Social Media, Advertising, and Other Mysteries
With B2B, you have to target clients carefully. You've got to go where they are, but where are they? Posts to LinkedIn and X can be effective, but only to the point that your presence is known on the platform. Differentiating your brand in that post is the challenge.
Social media posts and ads can so easily blend into the noise, especially if they’re too generic. The challenge is to enlist your marketing team to get working on more specific ad content that builds your brand. Get them more actively involved in promoting projects and innovations, including writing articles and creating ad topics that target clients working under specific technical challenges.
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VIDEO: What is Pull Marketing? How is it Done in Technical Services?
This series reveals how to use pull marketing to strategically shape the “picture” clients hold of your firm. Beyond proposals, it offers fresh, varied strategies that show your expertise, integrity, adaptability, and priorities. From virtual tours and student competitions to targeted social content and meaningful giveaways, each idea is designed to help clients assess your value and strengthen long-term relationships.
EXERCISE: Pull Marketing Planning Exercise
Each interaction with your client paints a “picture” inside their head of your firm’s strengths and limits. That picture decides how they describe you to others, how they assess your proposals, and whether they’re confident assigning future work to your team. This exercise helps your team plan pull marketing strategies that allow you to take control of that picture, to grab hold of the paintbrush, as it were. The exercise comes with several other units on the subject of pull marketing, including a template that supports the exercise.
TEMPLATE: Pull Marketing Planning Display
The Pull Marketing series reveals how to use pull marketing to strategically shape the “picture” clients hold of your firm. Beyond proposals, it offers fresh, varied strategies that show your expertise, integrity, adaptability, and priorities. This template supports the Pull Marketing Planning Exercise described in the What is Pull Marketing Video.