Marketing in B2B has a stark contrast than in B2C. Many
B2B marketers overlook the scope of how they can leverage the aura
around their business leaders to increase brand value.
Let's take a look at 4 key steps to leverage the leadership team to improve brand visibility in B2B segment.
Make the leadership team a part of professional groups, conferences etc. where your target audience is present
The
leadership team is the face of the company to your existing and
prospective customers. Business Leaders can be strong influencers on the
social media platforms. They can help the marketing team in ensuring
the information about the brand, new product releases, customer
testimonials and other timely marketing information reaches the target
audience. It is important to note that the content which is posted by
the leadership team gives a sense of authenticity and commitment to the
prospects.
Build Digital Persona of the Leadership team
Start
by creating a LinkedIn profile, leadership blog etc. for each of the
leaders. Start, by ensuring all relevant information about their past
experiences, achievements - both professional and personal is available
for the viewers. This ensures a strong digital persona of the leader.
Once a sense of credibility is established, start posting the targeted
marketing content with general posts around their experiences,
leadership and their personality.
Build a critical mass of followers around each of the leaders
This
is as important as the SEO, SEM done for the company's official
website. The followers can be specific industry experts, consultants,
analysts, employees and those you feel are important to achieving the
marketing goals set out for the brand.
Respond and act on the comments
This
is one of the most important aspect. Nothing is more agonizing than
posting comments for guidance or view points and get a response from the
leader. Make sure that the comments posted on website,the leadership
page, blog etc are responded appropriately. A response from a business
leader will ensure that your brand is in good eyes of the prospective
clients, employees and analysts.
