2024-10-25 21:21:00
The business scenario is increasingly dynamic and competitive. In Brazil alone, there are 21.1 million active companies, according to data from the Map of Federal Government Companiesupdated with the first four months of 2024. Given this situation, communicating in a clear, objective and assertive manner becomes a crucial element for business success, identifying trends and developing appropriate content.
No B2B segmentrelationships between companies play a fundamental role, and it is essential to build solid and lasting relationships with customers, partners and stakeholders with relevant content, engagement and reinforcement of the company’s online presence through digital marketing.
“At this point, there are two possible scenarios: absorbing this task internally or delegating activities related to digital marketing to a communications company specialized in B2B. The second option has in its favor the expertise normally accumulated through experiences with other companies and the use of specialized labor, with appropriate knowledge and tools”, says Marcelo Santos, director of Idônea Comunicaçãoan agency specializing in the segment.
“This expertise makes all the difference. It is with this that we propose and develop content capable of communicating with the final recipient of this commercial relationship in an assertive way, whether organically or driven. Content that is relevant and causes engagement is the soul of B2B communication”, adds Marcelo.
Diverse strategies and video trends
Assertiveness, in this case, can be the use of different tools on social networks, from the most popular ones like Instagram and Facebook, or one with a more professional profile, like LinkedIn. The strategy normally brings together images and texts in a harmonious way, but videos have increasingly gained preference, as shown by a HubSpot study, according to which 66% of Brazilians prefer to consume videos to find out more about certain products or services.
“Video marketing has been a trend. These are videos used in the shopping journey and decision-making, for example. People’s busier routines are perhaps the best explanation for this preference. And the challenge for brands is to develop attractive and relevant content precisely to speak to this audience and boost sales”, says Marcelo.
The relationship with the consumer in current times
And this trend meets another change in the relationship with the consumer, as 90% of them consider content that is generated authenticallyby customers and fans of a brand, in fact, well classified, recognized or accepted for its relevance. Such content is expressed in texts, photos, videos or other media formats. The data is part of a survey carried out by Stackla, a social content marketing platform.
“These market analyzes prove that B2B communication goes far beyond simply promoting products or services. It is essential to build transparent, authentic and engaging communication”, analyzes Marcelo.
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Interview with Marcelo Santos, Director of Idônea Comunicação
Editor: Marcelo, thank you for joining us today. With Brazil having over 21.1 million active companies, what unique challenges do businesses face in maintaining effective communication?
Marcelo Santos: Thank you for having me. In such a competitive environment, clear and assertive communication is vital. Companies must swiftly identify market trends and craft relevant content that resonates with their audience. This can be quite challenging when resources are limited or expertise is lacking.
Editor: You mentioned two possible scenarios for companies regarding digital marketing — handling it internally or outsourcing to a specialized agency. What are the key advantages of choosing a specialized agency like Idônea Comunicação?
Marcelo Santos: Outsourcing to a specialized agency provides access to expertise that is often accumulated through experience with various businesses. Agencies have specialized staff who understand the nuances of digital marketing and have the right tools to create effective strategies. This allows companies to focus on their core activities while benefiting from tailored marketing solutions.
Editor: You emphasized the importance of relevant content and engagement. How can businesses ensure their content effectively reaches their target audience?
Marcelo Santos: It’s essential to create content that speaks directly to your audience. This involves understanding who they are, their needs, and what motivates them. Using a mix of formats — from engaging images to compelling videos — enhances this connection. Video content, in particular, has seen a significant rise in preference, as it captures attention more effectively and improves engagement.
Editor: In light of current digital trends, how should businesses leverage social media to enhance their communication strategies?
Marcelo Santos: Businesses should not only be present on popular platforms like Instagram and Facebook but also consider professional networks like LinkedIn for B2B communication. A cohesive strategy that combines images, text, and especially video can greatly enhance visibility and engagement. The key is to maintain a consistent brand voice while adapting the content to fit each platform’s unique audience.
Editor: Lastly, what advice would you give to companies striving to enhance their digital marketing efforts in 2024?
Marcelo Santos: Focus on building genuine relationships with your customers and stakeholders through meaningful content. Use data analytics to understand your audience better and tailor your messaging accordingly. Don’t hesitate to invest in professional support if needed — the right expertise can elevate your marketing efforts significantly. Remember, effective communication is not just about selling a product; it’s about building trust and rapport.
Editor: Thank you, Marcelo, for sharing your insights. It’s clear that effective communication is essential for business success, especially in such a dynamic landscape.
Marcelo Santos: Thank you for having me! It’s exciting to discuss these important topics in our evolving business environment.
Interview with Marcelo Santos, Director of Idônea Comunicação
Editor: Marcelo, thank you for joining us today. With Brazil having over 21.1 million active companies, what unique challenges do businesses face in maintaining effective communication?
Marcelo Santos: Thank you for having me. In such a competitive environment, clear and assertive communication is vital. Companies must swiftly identify market trends and craft relevant content that resonates with their audience. This can be quite challenging when resources are limited or expertise is lacking.
Editor: You mentioned two possible scenarios for companies regarding digital marketing—handling it internally or outsourcing to a specialized agency. What are the key advantages of choosing a specialized agency like Idônea Comunicação?
Marcelo Santos: Outsourcing to a specialized agency provides access to expertise that is often accumulated through experience with various businesses. Agencies have specialized staff who understand the nuances of digital marketing and possess the right tools to create effective strategies. This allows companies to focus on their core activities while benefiting from tailored marketing solutions.
Editor: You emphasized the importance of relevant content and engagement. How can businesses ensure their content effectively reaches their target audience?
Marcelo Santos: It’s essential to create content that speaks directly to your audience. This involves understanding who they are, their needs, and what motivates them. Using a mix of formats—from engaging images to compelling videos—enhances this connection. Video content, in particular, has seen a significant rise in preference, as it captures attention more effectively and improves engagement.
Editor: In light of current digital trends, how should businesses leverage social media to enhance their communication strategies?
Marcelo Santos: Businesses should utilize different social media platforms that align with their target audience. For instance, platforms like LinkedIn cater to a professional audience, while Instagram and Facebook allow for more visual storytelling. Incorporating video content across these platforms can drive engagement, as studies show a preference for video consumption among Brazilians. Additionally, fostering genuine interactions and user-generated content can enhance brand authenticity and trust.
Editor: Marcelo, thank you for sharing your insights. It’s clear that effective communication is crucial for businesses in today’s dynamic environment.
Marcelo Santos: Thank you! It’s my pleasure to discuss these important topics that can truly impact a company’s success.
