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Why (& HOW) Boring Brands Can Kick Ass On Social Media

August 8, 2016

Some industries have it easy on social media.  The hip retailers, the Red Bulls, the Nikes, the cool restaurants where people post clean Instagram shots of their snail froth and parmesan salads… 

 

But what about the office equipment salespeople, the lawyers, the accountants, and investment bankers? 

 

There's a wide open space for the 9-5 B2B boring brands of the world.  And within that space, there’s a HUGE opportunity to drive value and sales.

 

Stop Hiding Behind Billboards and Phone Books

 

Boring Industries:  Legal, insurance, real estate (commercial or residential), manufacturing, equipment sales, office supplies, investing/banking, accounting, science/engineering, medical…Don’t wait until you see a competitor kicking your ass in the digital world.  Take initiative, and step outside of your comfort zone.  Who still uses the Yellow Pages, seriously?

 

Buyers today are tech-savvy.  They do the research and make informed decisions for their business and personal needs.  They are also quick to call BS on the hard-sell tactics that don’t translate well digitally.

 

Social media is the place for businesses to build brand awareness and credibility without cramming cold pitches into prospect's earholes.  And more importantly, a strong social presence establishes digital credibility (SEO) - a rising tide lifts all ships.

 

Why social marketing?

 

Leveraging social platforms is one of the most cost-effective ways to promote your brand.  They are free to set up, and if you have an office with several employees, chances are one of them is wasting company time by playing on social.  Turn that bum into a brand ambassador / social coordinator  (it looks good on the resume too).

Digital media also comes with insights and analytics.  With a click, you can see measured results.  You can target consumers, and spend your ad dollars with pinpoint accuracy. 

 
Some Stats:
  • 94% B2B buyers do research online before making a purchasing decision

  • 77% use Google search

  • 84.3% check business websites

  • 80.1% of people use mobile for internet based activities

  • 81% of non-executives have a say in purchasing decisions

  • “Customer-facing front-end B2B e-commerce will reach $559 billion”  (Are you dipping your ladle in this money pond?)  

Sources: Statista 2016, Think With Google & E-Commerce & B2B

 
Mobile users on the web:

Decision Makers  

 

A common objective I hear is that executives aren’t wasting their time on social media.  I wouldn't doubt it.  But their employees are.  And they have a voice when it comes to making the final decision.  

 

Employees are doing the research for the boss and will highlight the benefits of the product/service they trust and like.  Nearly half of these B2B researchers are millennials.  

 

 

Best Practices for Boring Brands

 

Social 101

 

The first thing you need to do is stop thinking about yourself and start thinking about your consumer (who are thinking about themselves).   Don’t tell them about how great your company is.  Show them that you understand their needs by providing answers and solutions to common problems within your industry.  

 

When you create and distribute content, you need to answer their question of “What’s in it for me?” – “How am I going to benefit from this piece of content?”

 

Social 102

 

It's Social:  Become a part of the community, have your fans join you in the conversation, leverage fans to become micro-influencers and brand ambassadors by curating content created by them (incentivize and credit them).

 

Ad Spend: If you’re going to do social marketing, you’ll need to spend some money for it to be effective.  It doesn’t have to be much.  You can do a $10 campaign on Facebook. 

 

Sponsored Posts:  Boost content that's engaging.  I’d recommend posting content and monitoring which pieces are most popular.  Put a few dollars behind the good posts.  This will help lower your CPA.  I am often surprised at what does well and not so well, so I let the data decide for me.

 

Trending:  Follow what's trending, Facebook and Twitter are great sources for this.  Share posts relevant to trends as long as they are loosely relevant to your brand (use #'s on Twitter, but NOT on Facebook).

 

Jab, Jab, Jab, Right Hook:  Even though Gary Vee doesn't reply to my emails, he deserves an honorable mention.  If you are serious about social marketing, read his book.  It's a few-years-old but highlights the importance of giving, giving, giving, then asking.  Of course, if you're a business, you'll want ROI from your efforts.  You'll get ROI if you provide the right content and ask for business at the right time.

 

Quality over Quantity:  Don't overwork yourself (or employees) to crank out content.  If you don't post 5x this week on Facebook, you'll probably still be in business next week.  Do not compromise the quality of your content for the sake of maximum exposure - it'll hurt your engagement in the long run.

 

Personify Your Business (Branding):  "Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand."  - Amy Jo Martin

 

Dan Raaf, Director of Social Media and Digital Marketing Specialist

 

Check out: 8ish Social Platforms For Boring (Professional) Brands to see which platform(s) are ideal for your business.

 

 

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