Diversifying your network strategy

[fomayof928@mowline]

You know which networks are considered most relevant to your industry. Many B2B companies build their social marketing strategy around LinkedIn. Retailers go all-in on Instagram and TikTok. But if you and your competitors are all vying for consumer attention in the same place, you make it harder to secure a following, engagements and conversions.

Plus, you’re leaving opportunities on the table to connect with your audience. Instead of only joining the masses, learn more about how your audience uses other networks, and create space in your strategy and on your team for experimentation. Ask yourself: Where is your audience most likely to participate in a trend or engage with content? When denmark b2b leads do they feel most compelled to make a purchase? Which is their preferred channel for customer care?

Determine how each platform’s unique culture informs their behavior. You should also look for the niche between your product and specific subcommunities that exist, like those seen on vertical networks.


For example, when L.L.Bean took a break from traditional social channels (like Facebook and Instagram), they were able to build and maintain their community on Strava. While the outdoor retailer and some members of their audience unplugged from core social networks, the brand knew their audience would still gamify their time spent outside. To supplement their audience’s habit of tracking exercise, they created the “L.L.Bean Feel Good Challenge” on the physical exercise tracker-turned-subcommunity to foster community engagement “offline.”