One of the greatest problems that small businesses have with their B2B marketing lies in the fact that they don’t know how to properly engage other companies with their content or, for that matter, make their content more engaging for them. After all, most guides focus on attracting an audience and driving traffic. Yet for some reason, B2C interactions are often taken as a default even though there is a difference between B2B and B2C marketing.
As a result, you end up neglecting one of the most lucrative segments of your target market, which might even be your primary group of interest.
How to Increase the Exposure to Your B2B Content Marketing
In order to avoid struggling through this ordeal, here are six tips on how to increase the exposure of your B2B content and help it reach its maximum effectiveness.
1. Go with a Strong Sales Team – Use B2B Telemarketing and Direct Outreach
Telemarketing and direct outreach are much more efficient in the B2B world when there’s an actual person behind it. In other words, companies would much rather communicate with salesmen than respond to emails sent by your marketing experts or automated mailing systems.
Why? Well, for at least two reasons.
First, they want to know that they’re worth your attention, as this is something that will foreshadow how your future collaboration will go.
Secondly, they want to speak to someone who has authority to negotiate the terms of a deal. After all, large quantity discount or special offers are always welcome. Needless to say, content shared by such a person (regardless of the platform) is bound to be taken much more seriously.
2. Keep Your Links Short
This piece of advice is simple enough not to require explanation and short enough for you to memorize at once. Keep your links short and transparent, so that they seem visually more appealing to your audience. This can be done through a platform like Bitly.
Sure, there’s nothing inherently wrong with longer URLs, only the fact that they seem somewhat less trustworthy than their shorter counterparts.
3. Publish Your B2B Content Through the Right Channels
Where you spread your marketing message is equally as important as what you publish, which is why you need to be extra careful about your sharing strategy.
For instance, while sharing a piece of content on Snapchat may be a good idea for those who aim to reach out to millennials, for B2B engagement you need to share on LinkedIn and your business’ official Facebook page.
While in theory, a social network is a social network, they have different auras of formality about them that you would be smart to exploit to your advantage.
4. Focus on B2B Content Quality
Another thing you should understand is that businesses usually have somewhat higher standards than average users, since most of them are already familiar with the standard content creation process. Because of this, you might want to hire a professional.
For instance, for text-based content, you might employ a skilled copywriter to deliver quality content on time with regular frequency. Those looking to reach their audience through an infographic should look for a seasoned web designer, while businesses focusing on video might want to look for someone with a background in video production. While podcasting may be on the rise, the B2B audience still prefers more traditional content formats.
5. Re-Purpose Your Current Content in Various Formats
In the previous sections, we talked about having to make a choice when creating your content, yet, this is not necessarily the case.
You can re-purpose your current content and use various formats stemming from a single source.
For instance, there’s nothing that prevents you from using your own text-based marketing content as an inspiration for a video or an infographic. Apart from being frugal and efficient, you are maximizing the reach of your message and, in this way, increasing its chance of success.
6. Use Sponsored Posts
To a regular B2C regular audience, sponsored posts have a completely different connotation than they have to the businesses you’re reaching out to. In the minds of the retail consumer, sponsored content is something non-organic that they are fed to by a greedy corporation. To the B2B customer, sponsored posts are a sign of a smart company not willing to leave anything up to chance.
On social networks, going for sponsored content ensures a more precise targeting, and, despite the opinion of some users, it isn’t that easy to recognize sponsored content to begin with. This feature is particularly effective in the case of the above-mentioned LinkedIn sharing.
In conclusion, there are some principles of B2C outreach that can be applied to your B2B content marketing as well. Understanding your target demographic, using adequate channels of outreach, and putting quality over quantity is still fairly important. Combined with the above-listed six tips, this should provide you with the exposure you need.
Raul Harman is editor-in-chief at the Technivorz blog.
He has a lot to say about innovations in all aspects of digital technology and online marketing.
You can reach him on Twitter.