Newsletter | December 15, 2021

12.15.21 -- B2B Social Media: Lose The Sales Pitch Please!

 
     
 
     
 
  In This Issue:  
 
     
 

FROM THE EDITOR

 

The relationship between B2B marketing and social media can often be a mismatch like trying to force a square peg into a round hole.

 

We marketers have a long history of direct product and services messaging aimed at the end of the buyer’s journey and social media’s intent is to develop professional, mutually beneficial connections before a need to buy exists. Yet how often do we accept a connection invitation only to immediately receive an auto-generated sales pitch?  This mismatch is not going to resolve itself. It is up to us B2B marketing and sales professionals to transform how we use social media platforms.

 

In this edition of our newsletter, we offer some advice on how to develop, or re-set, your B2B social media program for effectiveness. And we offer some thoughts from Abby Sorensen, our editor at large, on how to close the gap in understanding between B2B content marketing and sales.

 

If you never want to miss an edition of our newsletter and you haven’t signed up yet, you can do that here: send me the Follow Your Buyer newsletter each week!     

 

You can also connect with me on LinkedIn, no sales pitches, I promise! Or send me an e-mail prearick@followyourbuyer.com

 

Thanks for reading - Perry

 

Perry Rearick

Chief Editor | Follow Your Buyer

prearick@followyourbuyer.com
 


 

Exclusive Content From Follow Your Buyer
     
Is Your B2B Social Media Program Like A Self-Licking Ice Cream Cone?
 
 

For years when a B2B company expressed an interest in starting a social media program, I often cautioned them that it was like a self-licking ice cream cone. Were they prepared to continuously put fresh scoops of content on their page? However, my advice was wrong!

 
 
 
 
     
A Content Marketing Cheat Sheet For Non-Marketers
 
 

Commonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.

 
 
 
 
     
How To Explain Content Marketing To Sales & Executive Teams
 
 

Content marketing might not be a new concept for marketers, but it usually is for sales teams, and that's why marketers need to take the initiative to educate their colleagues about what it is and how it works.

 
 
 
 
     
     
 
  B2B Marketing Around The Web  
 
 
7 Marketing Trends That Will Define Success in 2022
 

Effective marketing tactics in the past have revolved around using the right platforms for promotion, creating ads that targeted specific audiences or demographics through keywords and hashtags on social media sites with retargeting campaigns where possible.  

 

Marketing in 2022 is going to require business owners who are willing to take risks, invest in their branding, listen more intently than ever before when engaging with customers online or face failure as competition continues to grow at unprecedented rates.

 
 
 
 
10 Content Marketing Trends To Watch In 2022
 

Content marketing is crucial for growing your brand and reaching the right audience. Without it, you will not create leads, increase conversions, or expand your email list. If you can keep up with what your customers want, you’ll be able to stay ahead of your competition.

 
 
 
     
 

The social media landscape is filled with potential pitfalls and landmines for B2B brands and we will make our fair share of mistakes. However, for the sake of our organization’s reputation we ought to do our best to avoid blunders. Liz McBrayer, Senior Manager of Marketing Content at ClickDimensions, offers some tips for avoiding common social media mistakes that B2B businesses often make.

 

1. Don't be too salesy.

2. Go where your audience is.

3. Listen.

4. Be timely in responses.

5. Optimize.

6. Don't just measure social metrics. 

 

Read Liz's entire article: 6 Tips For Avoiding Common B2B Social Media Marketing Mistakes .