Remember those popular kids in the school days? Was it their status, attitude or talent that made them grab attention? Well, you should be knowing that better. Then there were also few of those who surfaced out of nowhere and stole the show using some really smart tactics and strategy.
Marketers can apply similar stuff to B2B marketing by “hacking the system” and figure out how to elevate the brand value. Wonder if your brand can become a “popular kid” among your clients and their customers and seek constant attention to gain business opportunities. You can definitely get there faster than you think. It all comes down to hitting the nail on the head.
With the rise of Social media, marketers are blessed with B2B marketing possibilities in abundance. The challenge is to identify the right spot (target audience & platform).
In B2B space, you must be very clear about who you are targeting, whose business you want and what exactly they look like.And you be spot on with those components targeting through campaigns on Facebook, Instagram or LinkedIn.
Let’s learn on how you can apply these strategies in B2B, plus few evergreen marketing tactics you could use to grow your brand in 2019:
Host Events of small scale, Leverage social media
Making use of Facebook, Instagram and LinkedIn ads to create and promote in-person events is an incredible opportunity. You can position the event as per your needs and desire.
Step 1: Run Low Costing Ads on Facebook and other platforms. The higher your reach is, the lesser will be the cost. Choose a place to host the event that has a maximum of “ideal clients” to run your ad at low cost. Target the admins of Facebook business pages who might be interested in your service or product.
Step 2: Record a Video. It sounds as an expensive idea, however if you shoot from your mobile or webcam it gives a realistic touch and costs nothing. Keep the content authentic. Speak about the event and what is the gain of attending it. Being raw connects you with audience more organically. Another important aspect is not being salesy while giving real touch to your brand on the social platform.
Step 3: Try to give as much of information in Google form as possible about the event in your post for better reach and credibility.
Step 4: Design a Survey, incorporate one or two open ended questions. This provides an opportunity to identify whom you can invite for the event, potential prospects; people who give genuine and right answers.
Step 5: Ensure that audience hosted are captive which will fetch value for the money spent on the event. Use some Q cards or keep it casual for people to feel personalized and enjoy the ambience, at the same time listen to you.
If people remember you as a great host, you’ve got value from the event.
Initiate a Niche Podcast
B2B marketing firms have a persistent complain of lacking wide range of audience to their content. The fact is most of you don’t need that. It’s the quality that matters, even if you have a thousand people listening to your pod case, you have enormous opportunity to make a million revenue in a year.
In your niche podcast, reach out to experts and thought leaders, invite them to be your client on the show. Such endeavor goes long to show they are valuable, working on their egos. What they get in return is the value of being privileged and share the links with their family and friends, creating a ripple effect.
It’s easier than thought to get their business. What you’ve achieved is a popular podcast in a short span with niche and making your guests, the executives at XYZ companies, popular and getting bounty in return.
Hosting an event or podcast is a fantastic arbitrage in 2019.
Shift the Focus from the Gravity of your Service to What Your Customer Wants
Around 60 years ago, Guinness beer sales started declining in UK pubs for the first time. They conducted survey and research to find out that most popular aspects people discuss are soccer and trivia. That is how Guinness book of World Records came into being, a media firm to the rescue of a liquor brand.
Guinness strategy was to ‘bake in’ content through media that people would consume in pubs.
Instead of directly speaking about your business, find out what interests the customer. Create content around the topic, advertise it natively and infuse your brand in that with due diligence. Viola! You are getting popular among niche audience.
Develop Unique Content
Create a master content, a pillar from which rest of the content can be derived. Create an audio or video as a pillar content and create small articles, images or memes from it as varied formats of same content. Distribute such pieces on different platforms.
Even if you lack resources, begin with a single piece, you will have audience to consume your content. Content of any format whether related to your brand or not, as long as you create a buzz, you are being noticed.
Similar to hosting a podcast, a show or an event, Content on social media in your industry that people consistently consume provides massive opportunity for your brand and food for thought for decision makers about your brand.