Ready to Bust Some B2B Marketing Myths?


Marketing is ever evolving. Whether it’s with the advent of new technologies, an expanding consumer base, or even the changing markets, there is always something new happening. This comes with benefits and drawbacks.

For those working on marketing strategies for B2B companies, that changing nature can leave them wondering what they should, and should not, be doing. With all this change, contradictions are to be expected, and what we’re left with are myths. I’ve compiled a few of those myths down below to let you know what could actually work for you.

1. B2B and B2C are worlds apart

It is quite likely the reason for this myth is due to the difference in audience. Where B2C companies can market to anyone and everyone, B2B marketers are typically working with a specific group of people, mainly because of the limited amount of businesses they’re trying to reach. Although that may be the case, B2B companies are still marketing to teams of people within those businesses, who, inherently, are consumers.

There is no reason why B2B can’t utilize marketing techniques that those in the B2C world are doing. Although some of the components that B2C companies use in their marketing strategies may not have a similar role to play when it comes to the B2B world, that doesn’t mean they should be disregarded. Rather it’s time that those working in B2B take those strategies, modify them, and make them work for their business.

2. The shorter the content the better

While we may think that people don’t have time to engage with long content anymore, that’s not necessarily true. By including more diverse content, especially long-form content for example, you give your company the freedom to expand on topics and engage with things you may not have been able to otherwise. You can also include more SEO, hyperlinks and media within the text to engage with your audience.

3. You should be using every social media platform

As much as it is useful to have a presence and profile across various forms of social media, it can be better to choose a select few and dedicate more time there. Based on your audience it may not be worth your time to create a Pinterest page for example, when you should be spending time on LinkedIn or Facebook.

You can analyze your demographics and determine where you get the most engagement to decide where you want to focus your energy. It’s better to have a couple strong profiles where you are reaching your target audience, than a profile on every platform that you dedicate significantly less time to.

4. Money = Results

Although we may all be quick to assume that more money spent means more results that is not always the case. Often, especially when starting out with your marketing strategy, it’s best to start small and target specific audiences to see where you get results. This allows you to manage your budget appropriately and not allot too much for something that may not deliver results. Once you’ve figured out what works for you and feel confident with your strategy you can go on to experiment.

5. Your branding is not important

When people are making B2B buying decisions they take their time, do research and have pre-determined intentions. This process is not typically the same when made by B2C consumers – those decisions tend to be made from emotion and don’t always have tons of thought behind them.

B2B buyers know what they want, why they want it and what they are looking for and they will likely do lots of research during their buying process. In order to stand out it is important to create a brand and a personality for your company so you stick out from the crowd. It also helps to build your reputation and create trust with your consumers, which could also lead to increased business later on.

Whether or not you knew these were myths or believed them before reading this, it’s time you shake up your marketing strategies. Create some long-form articles, figure out what you want your brand to be, get on LinkedIn and Twitter. It’s time you get the results you’ve been looking for.

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