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Help Your Customer Make Smart Decisions

Help Your Customer Make Smart Decisions

B2B Content Marketing Job #1

In the B2C world, the sales cycle is often quite short: a customer becomes aware of a product, decides they like it, and makes the purchase – a process that can take only minutes. B2B is different. Purchases must be made according to organizational needs, keeping budget constraints in mind, subject to contract or regulatory controls, only after going through an approval process – a process that can take years. As a result, many B2B companies have a hard time figuring out where social media – which tends to be flashy and immediate – fits in their marketing mix.

The answer to that question begins with the two basics that apply to every company: be yourself, and understand your customer. B2B sales are heavily relationship-based. Institutional buyers in particular value vendors they know they can rely upon; trust and service are important enough that they can even overtake price as the most important decision-making criteria.

Building trust is an ongoing process of helping your customers and demonstrating you care about their success. In the digital marketing arena, this means sharing your expertise in order to help your customers make smart decisions. As a B2B supplier, you have in-depth knowledge of both your product or service and the industry as a whole. Social media provides a platform to demonstrate this knowledge.

[Tweet “LinkedIn is often the first choice for B2B marketing.”]

Understand that this is a long term process. One LinkedIn post weighing the merits of blue widgets compared to green widgets is not going to result in an immediate sales spike. It is the aggregate effect that matters: by providing useful, actionable information to your audience, week after week, month after month, you position your firm as an expert resource buyers know they can turn to when they have a problem they can’t solve themselves.

LinkedIn is often the first choice for B2B marketing, and it is a good platform for sharing expert level knowledge and thought leadership. Groups are an extremely valuable opportunity for demonstrating your value and forming bonds with people in the industries you serve.

However, other platforms, including Facebook and Twitter, have a role to play as well. Video content performs exceptionally well on Facebook – remember to keep content short and focused for best results – and Twitter is a good tool for pointing interested industry players at content you have on your website and LinkedIn.

If you’ve been staying away from social media because you thought it wasn’t for B2B, now is the time to change that. Create a strategic plan to increase your visibility on relevant platforms, and begin creating and curating content to share with your buyers. Think of social media marketing as a long term investment in cultivating relationships. It may not be instant, but it’s valuable – and who can ask for more than that?

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office