The investment market uses an old metaphor to emphasize the importance of asset diversification: don’t put all your eggs in one basket. But to broaden this reflection in the B2B world, I propose another image: imagine the dynamics of a food festival.
At events like these, there’s no shortage of options for every taste: from the most sophisticated and signature recipes to dishes designed for audiences with dietary restrictions or specific preferences. To attract diverse audiences, chefs and exhibitors need to rely on variety, creativity, and a good dose of strategy to attract the right audience with the right dish, through the right channel.
In B2B, the logic is similar. Corporate buyers are looking for solutions that satisfy their businesses’ appetites. And, faced with an increasingly broad menu of products, services, and platforms, it’s essential that brands know how to present themselves. The multi-network strategy, then, works like the curation of this festival. Each social network and marketing channel represents a different booth, with its own language, format, and experience.
Therefore, it’s important and vital to achieving success to keep in mind that diversifying your 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, this formula must include the company’s overall objectives, such as increasing revenue or enhancing the brand’s or an executive’s authority. Then, based on a central message, the mission will be to adapt the tone according to the profile of each platform, respecting their characteristics.
These particularities are generally evident. LinkedIn is the main channel for professional content, lead generation, and relationships with decision-makers: 80% of B2B leads come from it, justifying its prioritization as a central axis of the multi-network strategy. Regarding formats, the platform requires long-form content, videos, interactions between employees, and posts with hashtags and tags.
Meanwhile, X (formerly Twitter) is ideal for quick, real-time interactions, support, and industry news, with mentions of influencers and timing on trends whenever possible. YouTube is recommended for educational videos, case studies, and tutorials, occasionally covering more complex topics. Facebook and Instagram work well for targeted campaigns and driving traffic to the company’s website.
A diverse menu of networks for B2B interactions is also a way to reduce dependence on one network or another. A warning sign of this risk was raised when TikTok, despite not being a significant B2B platform, went offline in the United States in January of this year.
Occurrences of this type reinforce the need to have alternatives to avoid sudden substantial losses of access to the audience, in addition to providing protection against changes in external rules.
One way to address crises such as shutdowns or algorithm changes is to monitor network performance in real time, along with a contingency plan to redirect efforts to other platforms if necessary. It’s also crucial to invest in proprietary assets, such as a business website, a fully controlled environment, and a direct communication channel with customers.
They’re more demanding. After all, we live in a time of hyper-personalization, with increasingly demanding customers. Therefore, B2B relationships need to go beyond the technical offering. It’s necessary to create memorable experiences at every touchpoint. And this can only be achieved with data, integration, and flexibility.
A well-constructed multi-network strategy expands the touchpoints in the consumer journey—the decision-maker who ultimately applies the selection criteria established in B2C to the B2B realm. In short, it adds value and engagement to every interaction, always with coherent messaging, integration, flexibility, and a strong data culture underpinning every move.
In short: whether at a festival or in the corporate market, the key is to understand your audience, offer variety consistently, and deliver value with every interaction.
So, are you ready to serve the best of your brand? Because in B2B, the appetite for great experiences is always open, and those who deliver the best menu win over customers.
