The ocean of digital/social options means that if companies are to engage with their customers, employees, or competitors through social media, they have to dive into a variety of multimedia platforms and provide eye-catching shareable content.
So let’s look at these trends in more depth and see how marketers can tap into them.
Internal brand ambassadors
Before social media, employees were your brand ambassadors. The online presence on Facebook and Twitter and other networks have made employee’s a potential audience. Initially, companies had posed restrictions on employee’s online communication. Soon, marketers realized, why not capitalize on this oppourtunity to communicate with the outside world about the brands.
You can create an employee advocacy program and a central hub where employees can easily view, create, and share content. An Employee Advocacy Platform can add the ability to alert employees by email and push notifications on their mobile devices.
Create and implement a social media policy to ensure that everyone in the company is clear about the guidelines on how to use social media for brand-related communications. You can also create a leaderboard for employees to spark healthy competition, drive further engagement and offer awards for participation and prizes for your top-sharing employees.
Bigness in Data
The big data may bring personalization with it soon. What turns any plain Joe data into big data? It is the speed at which it is related, captured, and analyzed. Over the years, digital and social channels are making this bigness all the time. Now marketers can collect and analyze critical information from website traffic, social media commentary about brands and do so much more. For B2B brand marketers, big data provides an opportunity to gather key insights to influence, identify prospects and speak directly to their personal needs.
The real time information about pricing, product features, and competitors directly influences each stage of the customer’s buying or decision-making process. This leads to brands focusing their strategy, energy, and budget on engagement. Brands create fast paced social content hubs where customer-generated content can be viewed and shared over social networks on a regular basis.
As markets change quickly, agile marketers need the flexibility to adapt to the changing landscape. Being an agile B2B marketer means not only you still need to adhere to the same core principles of strategic marketing, but you also need to act in a faster, more collaborative and responsive way. Social marketing is essential to staying informed and being relevant to your target audience.
Mobile is the core of corporate applications, and today’s consumerisation of IT is really about this social change. Employees want their experience with technology to be fun and engaging. BYOD (bring your own device) trends and policies are becoming increasingly popular at workplace. Marketers have to think mobile first for employees and consumers to stay informed, and share content.