going to take some businesses a bit more creativity to find that path than others, but the payoff is worth it. Not only will you be better positioned than your competitors who have given up on social media because they’re “too boring,” but you’ll also be creating a long-lasting strategy to help more people discover who you are, what you’re all about, and how you can solve their problems.

How Can I Be Less Boring?

For B2B companies who have realized the potential of social media, the next hurdle is figuring out how to be less boring. The best way to do this is by humanizing less-exciting industries to establish a way for people to make connections with you and your crew rather than trying to drum up excitement about your products and services. In other words, it’s difficult to feel inspired by a well-made widget, but it’s easy to be inspired by a good story told by the widget-maker. Here are some ideas to get you started.
  1. Be the Expert. One big reason why industries seem dull is that the majority of the audience either doesn’t know much about it (other than that they need your products or services) or because they find it too complicated to invest the energy into understanding it.

    Rather than promoting your wares directly, invest in an informational campaign to bring the specifics and the details to the public in a way that’s meaningful to their everyday lives. As a bonus, you’ll be demonstrating why your solutions are better than the others just by virtue of being the one who can explain them better.

    It’s important to note that you’ll have to walk a careful line between being condescending or appearing to “talk down” to your audience, as many of them will have a higher level of understanding than others.

  2. Be Helpful. This is good advice for every industry, but particularly effective for industries that seem dry or technically complicated. One way to be helpful is to extend your informative content slightly outside your specific solution to help people with broader aspects of their problem. Your piece of the puzzle might be smaller, but the entire puzzle needs to be solved by your customers and they will be happy for the extra assistance.

  3. Show the Humans. People are always going to be the most interesting subject for other people. No matter how boring you think your business is, it’s staffed by interesting people who do all sorts of things. What are they up to today? What do their jobs look like? What do they do for fun? What does a client interaction look like from your team? What gets your geeks geeked? Photos and videos of your people being people are the perfect way to make connections without trying to liven up your actual offers.

  4. Be a Storyteller. This point piggybacks on number three, but encourages you to branch out from the smaller, day-to-day stories and get into what makes your current customer relationships work. Of course, you’d have to either anonymize or get permission from any companies you’d like to include in your stories, but framing a story around an experience is a great way to make connections. Rather than talking about your solutions or how you answered questions, you can demonstrate how it will look for others who choose you.

  5. Show Your Personality. This one comes with the caveat that you shouldn’t invent a hyped-up “personality” to use in your social media, as most people can see right through that. Instead, show what’s already unique about your crew and what makes people happy to be a part of your team.

Put the Social in B2B Social Media

The key to making social media work for B2Bs, especially the ones that seem too boring to drum up any excitement, is to continually return your focus to people and stories. People may never be excited about the intricacies of tax preparation or the manufacturing of gadgets (although some of your die-hard followers will!). Still, everyone wants to learn about other people and what they are doing. Open your doors and let your audience in, and you’ll find you’re able to make lasting, beneficial connections with your customers.

If you’re struggling to make this happen or you’re not sure what the best angle is for your boring B2B, let us help! We have experience bringing brands to life and a proven track record of finding social media success for our customers.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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