It is widely recognized that marketing B2B businesses on social media is challenging. While B2C businesses thrive on social media, B2B businesses are often unsure how to build audiences on social platforms other than LinkedIn.
Fortunately, Clubhouse has a new channel suitable for B2B advertising. Of course, since the platform focuses on people sharing their business experience and expertise, employees can spread the word about their product or service.
Since the exclusive app is becoming increasingly popular only by invitation, let’s take a look at the most important ways in which B2B companies can benefit from this new social media platform.
What is clubhouse and why is it ideal for B2B marketers?
Clubhouse is an invitation-only social media app that is controlled exclusively via audio. With the audio format booming lately, this app capitalizes on the new need of consumers to connect with people through the sound waves. Forget the days when you had to switch between different podcasts or audio media. Clubhouse provides a platform where you can listen to industry experts under one roof. Once an existing user invites you to join the app, you can access rooms with various conversation topics that you can interact with.
The app gained Icon startup status in its first year by reaching a $ 1 billion valuation and joining Uber and Snapchat. This new way of consuming audio content, where users can join conversations instead of listening passively, has already been very well received; In December the app had 3,500 users and today it has over 600,000.
A key difference between Clubhouse and other audio platforms is that everyone can easily create their own content. This app is a safe place for people to answer questions, come up with ideas, and share stories without having to deal with the technical details of the recording. This democratization of audio content lends itself to B2B marketing as users can build their personal brand, become an expert in their field, and share that knowledge with an established audience through the app.
Therefore, you have the opportunity to share your brand story and message, connect with customers, get product feedback or promote an upcoming event. There are five ways Clubhouse can benefit a B2B company.
Deliver interactive experiences
One of the main benefits of using Clubhouse in B2B marketing is that it makes it easy to get your audience involved in the conversation. Unlike podcasts, people can jump in and share their thoughts in real time. That way you can build your network, strengthen your relationships, and at the same time have really helpful business discussions with other experts in your field. People love this type of interaction and this is evidenced by Clubhouse’s 4.9 star rating.
In addition, Clubhouse offers far more personal and authentic brand-consumer experiences through its no-record policy with off-the-record chats. This fits well with current demand, as 73% of B2B executives claim that consumer expectations for more personalized experiences are higher than ever.
Reach an already engaged audience
This app offers what every B2B marketer wants: a highly engaged audience that cares about what you’re talking about. If it weren’t for them, they just wouldn’t be there. For example, if you create a room in the clubhouse for a topic related to your offering and people join the chat, you know that they are genuinely interested in the topic.
This gives B2B marketers the ripe opportunity to initiate ad and brand activations in a space that has a legitimate interest in the topic in question. Not all clubhouse users are into the topic, the average user spends between 11 and 20 hours a week using the app. When you connect and create spaces that are tailored to what your brand has to offer, you can be sure you will reach engaging audiences the first time.
Enables sponsored spaces and brand ambassadors
Brands have the option to sponsor spaces where their ad or product will be featured in the discussion. Brands can enter into a conversation with paid brand ambassadors who mention the company and its offerings in rooms and conversations. Sponsorship and ambassadors are relatively new concepts that are not currently widely used in the clubhouse. However, it can be predicted that the paid marketing in this app will naturally evolve in the future.
Build a community
Building a community on social media platforms is not easy. In the past, LinkedIn and podcasts were the main channels B2B companies used for marketing and promotional activations. At Clubhouse, companies can build brand awareness in a natural and organic way by creating content around their offer without forcing the offer itself. This new form of content marketing allows brands to build a community in a relaxed way.
Build your brand’s credibility
Having celebrities and the business elite use the platform to share their audio content can add credibility to your brand by simply being on the platform. Elon Musk, Oprah Winfrey, Drake, Kevin Hart and Chris Rock are talking on the app to help build Clubhouse’s elite reputation. B2B marketers can easily benefit from this – if you position yourself among this caliber of people, building your brand’s credibility is relatively easy!
While this app is so new and fresh, some aren’t sure what to expect from it. However, it is clear that clubhouse is becoming an important avenue that B2B marketers should take advantage of. If you are a B2B marketer or advertiser, get in touch with our team to discuss how to get the most out of this new app and find new B2B marketing strategies that work for you.
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