In Option 1 – There is a drive to add new followers to a monolithic communication channel that must be shared by all departments. The greater the accumulated audience, the higher potential someone will be paying attention when messages are posted. This approach is valuable for announcements and for broadcasting communications. It is often not conducive to 2 way communications though and can become saturated with many messaging needs across divisions and products.
In Option 2 – Paid placement tools provide either reach by Impression or Action based campaigns. These Campaigns can provide a reliable path to introduce your offering to prospects for the 1st time or to continue to nurture them through retargeting. The controls and targeting are great, but access to these audiences is expensive and lacks authenticity.
I’d like to present a 3rd option – At Vsbl, we realized that one of the most valuable and fertile channels for B2B marketing is completely ignored by most marketing teams. Literally, there are thousands of high-value contacts that go untouched every day. This marketing channel is waiting, primed and ready. It only needs you to recognize its value.
I’m talking About Your Team’s Peer Networks
The professional networks of your sales team and other employees are full of trusted peer connections – many of which are industry related.
Additionally, if you look at their feeds in general, you will find there is usually very little unique activity.
At best, you will mostly find “likes” of company posts on the posts of their peers. You will almost never find product messaging or subject matter that raises the visibility of the offering they are charged with selling.
That is exactly why we created the Vsbl Platform. In minutes, Vsbl enables you to load campaign creative for existing assets or create unique campaigns and then notify your team members that they can (and should) access the promotion and post to their networks. Sales teams see the value immediately and engage because they recognize the critical importance of staying visible.
What’s more, there is no platform cost for the impressions or clicks. The targeting needed for success was always an asset with your reach… For FREE. I suggest you sign up for a quick demo or even create an account today and see how easy it really is to leverage the untouched gold mine. Thanks for listening!