Not only have you built a product, but it's damn good.
Your teams have innovated and iterated.
Marketing pushes PR and events.
So, why do colleagues still discuss competitors? And why do customers reference those competitors and benchmark against them?
Oh, And Why Me
My first point to say is that I have worked B2B for 13+ years.
And my experience has included wins and... I have been part of a team with great technology. Arguably a product that was the most innovative in its category.
But the phones were quiet. And the customers were slow to convert. Not what you were expecting to read?
I knew there was a better way.
So, (and the most important point), I have seen the response from doing the below.
My content got reactions, not only little blue likes but handshakes. Directors found me at trade shows to talk. Buyers mentioned my content in meetings.
The B2B Situation
This is what I see with B2B manufacturers.
Have a look yourself and you'll see it all over LinkedIn.
Companies that are at the forefront of technology. Leveraging AI to maximise what they do and can deliver for customers. Uniting that with supply chain efficiencies whilst achieving sustainability targets.
What they're great at:
- Cutting-edge technology and AI implementation
- Supply chain efficiencies
- Sustainable solutions with eco-credentials
Now that all sounds pretty ideal.
What they're missing: And this is because all we ever see and get shown are features! Product specifications, yes, are certainly something to be proud of. But not exciting, and not "I want to buy" compelling.
What's missing is the visibility about what makes you unique in your market.
Your expert colleagues.
It is knowledge and curiosity that breathe air and innovation into your product. It's the experiences, insights, and stories that buyers connect with.
And I am sure we all know if any connection is missing, competitors will nip in, pinch, and take market share. And they could lead your industry.
Why Now
Regularly it's stated that 77% of executives are more likely to buy from socially active leaders.
And the really big benefit: It is observed that there is a 561% increase in reach from colleagues' posts compared to company posts.
And in addition, B2B buyers are changing. And not just in the way they seem to keep getting younger!
They're expecting information online. Looking for information online. And willing to talk to someone who did videos of themselves, even though they didn't know them.
Confession time again.
That person was me. I've been there, answering questions and putting out videos. The result was a reaction I hadn't initially expected. The posts got the little blue likes, but crucially I got approached.
People started conversations with me. Because they had seen my posts and they had appreciated the value.
The B2B Solution
Reframe how you see 'business doing social'.
It isn't about pulling up product photos and adding text about new features. Yes, they may be impressive features!
It's about finding that unique insight from your colleagues. And making it come alive, engaging and inspiring.
It's about connecting with customers and prospective ones. Providing insight and knowledge and building trust to say yes to your solutions.
All while remembering your colleagues are an unfair advantage that only you have.
The process:
It starts with:
Extraction - apps, tech, and even talking (yes!) can get the expert knowledge out of heads. We then move to:
Creation - turn that expertise into stories to build trust and awareness. Then;
Amplify it: analyse what works, assess post hooks, visual formats, CTAs, and the stories. And repurpose the wins, reshare them in new formats, and let them compound.
As I said, I've seen the value in videos with people approaching me. And I can certainly say that makes a trade show much more fun and valuable!
Common Objections
"We have no time" You're probably right. But if winning authority is important, it may just be worth finding time. In reality, if done for you, it's about using interviews and questions and then letting teams get back to their expertise.
"People won't do it" Look at it this way: if you're giving your colleagues the chance to stand out and shine, it really is an opportunity for them as well. They learn, develop, and build a platform that helps hit their targets.
"We can't measure social" We can. You can see who has been viewing content. Whether they're the right demographic, even within the right type of business. Then we refine the content and engagement until it is. And we can measure that over time 2, 4, 8 months. We can assess posts that perform, hooks that don't work, stories that inspire engagement, and CTAs that get followed through to action.
Bottom Line Summary
Your product alone doesn't make you different. But your colleagues? Now, they are an unfair advantage that only you have.
All that's needed is a method to unlock, extract, and execute. With this, you can build a new level of market presence.
It builds you up to a point where buyers know your teams. And they know you help solve their specific problems. And when they encounter their problems... well, who do you think they'll turn to?
Intrigued with what you've left off the table? Find Ashley on LinkedIn.
And for B2B manufacturers that want to position themselves with authority, complete this quiz to understand how you currently show up. Ashley can discuss the real situation of your company online and do a free next steps audit.
This is a guest post by Ashley James. Ashley has over a decade of B2B expertise and is on a mission to help B2B manufacturers use their unique expertise to build authority, develop trust, and win business.
