Opinion: The Secret Ingredients Needed To Spice Up Social B2B Marketing
In this guest post, Paul Isbell, strategy & social media director at Redengine SCC spills the secret ingredients needed to spice up Social B2B marketing.
If the benefits of social media have been largely untapped by companies marketing to consumers, trying to implement a B2B strategy is even more challenging as it is even harder to grab attention or ignite conversations around topics that leverage a functional approach rather than an emotional one.
However, over the past 12 months, this has started to change with many businesses already mining rich steams of untapped potential: unearthing B2B marketing benefits from one particular platform – LinkedIn, which, if industry experts are anything to go by, is the platform predicted to cement its position as a major player in 2019.
So why LinkedIn? Well for starters, the numbers don’t lie. Over the past 12 months, the platform has seen a 60 per cent increase in engagement with content on the platform.
93 per cent of B2B marketers say it is the most effective site for lead generation.
And, of all visitation to corporate websites from social media platforms, it accounts for 64 per cent, with 2018 seeing a huge increase in new ad formats and placements that will only continue to grow in 2019.
But for all us social media culinary experts who have been attempting to cook up social appetites amongst clients (and internal stakeholders) for a number of years now, marketing on the platform is not cheap and for many businesses, budgets are tight.
So, what’s the secret to showcasing why LinkedIn can be a cost-effective part of your social media strategy if B2B marketing is a core focus?
At Redengine SCC, we believe there are five key ingredients in cooking up the perfect Social B2B dish if you want clients and internal stakeholders to ‘eat it up’ and secure increased investment.
- Reverse your usual approach: the best chefs think outside the box.
Social has inherently been seen as a channel to drive scale amongst audiences who aren’t aware of you. This is all well and good for consumer marketing, but relevancy drives our approach for B2B.
Think about it, your BDM’s potentially have a whole heap of targets who they know could drive outcomes using a particular product that your business offers. So hyper-target initially to get quick and easy wins and then build out.
- Add some (lowest hanging) fruit initially before adopting a broad approach.
- The prospects that know you: utilise your CRM database to create matched (primed) audience lists for each product segment and relevant cross-sell opportunities.
- Targeting priority accounts (account based marketing): go after individuals in organisations that may not be customers but would be interested in a product that you have to sell as it would benefit them and their business.
- Adopt a performance approach: Retarget audiences who have visited your site with relevant communications, and build out with Lookalikes.
- Broad audiences: Once you have demonstrated the value of LinkedIn through the generation of leads, then expand your audience segments by reaching the people who don’t know you or may consider your competitors over you.
- Understand what content is flavour of the month on the platform and guaranteed to pass the taste test.
The three pillars that drive engagement and sharing are:
- Thought leadership: 73 per cent of would-be buyers say effective thought leadership impacts their decision-making process and 79 per cent say that it makes them want to find out more about the company. Utilise this stream to cement your reputation within the category and to get an edge over key competitors.
- Utility: create content that solves the various burning issues or problems that your audience want addressing. Single-minded, clear and solutions orientated content will deliver the results you need.
- Innovation: Don’t just rest on your laurels and tick boxes – how your business innovates and moves the dial on category norms will also demonstrate why a business is the right solution for potential business makers.
- Formats are essential utensils for which visual is the new headline.
Use a mix of video, images and white papers to deliver against your business outcomes and keep the following in mind:
- Video: social best practice still applies – deliver your hook in the first 10 seconds and optimise for a sound off environment – that means graphics and other visual cues guys. Tips on length: longer formats for users lower down the funnel and less than 30 seconds for broader brand awareness campaigns.
- Images – utilise infographics and statics to land single-minded messages and deliver information quickly.
- Articles – use visuals and stats to reinforce your message. Also, a little tip -utilise LinkedIn Pulse for increased reach and engagement benefits.
- Social channels are mass media restaurants, so distribution is as important as ever.
Delivering effective ROI through paid is best done by adopting the following approach:
- Get employees onboard: make sure that team members and other employee advocates engage with and share the content you post – it can dramatically expand your organic reach – especially if your customer base share too. This method delivers double the engagement and 97% of LinkedIn users trust content coming from individuals who work in the same profession.
- Initially share organically and then adopt a paid approach to drive increased results.
- Be relevant: Efficiencies are driven when you have a firm understanding of what you already know about the audience. Utilising ad formats to where they are in the decision-making process will ensure you don’t miss out on delivering high quality leads.
Finally, add some flavour by spicing it up! B2B content does not have to be serious, there’s always room for some fun. Inject a little personality and you are guaranteed to disrupt and deliver cut through.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.