Social media is a leading concept of digital marketing which startups are enthusiastic to apply fortheir businesses. In fact, social media channels such as LinkedIn, Facebook, and Instagram
fundamentally change how enterprises reach and communicate with their customers, how they
offer products and services to end-users, and how their employees cooperate smoothly. In a
nutshell, those tunnels are effective marketing platforms which help companies to do businesses.
Latest trends of social media marketing - (SMM):
Social media marketing is suitable for companies at all sizes and types, ranging from small startups,
to medium businesses and multi-continental corporations. There are thousands of successful
marketing stories told every year which prove the influence and power of social media in business
world. The effects of social media on daily life has been dramatically growing in the last five years;
more than 1,930,000,000 users which lead to million pictures, videos, and statuses are posted
every minute.
Relationship between B2B startup and social media marketing :
B2C startups have realized the advantages of social media and eagerly applied it into their general
marketing strategies. However, according to Bodnar and Cohen (2012, 4 – 5), B2B companies are
in practice more suitable for social marketing than B2C. Firstly, marketers in B2B businesses tend
to have a closer relationship with their customers and prospects to understand their behaviors,
habits and desires. That familiarity and clarity provides a major advantage when doing business
with them. Secondly, B2B companies are usually leaders in their field in terms of developing new
industries or innovating existing ones,
Preparing a social media marketing plan:
There are several factors which need to be considered when planning a social media marketing
strategy. The four considerations below could be seen as more important for B2B startups.
3.1.1 Setting goals and objectives To build a successful social media marketing campaign, B2B startups cannot forget the most important phase of defining goals and objectives. The more specifically goals and objectives are set up, the more victoriously companies are able to achieve. It is even critical for businesses who have less or no reputation among their target markets, competitors and potential customers.
Understanding target customers, influencers and social media experts:
Strong customer relationship is a key factor in business achievements, especially in marketing
because it could help companies to increase lifelong development. In reality, companies are unable
to succeed without reaching clients. B2B startups are required to understand target customers in
order to develop products or services that fulfill customer requirements. Additionally, doing
marketing research to understand consumer behaviors and habits is a must for better
communication. When analyzing demographic data of customers, such as ages, genders, incomes,
favorite, and motivates, companies are able to define their ideal clients for long-term plan.
Using social media as a tool in market research:
Doing market research is a necessary step for any companies before entering new market because
they could understand the current situation, customer demands and interests, competitors and
themselves in both short-term and long-term. It would help to implement product development and
marketing strategies for better customers reaching.
Building strong online community based on social media:
With the advanced development of digital world, users are able to communicate and discuss current
business issues with others without geographical difficulties. Companies often create extranet
communities where they are able to get opinions of customers for improving products and raising
company images under eyes of customers. Besides old platforms like blog and forum, social media
is recognized as one of useful communities where communication among users,
Evaluating social media channels:
There are many social media channels that B2B startups could use to optimize their social media
marketing plan. However, this thesis limits its scope to evaluate three following social networks:
Twitter, LinkedIn and YouTube according to requirements
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