What is your preferred channel to implement go-to-market strategies? In the recent past, email and content marketing were the favored means for B2B marketers to drive revenues.
A report by Wpromote and Ascend2, however, reveals a different trend. With a younger B2B buyer demographic, social media has emerged as the platform of choice for marketers this year. In fact, 60% of B2B marketers from the US said that networking websites were most effective in generating growth and revenue in 2023.
More B2B decision-makers are engaging with their vendors on social media throughout the buyer’s journey across the funnel. LinkedIn still reigns supreme as the platform of choice for initiating discussions.
But there’s something else that marketers are sitting up and taking notice of. The youthful demographic of B2B audiences is increasingly seeking out video-streaming and sharing platforms for meaningful content. This means a good marketing strategy needs to revolve around content personalization to tap all possible avenues to engage with your target audience.
- Think conversations, not updates.
Remember that the purpose of social media is to network and discuss. It’s much more than just a bulletin board. While regular updates do make a difference, the real power lies in making connections.
A sophisticated personalized content marketing strategy will not only include posting interesting stuff from different channels but will also have relevant hashtags based on your target audience. You can also integrate AI-powered tools to make your postings time- and conversation-specific to tap your audience at the right moment.
- Plan long-term rather than daily and weekly.
A common refrain from marketers is: What can we post today? Plan your social media and content creation strategy at least on a quarterly basis. This would be invaluable from the point of view of tracking the results and making changes as you go along.
What’s more, a ready-to-use content database provides you with several opportunities to tailor your messaging according to the audience. This web content personalization strategy is especially useful in account-based marketing, where the same content needs to be customized to resonate with different decision-makers.
- Create variety over bland uniformity.
Gone are the days when you could just come up with content for your niche and be done with it. Most organizations are leveraging social media to develop and distribute content not just about their products and offerings but also to build their brand.
This includes recruitment and HR activities such as work culture, career development opportunities, internal training, and growth options. You can also highlight any special initiatives, such as CSR and ESG, along with social causes that you believe in.
- Be a visionary more than a compiler.
Did you come up with an out-of-the-box technique for a marketing campaign? Emphasize any strategies or innovative methods that you may have implemented. Frame your unique achievements in the form of case studies, use cases and white papers.
Did you leverage a new technology to automate a task? Mention it in a press release. What about the insights that you glean from your daily research and data analysis? Make it part of a personalized video marketing campaign. All these pointers would help establish your reputation as a thought leader in your domain, a surefire way to boost interaction on social media.
- Make an impression; don’t conform.
You have only a couple of seconds to gain attention today. A great campaign needs to inculcate behavioral analysis, interesting graphics and engaging content for an effective call-to-action. Stand out and dare to differ with your uniqueness.
Let your brand imagery exude freshness to get out of the humdrum routine of the same old posts with the same tone and imagery. Social media marketing delivers results only if you have a personalized content strategy in place. The roles and responsibilities derive from your purpose. This is the difference between not falling into the trap of beginning with a bang only to lose steam later and keeping up with the activity over a period of time.
Or to have admins tasked with regular posting but without any guideposts. This leads to irrelevant content being posted, causing an overall loss of audience interest and diminished brand credibility.
Your content personalization strategy will ensure that your campaign is not tied to a few people or a passing phase in your organization. It will let you work in a relay-oriented manner where you can pass the baton to different stakeholders to contribute their bit to make your digital presence just that much better.
You can read more about the importance of content personalization in our white paper, ‘Why Content Means More Than Compliance’ available at Techpapersworld.
Implementing robust content and personalized strategy ensures that your campaign is not limited to a few individuals or a transient phase within your organization. This approach allows you to operate in a relay-oriented manner, enabling different stakeholders to contribute their expertise and collectively enhance your digital presence.
In addition, it’s essential to safeguard your company’s social media footprint from potential threats, such as fake pages and spam. Make sure to invest in cleaning up your digital presence by removing outdated content from your early days when you were still learning the ropes.
