In the B2B business world, there is much discussion about new media marketing and how it will impact the marketing plans of B2B companies now and in the future. I am still investigating the use of social media marketing as a component in my client’s (and my own) marketing plans, but I see podcasts and blogs becoming much more important sooner than later in businesses that need to convince prospects that they are experts in their discipline. Blogs and podcasts are great resources for building awareness and promoting knowledge.

Why is this important?

Professional services businesses sell expertise. You can’t touch the product or get a 30-day trial like you can with a physical (or software) product. A good way to prove that you have the expertise a prospect is looking for is to give some of that knowledge away that intrigues your audience and makes them want more. You can accomplish this by writing articles or tips that would interest your target audience.

When I started my Vista Viewpoint newsletter five years ago, I included an article and a tip of the month. Today, email newsletters are the medium to use when you want to nurture those who have requested your information (that is opted into your mailing list), but a blog with useful tips, articles and information for your target prospect will reach a far wider audience if marketed appropriately. People searching for information will find your blog or podcast and can anonymously subscribe through RSS. Those that find you, are interested in what you have to say and regularly read your information are more likely to call you if they need your services.

People normally choose to do business with those they trust and somehow get to know in some way. Building trust is something your blog or podcast can help you do. So if you are considering one of these newer mediums as marketing tools for your business, don’t shy away from them. However, put a plan in place that describes your frequency, focus and tactics to publicize them, and join the conversation on the Web. It will take time but will pay off in the long run.