If you are a living, breathing B2B marketer, you know that Facebook, Youtube, and especially Twitter, have become legitimate forums for facilitating business. For many companies, a social media strategy is as important as a website. And, social media is not likely to go away anytime soon:

While social media lets you observe how people perceive your brand, listening can only take you so far. Many B2B organizations are wallflowers that aren’t ready to engage customers and prospects with a compelling story about their brand. Social media experts agree that businesses need to find one thing defining and interesting about their brand to build a social media strategy around.

Sounds easy, right? Many B2B marketers mistakenly avoid honing in on “one thing” in favor of saying many things in order to appeal to as many customers as possible. The result is communication that is so diluted that it doesn’t appeal to anybody.

So, before you jump Tweets first into social media, challenge yourself to find the one thing that differentiates your company’s offer—that makes customers buy from you over someone else. If you don’t have anything interesting to say, what reason do people have to become a friend, follower or fan?

Does your company have a compelling differentiator that appeals to your audience? Tell us what it is and we’ll put it to the test.

The recession has been a sobering reality for many businesses this past year. While we would all love to see things pick back up, there are inconsistent reports coming out daily that indicate a clean bill of economic health may not be within reach.

It’s no secret that when the economy declines, it is customary for businesses to pull back spending – particularly on marketing and communications. The fact is that in times like these, it is imperative for your business to provide even more distinction for its brand, its products and its services.

Now more than ever, your customers and prospects are being cautious about their purchasing decisions. The good new is that you can take control of the situation by providing clear, differentiating information to steer the decision-making process of potential buyers in your favor.

Organize Your B2B Marketing Approach

Focus on basic tenants to guide your marketing program:

1. Don’t get discouraged. Although our economic engine is getting a tune-up, there are still endless miles left in it. Opportunity is out there, but you will need to find new ways to manage the demand for your products.

2. Recognize your challenges. Take an honest look in the mirror to determine where your company can improve. Taking the time to uncover your pain points will help you to know where and how to invest your marketing dollars.

3. Understand your strengths. When was the last time you asked your customers what they uniquely value about your company? Figure out what you do well and use those things to your advantage.

4. Find out what your customers care about and start there. B2B customers need help making informed buying-decision for their business. Learning first-hand what customers value will help you generate marketing programs that will engage your customers well after the economy stabilizes.

5. Don’t get left behind. Reports show that one-third of B2B marketers have planned to increase their marketing investment this year. Those who are continuing to invest in marketing are sure to emerge as champions in their respective industries. Conceding market share and opportunity to your competitors, is not a risk any business should take.

It’s Ok To Seek Marketing Counsel
Of course there is still a need to be pragmatic in your approach. The best first step is to ensure that you have quality professionals leading the charge. Regardless of your industry, you should engage with marketing counsel who can help you drive business with thorough market assessment, well-grounded recommendations and tenacious management of your marketing and communications concerns. Engaging with an agency that demonstrates unending enthusiasm for the work will not only get your marketing program on the right track, it will also surely result in a positive upturn for your business.

What new marketing techniques have you adopted to propel your business forward?