Corporate reputation in a b2b digital marketing plan
Posted: Wed Dec 04, 2024 6:01 am
Online reputation is not something that should be managed and taken care of only by politicians and companies that target the end consumer. In a B2B digital marketing plan, digital reputation management should be as important as the rest of the actions contemplated.
When we hear about an online reputation crisis – and we hear it very often – it almost always affects public figures (politicians, journalists, athletes, artists...) or companies that are interacting with the end public on social networks.
It is rare for a B2B-focused company to be attacked or criticized by another company. There is an unwritten code, a tacit agreement, that this is not done, that this is not how you compete in the B2B world.
These are companies whose existence goes list of togo consumer email unnoticed by most people except those linked to their sector of activity. This special situation protects them from the usual dangers, but not from all of them. And this must be taken into account.
Within the B2B field, corporate online reputation can be affected, above all, by the following factors that must be monitored and controlled:
Data security.
Online presence.
Presence and activity of employees.
Presence and activity of distributors.
External agents.
All of them are exhaustively analyzed in the free ebook ONLINE REPUTATION. Guide to create it, manage it and defend it that you can download right now . A complete guide that will be very useful to you, because in addition to all the aspects related to marketing, it also includes legal advice written by a lawyer who is an expert in this field.
But we would like to place special emphasis on the section on "Online presence" and, within this, on Internet advertising.
Be careful about how you advertise yourself online and... where
The how
The most common mistake companies make is confusing lead nurturing with the pursuit of potential clients.
Being very annoying will get our attention, but in a negative way. Those companies that send you an email that, for whatever reason, you decide not to open or delete, and less than 5 minutes later you receive another one, and the next day another one... Or those that have banner campaigns running without frequency limits. Or those that forget to configure audiences and insist on offering you something that you already have or that you have already seen and decided you are not interested in.
All of these companies are damaging their online reputation.
Insistence must be limited . Frequency must be reasonable . And what is told must be aligned with the interests of the audience we are addressing, in a personalized way for each one.
How to do this right? How do you set boundaries?
Let our target audience make some of the decisions, even if they are not fully aware of it. Let's use Inbound Marketing as the best B2B strategy that exists at the moment and let's do it well.
The where
I will be brief because we have already discussed this topic in depth in our article Transparency in a digital marketing plan, which I invite you to read for more information.
Basically, you need to control where your advertising appears, both in terms of the websites and the devices your audience uses. Trust me, if you haven't already, read the article . You'll be interested.
When we hear about an online reputation crisis – and we hear it very often – it almost always affects public figures (politicians, journalists, athletes, artists...) or companies that are interacting with the end public on social networks.
It is rare for a B2B-focused company to be attacked or criticized by another company. There is an unwritten code, a tacit agreement, that this is not done, that this is not how you compete in the B2B world.
These are companies whose existence goes list of togo consumer email unnoticed by most people except those linked to their sector of activity. This special situation protects them from the usual dangers, but not from all of them. And this must be taken into account.
Within the B2B field, corporate online reputation can be affected, above all, by the following factors that must be monitored and controlled:
Data security.
Online presence.
Presence and activity of employees.
Presence and activity of distributors.
External agents.
All of them are exhaustively analyzed in the free ebook ONLINE REPUTATION. Guide to create it, manage it and defend it that you can download right now . A complete guide that will be very useful to you, because in addition to all the aspects related to marketing, it also includes legal advice written by a lawyer who is an expert in this field.
But we would like to place special emphasis on the section on "Online presence" and, within this, on Internet advertising.
Be careful about how you advertise yourself online and... where
The how
The most common mistake companies make is confusing lead nurturing with the pursuit of potential clients.
Being very annoying will get our attention, but in a negative way. Those companies that send you an email that, for whatever reason, you decide not to open or delete, and less than 5 minutes later you receive another one, and the next day another one... Or those that have banner campaigns running without frequency limits. Or those that forget to configure audiences and insist on offering you something that you already have or that you have already seen and decided you are not interested in.
All of these companies are damaging their online reputation.
Insistence must be limited . Frequency must be reasonable . And what is told must be aligned with the interests of the audience we are addressing, in a personalized way for each one.
How to do this right? How do you set boundaries?
Let our target audience make some of the decisions, even if they are not fully aware of it. Let's use Inbound Marketing as the best B2B strategy that exists at the moment and let's do it well.
The where
I will be brief because we have already discussed this topic in depth in our article Transparency in a digital marketing plan, which I invite you to read for more information.
Basically, you need to control where your advertising appears, both in terms of the websites and the devices your audience uses. Trust me, if you haven't already, read the article . You'll be interested.