LinkedIn – very effective channel for B2B

According to a CMI report, more than 95% of B2B companies use LinkedIn for content marketing. In my personal working experience with B2B companies, LinkedIn is the most effective social channel.

Although it is more expensive than others, it is possible to create targeted Campaigns to the type of industries, job title, region, etc that you need to engage with according to each different type of content you want to share.

Through LinkedIn Campaigns, it was possible to engage with influencers and decision makers to download whitepapers, watch videos or even subscribe to Webinars. Always very important to look at the return on investment (ROI) and to identify how many qualified leads you brought to the company.

Next to this it is a very good channel to strengthening relationships. It is very easy to interact with your peers or other professionals. LinkedIn offers a Sales Navigator tool which allows your sales team not only to send messages to prospective clients, but also gives you an overview of the companies regarding company turn-over, relevant posts you choose to see and even promotion from saved leads. There are numerous functionalities when your company uses this tool.

It is a perfect channel for the Marketing team to create successful campaigns and for the sales team to reach potential clients.

Elevator Pitch

What is it?

An Elevator Pitch is a short description of a solution that explains, in a concise and easy to understand way. Usually it tends to last between 30 to 90 seconds.

The solution described needs to be compelling so the person you are talking to will want to hear some more about it.

Why is it important?

It helps you organizing your thoughts and give you the opportunity to provide the key points that will get the attention from your prospect.

What needs to be in the Elevator Pitch?

A good start is by brainstorming to find answers to the following questions: “Who am I?” “Why am I here?” “What do I deliver?,” “How do I do it?,” “Why is it important to adopt my solution?” and “To whom do I do it?”

Pain points, core needs and the gains have to be customized per different personas and type of business.

Always show confidence when you present your pitch and try to use an educational, humble and informative “tone of voice”

If you need to engage via email or any other written channel you can follow the Harvard-MIT Elevator Pitch structure which also adds the call to action (CTA):

  • Problem: “[Customer Type] are often frustrated by the effort it takes to [Action].”
  • Solution: “[Your New Solution] eliminates the need to [Customer’s Old Solution].”
  • Why You: “For [Duration], [Customer Type] have trusted [Your Company] to provide the best solutions in [Customer’s Industry].”
  • Value: “With [Your New Solution], you can [spend less/make more] [time/money] [Action].”
  • CTA: “I’ll give you a call to learn more about your situation (Get Contact Info). Thanks for your time.”

Content Formats

There are many content formats to consider such as: blogging, online courses, ebooks, whitepapers, interactive content, market research, podcasting, native social content, video, webinars, infographics, etc.

If you are starting your business I would recommend to have at least:

  1. Video
  2. Blogging
  3. Ebooks/Whitepapers
  4. Infographics
  5. Case studies – if possible

By knowing the preferred social media channels of your target audience you can promote your content.

To keep this article short, I will emphasize the importance of video marketing.

According to some surveys:

Wyzowl’s: 76% of marketers say video has helped their company increase sales and more than 80% uses video for marketing purposes.

Cisco: By 2021, 82% of consumer internet traffic will be video

Video marketing is one of the most effective content formats. It is engaging, versatile and easy to digest. It helps customers to understand your products/services and to make purchase decisions.

There are many different types of videos like: interviews, testimonials from clients/partners, product review, product description, demo, etc.

Video, alongside podcasting, are the two trendy topics in 2018 and also for 2019. Social media channels like Facebook, Youtube and LinkedIn are doing relatively well and it can help you to boost the awareness of your company/ product.

Investing in video marketing can be expensive, but it is worthwhile!

Defining “Persona”

Before creating a Marketing strategy you need to know who your audience/target group is. You have to gather some relevant information in order to start drafting your plan and to define your marketing KPI’s.

What info is relevant to know?

  1. Demographics: age, gender, level of education, family status, salary, location.
  2. Department, job title and the industry they work in.
  3. Their role in the buying process: they can be end-user, influencer or decision maker.

  4. What are the pains that your product solve to them?

  5. How can your product be useful to them?

There are many other variables that can be a part of this initial draft of the “persona”. It will depend on the product you are offering.

Then, you need to know a few other variables to define where you will allocate your marketing resources, such as:

  1. Where do your persona find your content online? Which social media platforms are they?

  2. When are they usually online?

  3. What kind of events they are attending?
  4. What are the hot topics which can be related to your product?

It can be challenging to define your target group, however, it needs to be clear before you start creating your plan.