B2B Myth of the Week: Instagram for B2B Marketing Doesn’t Work
by MGB2B
Myth: Instagram is Only for B2C Brands
Fact: Using Instagram For B2B Marketing Is Not Only Smart, It’s Necessary
So how do you go about this? Where do you begin?
Answer: Instagram for B2B marketing.
We have officially progressed into an era of marketing based on likes and followers. As much as the B2C community dominates this field, the approach of reaching users through visual content includes you too. As content continues to flood our phones by the millisecond, grabbing your audience’s attention effectively is an essential aspect of social media marketing. You must cut through the competition’s noise and shout from the rooftops, “Look at our content! Learn how we can solve your problems! And we’re engaging and relatable to boot!”
Instagram Personifies Your Brand
If you’re unfamiliar with the term Instagram-worthy, it’s a new “kids-these-days” way of describing something aesthetically pleasing. But don’t be fooled, this isn’t only applicable for trendy food pictures. Your brand has the opportunity to provide personal, visual hooks to reel your audience into your newsfeed and furthermore, your company.
Not every photo will encapsulate the mantra of your company’s motto or the services and products you provide. That’s okay; maintaining an excessively professional social media presence can be off-putting. Establish an unfiltered look at your company culture and you’re guaranteed to grant your audience a sense of familiarity that in confidence says, “This is who we are.”
[Take a look at Google’s Instagram account. There is nothing regarding search engines or computer software. Instead, you’ll find happy puppies, happy consumers, and colorful creations of the Google logo made of Fruit Loops. This may constitute as B2C branding, but as any consumer can see, Google is a bright, user-friendly company with a feed that associates happiness to their name — a universal message that will reach both consumers and businesses alike.]
We’re All People
Instagram reminds you over and over of the ‘real person’ on the other end of the content you consume, and it’s essential to establish that sense of personal presence. I’m here to remind you that in this case, that real person is you! It’s extremely important to appeal not only to the receiving business’ standards but their personal inclinations as well. Sure you’d like to maintain a professional appearance, but weekly newsletters and a well-designed website can tow that line. Using Instagram for B2B marketing is your opportunity to sell your company with personality and a purpose to please. Creating a unique hashtag, communicating directly with followers, and publicizing your employees with ear-to-ear smiles will show your business to recognizes the importance of authenticity.
Stay Up to Date on Niche Trends
Businesses want to work with other businesses that appeal to their priorities and present themselves in an approachable manner. Many times, pictures do a better job of this than words. How do you maintain this as an effective and relevant Instagram feed? By staying thoroughly active in the social media-verse. There’s nothing more impressive than scrolling by a professional account referencing a popular trend. Understandably it’s not your first priority in selling your brand, but it’s important to remind your audience that your company is keeping up with the times and in relation, holds the capacity to deliver time-relevant content for all consumers.
Stay Buyer-Focused
At the end of the day, you’re still selling — so be mindful of your target audience. What are their goals? Their pain points? What do they need? Then answer these questions, but not just in terms of your products and services. Here’s where the human connection can come to play once more. Consider their values, lifestyles, and visions and think about how your services can echo them.
The story-telling strategy behind B2C marketing is becoming increasingly applicable in the B2B space. Instagram now has 1 billion users worldwide. If you think they’re all millennials, think again. Over fifty percent of Instagram users are between the ages of 34 and 64. In the coming years, this trend will only grow, so it’s important to start testing the waters now.
If you’re still unconvinced that using Instagram for B2B marketing is worth your time, take it from these companies that continue to nail it!
Continue ReadingB2B Myth of the Week: Sales Collateral Is No Longer Important
by MGB2B
The Myth: Sales Collateral is No Longer Important
The Truth: High-Quality, Tangible B2B Sales Collateral Can Leave a Lasting Impression on Clients
With all the buzz around online content, it’s easy to think sales collateral is no longer important. But consider this: there’s tons of technical information to share with clients. We can’t expect them to remember it all. That’s where sales collateral comes in. It serves as a tangible reminder of the benefits or your products or services. And it simplifies the sales experience so you can close deals. If that’s not enough, here’s four more reasons why well-executed sales collateral is an important part of your marketing arsenal.
