B2B Brand Building in a Digital World - Pt.1

Not so long ago, marketing professionals got the message out through a variety of mediums including direct mail, events, print ads, press releases, radio, television, telemarketing, bill boards, and a bit of online afterthought.

Each approach still has its place in the B2B marketing mix, but an online, techno-driven strategy and vision is now absolutely vital to global brand-building.

These new online outlets have the ability to change public opinion rapidly. So how can a B2B company define, and engage, in the world of social media?

Although the social media universe is constantly evolving, post by post by post by post by post by post (okay, you get it!), the B2B categories I’ve used to guide my online and social media approach include:

Online forums & blogs
Content and reputation aggregators
Social media networks
Search – natural and paid
Rich media

With a well-designed and functional B2B website (I know, I’m making assumptions here), understanding these five areas and implementing a “focused few” to begin with will make an immediate impact on your business.

Tip #1 -- Link Often! – It’s good to connect and hear from others around the world …
Partners – IBM – A Smarter World is Resourceful … Love it!
Industry Experts – Webguild – Top 10 Social Media Lessons
Customers – SingTel – MioTV – Extremely cool!
Colleagues – J-Net Tawnee AKA Social Media Socialist
Company – Juniper Networks, J-Net Community
Gallery – Shock, Adobe showcases extraordinary work