Snapchat for B2B Businesses : Here’s What Marketers Can Do
When I say Snapchat for B2B marketers, you must think I’m crazy. When you think of Snapchat you see teenagers exchanging pictures and videos. I can totally understand. It definitely does not look like a space where B2B marketers would spend their time on. But, did you know that last year the 4-year old messaging application’s user base surpassed that of Twitter. During this time, Snapchat already had 158 million users.
And, if you thought that only the teenagers use Snapchat, you are dead wrong. Usage amongst people over the age of 35 increased by 224% from Q4 2015 to Q4 2016. Now that I have got your attention, Snapchat for B2B businesses can be a reality. It is a smart investment for most companies. The only hurdle is to create “cool” content which Snapchat users consume. With 2.5 billion snaps exchanged every day, it does not take much to figure out that people actually have one-on-one conversations there.
If you want to market it right, you have to spin a story. And, what better place to tell stories than Snapchat? Using Snapchat for B2B marketing should not be much of a hassle. You don’t need to invest in any technology. All you need is a smartphone, which I’m guessing all of us have. It’s free to install and the tone is casual.
I can understand the plight of many marketers. Just as they thought they were getting to know Instagram better, there comes another new social media channel.
Technology is evolving at a fast pace, and obviously it is becoming harder to keep up. But does that mean you are late for the “Snapchat for B2B marketers” party? Not really. Snapchat has become a viable platform for B2B only of late. So, if you haven’t started snapping yet, there is still time for you. Moreover, Snapchat gives you a great opportunity to reach out and target millennials, a generation who is taking decisions and has the purchasing power to do so.
Why Use Snapchat for B2B Marketing
Did you know that top B2B brands like Hubspot, IBM, Cisco, etc. use Snapchat to reach out to their audience? The thing that all these brands have in common is that their target audience aligns with that of Snapchat. At least partially. But, here’s why B2B brands are using Snapchat and should continue doing so.
Your Target Audience
At least a small subset of your target audience frequents Snapchat. With more than 54% Snapchatters opening their apps daily, you have a fair chance of reaching out to a certain number of prospects. You can segment your audience and ask them directly to know who uses Snapchat and who does not. This will help you understand whether a Snapchat account will be worth your time.
If you want to build an extensive brand presence, you will have to be present in multiple marketing channels. But, just being present in multiple channels won’t help. You will have to convince your audience to follow you across all channels. For this purpose, you will need a cross-channel marketing strategy.
In a nutshell, you can use your Snapchat account to promote your presence in Twitter, Facebook, LinkedIn and so on and so forth. It can be part of a larger omnichannel campaign. In fact you can do the opposite as well to promote your Snapchat account.
Location Comes First
This is one of the biggest reasons why Snapchat for B2B businesses is now a thing. It gives your average content an exciting spin and makes it snap-worthy. Geofilters are special overlays for your snaps that can be accessed only in certain locations. Moreover, Snapchat keeps adding fresh filters for new locations every day. This plays a huge part in creating engaging content.
There are two main advantages of geofilters. The first one will be seeing snaps with same geofilters. That will obviously mean that you are in the same location. It can be a conference or a seminar, or any other event. It helps in creating a special bond between you and this user. The second advantage, is when people are viewing the snaps from some other location. Your snap is so heart-touching or exciting that it helps in creating an instantaneous bond with you.
Today’s marketing is all about building relationships. More so, if you are in the B2B industry. Snapchat’s advertising options are always evolving and along with geofilters, it is an exciting marketing channel. As a marketing channel, Snapchat provides an extremely personal, close-up view of things. A one-on-one visual conversation with your prospect is something that has not been done before. It is exciting and scary at the same time.
It would be really helpful if you have a young marketer in your team, who is Snapchat-savvy. This person can teach other team-members about Snapchat. Not only would you be building relationships with your customers, but your team too, will be bonding.
You can bring in an influencer in your space who already has a Snapchat following to take over your account for a day. This will help your followers to bond with this influencer, and in turn gain some of the influencer’s followers. Overall, Snapchat is a great tool for building relationships, provided you are creating the right content.
The Possibilities are Endless with Snapchat for B2B
When it comes to the Snapchat revolution, what you require is creativity, courage and wit. It gives you a platform to be genuine and real. This is a great thing for your prospects to experience. Snapchat might be a place to apply random filters and send silly selfies, but for B2B businesses it is a lot more than that.
Let your followers see how your brand works, form a personal relationship with them, and see your business flourish with Snapchat.