In a time where making personalised connections are key in winning over your customer’s wallet, inbound marketing has become a tool which has gained much momentum. It involves using various facets of content marketing – from video creation, blog posts and SEO, to win the hearts of consumers.
At the ongoing Inbound 2016 conference, marketers and brands gather to discuss how to better utilise content marketing to take their campaign to the next level.
Keynote speaker Gary Vaynerchuk, entrepreneur and content creator, and kicked off the conference by explaining why marketers should not hesitate to jump on the latest trends. Brands and consumers live in an era now, he said, where they can document and create content around different narratives and communicate within the world.
Vaynerchuk runs digital agency VaynerMedia, co-founded VaynerRSE, a US$25 million investment fund and hosts The #AskGaryVee Show, which addresses questions about social media, entrepreneurship, startups, and family businesses.
1. Brands need to commit to creating content for social platforms
Vaynerchuk explained that if brands are not producing content on the five to six major social network platforms today, they are creating an enormous vulnerability when it comes to meeting business goals. This is because communication has shifted and these platforms matter.
“Snapchat, YouTube, Facebook and Instagram are ABC, NBC, ESPN and MTV today. The businesses or individuals who figure out how to do the best “shows” on these platforms will be the ones who win.”
2. Big brands with the resources need to innovate more
Towards companies and brand with the infrastructure and resources to innovate, Vaynerchuk implored brands and marketers to keep innovating to find the next big product or service.
Airbnb should not have been invented by Brian Chesky and Joe Gebbia, Airbnb should have been invented by Marriott, but big brands are thinking short term and creating business models to put themselves out of business.
Similarly, he added that Uber should have not been created by Travis Kalanick and Garrett Camp, but rather the owners of mass transport brands such as Medallions or Greyhound. Currently there are so many younger and hungrier players in the market. Together with the internet which lowers the cost of entry, competition is endless.
If you don’t try to put yourself out of business, someone else will.
3. Brands need to really know their customers on social (not just say it).
B2B is owning the social space compared to B2C, he said. B2B marketers are doing better on social media especially when it comes to Facebook as they know who their target audience is and how to reach out to them, he said.
“One amazing thing about B2B is how it knows the name of customer, the business it wants and even the decision maker it wants,” Vaynerchuk added.
4. Brands need to know their employees.
For B2B brands which are looking to effectively convert their leads, they need to look into targeting the employees of an organisation, not just their decision makers. Vaynerchuk explained that creating content made for employees which addresses their pain points will encourage them to share it.
“The more employees share, the faster it would reach and convince the right decision maker. That piece of content will be the gateway to your sales team securing that lead,” he added.
5. Brands need to keep up with trends.
Pointing out the change in how people consume content, Vaynerchuk pointed out the trends which were treated with skepticism and how they well received and assimilated they are now.
“10 years ago the weirdest thing was your friend dating people online. Now every single person swipes to the left and right, 24/7,” he said.
Trends and our society have changed. Either you sit here and dwell on what is stopping you or you take full advantage of it and be a winner.
HubSpot paid for the journalist’s trip to Inbound 2016, held in Boston.