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2. B2B MARKETING TRENDS
B2B marketing can be seen as boring or at least less exciting than its B2C counterparts. But that need not be the case. As a B2B company, it’s important to be creative in your marketing and use the channels and tools available to be memorable.
Video, video, and more video
As marketers, we all know the power of a great video campaign as a way to inform and connect. After all, 86 percent of businesses use video as a marketing tool, and 92 percent value it as an important part of their strategy (according to Wyzowl research).
The same research showed the variety of reasons businesses use video with the top being explainers followed by social media videos and presentations. The top three channels companies use are YouTube, LinkedIn and Instagram.
For B2B companies, video can play an important role in the sales and marketing cycle. This is particularly true on LinkedIn as video has become more popular on the platform and offers a way to connect with and influence customers.
“LinkedIn has become a place where people can quickly create user-generated content. People do it to varying degrees of slickness. Your mileage will vary depending on your style and budget. But I think it’s added a lot of personality to that platform, and it’s made content more shareable. (Video) is a great way for you to act like a maven, like a connector,” says Stephen Walsh, co-founder of Kineo and Anders Pink.
Read our blog ‘9 Ideas for Social Media Videos’ to get some inspiration for your video campaigns!
Empower teams to use social selling
Social media is an effective way for brands and their sales team to connect with customers. This is particularly true for B2B companies that have longer sales cycles and rely on digital channels to provide useful and relevant information.
But there’s a difference between posting content that pushes a sales message and using content to engage and create connections. Social transformation expert and author, Julie Atherton believes that’s what will drive success for businesses in 2023.
“I think there will be a clear demarcation between businesses that empower and support their teams to use social media effectively in relationship-building and those who see social as another channel to push sales messaging through,” says Atherton. “Some organizations are fearful of giving control, or allowing individuals to get their personality out there.”
An appetite for curated content
While companies put a huge focus on creating original content, it can also be effective to share curated content.
If the content is relevant, it can drive conversations and demonstrate that your company is interested in solving an issue or sharing information rather than just selling.
“If you’re reaching out with something informative and insightful, it doesn’t matter too much whether you’ve created that content. I think (curated content) can be an efficient way to provide some learning and insight, and show that you’re a trusted person who can add value. As a B2B strategy, it can be very powerful,” says Walsh.
Types of useful content you can share include:
- Industry news
- Third-party research
- Press releases or announcements
- Interviews (video and blogs)
- In-depth features
- Podcasts
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