Share Your Brand’s Story…Digitally

08 Jul Share Your Brand’s Story…Digitally

imagesEvery marketer dreams of having instant recognition like Coca-Cola, Pepsi and Apple for their company. That might be achievable for B2C industries, but for those in the B2B or B2G world, it’s a little trickier to get a company’s story in front of the public. With B2B and B2G, it’s hard to be flashy, most have more restrictive budgets, and a lot of company’s are conservative with the stories they tell.

Thanks to social media, it’s becoming increasingly easier to broadcast your story in front of the right audience.  Gone are the days where you need to place a full size ad in a monthly publication or sponsor the lunch at a conference.  In seconds, a company can launch news over a number of platforms and receive instant awareness.  But how do you find the right stories to share with your target audience and what channels best serve your mission?

Here are five ideas to get you started:

  1. Digitally Promoted Case Studies – It’s hard to get customers to talk, especially when dealing with big names that don’t necessarily want to associate with one particular service-provider.  But in the event that a customer is able to talk, a case study is one of your best assets.  The story a customer creates is far more valuable than anything you (the brand) can create, because it’s true credibility.  It offers an outsider’s perspective on how your brand holds up to the contracted promises on a professional and personal level.  Prospective clients or partners will place tremendous value on a company that has excellent credibility.
  2. Blog – It’s a great way for customers/partners/prospectives/etc. to keep current on company news, product launches, conferences, speaking opportunities, and executive thought leadership.  Here at SpeakerBox, everyone chimes in on The Sounding Board with thoughts on company and industry news.
  3. LinkedIn – A more popular choice among many of my B2B/B2G clients.  As long as you have executive buy-in to either heavily participate or share their account information with those who will, LinkedIn can be a great avenue to share information.  With new features including updated analytic tools, marketers can really hone in on reaching audiences, whether for recruiting purposes or sharing company thought leadership.
  4. To expand on #3 – only use channels that best enhance your business.  If you sell insights and service offerings to telecom companies, there isn’t much of a need for a Pinterest account. Twitter and LinkedIn might be your best platforms to get the latest white paper out to your target audience.
  5. Bring digital inside – Fostering a culture that allows employees to share ideas and stories with each other can only help with telling the company’s story more organically.  Depending on the size of your company, this can be done through staff/team meetings or it can be more digitally organized like IBM does with their Beehive initiative, which is an organization-wide networking and idea-sharing hub.

Just as business success depends on brand strength, digital content and strategies are vital to fruitful brands. Brands create value and drive business success. While you may not be able to create a big, flashy campaign like Contrex did to sell mineral water, there are still opportunities to get your brand’s message out loud and clear.  It’s easy to get distracted by the complexity of digital media, but success comes from understanding your goals and your audience’s needs.  If you can engage customers and enhance their experience, you will inevitably build long-term business sustainability and value.

Jessica Lindberg
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