Three Ways To Bolster Your B2B Marketing
Think about the last time you met someone new. You probably shook their hand and immediately took note of their body language or facial expressions. Typically in these situations, your conversation starts with small talk — perhaps what they do for work, where they’re from or acquaintances you both may know. If you find the relationship mutually beneficial, you may begin to follow each other on social media, or exchange emails or text messages to plan when you’ll get together again to further the relationship. I’d like to argue that it’s time to start thinking about your business to business (B2B) marketing strategy the same way you think about building relationships.
We expect to gain something from our friendships or relationships. Potential customers have the same expectations. You need to prove your value. Tactics like targeted media exposure contributed content, influencer relations, social media, speaking engagements and website downloads invite potential customers into your company story as friends versus onlookers. A strategic B2B marketing approach builds a relationship with the customer by providing valuable, relevant and consistent content.
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