Do you run marketing for a B2B software company? Or maybe you do outreach for a marketing consulting company?
Whatever the case may be, you probably already know how tough it can be to market to your fellow marketers.
After all, they already know your tricks and can read into your marketing tactics.
But that doesn't mean it can't be done right. In fact, marketing to fellow marketers isn't that much harder than marketing to anyone else—you just need to use the right language and ensure that you're showing your value.
So to lend you a hand in your quest your products to market to other marketers, we've compiled a list of 7 tips you can use to better market to other marketers in this article.
These tips are meant to be actionable and easy to implement, meaning that you'll be able to hit the ground running with your next Marketer 2 Marketer campaign.
Let's get started!
Speak the same language
First thing's first: make sure you're speaking marketing language when marketing to marketers. Using familiar terms will establish authority on the topic and show that you speak the same language as your industry friends.
Some terms to use include:
- KPI - key progress indicator
- SMM - social media management
- B2B and B2C: business to business and business to customer marketing
- CTA - call to action
- CTR - click through rate
- Organic reach - people reached without paid promotion
- Paid reach - a fancy term for social media ads
- And more!
If you're new to the marketing game, this is a great time to learn these terms. And after all, what better way to learn new vocabulary than by using them in your day-to-day writing?
Provide real, original value in your content
But don't just use those terms without reason. Instead, spend time ensuring all of the content your brand publishes is high-quality and provides real value that marketers can't find anywhere else.
You can do this by doing your own research and pulling unique data. Think white papers, case studies, and even data mining that will create truly exclusive content that will only be found on your blog.
But we get it: it's hard to make these types of content, especially if you're a team of one—but don't sweat it!
Your brand can still reuse existing stats in its content. Just ensure that you're providing new opinions and insights that are unique to your blog posts, videos, and social media updates.
This will give marketers reason to read your content instead of other sources. And if these opinions are really well-informed and provide valuable insights, you'll quickly build a solid following of marketers that will look to you for thoughts on new trends.
Don't speak down—instead, treat them as equals
Your tone will go a long way when marketing to marketers. So instead of speaking down to your fellow marketers, make sure your tone is that of an equal when writing social posts, blog content, and in videos.
Some ways of doing this include using suggestions instead of demands in your writing, asking for your audience's thoughts on topics, and being open to other ideas. This will tone your arrogance down and make your blog more approachable.
If in doubt, have a co-worker or marketing friend read your work. If he or she thinks your writing is unapproachable or arrogant, go back and make some edits.
Cite your sources to remain credible
Content marketers love reading.... content marketing content.
But only if you do it right.
The people reading your content know how content marketing works. They've written it, and they read it on a day-to-day basis to improve their skillsets. So with that in mind, you need to ensure your content marketing is absolutely top-notch.
And this goes beyond just good writing. You need to make sure you're citing all of your sources for facts and stats that are not your own.
This will prove that your content marketing is legit and that your brand is actually tuned into the industry.
Why is this important? Marketers write this content themselves, so if you're not citing your sources, your readers may call out your lack of sources or think of you as a less credible brand.
Run ads in the right places
Social media ads can be used to target just about anyone in any industry, but you need to make sure you're running them in the right places.
On the social media side of things, you'll want to focus on LinkedIn and Facebook. LinkedIn for the professional side of things—after all, can you name one marketer without a solid LinkedIn presence? Yeah, neither can we.
Further, Facebook ads are universal. With over 1.5 billion monthly active users, there's a good chance there's at least a few million marketers on the network from around the world... so don't miss out.
Going beyond social media
Obviously, you'll eventually want to move past running only social media ads. Consider using Google Adwords and running ads on blogs and publications in the marketing space.
Some places to consider include Social Media Today, Social Media Examiner, and even the social media section of Forbes. These aren't cheap to run, but can be a surefire way to target your audience of marketers.
If you decide to go the AdWords route, do your research and advertise on keywords related to your audience. Depending on your budget, it may make sense to go with an AdWords consultant that can guide your budget and spend your ad dollars wisely.
Likewise, share your content on the right networks
Like social media ads, you need to post and share your content on the right networks.
Our advice is largely the same as social media ads: you'll want to share on LinkedIn and Facebook, with putting special emphasis on the latter.
After all, marketers are going to LinkedIn to find new industry content and learn new things. So with that in mind, you're more likely to get clicks and have a higher conversion rate when you catch marketers in the right mindset.
That's not to say you should ignore Twitter, Pinterest, and other networks though. Make sure you still post to these networks using a social media management tool like Social Report.
Using a tool like this will let you post to multiple networks at the same time, saving you time and increasing your reach.
Don't take yourself too seriously
All of the above sounds pretty straight-edge, right? Well, have no fear—us marketers still have a sense of humor.
When writing marketing copy, social media posts, and other communication, make sure that you're still keeping things lighthearted, fun to read, and—of course—use the occasional bit of humor.
Doing this will keep your brand approachable and put a good face to its name. But don't dive in head-first—there are a few things your brand has to keep in mind when incorporating humor into a marketer-focused social media campaign.
We recommend keeping your humor topical, relatable, and controversy free. After all, that political joke may sound drop-dead hilarious between you and your friends, but it might stir up an unrelated flame war amongst your social media followers.
And trust us—no one wants that.
There you have it: seven ways marketers can market to other marketers in 2019. Use these tips and tricks to post your next marketer-to-marketer campaign to the next level, driving more leads and sales in the process.
But now it's your turn. Do you have any tips for marketing to other marketers? Let us know in the comments below—we're excited to hear from you!
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