In this Expert Insight Interview, Kevin Urrutia discusses social media advertising in a B2B context. Kevin Urrutia is the founder of Voy Media, a performance-based, full-service agency that does a lot of work in social media advertising.
This Expert Insight Interview discusses:
- Why do many B2B companies struggle to leverage social media
- The power of being authentic as a company leader
- The generational and cultural changes in business
Corporate Identity on Social Media
Many B2B companies still struggle with how to leverage social media, advertise there, and make social media work for them overall. This is mainly because many people still have a “scattergun” approach to this marketing channel.
Another thing that companies struggle with a lot is that when they go to social media, they’re not sure what type of personality they should project. Sometimes they try to adapt to a platform too aggressively, creating a conflict between the company’s identity and what it is trying to achieve on social media.
Especially in leadership positions, people are used to being an arm’s length removed and usually steer clear from being too up close and personal in their social media outings. Many companies understandably struggle with this as a choice needs to be made between being corporate and being authentic.
This issue is less pronounced with younger leaders as the new generation of B2B entrepreneurs seems not to have a problem being vocal on social media and leaning their entire brand on their personality.
Cultural and Generational Changes
Business culture has changed in many ways to be more open to flatter organizations where ideas can come from various places because nobody can keep up with everything. Many companies fail to keep up with these changes in culture and the changing behavior of their customers.
Sometimes B2B sales professionals look at how customers behaved five, ten, or even fifteen years ago, and they don’t seem to account for the many cultural and generational changes happening in various business areas.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.