Can seemingly minute marketing maneuvers combine to make a truly monumental impact?
When you’re talking about the power of influence in B2B marketing, even some of the tiniest digital interactions can — when done smartly — lead to the loftiest of business successes.
These tiny digital touches can create enduring relationships, amplify talent, feed the increasing need for unique B2B content experiences, and even supercharge our connections with more compelling stories.
Just as a single small stone joins others to form huge mountains including K2 and Mount Everest, sometimes it’s the smallest moves marketers make that end up on the highest summits of B2B marketing success.
Let’s start our trek together and explore five micro-scale marketing moves that can make a monumental impact on your B2B influencer marketing success in 2022 and beyond.
1 — Tiny Digital Touches Create Enduring Relationships
As I enter my thirty-eighth year using online communications, it strikes me how important the tiny digital touches we can make with each other — no matter how small they may seem at the time — form part of a tapestry of connection, that over time can add up to become the type of enduring relationships that energize our professional business networks.
It begins with the mere act of recognizing that focus placed solely on large steps ignores the many benefits offered by embracing the many small ways that we can nurture business relationships.
Whether it’s reacting to, sharing, or commenting on an associate’s social media post, sending a private message of support or gratitude, or introducing like-minded people in your network to one another, each little step works to strengthen our professional relationships, as I outlined in “5 Ways To Inspire Your Marketing With Gratitude.”
A million small digital touches can have far greater impact than a solitary large one-and-done interaction, which is why B2B marketers have found increasing success working with always-on programs, such as those built on influence, as our CEO Lee Odden outlined in “How to Elevate Post Pandemic B2B Marketing with Always-On Influence.”
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2 — Amplifying Talent To Drive Meaningful Change
B2B influencer marketing is also an ideal avenue for amplifying talent to drive meaningful engagement and affect significant change, especially when it comes to talent that’s under-represented in marketing technology and related areas.
Just look at the recent example from our own twelfth-annual celebration of influential women in digital marketing, which serves to amplify powerful yet under-represented industry voices, in the form of “25 Women of Color Who Rocked B2B Marketing in 2021.”
One of the grass-roots level advantages influence has in marketing is its ability to expand the power of one to the power of many, in this case focusing on women of color in senior level roles creating inspiring efforts in the B2B marketing industry.
If you’re interested in learning about the rising power of influence in B2B, watch our comprehensive free new webinar “How to Accelerate B2B Marketing Results by Working With Influencers,” and learn how to create greater content marketing impact with influence.
3 — Feed The Need For Unique B2B Content Experiences
The majority of today’s B2B buyers are digital-first, driven by the pandemic’s effect on how the world conducts business, and in the digital realm there’s certainly more competition than ever for attention.
It’s now imperative to feed the growing need for Colombia Phone Numbers List unique and compelling B2B content experiences, to deliver what today’s B2B buyers are looking for, where they’re seeking it, and in the formats that inspire and inform them. Some marketers get one of these three cornerstones right, or perhaps two, however it’s only when all three elements come together that marketing efforts truly blossom.
It’s not easy being a B2B marketer in 2022, with buyers often running the gamut from old-school traditional audiences who look for answers from the same sources they did a decade or more in the past — company websites and the longstanding social media platform giants LinkedIn, Facebook, Twitter, and Instagram — to newly-minted buyers looking for answers in a wider array of formats and digital hangouts, from Reddit, Discord, and TikTok to Twitch, YouTube, and countless other communication channels.
Knowing your audience is more important than ever, in order to reach them and provide the answers they’re looking for, however that’s only one element, as creating compelling and unique stories is also needed to truly make valuable and long-lasting connections.
4 — Supercharge B2B Marketing With Compelling Stories
An important element of best-answer B2B content experiences comes in the form of building connections through the use