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 universe, I propose another image: imagine the dynamics of a food festival.
At events of this type, there is no shortage of options for all tastes: from the most sophisticated and original recipes to dishes designed for audiences with dietary restrictions or specific preferences. To attract different types of attendees, chefs and exhibitors need to focus 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 business appetite. 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, functions as the curation 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 for achieving success to 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, the overall objectives of the company must be included in this strategy, whether it's increasing revenue or strengthening the brand or executive's authority, for example. Then, starting from a central message, the mission will be to adapt the tone according to the profile of each platform, respecting the characteristics of each one.
These particularities are generally evident. LinkedIn is the main channel for professional content, lead generation, and relationship building with decision-makers: 80% of B2B leads come from it, which justifies its prioritization as the central axis of the multi-network strategy. Regarding formats, the platform encourages long-form content, videos, employee interactions, and posts with hashtags and tags.
In turn, X (formerly Twitter) is ideal for quick, real-time interactions, support, and dissemination of industry news, with mentions of influencers and timing on trends whenever possible. YouTube is recommended for educational videos, case studies, and tutorials, occasionally addressing more intricate topics. Facebook and Instagram work well for targeted campaigns and generating traffic to the company website.
A diverse range of networks for B2B interactions is also a way to reduce dependence on one network or another. An alert was raised about this risk when TikTok, even though it's not 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 in place to avoid sudden and substantial losses of access to the audience, as well as to provide protection against changes in external rules.
One way to overcome crises such as blockages or algorithm changes is through real-time monitoring of network performance, along with a contingency plan to redirect efforts to other platforms if necessary. Crucially, it's also essential to invest in proprietary assets, such as a business website, an environment fully controlled by the company and a direct communication channel with its customers.
They are more demanding. After all, we live in times of hyper-personalization, with increasingly demanding customers, and therefore, B2B relationships need to go beyond technical offerings. It's necessary to create memorable experiences at every point of contact. And this can only be achieved with data, integration, and flexibility.
A well-constructed multi-network strategy expands the points of contact in the consumer journey – that decision-maker who, ultimately, brings to the B2B realm the selection criteria established in B2C. In short, added value and engagement in every interaction, always with coherence in the message conveyed, integration, flexibility, and a strong data culture underpinning every move.
In short: whether at a festival or in the corporate market, the secret lies in understanding the audience, offering variety consistently, and delivering value in every interaction.
So, are you ready to serve the best of your brand? Because in B2B, the appetite for good experiences is always open, and whoever delivers the best menu wins over the client.
