If your business is like ours, you don’t have a bottomless marketing budget to build awareness of a name that lacks clarity. We have to be more calculated and deliberate.
Your circle of influence should not be confined to your immediate sales prospects. That’s not what marketing in the 21st Century is about.
Nobody is an expert at everything. Nobody. At one time or another, we all find ourselves forced into situations outside of our sweet spot. That’s why it’s important to rely on the expertise of others to help you make educated decisions and get the job done right.
A blog is one of the best opportunities to share your subject matter expertise and indirectly promote your business. But, if there’s no, “What’s in it for me?” from the reader’s perspective, you’ve missed the mark of how a B2B blog should work.
While it’s important that you not let your sales team dictate your promotional strategy, their influence cannot be underestimated. After all, they’re the ones out in the trenches day after day with their collective fingers on the market pulse more than anyone within the confines of the home office.