On the surface, using the Internet for marketing makes perfect sense. The Worldwide Web is fast-paced, viral, and it connects the masses – perfect conditions for selling to consumers, but what about other businesses. For B2B marketers, cyberspace can be daunting. Before diving into social media for B2B marketing, it’s important to have a plan in place, and the following tips should send you in the right direction.

Target your audience.

As with any form of marketing, the first step is to identify your target market, and find the Web sites they utilize. It’s for purposes such as this that channels such as LinkedIn soar in popularity, as many companies are registered with it. Run a search for businesses on Twitter and Facebook, and see if these companies have pages on either Web site. If so, connect with them, and begin to forge a relationship prior to pitching your product.

Pace yourself.

Once you’ve identified your market and found them online, engage them. Don’t immediately begin spamming press releases, but instead, join the conversation. Many Web sites (yes, LinkedIn) have groups or “communities” focused on specific interests, so join a few which deal with your company’s industry. Read and comment on blogs, forums, and other discussions before presenting your business and what it has to offer.

Always include a link.

If you think of your company’s Web site as a business card, you will realize its value. Web sites enable customers (both businesses and consumers) to acquaint themselves with your products and services, as well as learn other information about you such as address, phone number…anything a good, business card should have. For this reason, it’s paramount you include a link to your company’s Web site at the bottom of any Web content you submit. An article posted on Twitter won’t do you much good if it doesn’t lead readers back to you, which brings me to a quick side point…

If your Web site doesn’t have an option for customers to “subscribe” – also known as an RSS feed – get one. Not only does it look professional, but it enables you to keep constant contact with your market. Anything you update – from a blog to new video material – will be sent to subscribers via email, or more recently, mobile devices…

Mobile Marketing

In today’s fast-paced society, many users have gone mobile with applications for their cell phones. B2B mobile-marketing spending will quadruple over the next five years, rising from $26 million in 2009 to $106 million in 2014, according to Forrester Research. [1] Keeping up with this pace is essential for any business to survive.

When thinking mobile, think quick and easy. Keep content – from articles to audio – short and sweet, as users’ patience is limited.

Be patient.

Most importantly, be patient, and have reasonable expectations. Cyberspace is vast territory; it takes time and tact to navigate and get where you want your business to be. Regard social media as more of a lead-generator…not a deal-closer. Developing an online presence is a slow-growing process, but in the end, it bears the sweetest fruit.