August 2023 - Sherpa Communications

In the realm of B2B, harnessing social media‘s potential is a game-changer. It’s not just about reaching your audience; it’s about nurturing relationships that lead to impactful deals. With a unique B2B focus, your strategy needs to align with different platforms, each catering to a distinct user demographic.

LinkedIn:

LinkedIn boasts over 830 million professionals who actively engage beyond job searches. Leveraging this, you can craft long-form articles, share achievements, offer advice, and showcase case studies. In 2023, 75% of B2B marketers consider LinkedIn an effective lead generation source, according to the 2023 B2B Content Marketing Benchmarks, Budgets, and Trends report. Building a strong presence here positions your brand as an industry thought leader, paving the way for valuable connections.

Twitter:

Stay industry-savvy on Twitter. Use hashtags to join conversations, engaging potential customers. Authenticity is paramount in fostering trust. An interesting fact: 46% of B2B marketers acquire new customers via Twitter, as highlighted in the State of B2B Marketing Report by Salesforce. By actively participating in relevant industry discussions and providing valuable insights, you not only establish your expertise but also attract prospects seeking solutions. In the UAE, Twitter is also a perfect platform to engage with the media. Start following editors who write on topics related to your business and offer your expert comments for stories that they are doing.

Facebook:

Video content flourishes on Facebook, especially with Live and Reels. These options offer deeper engagement, allowing followers to connect with your content extensively. Did you know that 73% of B2B marketers believe Facebook generates positive ROI, according to the Social Media Examiner’s 2023 Social Media Marketing Industry Report. Embrace video storytelling to provide a behind-the-scenes glimpse, showcase your team’s expertise, and humanize your brand.

YouTube:

Video content wields immense power in the B2B landscape. In 2023, expect a surge in video investments, propelling YouTube to the forefront. Notably, 59% of executives prefer video content over text, making YouTube a strategic choice. Share tutorial videos, industry insights, and customer success stories to engage and educate your audience effectively, as suggested by the Demand Gen Report’s 2023 Content Preferences Survey.

Instagram:

Though typically linked to B2C, B2B Instagram usage surged from 30% (2020) to 60% (2021). Over 200 million daily visitors explore business pages. Intriguingly, 80% of Instagram users follow at least one business account, underlining its B2B potential, as reported by Hootsuite’s Social Media Trends 2023. Showcase your company culture, celebrate milestones, and connect with your audience through captivating visuals.

Threads:

Introducing Threads—a dynamic tool for B2B businesses. Tailor conversations within specific groups for focused interaction. Industry insights, daily updates, and collaboration with partners can flourish. With no ads, Threads offer a comfortable space for quality discussions and establishing your brand as a go-to resource within a targeted community.

Your strategy transcends momentary gains; it’s about cultivating enduring brand impact. Establish specific, measurable goals for each platform—followers, engagement, target audience—and align your content strategy accordingly. Ultimately, the goal remains quality lead generation.

Should you need assistance in developing your social media strategy, connect with Sherpa Communications experts to create a tailored content plan for your brand, strengthening your online reputation and enhancing your returns.

With summer in full swing, businesses are bracing for the customary slowdown as vacations lead to a seasonal lull in operations. While it’s tempting to cut back on expenses during this period, Public Relations (PR) shouldn’t be on the chopping block. In fact, this is precisely the time when PR proves its worth, playing a vital role in an organization’s ongoing pursuit of success.

Maintaining Brand Connection:

Amid today’s communication chaos, having a dedicated PR team amplifying your message to key stakeholders is not just smart, but necessary for survival. Abruptly slashing PR budgets when business slows down can lead to a disconnect between your brand and its audience. Outdated narratives, overshadowed market presence, and a loss of momentum are some unintended consequences that could follow.

Online Visibility’s Impact:

In the digital age, establishing and maintaining a strong online presence is essential for a brand’s success. Summer provides a unique chance to stand out, boost online visibility, and craft an engaging news feed. An effective digital PR strategy continuously delivers compelling messages that enlighten the audience about your brand’s unique selling points, helping it become a household name.

The MENA region is rapidly digitizing, with mobile internet usage on the rise. By 2025, the number of mobile internet users is expected to surpass 350 million, especially in GCC countries. This presents an enormous audience for brands aiming to enhance their online visibility and engage effectively with their target market.

Leveraging Media Opportunities:

Summer is a prime time to tap into media outlets that may be more receptive during this season. Securing features in prominent publications boosts brand visibility and credibility. Contributing online pieces can have a lasting impact on search results, catering to consumers who rely on online research before making purchases.

Power of Reputation:

Public perception shapes a company’s image. A positive reputation yields benefits like increased business opportunities, better talent acquisition, improved company valuation, and reduced marketing expenses. Consumer behaviour shows a preference for brands aligned with their principles, emphasizing the importance of managing perception through forward-thinking PR strategies.

Strategic Media Relations:

Creating an effective media engagement strategy requires careful planning, especially when targeting respected publications. These outlets typically work on a lead time of at least one month, ensuring prime media exposure at the right moment. Digital media’s influence is on the rise, with UAE alone recording over 9.38 million Internet users at the start of 2023.

Reframing PR as Investment:

As summer impacts the business landscape, organizations must understand the value of maintaining an active and responsive PR strategy. Instead of seeing PR as an expendable cost, consider it an investment. Even during temporary slowdowns, PR remains active, upholding your brand’s image and ensuring continued success.

In a world where communication is paramount, scaling down PR during summer can be detrimental. Recognize PR’s role in maintaining brand integrity, enhancing visibility, and driving engagement. By viewing PR as an investment and not a cost, businesses can weather seasonal fluctuations and emerge stronger in the competitive landscape.

*Article was originally published by Communicate, tier 1 marketing magazine in the UAE.

Month: August 2023

Summer PR Strategy: Why Scaling Down Isn’t the Right Move

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