With each evolutionary step the web takes, business-to-business (B2B) marketers face a challenge. Do you shift your focus to shiny and new marketing resources, or do you continue investing in the tried-and-true?
This is especially challenging for B2B marketers because much of the buzz surrounding the latest web tools is often aimed at consumers—typically younger consumers. Determining the balance of new versus traditional resources can be a difficult decision and one that you must make in the context of your specific industry. Look at the ways your potential customers use the web for research, discovery and decision-making.
One good rule of thumb is to use social media as an outpost wherever you find your customers. If you discover a concentration of people in your industry actively use one particular social media service, such as LinkedIn or Twitter, make sure to provide a steady flow of updates, helpful links and, especially, links to news stories you post on your business’ website. Continue reading this article