B-to-B Marketers Need to Use Social Media as a Branding Tool

by | Apr 17, 2009

branding_ironB-to-B marketers are so busy pushing out messages using traditional methods to promote their brand that they sometimes forget about the strength of social media to self-identify themselves by searching for solutions or information on the Internet.

Social Media is the most powerful set of tools for branding that has ever existed for connecting with customers on an emotional level.

The brand that a marketer is selling is not merely a logo, a package or a sign on a wall. A brand is not what you want it to be or what your ad says it is. A brand is not even the definition you give to it.

Quite simply, a brand is how your audience feels about you. It’s what they say about you when not encumbered by advertising promotion. Or unencumbered by the paid media around you. So when your “friend” on Facebook, Twitter or Linkedin says they just found the best hot dog in town, you believe them. Much more so than a TV spot.

What better way to receive an endorsement for a product than to get that endorsement from a trusted friend? And that’s what social media is all about.

It’s a simple idea and it works.


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