Exploring B2B cross-border payment promotions: Expanding into social media and beyond
In the rapidly evolving world of B2B cross-border payments, companies are leveraging various social media platforms to market their services and communicate with their target audience. This strategic approach is tailored to suit the unique characteristics of each platform, the demographics of the audience, and the specific attributes of the companies themselves.
Platform Usage and Marketing Strategies
Facebook, particularly in certain Asian contexts such as Japanese companies selling to Taiwan, serves as a primary marketing and trust-building channel. Businesses often rely on Facebook pages instead of traditional websites, partnering with local influencers and participating in live commerce events to appeal to younger, social media-savvy customers. LinkedIn, on the other hand, is prominent for longer-form, professional B2B content, ideal for educating and engaging business decision-makers. Instagram and YouTube are used to share engaging visual content and video tutorials, helping showcase product features and company culture.
Variations by Company Characteristics
The strategies vary based on company age, location, and ownership status. Younger startups might aggressively adopt newer trends like live commerce, video tutorials, and influencer collaborations, while mature companies focus on credibility-building content such as case studies, testimonials, and educational posts. Geography plays a significant role in platform choice, with Japanese companies targeting Taiwanese customers focusing on Facebook and LINE due to local popularity, while Western companies may prefer LinkedIn and Twitter for professional outreach.
In summary, B2B cross-border payments players adopt a multi-platform, tailored approach, adapting their social media platform selection, content types, and marketing tactics based on target market preferences, company maturity, and ownership structure to optimize engagement and trust in different international markets.
This study provides insights into the social media strategies of major B2B cross-border payments players, shedding light on their recruitment strategies and the types of customers they are focusing on. The focus is on understanding the strategies of B2B payments companies rather than consumer strategies, with the primary purpose of these platforms being marketing and branding.
The effectiveness of social media platforms for B2B-focused brands, including cross-border payments, may not be as clear as for consumer brands. However, the study aims to provide insights into the implications of social media and communication platform use for marketing strategies of B2B payments companies, offering an insightful picture of the B2B cross-border payments landscape by analysing the social media strategies of major players in the industry.
- Companies in the B2B cross-border payments industry, such as Japanese firms selling to Taiwan, often use Facebook as a primary platform for marketing services and building trust with social media-savvy customers, particularly by partnering with local influencers and participating in live commerce events.
- For older B2B payments companies, LinkedIn tends to be the preferred platform for sharing professional B2B content or educating and engaging business decision-makers, often emphasizing credibility-building content like case studies, testimonials, and educational posts.
