Don’t rule out the influencer in your B2B technology marketing strategy
November 30, 2015
Trends come and go, but there are some B2B technology marketing methods that have been around for a long time, have improved, and are the most likely to continue being valuable. By understanding these strategies and using them thoughtfully, you can stop worrying about staying on top of all the latest trends—and focus on getting ahead of the competition.
Here are four key B2B technology marketing activities that show no signs of slowing down anytime soon!
Use blogs, videos, podcasts, articles on social media, and other ways of sharing your knowledge and skills to give potential customers and colleagues a taste of what you can do. Provide high-quality content that gets straight to the point. Take the time to really answer their questions, provide thoughtful solutions, and include helpful advice.
This type of content is timeless and will become an integral part of getting new clients. It allows them to get to know you and your skills without being sold to.
High-quality informational content is the great equalizer. Businesses of any size can use it to increase their qualified leads and move potential customers closer to a professional relationship.
High-quality content is the great equalizer.
Now that you’ve created helpful content, your audience needs to find it. If you wrote it for humans and not for search engines, you’re well on your way. Search engine optimization (SEO) is not what it once was. Search engines have advanced over the years—we’ve come a long way from AOL “key words” to Google’s prowess with natural language—and they now prefer content that responds to the way people search now.
Trying to “cheat” with “keyword stuffing” won’t work anymore. And using artificial intelligence (AI) to help you write will only take you so far. The best way to create content that informs and engages your audience is to give real answers to real questions. Also make sure your content has these three ingredients.
The AI-powered search generative experience (SGE) is simply the latest step in this process. If you’re writing for people—and not blocking your content from large language models (LLMs)—you’ll be found there, too.
Create content that informs and engages—
give real answers to real questions.
Social media represents an incredibly powerful tool for distributing content. Regular use boosts brand awareness, and posting activity has been an essential marketing ingredient for decades now. (There are marketers alive now that literally don’t know what the pre-social-media world looked like.)
Though there are some who still resist its use—especially on untested channels—the question isn't whether but how. Your audience is active, so you need to be, too. But marketers need to meet prospects on their own terms. You already know how to engage your audience, and you need to translate that to a different medium.
Get creative and think outside the box when it comes to engaging their attention. Today’s consumers don’t just want dry facts and figures presented in a boring way; they want entertainment, wit, and fun injected into their content. Whether it’s reinventing existing platforms or jumping on the latest trends, marketers have endless opportunities to connect and engage with customers in innovative ways through social media.
Get creative when it comes to engaging your audience.
Email offers a simple, personal way to reach out to customers regularly. By sending targeted messages with relevant information, you show your customers that you want to help—and that you care about their time. Nurturing an emotional connection with relevant and personal messages encourages a relationship based on trust.
Make sure each email is clear, concise, and error-free. It’s important to take care even with something as seemingly informal as a check-in email. This implies that your company pays close attention to detail and that you’ll be at least as careful on client projects. Well-executed communications can make the difference between a short-term customer and one who comes back for your service time and time again.
Show your customers you can help—and won't waste their time.
As your fellow marketers scramble to keep up with the latest trends, use these enduring practices to guide your success. Adapt them to your brand, and remember that marketing is a long-term endeavor that requires consistent effort.
This is not to suggest you should stop learning new tools to help with these basics. Keep up with innovations in the ways to use them. Continually refine and evaluate to ensure you use the most effective techniques available. But always remember that your focus is on the people, not the market.
Even in the ever-evolving world of B2B technology, you form relationships with other individuals. The money may go from business to business, but communication is still from person to person. And human psychology has not changed. Respect, authenticity, clarity, and trust are still necessary for customers to feel valued.
When you treat people like people—and not as simply a means to an end—they are far more likely to listen to what you have to say. And what you offer needs to be something they value.
If you are still unsure how to go about it, or if you just don’t have the time, MarketReach has experienced communicators who can help you out. Just ask, and find out for yourself.
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