Weekly Content Marketing Trends April 18th, 2022
Last week we did a deep dive
into leveraging relationships with your peers and audience so that they generate or promote content for you. However, we didn't discuss how
to build those relationships. That is exactly what we'll focus on this week.
Networking: What Is It Good For?
You might be wondering: why would I want to spend any time talking to other business owners when it's my audience who's going to buy?
First of all, you don't want to seek out relationships with just any business. You want to build strategic relationships with like-minded businesses that have similar values and missions as you do.
For example, if you're building your YouTube channel for kids' yoga, you'd likely benefit from forming relationships with Montessori mom YouTubers, toys made from eco-conscious materials, and companies that make organic food for the little ones.
These complementary companies (presumably) have a similar vision to yours: kids who are healthy and grounded. They also (presumably) have an audience similar to yours: parents who value wellness, healthy eating, non-traditional schooling, and providing their children with strong emotional health foundations.
How To Network To Build Your Audience: Basic Tips
Keep these tips in mind as you start to reach out to other business-minded bosses such as yourself.
It's not about you. Hopefully, the content you're putting out to your audience is providing massive value that helps them solve a problem. You might be a part of that solution, but overall you're focusing on them and not on you. The same approach goes for your B2B relationships. Every business has goals and problems. While you talk to potential B2B buddies, listen for their pain points and their goals so you can start thinking of ways to help them reach their goals.
It takes time. Don't go into a B2B relationship expecting to run out of the gate with a massive JV campaign or collaboration. Prudent business owners are going to want to get to know you, check out your online presence and get a feel for what you're about before hitching their wagon to their horse.
You gotta give to get. As you get to know your new business buddy, you'll start to understand what they're looking for. If you know they're looking for a great business manager and you know a management superstar, connect them. If you see a post that you think your audience would enjoy, share it with them and tag the business. If you listen to a podcast and it has a little gem they would benefit from, shoot it on over. Bottom line: be of service just as you are to your audience.
Best B2B Networking Platforms
There are plenty of professional connection platforms, but we recommend just a few to get started with. Building relationships takes time and consistency so trying to go all-in on all the platforms is a fast track to burnout.
Shapr: Shapr is a mobile-only app. Your feed is filled with matches based on criteria that you include in your Shapr profile. You swipe right if you're interested in learning more, and if they swiped right as well you have access to a conversation. The free version is a great way to get started. If you connect with this platform, it's worth considering the premium version.
Why it's a good platform: Unlike Bumble business, most users of Shapr are here for serious business relationships. There are a few people who might let it slip that they're looking for romance, but most of the time people are there for professional reasons.
Bonus tip: It's easy to get into a pattern of just messaging on the app. To move a particularly promising relationship along, put a call on the calendar. (If they say to call whenever you might want to move along, that's a sign of poor professionalism.)
LinkedIn: This is the OG of business-to-business networking. The key to this platform is making sure you create a profile that accurately reflects who you are and what your goals are. Just like building relationships on any other platform, engaging with potential collaborators and sharing their content is key to building a strong foundation.
Why it's a good platform: LinkedIn has been around for a long time and it's trusted by many. It provides plenty of people to connect with because of its longevity.
Bonus tip: Getting the conversation offline, even if for a few minutes, can put some spark into new beginnings. Offer a quick phone call where the whole goal is to learn more about their goals and what problems they're trying to solve.
Your Preferred Social Media Channel: If you have a certain social media channel that you're growing for your content marketing, it makes sense you would focus B2B engagement on that channel as well. Hopefully, your relationships are reciprocal and your content will be shared. Even better, you might be able to go live with one of your new contacts.
Why you should focus on your preferred platform: The more engagement on your profile, the more impressions you'll make. It's a great way to grow your audience both with your consumer and professional audience.
Bonus tip: Social media platforms tend to be a bit easier to collaborate on because people spend so much of their time there. When the time feels right, invite people to do a live stream with you or ask if they have any promotions happening right now that you can post to your profile.
Ready to whip up a JV email series with one of your new collaborators? Want to take your content to the next level? Let the experts at Scripted help you with a FREE 30-day trial