Rules of engagement: Changing habits in B2B social media

by Charlie Harry digital marketing company

Social media is engrained in our daily lives, taking an average of 2 hours and 23 minutes of our time per day as we are glued to our smartphones. Sounds a lot, but not much engagement means (video cat who?) For most of us it is an activity that is very personal, news of friends Digital Marketing Company in Bournemouth and family, an update of the group we belong to and the inclusion of advertising 'relevant' to the target directly. In fact, digital media consumption has more than doubled in the last 10 years. It's not just the volume of social media has changed in our lives though, it is a different format and techniques used to vie for our attention. For marketers, this provides the opportunity and challenge in equal measure.

Social Business

In the B2B space, social media has become another string to the bow of marketers when it comes to distributing the content, but the level of consumption between the role of employment and the buyer wants to be marked by a few major differences. A recent report from NETLINE (2019 State B2B Content Consumption and Demand) highlights that the amount of time between the touch point with the same brand content is growing - which means in the B2B sales cycle is getting longer, and your content needs to work harder to get the result.

"The format and the different techniques used to vie for our attention ... For marketers, this provides the opportunity and challenge in equal measure."

What is also clear is that with so much content produced (good for web pages and social media), the need to rise above the noise has never been greater. Involvement with social content more challenging, and that could lead to it being difficult to justify social strategy, but long-term benefits are substantial. As it shows in his Zero Moment of Truth survey, it takes about 18 points touch to really get customers. It is a long road that you must travel to the social, and the habits of consumption needs to be considered as a priority in the next campaign.

Changing habits in business content

For B2B marketers seeking to rise above the noise online, understand your audience (and continue to reassess it) has always been a top priority. By digging into what they actually eat, marketers can more succinctly connect their goals to the benefit of the audience and their pain points.

That's all well and good, but we know how much time professional-level exec poor, hardly find time for their own email let alone consume good content and act on it. So, what can be done to make sure the content of your stick out and no direct involvement? The table below shows a survey of this NETLINE day hike between demand content from 2017 to 2018. This reflects the ongoing trend for years - professionals who take longer to come back for more. That means content needs to have an impact with the relevance, usefulness, and readability.

In 2018, B2B buyers take longer to come back to the content than in the previous 12 months.

On the flip side to this, the survey highlights that time is already down to consume the content. That could mean they did not consume the real concern, or just content to get the main message across faster. That does not change the fact that the role of c-suite and the owner of the work rate is the most difficult to reach and engage with. Marketers must continue to innovate with the type of content and combining relateable interesting themes on the intended user.

How social media evolving format

There is a growing list of content types that can effectively utilize the B2B marketing, but an innovative format to consume Digital Marketing Companies in Bournemouth content largely to social media distribution. We have seen a major shift in the format that maximizes the available space, especially on the phone (where the current content consumption is happening more and more).

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