Why B2B Founders Shouldn't Want to Go Viral
Be a subject-matter expert.
The goal of a B2B founder online is NOT to go viral.
Let me take a quick detour to explain why.
You’ve probably never heard of Eddy Grant, but I’m sure you’ve heard his song, “Electric Avenue.”
That’s a classic example of a one-hit wonder in the music world. This lesson isn’t just about music, it applies to B2B video content creators too. Sure, it’s great to get a viral hit. Who wouldn’t want that?
But let’s be honest: most of your content will fly under the radar, and that’s perfectly fine.
The real goal for a B2B founder is to be a subject-matter expert.
The goal is to become known in your niche and to establish yourself as a subject matter expert.
Because your niche is where your sales come from. That’s where you need to focus your efforts. You need to reach those people. Eddy Grant might not be a household name, but he likely has a loyal fanbase that shows up to his concerts year after year.
B2B founders should think the same way.
Build a small, dedicated group within your niche who will:
- Get to know you
- Like you
- Trust you
And, eventually…buy from you.
While viral content can be fun, it’s not what’s going to bring in leads and sales.
The content that truly works for B2B founders is the kind that consistently shows up for the same audience by delivering valuable insights and information.
That’s how you build trust. And that’s how you get results.
If you have trouble remembering this principle, just think of your favorite one-hit wonder.
I’ve got a ton of tracks from my youth that I’ll think about and wonder, “Hey, where did those guys go?”
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
