Expert Session: Leveraging Social and Community to Create Demand
Jul 8, 2024
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Dave Gerhadt from Exit Five shares insights on leveraging social and community for demand creation in B2B. Topics include community building, influencer partnerships, and LinkedIn algorithm changes. Practical tips for digital strategies and the importance of authentic engagement are discussed.
Leveraging communities and influencers diversifies marketing strategies beyond traditional channels.
Thought leadership in B2B thrives on deep partnerships for feedback and successful marketing practices.
Authenticity and shared values are vital for successful influencer partnerships in the B2B sector.
Utilize LinkedIn's 'news ticker strategy' for company pages and focus on personal profiles for engagement.
Deep dives
Community Strategy: Owned vs. Sidecar Approach
When building a community strategy, companies must differentiate between making the community the core of their business or as an accessory to it. The success of community initiatives can be influenced by the company's commitment to nurturing the audience organically rather than aiming solely for product conversions.
Thought Leadership & Building Trust
Establishing thought leadership involves depth rather than breadth in partnerships, focusing on individual depth in relationships to drive product feedback, thought leadership, and successful marketing practices within the B2B space.
Influencer Partnerships: Authentically Aligning with Brands
Forming influencer partnerships requires authentic alignment with the brand, emphasizing shared values and genuine connections to ensure a successful collaboration that resonates with the audience.
Managing LinkedIn Company Pages: Balancing Presence and Engagement
To make impactful use of LinkedIn company pages, adopt a 'news ticker strategy' to maintain an active presence and disseminate relevant updates, alongside emphasizing personal profiles as key drivers of engagement and long-term success.
Content Distribution Strategy: Testing Messaging Across Channels
Effective content testing involves refining messaging through direct customer interactions, leveraging insights gained from live events or webinars to inform content strategy, and quantifying success by engaging the target audience to drive revenue.
Employee Personal Branding: Mitigating Risks and Embracing Benefits
Navigating concerns around employees building personal brands involves weighing the risks of potential departures against the benefits of enhanced brand visibility and customer trust, emphasizing incentives and long-term engagement to retain valuable talent.
Measuring Content Success: Combining Quantitative and Qualitative Analysis
Evaluating content performance goes beyond metrics like likes by incorporating qualitative feedback from comments and interactions to gauge audience sentiments, leveraging apps like Shield to analyze historical post engagement and inform future content strategies.
For our first Expert Session of 2024, Chris Walker was joined by Exit Five’s Dave Gerhardt to talk about how Social and Community can help create demand. The conversation kicks off with an overview of how companies can leverage communities and influencer partnerships to diversify their marketing strategies beyond LinkedIn and Google paid budgets. This episode promises to arm listeners with unconventional yet practical tips to take their digital strategies to new heights.
Chris and Dave explore the nuances of creating and nurturing owned company communities. They discuss the success metrics that truly matter and the distinctions between communities as stand-alone entities versus those adjunct to SaaS companies. The second part of the episode pivots to unpack the emerging roles of influencers, or key opinion leaders, in the B2B sector. They shed light on the symbiotic nature of these partnerships and the importance of authenticity and strategic alignment. Insights into LinkedIn's algorithm changes and content distribution strategies pepper the conversation, providing a grounded perspective for B2B marketers aiming to make their mark in an increasingly crowded digital space.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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