The True Definition of “Engagement” in B2B Marketing

Technology in B2B lead generation is both a blessing and a disgrace. On one hand, it makes marketing operations more efficient and workable. On the other hand, there’s a lot to keep up with – you have to monitor emails, update your blogs, post on social media sites, deal with mobile campaigns, and then there’s online events. Tasks became easier, but then the number of tasks also increased.

And amidst all this, is there any place left for engagement?

First of all, what is engagement? You have a weekly correspondence with clients via email – doesn’t that qualify as engagement? You reply to your audiences’ tweets – that’s engagement, right? Your telemarketing team performs their daily routine cold-calls – doesn’t that make them engaging?

The answer is:not exactly.

You see, the act of communicating or interacting with your audience is not the only point of engagement; it’s what you talk about when you’re talking to them.

Discussing product details and quotes via email is not engagement. Promoting your content, event, or Gamification activities on social media is not engagement. Sending promo details via SMS or voicemails is not engagement. Those aren’t real conversations – they’re just plain marketing.

Engagement is really about immersing yourself into their world, understanding their points of view, and accompanying them in their journey of improving their business. You might as well take it as you would in a romantic setting, you know, like when two people get engaged, they begin to share goals, compromise for each other, and look for ways in which they could both prosper before the real “marriage” kicks in.

Engagement is important not only because it makes customers feel appreciated and understood, but it also encourages favorable word-of-mouth marketing for your business. Clients would regard your company as one that has a heart and passion for relationships, and when other would-be clients catch wind of this reputation, they’d be attracted to work with you.

Of course, it also brings about valuable information for your business improvement. What could be more useful than knowing exactly the sentiments, desires and difficulties your customers have? When this is achieved, your company will be more like a helping hand rather than a regular vendor, and with deep relationships like that, you don’t even have to worry about making profit, because that will just come naturally.

Making connections, bridging gaps and spreading the word – these are just a few by-products if your business is focused on engagement rather than advertising. It’s bringing back the “human” in the world of business.

Top 3 Mistakes B2B Companies Need to Avoid in Social Media Marketing

Everyone today is adopting social media.  Be it a start-up business or a huge B2B company. Everyone likes to jump on the wagon to have their brands felt on social networks. Unfortunately, like other marketing channels out there, social media, is still not without its own set of growing pains.  Most businesses today commit critical and costly mistakes when setting up their social media marketing campaign.  So to help you, I’d like to discuss the top 3 mistakes in social media marketing and ways you can avoid them so you can get the biggest return for your marketing investment.

  • Treating social media asanother promotional channel.”  Have you ever been to a party and met someone who constantly talked about themselves?  It’s a complete turn off really.  Marketing in social media is very similar when done the wrong way.  There’s more important thing you can do than just getting out of the sandbox and shouting into the open air your product or service.  Engage with your audience.  Listen to them.  When you jump into conversations, and interact with people in your network, you are building relationships and creating an opportunity for your B2B company to generate business leads and sales.
  • Lacking in perseverance.  You will be successful in social media not because you are the best-looking and the most talented.  Successful social media marketers are those that have the determination and perseverance to work hard and continue in spite of the challenges.  It’s as simple as someone else who might had the opportunity to be successful, yet they gave up and you did not.  Social media can make a big impact in your business (especially in B2B lead generation and appointment setting) but like anything, you need to have the perseverance and determination to make it successful.  Just want to share this quotation from a post on Facebook, “When you feel like giving up, remember why you held on for so long.”
  • Not knowing the right social network for your business. Just because your friends are on Facebook , Pinterest, or Twitter , does not mean you have to.  You have to figure out what social network works well and what does not for your company.  For some companies, these social networks are not right for their business, and you can waste a lot of time on them too.  If you offer products, then I suggest you use Pinterest, but if you look to reach out to B2B companies, LinkedIn and Facebook would be great.

The above are three of the most common mistakes today but there are a lot more so you need to figure them out and find ways to avoid them.