Developing online marketing strategies will inspire new media engagement from your industry. The online marketing strategies will lead to your business’ growth online, becoming an industry influencer, and generating more customers.
In part one of How to Find Customers and Content for Boring Products (Part 1 Working w/ Boring Companies), we discussed ways to find different people online in boring industries in order for a B2B business to take advantage of new media marketing.
Now that you have an idea of what people, other companies, and blogs are online and where they are hanging out, you can start sharing content.
- Figure out which people in your industry have the biggest followings and why.
- Follow what they are sharing and engage with their followers (follow the influencer’s following).
- Find the same content and similar content to share.
- Give credit where credit is due (don’t just re-post what someone else spent time researching and sharing). On Twitter you can retweet or thank the person who shared the content with you via an @mention.
- Follow the same steps as above for “People.” The companies may be competitors, publications, or other related businesses in the industry.
- Make sure to be conscious of your brand’s image and not to infringe on other brands (please speak to your attorney, I am not a lawyer).
- Get a reader (not someone to read to you)! I use Google Reader.
- Add the blogs that you researched in part one to your reader.
- Use the reader to quickly scan blog posts that you think will be good to share with your social group.
- Read blog posts and share them.
- After you have read the post, click to the actual post page (leaving your reader and going to the blog page) to leave a comment. Note: be very careful with your comments and be sure to represent your brand.
- Start writing your own blog posts and sharing them.
Tip: Ask questions, whether you are writing a blog post, sharing on a social media site or commenting on blogs. When you asks questions you start conversations, which generates interactions and more sharing.
Internally, any company has lots of experts who know more about the industry than any external marketeer. From my experience, when internal employees of a company do all of the above, the company easily becomes well known in its niche. When C-level executives find an hour or two a week to do all of the above, they become influencers almost every time. Understanding that sharing on the internet inspires new media engagement will give any company powerful results.