Business to business content marketing continues to evolve and change as technology increases and more creative marketing ideas set new precedents.
Much of this can be taken on with so much zeal that there may be a tendency for a business to go overboard on social media to promote to a fellow business. That business on the receiving end might find it a bit of an annoyance seeing constant plugs for the other business’s products.
You may want to seriously analyze your own content marketing strategy to see if you’re overdoing things. What can you do to bring a sense of moderation to your content so you don’t look like a desperately eager company trying to make a profit?
Generally, Less Money Is Spent on Advertising in B2B Markets Because Entrepreneurs Prefer Personal Interaction
These are our tips on how to market your business personally to other entrepreneurs in your industry.
Getting Away from the Assembly Line
Far too many businesses start the habit of doing daily assembly line postings on social media in order to look relevant or busy. In some cases, they hire automated services that might attempt to look real, but ultimately get scoped out as very non-human by astute consumers. It always pays to hire real people to engage with other people on social networks.
But that doesn’t mean your staff should be throwing advertisements toward other businesses without really understanding some metrics. Those metrics should show whether or not another business is a good lead. Ultimately, you have to decide how to use more balanced information to entice the businesses you have in mind.
Don’t Post About Your Products All the Time
Flooding others with information about your products is arguably the most significant flaw businesses make when promoting to other businesses on social media. It’s nearly as annoying as an individual user on Twitter always talking about himself and not sharing links and information from others. A business has to remember that just because they sell something, it doesn’t mean fervent promotion.
Those on the receiving end prefer to learn information that might be tangentially related to your product without outright selling tactics. That’s why daily postings with collated content or your own related content will be the greatest step forward in moderating your marketing.
Finding the Details: Making Sure the Info Fulfills a Business Need
Posting related information to your product can be taken overboard as well, and it’s why the quality of that information needs to be fine-tuned. By studying metrics on what the other business might want, you can hone in on exactly what their business needs are and share just the information that truly matters.
You might think posting only the most relevant information will slow down your social media streams. This won’t happen if you balance it with other entertaining postings that can come from different directions. Said content can come from your own or other people’s blogs, plus videos to add the mandatory visual elements to content marketing.
Just be sure all of the information is accurate. Even if you’ve learned how to moderate your content marketing approach, posting low-quality information that’s called out on being inaccurate can ruin all of your efforts toward gaining business clients.