Every now and then I take time to think beyond our product offerings. It’s a nice exercise and usually leads to some unique and creative ways to think about positioning the exchange. One area that we like to pursue and where we have been successful is in the area of technology. I’m sure we’re not alone in this area, but we try to balance talking about technology as well as our people in technology. So what are some areas that go beyond just products in helping to promote your B2B brand? Here are some quick thoughts.
Technology:
I like talking about technology. I like talking with our technology team. I’m a tech geek like a lot of you. And I do believe that marketing IT matters – I wrote about it here and earlier this year on B2B Voices about the importance of partnership with information security here.
Human Resources:
Have you integrated recruiting into your social media campaigns yet? There are some simple and effective ways to do this, such as starting out with posting exisitng job openings. But you should also think about how to fully leverage LinkedIn for your recruiting efforts. By the way, have you looked at your company’s profile on LinkedIn yet? It may be in need of some help (another easy victory for you with HR).
R&D:
Positioning your research team members can help showcase some of the great minds at work within your company. These are probably the people that already have a blog or read blogs. Getting these people to post on popular blogs about innovation and technology can help position your organization as leader in either very broad or niche topics.
If you need ideas on how you can do this go back and read Aaron Pearson’s post on how to combine tradition and social media in B2B here and Arik Hanson looked at what to do if you hit a social media roadblock here. And of course share your ideas with us on how you look beyond products to promote your company or clients. What are some ideas that have worked? Or failed? And where do you get your inspiration?
