Jay Baer sums up the true cost of social media—and the commitment it takes to get results.
In the last part of our interview, Jay Baer spelled out the true cost (and worth) of social media for B2B companies. The short story is: nothing is really “free” and results take time—but it’s worth it.
Watch Part Three of our interview now or skim the highlights below.
LOD: All of this social media we’ve talked about…it’s fast and easy right? [Laughs.] What’s the best advice we can give to our B2B clients to help them embark on social media with a realistic context?
JB: It’s not inexpensive; it’s just different expensive. You’re trading production dollars or media dollars for labor dollars.
Social take a long time. You’re winning hearts and minds one at a time. It takes a long time for the benefits to show themselves. You don’t just do social media for a quarter or a year; you’re going to be doing some form of social forever.
LOD: It’s persistent, it’s not a campaign.
JB: There’s no expiration date on social media.
LOD: Any final tips for B2B marketers?
JB: At its core, social media is more important for B2B than it is for B2C. You have fewer customers, so the opinions of each of them are magnified in their importance.
Also, B2B is typically highly researched, so the opinions of existing customers matter a lot; and the B2B purchase cycles are influenced at a very high level by search. And search and social are like the Lone Ranger and Tonto!
Many thanks to Jay for his time and his insights!