Debunking B2B Myths

UNVEILING THE TRUTH: B2B EDITION
Debunking B2B Content Myths

If you’re in the B2C realm, this portion of today’s newsletter might not apply as much. But stick around because you could still learn a thing or two.

So, B2Bs, listen up! 🗣️ This one’s for you…

You’re probably buying into these B2B content myths without even realizing it.

Now, we get it. Social media marketing looks different for B2Bs. The sales cycle tends to be a lot longer, as does the list of decision-makers.

But there’s one thing B2Bs and B2Cs all have in come: Humans.

Whether you’re selling high-quality face cream to moms in suburban America or trying to build a bank of leads for your commercial interior design firm, at the end of the day, you’re still creating content for humans.

The delivery channels and strategies might look a little different, but the end consumer is still human. And what do humans crave?

Say it with me, class — CONNECTION. ⚡️

If you have trouble remembering that your end consumers are human beings just like yourself, what other myths could you be subconsciously buying into?

Glad you asked! Let’s look at a few, shall we?

Myth #1: My Ideal Clients Aren't Scrolling Through Social Media

Let's shatter this illusion first. 🔨

With billions of users across various platforms, suggesting your audience isn't on social media is like saying people don't enjoy a good Netflix binge. They're out there; you're just not meeting them where they're at.

The trick is to find which digital nooks and crannies your prospects frequent.

Are they sharing thought leadership on LinkedIn?

Debating industry trends on Twitter?

Identifying the right platform is your first step towards meaningful engagement.

Remember, being present for your audience and meeting them where they are is the essence of good social media marketing.

Myth #2: Intermittent Posting is My Strategy

Treating your social media presence like a crockpot—set it and forget it—just won’t work in today’s social media marketing landscape.

Consistency isn't just a buzzword; it's the bread and butter of your online engagement.

Imagine if your favorite coffee shop opened sporadically. You'd likely find a more reliable caffeine supplier. The same goes for social media.

Your audience craves regularity. This doesn't mean bombarding them with sales pitches (a surefire way to get ghosted online). Instead, think of nurturing a garden. 🪴

Regular watering (posts), a bit of weeding (engaging with feedback), and some sunshine (quality content) will see your garden (audience) grow.

Myth #3: It's All About Me, Me, Me!

Now, let's tackle the self-promotion trap. If social media were a cocktail party, constantly talking about yourself would make you the guest everyone wants to avoid.

The magic word here is engagement.

Social media is a two-way street, a conversation, not a billboard.

Share insights, ask questions, comment on trends, and, most importantly, listen.

When you shift the focus from selling to engaging, you transform your social presence into a community.

And guess what? People buy from businesses they feel connected to (see what we did there? 😉).

Turning Myths into Strategies

So, how do we turn these debunked myths into actionable strategies? Here's some quick tips:

1. Audience Research: Invest time in understanding where your audience hangs out online. Use tools, surveys, or even ask directly to glean this intel.

2. Stay Consistent: Develop a content calendar. Plan your posts, but leave room for spontaneity. Real-time engagement and topical content can amplify your relevance.

3. Engage, Don't Broadcast: Foster a community. Respond to comments, share relevant content (not just your own), and participate in industry conversations.

And this approach doesn’t just apply to B2B organizations; it can also apply to B2Cs.

Companies that actually learn how to engage their audiences and build connections are much more successful with their social media marketing than those that continue to push sales content.

Ready to learn how we can tweak your approach and mindset? Contact our team today, and let’s chat!

SOCIAL MEDIA NEWS
What’s Happening Out Here?

• 🤏🏼 LinkedIn link previews are not much smaller. What used to be the entire post is now less than half the size.

• 🙄 Instagram’s Reach metric is down dramatically across the entire platform. Even major influencers and big accounts are seeing dismal numbers.

• 🫠 Following that trend, Instagram recently announced that posts that ask for specific actions, comments, or emojis won't be recommended by the algorithm (how fun for us!)

• 🧵 Threads recently announced it’s expanding its fediverse experience, meaning you may soon be able to share your content to other platforms like Reddit and WordPress.

• 📌 Pinterest now allows you to share boards to other platforms

TIPS & TRICKS
Focus on Long-Form

We recently sat down with a new client to discuss their social media strategy. As a women-owned HVAC company, one of their major goals for this year is to generate more local commercial maintenance and repair business. They also wanted to keep things simple.

So, we created a social media strategy that builds upon one piece of long-form content each month: Their podcast episode.

By tailoring content for Instagram, Facebook, and LinkedIn around their podcast each month, we essentially kill three birds 🐦️ with one stone:

1. We keep them accountable - Using the podcast as the long-form piece, we make sure that’s the focus and they stay on top of filming and producing.

2. We eliminate the stress associated with ideation and content creation — Each month’s content is focused on the podcast episode, whether it be supplemental photos, graphics, or podcast clips.

3. We simultaneously build brand awareness and trust — By using the podcast as our anchor for each month, we broadcast content that helps solidify their brand in the minds of their audience and builds trust by elevating their company as an authority in the industry.

Moral of the Story: By focusing on one piece of long-form content each month, you can dramatically reduce the brain power it takes to create content and position your products or services as the answer.

FOR A CHUCKLE
A Car Dealership’s TikToks

An Office parody series coming from a car dealership in Ballston Spa, NY, was not on our 2024 BINGO card.

But Mohawk Chevrolet’s TikTok account has our attention, and we’re eating 🍿 up these mini-episodes.

The star of the show? 🤩

Grace, one of the dealership’s Digital Branding Creators. Her cadence and demeanor in front of the camera are chef’s kisses—she’s a natural, and there’s definitely an OSCAR in her future.

What’s even better is the entire staff seems to enjoy it and really gets into their character roles, too.

10/10 highly recommend!