4 Reasons B2B Sales Collateral Is Still Important
- It Communicates Important Information Succinctly. It’s unlikely that your leads will remember everything you tell them in a meeting. Having information laid out in simple terms all in one place makes it easy to both digest and remember. And while having that information online is important, a brochure is something prospects can keep on their desk to remind themselves of your brand when making a purchase decision.
- It Can Showcase Your Credibility. Rather than wait for your leads to seek out your case studies, hand them over directly. Seeing your success displayed in a quality document offers proof, reinforces your reputation, and is easily shared with other decision-makers.
- It Adds to Your Brand Story. While it may be tempting to put all of your information online, your personality comes to life more so in a printed piece. The weight of the paper, the feel of it, the gloss or matte finish, all give your brand story more depth. In addition to creating consistency and credibility across your brand, it rounds out the personality you’ve created online and in your offices. From business cards to brochures to sell sheets, your collateral has the potential to strengthen your company’s image – so long as you create a high-quality experience.
- It Can Close the Deal. According to Forbes, buyers go 70% of the way through the decision-making process before engaging with a sales representative. So if a buyer is more than halfway there when you meet, imagine leaving them with a high-end, well-designed, well-produced, and authoritative booklet or sell sheet. Since many companies are funneling their money into digital efforts, it could be the point of differentiation that seals the deal.
It’s easy to overlook printed collateral in today’s digital-first world. But that’s even more reason to make your sales materials stand out. Need help with the execution? Give us a call.
Continue ReadingB2B Myth of the Week: Simply Having a Website Is Enough
by Emily Swet
The Myth: Simply Having a Website Is Enough
The Truth: How Your Website Is Designed, Written, and Programmed Determines Its Performance
When was the last time you took a critical look at your B2B website design? In today’s market, B2B marketers simply can’t take a “one and done” approach to their web presence. Buyers have become acclimated to today’s standards. Content, searchability, user experience, aesthetics, and responsive design should be the drivers of your site layout. If your website hasn’t been updated in years, or if you haven’t fully fleshed out a recent redesign, we’ve put together a quick cheat sheet to get you up to speed.
5 Essential Building Blocks for B2B Websites
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Killer Content
Creativity and persuasive insights don’t just work for B2C companies. There is a still a person on the other side of your website making purchase decisions every day. The content on your website has the potential to differentiate you from your competitors and lead your prospects further into your sales funnel. Make sure yours is compelling and directive. And more than anything, check your content for clarity, accuracy, and usefulness to your prospects.
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Smart SEO & SEM
B2B marketers are getting savvier with search engine optimization and search engine marketing. And so should you. Since the rules are constantly changing, you can’t expect your site to produce results all by itself. Investing in an SEO/SEM specialist or using an agency to maximize your results based on cost efficiency is one of the smartest moves you can make. Use SEO and SEM to drive customers where you want them to go, then analyze their experience so you can make educated tweaks in the future.
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Intuitive User Experience
Is your site easy to navigate? Where are your visuals placed? Are your call-to-action buttons easy to find? The answers to these questions can mean the difference between a click and a bounce. Your users want to be led, and your user experience dictates where you lead them. A successful user experience follows the natural eye flow pattern across a website. If your site feels clunky or fraught with stopping points, you’re more likely to lose users. Consider a redesign that leads your user to a purchase decision.
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Engaging Aesthetics
The graphic design of your website has the power to elicit an emotional response as it is the first thing your buyer will see. Smart design works seamlessly with your content to convey a feeling, insight, or solution simply through imagery. You can set the tone right on the home page. The colors, fonts, photography, and illustrations you select can all affect those who visit the site. When done well, design can be a major point of differentiation from your competitors.
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Responsive Design
Considering Mashable called 2013 The Year of Responsive Web Design, if your site isn’t by now, you’re woefully behind. Responsive sites “respond to” the type of device they are being viewed on, resizing to a more appropriate layout and view. (Think: desktop vs. laptop vs. tablet vs. smartphone). Why is this important? Because your buyers aren’t on their desktops all the time. If they are on the road or in meetings, and unable to really experience your site on their mobile device, you’re likely to lose them – and fast.
Online presence isn’t something that is created overnight. It takes time, research, and a budget to make a website worth having. Yet the initial effort up front can pay you back in spades for the long term. Your ROI can make it well worth it. So with this in mind, it’s worth repeating: when was the last time you took a critical look at B2B website design?
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