Recently discussing with friend Anand Thaker (@AnandThaker), I fell into a classic marketing trap! We were discussing the applicability of SoLoMo (social, local, mobile media) to B2B (business-to-business) marketing. I focused my thinking and responses on the tactical channel instead of the big picture objectives. What do I mean? Here’s a good example of solid, strategic, big-picture thinking: The horsewhip manufacturers erred in the early 20th century; in order to fit their brand-perceptions and future business success, they should have changed their business model to selling “accelerants” (for automobiles) instead of horse-and-buggy accoutrements (my thanks to a speech by Jeffrey Hayzlett ‏ @JeffreyHayzlett for this concept). Similarly, the value of SoLoMo for B2B is not in and of itself. It is the strategic concept of consumer reviews and SEO effect.

 

SoLoMo and directory services today provide users the desired ability to find, rate and review businesses. More and more consumers do this, and more and more they use these reviews to research and make purchasing decisions. Customer research and reviews have value in B2B (perhaps even more so) as well as B2C. Businesses today need to be aware of and prepared for the reviews they get (whether general, industry or even local channels). And the channels with reviews could surprise you – perhaps they are InsiderPages.com, CitySearch.com, YP.com, perhaps even Yelp or GooglePlaces (some of these channels often have businesses’ profile listings by default, but they are frequently wrong or incomplete). And regardless of quantity of reviews, full, solid and accurate business profiles in these channels boost the company’s SEO (search engine optimization) overall (yes – even in B2B).

 

Are printing and sign companies found and reviewed in such channels? Phone services stores? Industrial supply? Office equipment? You’d better believe it! And in this day and age who can afford to ignore customer reviews? Can you?

 

Do you agree or disagree? Seen different results? Respond and comment below!

 

Jake Aull | Zen Fires | Websites, SEO, SocialMedia & Design 
email | 404.259.5550 | @jakeaull | Facebook.com/ZenFires