The investment market relies on an old metaphor to emphasize the importance of asset diversification: do not put all your eggs in one basket. However, to expand this reflection in the B2B universe, I propose another image: imagine the dynamic of a gastronomic festival.
In events of this kind, there is no lack of options for all tastes: from the most sophisticated and authorial 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 the appetite of their businesses. And, faced with an increasingly broad menu of products, services, and platforms, it is essential that brands know how to present themselves. The multi-network strategy, therefore, functions as the curation of this festival. Each social network and marketing channel represents a different booth, with its own language, format, and unique experience.
Therefore, it is interesting and vital for 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 and foremost, it is necessary to include in this recipe the general goals of the company, whether it is increased revenue or the authority of the brand or an executive, for example. Then, starting from a main central message, the mission will be to adapt the tone according to each platform’s profile, respecting the characteristics of each one.
These particularities are generally evident. LinkedIn is the primary channel for professional content, lead generation, and relationship with decision-makers: 80% of B2B leads come from it, justifying its prioritization as the central axis of the multi-network strategy. Regarding formats, the platform calls for long content, videos, interactions among employees, and posts with hashtags and mentions.
On the other hand, X (former Twitter) is ideal for quick real-time interactions, support, and industry news dissemination, mentioning influencers and timing trends whenever possible. YouTube is recommended for educational videos, cases, and tutorials, occasionally addressing more intricate topics. Facebook and Instagram work well for targeted campaigns and generating traffic to the company’s website.
A diverse menu of B2B interaction networks also serves as a way to reduce dependence on one network or another. An alarm went off for this risk when TikTok, even though not significant for B2B, went offline in the United States in January of this year.
Occurrences like these reinforce the need to have alternatives to avoid sudden substantial losses of audience access, as well as to shield against external rule changes.
One measure to overcome crises like blocks or algorithm changes lies in real-time monitoring of performance on networks, coupled with a contingency plan to redirect efforts to other platforms if necessary. Moreover, it is crucial to invest in proprietary assets, such as a business website, a completely controlled environment 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 is 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 touchpoints in the consumer’s journey – this decision-maker who, in the end, brings B2C established choice criteria into the realm of B2B. In short, added value and engagement at every interaction, always with coherence in the message delivered, integration, flexibility, and a strong culture of data supporting every move.
In summary: whether at a festival or in the corporate market, the secret lies in understanding the audience, offering variety with consistency, and delivering value at 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 those who offer the best menu win over the customer.
