3 B2B LinkedIn Trends in 2023
LinkedIn recently announced 3 B2B content strategies for 2023. If you are a B2B company, you need to read this complete Newsletter. Let's deep dive into the strategy you should learn immediately.
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According to LinkedIn, established B2B marketing strategies are changing and adjusting to the digital era. We anticipate greater storytelling and humanization in B2B marketing in 2023 because relationship-building is dependent on these elements. To effectively engage with their audience, brands will exhibit their true and human side through humanized communications and personal employee journeys on social media.
Indeed, a lead doesn't yet trust your brand because they haven't heard of you or your company before they learn about it. Before people begin to act, engage with your brand, and finally hire you or buy from you, they need to see your Posts and hear about your company's name several times. One of the easiest ways to expedite your process is to display the human face of your brand. You should introduce your team and share personal examples of your employees' journeys. You can also demonstrate behind-the-scenes action. Clients prefer to know whom they are working with, therefore whenever possible, including storytelling and humanization is a smart idea.
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2. Environmental, Social, and Governance (ESG) Agenda
According to LinkedIn, the majority of B2B brands will consider the ESG agenda to be significant as consumer demand for Corporate Social Responsibility (CSR) increases. B2B brands will use social media clearly and openly to share ESG information with customers, shareholders, and staff. Consumers and employees expect businesses to proactively establish ESG best practices, according to research from PwC's 2021 Consumer Intelligencer Survey. In addition, 86% of workers stated that they prefer to work for organizations that share their interests and values, while 83% of customers believed that businesses should actively promote optimal ESG practices.
LinkedIn is thus talking particularly about environmental standards, but it also reflects a more general truth, namely that customers care about brand values. Two-thirds (64%) of consumers globally stated in a study that they would support a brand or boycott it solely based on its stance on social or political issues. People care more about what you stand for than just whether your product is good or if your services are a good deal; specifically, they care about your environmental practices. According to LinkedIn, customers are becoming pickier about the companies they do business with as a result of their increased awareness of the carbon imprint that transactions have on the environment.
If your organization isn't already trying to adhere to ESG best practices, it's something to consider.
3.????Diversity and Inclusion (D & I)
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According to LinkedIn, B2B markets will heavily rely on D & I in the future year. Data from a Deloitte survey of 11,500 global consumers revealed that the youngest respondents, between the ages of 18 and 25, paid more attention to inclusive advertising when choosing a product. Additionally, it was discovered that 57% of consumers show greater loyalty to companies that promise to rectify social injustices in their business practices. In 2023, brands will decide to highlight their workplace diversity through their marketing activities to win clients and establish loyalty.
Even if your business hasn't publicly emphasized its commitment to inclusion and diversity online, doing so will help you win the trust and loyalty of prospective customers. You would still be international with the stock images & films you chose to represent diversity in the interim even if you do not yet have many team photos that you can publish.
E-commerce firm Shopify produces a variety of material, such as a blog, business courses, and community events. One content source that sets the company apart is its podcast, which is aptly called Shopify Masters: The e-commerce business and marketing podcast for ambitious entrepreneurs. The podcast offers helpful guidance for building a Shopify online store and focuses on entrepreneur success stories. Each episode's topics span from "Disrupting the Soda Industry with a Healthy Spin" to "How Masks for Dogs Landed a Deal on Shark Tank." A fantastic example of effective B2B marketing, which should always deliver value before trying to acquire something in return, is offering so much engaging, pertinent content for free.
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How can Terrasustain help?
Terrasustain can help your company Build your brand around key pillars of sustainability. We can help your company to Understand the need of your customers and develop custom solutions for your company as Businesses can use sustainable marketing for a specific product, time-sensitive cause, or even as improving their businesses’ USP. We are working with companies to implement and report ESG solutions coordinating with both in-house experts and tracking progress towards ESG goals.
Reach out to Terrasustain, we work with international organizations, multilateral development banks, non-profit organizations, and governments to develop innovative solutions to both mitigate risk and achieve sustainability goals. We are a consultancy firm specializing in climate change, sustainability, and GHG management.
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