Marketing engagement

Contributed by AlturaSolutions Communications 

Publishing tip sheets in major trade publications offer a unique business-to-business (B2B) marketing opportunity. Professionally written, they provide actionable advice, establish thought leadership, enhance brand reputation, and help engage with your target audience. 

They also play a crucial role in building trust, which is the currency of the B2B world. Just so we are clear about what a tip sheet is, these titles should give you a good idea: 

·     Eight Tips I Wish I Knew Before Filing My Taxes

·     Five Ways to Improve the Shine on a Floor

·     The Three Bucket Approach to Green Cleaning

·     Three Ways to Use Data to Improve Distributor Sales.

Now that you have a better understanding of what they are, here are 8 ways to make them more effective:

1. Make sure they are one-page maximum.

2. Tip sheets are called “listicles;” they should be in a list format.

3. The number of tips can vary, but no more than 10.

4. Use odd numbers. Instead of three, five, and ten tips, use 4, 6, or 9 tips. Odd numbers make the tips more attention-grabbing.

5. Always use numbers. Write “5 tips” instead of “five tips.”

6. Start with a brief introduction about the tips and how they can help someone use a product or service. 

7. Avoid being too promotional. Promotional tips lose impact fast.

8. Include a quote from a key member of the business distributing the tips. This connects the brand to an individual, making it easier for them to be viewed as thought leaders.

“And one more thing,” says Robert Kravitz with AlturaSolutions Communications. “Find different ways to use tip sheets.”

For example, they can be:

·     Printed out for salespeople to leave with customers.

·     Shared on social media.

·     Added to marketing materials.

·     Featured on your company website.

Kravitz adds, “One tip sheet is not enough. Plan to send out tip sheets every three months for the most marketing impact."