If you’re a B2B marketer, I’m sure you sometimes long to be marketing a product that is a tad more… exciting. You know, the kind of consumer product that people love to talk about, that they “Like” and tweet and promote in social media simply because they’re loyal to the brand and want to show their support.
Now, I’m not saying that marketing a B2C product is easy! In many cases, competition is fierce and creating that buzz, that consumer loyalty still requires a lot of innovative, creative marketing work. But in the B2B space, marketers are facing a unique challenge – especially these days, with social media becoming part of the B2B marketing mix.
For many B2B brands, growing a social presence is an excruciatingly slow process, and this is fine – you can’t expect an inherently not-exciting product to catch fire and get millions of fans. But you do want your target market to acknowledge your existence and to talk about you, because this is a great way to make sure their friends will hear about you, and their friends’ friends, and so on.
So how do you make people talk about a “boring” B2B product in social media? Simple. Content creation. Give them something to talk about by creating interesting, engaging, highly readable and easily-shared content. Maybe your B2B product is boring, but your content need not be. Get a good writer, make your content easy to read, and make it easy for people to share with social media links and buttons. Then go ahead and promote your freshly created content on your own social networks, leave relevant comments on industry blogs – make your presence known and push your content out.
Will your content catch fire and get millions of page views? No, but this is not your goal anyway. But if each piece of content will get you just one more relevant follower, just one more fan that will share your content with her own network, then you’ve justified the time and money you’ve put into that content.
In the B2B space, you need to give them something to talk about – and adjust your expectations when it comes to the amount of social chatter that each piece of content will generate. Slow and steady is likely the best scenario here.