For many, the process of entering B2B marketing is accompanied by a lot of questions and difficulties. It’s true many people think that communicating with a specific person is always easier than with a business, but in this formulation lies the main misconception, since behind every business, there are always people.
In this article, I, Vlad Slyusarenko (CMO of BETCORE), drawing from over six years of experience in B2B marketing, will share effective strategies to help you expand your audience and boost engagement.
Understand who you are, your team, and your product
At the beginning of any cycle of changes, look back and deeply analyze your starting position. Every successful company is a symbiosis of coincidences that produce the desired result. People who were once random to each other gather into teams and form companies, and as my experience suggests, each such company has its own special spirit/style/vibe. Explore this vibe, as it often holds the key answer to the question — of who you are and how you differ from others.
Your social networks and website, your communication products — all of these are the symbolic suit of your business. The tone of voice, design features and nuances, slogan, categorization, and presentation are tools that your marketing team can use to create a truly unique and compelling image. By consistently broadcasting this image, your team will attract new subscribers and fans, making your product stand out in their feed.
Before plotting a course forward, turn around and carefully study your starting position. Like in any quest, the starting room holds all the necessary answers.
Active communication and posting
Content – content – and once again – content! Creating unique and engaging content should be a priority for your marketing team. The brand you build in the digital space is a living organism within that digital space. It should be active, flickering in subscribers’ feeds, attracting new ones, and conveying key information to them.
Don’t hesitate to post at least once a day, and never post less than twice a week!
Video and short videos > Photos and text
It’s no longer a secret that services built around video content are the most in-demand in various audience segments. As numerous studies have shown, even in the 30+ age group, people are increasingly preferring video format over plain text. Human attention has become more clip-oriented, and the focus of attention is becoming shorter. This is the reality we have to live with and plan for the future based on it.
How can this information help us? It’s simple! Focus on video in your digital communications. Do you have a presentation? Make an additional video presentation. Are you releasing a game? Instead of writing a lengthy press release, present the game in a short and engaging video format with a brief and highly informative accompanying text. Be visible in your audience’s feed, and most importantly, be interesting to them!
Water should be inside you, not in your texts
In Ukrainian, when discussing a PR text, people may say, “There’s too much water in this text.” This is said when the text is overloaded with unnecessary information, clichés, when the main essence and purpose of the text are barely visible behind hundreds of extra letters and phrases.
Study how your sales department works. It is always specific and clear, simple and understandable, and flexible depending on who it is talking to and what goal it pursues. As we discussed earlier, within the digital space, your brand is a living organism. Give it your voice and critically evaluate what it says and how. “Less is more” is a trend that I have long and strongly supported. Your texts should be understandable after the first reading, and most importantly, all the meanings that you have embedded in them should be effectively conveyed to the audience.
And a couple more useful tips:
- Educating your audience
Remember that your audience may know nothing about your company. Present information about your company in the simplest and most understandable way. Regularly talk about what you do and how your company can be useful to your audience and potential partners.
- Live photos and videos
Posting photos and videos of your employees in the office, at exhibitions, and at corporate events always attracts the audience’s attention. Such posts spread across social networks better and receive more likes and comments.
- Personal Brand
Your employees should become the face of your company. Engage your company’s C-level employees on social media. Let them share their expertise, comment on posts, and manage their personal pages, tagging your company. This will help you establish a stronger connection with your audience.
- Tags and hashtags
Tags and hashtags still work great on LinkedIn and other social networks. Tag your partners, media partners you collaborate with, and events you attend. This will help you attract the attention of new followers.
By following these strategies, you will be able to grow your audience and improve interaction with your subscribers and potential partners. Wishing you success in developing your business on social media!
I hope this digest of accumulated knowledge was helpful to you! At least I enjoyed sharing it with you!