What B2B Brands Need to Know to Succeed on LinkedIn

By Jonathan Crossfield


“But I’m from a B2B company. How does all of this apply to us?” I must get a version of this question in almost every content marketing workshop I run. My answer is always the same: “B2B customers are people too.”

On entering the office, we don’t stuff our B2C brains into the desk drawer, replacing them with pin-striped B2B versions allocated to us by HR. If that deathly dull and overly formal white paper would put me to sleep as a B2C reader, it’s not suddenly going to find me more attentive because the clock is somewhere between 9 and 5.

We don’t stuff our B2C brains into a drawer & replace them with pin-striped B2B versions, says @kimota.
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Of course, there are some differences between B2C and B2B marketing – multiple stakeholders for one – but on an individual level, the two have far more in common than not. Social media has broadened the scope of so-called professional conversations, allowing people to discuss topics and share content once confined to the personal realm.

“We talk about so many more things,” says Claire Austin, content marketing evangelist for LinkedIn Australia. “There’s no way my parents would’ve discussed things like mindfulness, the psychological effects of working, or the challenge of going back to work after childbirth. These were just things you just got on with and no one spoke about (in the workplace). Whereas now, these are things that we do need to speak about and we’re happy to speak about them.

“People want to share their experiences. They want to be able to help others – help inform and inspire.”

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Source:: content marketing

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