Building Successful B2B Financial Services Social Marketing Programs

Faced with fragmented customer bases and unclear regulatory requirements, business-to-business (B2B) financial services marketers have traditionally shied away from launching social marketing initiatives. However, an active base of customers, greater regulatory clarity, and increasing institutional knowledge of social media mean B2B financial services marketers should engage their customers through social channels. Before financial services marketers begin experimenting with social tools, they first must understand their unique customer behaviors, set clear business objectives, and craft a corporate-level strategy for social media.