It is not new for Business to Business (B2B) companies to change their practices and enter new markets. Like most industries, they must evolve to survive in our ever-changing global economy. But what do we, as marketers, need to know about it? And what can we learn from businesses entering editorial spaces?

Editorial marketing is product placement that is supposed to look seamless to its environment. Think of an action movie where the heroes drive an Escalade. If you are not looking for it, you would not know it was there, but at the same time, it will have you thinking, “wow, that’s such a nice car.”

Surprise! The Market Keeps Shifting

Previously, the market was driven by a “product growth approach,” when a product generates sales and pushes its own performance. However, today the market is community-driven, as its sales are catapulted by the use and communication between companies who share their experiences with products and services. Think of almost like testimonials, but less formal and much more effective. Companies are also turning to social media platforms to generate followers and buyers.

Finding Your Target Audience

Advertising channels are overwhelmed with companies trying to reach their target audience. But, since the world is more community-driven, many companies are shifting towards community-driven initiatives to promote their products and services. Social media platforms, influencers, Linkedin, and podcast episodes, are all examples of how companies speak to their consumers directly rather than seeking more traditional advertising routes. Marketers have learned that, at the end of the day, the consumer wants to buy from a person, not an entity, and they should do what is possible to give that person-to-person experience.

Hubspot suggests that companies should consider going to where their audiences are. The best business is the kind that is acquired organically. This is separate from reaching your target audience through social media platforms, and rather have them run into your site. You would reach them through editorial spaces.

Editorial spaces can be tailored to reach a specific audience. It is a long-term goal, though, and will take time and patience to nurture.

These Marketing Strategies Are Not Changing Anytime Soon

A couple of marketing strategies are expected to remain the same. According to Forbes, companies will continue building relationships with their customers, using artificial intelligence (AI) to assist with SEO and lead generation, creating a good connection with each account and getting to know the client as best as possible, partnering with influencers, and Linkedin for identifying target audiences. There are a few more, but you get the idea.

What are your strategies to reach customers organically? What did you find more challenging? Let us know in the comments below.