Traditionally, B2B companies have restricted themselves to marketing their products via trade shows, direct mail marketing, and a sales team that called on stakeholders of current, past and prospective clients. Though these techniques may still have some value, in order to swim in the sea changes of today’s digital world, brands must incorporate innovative ways to influence their audience.
Nowadays, almost everybody spends a considerable amount of time researching purchasing decisions online, including business owners/decision makers as well. While Twitter and LinkedIn are the most used social media networks in B2B space, they are not the only channels.
Here are some of the other channels that B2B companies can use to optimize brand exposure online:
Infographics – They are one of the coolest new tools for online marketing and are being lapped up by businesses across sectors. Infographics can be pretty handy for B2B businesses for digital marketing as they represent boring data in an appealing way.
They represent the data by tell a story which explains a complex process in a simple way. Data in the inforgraphics can be represented in the form of text and graphics.
One such infographic was created by Monetate, a provider of cloud-based technology for online marketers that employs a tag-based method for segmentation, testing, recommendations, and customer analysis for the Web and Email channels. It was a retailer’s guide to Big Data.
Blogs – Blogs are one of the most influential social media marketing tools in today’s date. While B2C companies are cashing in on it, why should B2B companies be left behind? In order to have truly effective content, you must leverage multiple mediums to tell your story and blogs are one of such mediums.
An effective story telling through blogs can help your customers learn about your brand. American Express has a site called Open Forum where with new content, including blog posts and videos are frequently posted.
Videos – Videos have emerged as one powerful medium that can convey ideas and it is a great tool for marketing. While typically it wasn’t considered for B2B companies to have flashy enough content to use for marketing, now it is more of a myth.
With a certain amount of creativity, anything can become interesting. For example, this particular company called Taulia that provides cloud-based invoice, payment and dynamic discounting management solutions came out with a parody video that became quite popular. The video showed what could happen if you don’t use their services. Also, Cisco’s Youtube channel has more than 33,000 followers and almost 5 million video views.
Webinars – One of the most interesting ways that a B2B company can engage its audiences is through webinars. Just like conducting a physical seminar, you can opt for a webinar where you can have an expert from to speak to the target market.
But, for that you’ll need to do proper research and come up with the relevant topic that will interest the target customers. Maersk Line has been hosting webinars successfully for some time now which has a wide audience.
Contests – In a branding exercise, Adobe conducted a contest which was a like scavenger hunt where participants had to pick up puzzle pieces from underneath balloons located around the city and return them to Adobe HQ.
Locations tips about the same were shared on social networking websites where the contestants stood to win prizes. You could do the same on social networking websites to increase brand awareness.
Visit Unspun Consulting group and know how we can create custom digital marketing solutions for your B2B Business.