The investment market uses an old metaphor to emphasize the importance of diversification of assets: do not put your eggs in the same basket. But to expand this reflection in the universe of B2B, I propose another image: imagine the dynamics of a gastronomic festival.
In events of this type, there is no shortage of options for all tastes: from the most sophisticated and authorial recipes to dishes designed for audiences with food restrictions or specific preferences. To win different profiles of patrons, chefs and exhibitors need to bet on variety, creativity and a good deal of strategy to attract the right audience with the right dish, in the right channel.
In B2B, the logic is similar. Corporate buyers are looking for solutions that satisfy the appetite of their business. And, faced with an increasingly wide menu of products, services and platforms, it is essential that brands know how to present themselves. The multiredes strategy works, then, as the curatorship of this festival. Each social network and marketing channel represents a different booth, with its own language, format and experience.
Therefore, it is interesting and vital to achieve success 2 KEEP in mind that diversification in the choice of platforms and networks requires very well defined criteria in terms of language and use of available resources. These are the flavors that will win over B2B consumers.
First, it is necessary to include in this recipe the general objectives of the company, if the increase in revenue or the authority of the brand or an executive, for example. Then, from a main central message, the mission will be to adjust the tone according to the profile of each platform, respecting the characteristics of each one of them.
Such particularities are usually evident. LinkedIn is the main channel for professional content, lead generation and relationship with decision makers: 80% of B2B leads come from it, which justifies its prioritization as the central axis of the multiredes strategy. Regarding formats, the platform asks for long content, videos, interactions between employees and posts with hashtags and tags.
In turn, X (formerly Twitter) is ideal for fast real-time interactions, support and dissemination of industry news, with mentions to influencers and timing trends whenever possible. YouTube is recommended for educational videos, cases and tutorials, eventually addressing more intricate topics.Facebook and Instagram work well for targeted campaigns and generate traffic to the company's website.
A varied menu of networks for B2B interactions is also a way to reduce dependence on one network or another. An alert was lit for this risk when TikTok, even though it was not a significant platform for B2B, went offline in the United States in January this year.
Such occurrences reinforce the need to have alternatives to avoid suffering substantial sudden losses of access to the audience, in addition to providing shield against changes in external rules.
One measure to overcome crises such as blockages or algorithm changes is in real-time monitoring of performance in networks, accompanied by a contingency plan to, if necessary, redirect efforts to other platforms. Primordial, also, is to invest in own assets, in the case of a business website, environment fully controlled by the company and direct communication channel with its customers.
After all, we live in times of hyper-personalization, with increasingly demanding customers and, therefore, the relationship in B2B needs to go beyond the technical offer. It is necessary to create memorable experiences at each point of contact. And this is only achieved with data, integration and flexibility.
A well-built multi-wire strategy extends the touchpoints in the consumer journey '''' IS this decision maker who ultimately leads to the B2B harvest criteria of choice established in B2C. In short, added value and engagement to each interaction, always with coherence in the message conveyed, integration, flexibility and a strong data culture underpinning each movement.
In short: whether at a festival or in the corporate market, the secret is to understand the audience, offer variety with consistency and deliver value to each interaction.
And then, prepared to serve the best of your brand? Because in B2B, the appetite for good experiences is always open and who delivers the best menu wins the customer.
