In a report produced by MarketingProfs and The Content Marketing Institute, B2B marketers found three channels to be more effective than any other for reaching buyers: Social media, email, and their blog.
Of those social media platforms, Linkedin -not Facebook, not Twitter, not Instagram, not TikTok- is the most effective. Among the B2B marketers who use paid social media, LinkedIn is the platform used most often. They also say it is the organic platform that generated the best overall content marketing results for their organization in the last 12 months.
If the majority of the most successful B2B marketers consider LinkedIn the most successful platform for their business - it’s time we revisit LinkedIn and its effectiveness for you. To do that, we invited Jay Busselle and Jessica Gibbons-Rauch to talk about it.
A little about Jay: It's been over 30 years since Jay Busselle started printing and selling “unofficial replica” t-shirts in the late 80’s of his favorite skiing and skateboarding companies. In addition to his suspicious side hustle, Jay landed his first industry job while in college as a cut-and-paste artist for a Yellow Pages publishing company. It didn't take long before he was working for a screen printer and soon thereafter, his family-owned promotional marketing agency.
Jay found his home hanging out with the other creative promo pros and apparel geeks on the island of misfit toys and refuses to leave. He currently serves as a board member, also referred to as “chefs” for PromoKitchen, the all-volunteer nonprofit group focused on mentorship in the promo industry. Jay is a highly rated industry presenter and a trainer on topics like branding, marketing and LinkedIn. Jay is a managing partner of FLEXpoint Social Selling.
A little about Jessica: Jessica Gibbons-Rauch supports distributors through digital marketing, trend reporting, and process improvements. Whatever they need to be successful, she makes it happen. And in her words: Except accounting, that scares her.
After 15 years of being in the distributor trenches, Jessica realized that there is so much that goes into the backbone of selling promotional products and it has little to do with the actual act selling of a product. research, understanding what the customer wants, how to present it, building brand recognition, tracking KPI’s and investing in success-based analytics. Many do not have the resources to do all of these activities and struggle to grow. That's Jessica she comes in. Jessica is a managing partner of FLEXpoint Social Selling.
In the first half of our chat we talk about the shift that has happened in the market over the past year and a half and the identity crisis much of our marketing faces now that we are all seemingly the same, we talk about how we can differentiate your brand, your brand’s personality, and voice, and then we dig into the details of LinkedIn: why it has become the sleeper platform that is now overwhelmingly more effective, plus, how we can harness its quiet potential.
Always helpful, informative, and fun, join us as we chat with Jess and Jay!
Here are some additional blog resources to help you boost your sales: