B2B Marketing | How To Build A Brand In 2021
2.7 هزار بار بازدید -
3 سال پیش
-
Here's how to Build a
Here's how to Build a B2B Brand in 2021:
1. Open Up an Ongoing Stream on Customer Insights that your competitors never see
Build a recurring community event where you offer free consulting to your target customers. All of the questions & data you get from this are pure consumer insights.
Identify the social networks, groups, and communities where your customers spend their time. Don’t make assumptions!
Figure out how to be a part of those communities. Act like a peer, not a vendor.
If you approach this with the right mindset, you now have an ongoing stream of market insights every single day that your competitors never see (because they aren’t looking).
2. Build a Native Content Strategy Optimized for Dark Social
You need a completely different content strategy for dark social than you do for SEO. That’s why most companies fail at social. Because they try to copy & paste their Google search strategy into LinkedIn (and it, obviously, fails).
The difference is on Google someone searches for something and then you give it to them (they have intent to find that information).
That’s not how it works on social - there is no intent. Which forces you to create content that people actually want.
Your content needs to be so much more relevant. So much more expertise-driven. So much more customer-centric. Build your team & allocate resources accordingly.
3. Identify the Dark Social channels for initial distribution.
We initially distribute content on LinkedIn, Podcast & YouTube. We get a lot of consumption directly on those platforms.
Then there is secondary & tertiary distribution where people share the content & ideas in Slack channels, DMs, text messages, direct word of mouth, Facebook groups, LinkedIn shares, the list goes on and on.
There’s no tracking so companies don’t even realize it’s happening.
4. Strategize, Produce, Distribute, Analyze, Repeat
Build an agile loop to consistently produce & distribute content. Listen to audience feedback. Engage in the comments. Look for qualitative insights about where they’re sharing it.
The data here is mainly qualitative and not reflected in attribution software so most marketers don’t know what to do.
__
And that’s how you build a B2B brand in 2021. It’s really that simple.
If you’re a B2B company, your objective should be that everyone in the market LOVES us.
Not just the people that use your product.
And they love you because:
1. We go into things with the right mindset
2. We have a progressive, modern strategy for marketing & interacting with our customers & the market
3. We produce the best information on the internet for our buyers & we distribute it natively in the channels where they actually pay attention
4. We don’t spam people with sales-focused messaging all the time trying to shove them into meetings when they hate it
#marketing #b2b
p.s. In 2011, brand was built with trade show booths & banner ads & SEO. But that was a decade ago and a lot has changed since then
1. Open Up an Ongoing Stream on Customer Insights that your competitors never see
Build a recurring community event where you offer free consulting to your target customers. All of the questions & data you get from this are pure consumer insights.
Identify the social networks, groups, and communities where your customers spend their time. Don’t make assumptions!
Figure out how to be a part of those communities. Act like a peer, not a vendor.
If you approach this with the right mindset, you now have an ongoing stream of market insights every single day that your competitors never see (because they aren’t looking).
2. Build a Native Content Strategy Optimized for Dark Social
You need a completely different content strategy for dark social than you do for SEO. That’s why most companies fail at social. Because they try to copy & paste their Google search strategy into LinkedIn (and it, obviously, fails).
The difference is on Google someone searches for something and then you give it to them (they have intent to find that information).
That’s not how it works on social - there is no intent. Which forces you to create content that people actually want.
Your content needs to be so much more relevant. So much more expertise-driven. So much more customer-centric. Build your team & allocate resources accordingly.
3. Identify the Dark Social channels for initial distribution.
We initially distribute content on LinkedIn, Podcast & YouTube. We get a lot of consumption directly on those platforms.
Then there is secondary & tertiary distribution where people share the content & ideas in Slack channels, DMs, text messages, direct word of mouth, Facebook groups, LinkedIn shares, the list goes on and on.
There’s no tracking so companies don’t even realize it’s happening.
4. Strategize, Produce, Distribute, Analyze, Repeat
Build an agile loop to consistently produce & distribute content. Listen to audience feedback. Engage in the comments. Look for qualitative insights about where they’re sharing it.
The data here is mainly qualitative and not reflected in attribution software so most marketers don’t know what to do.
__
And that’s how you build a B2B brand in 2021. It’s really that simple.
If you’re a B2B company, your objective should be that everyone in the market LOVES us.
Not just the people that use your product.
And they love you because:
1. We go into things with the right mindset
2. We have a progressive, modern strategy for marketing & interacting with our customers & the market
3. We produce the best information on the internet for our buyers & we distribute it natively in the channels where they actually pay attention
4. We don’t spam people with sales-focused messaging all the time trying to shove them into meetings when they hate it
#marketing #b2b
p.s. In 2011, brand was built with trade show booths & banner ads & SEO. But that was a decade ago and a lot has changed since then
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