Irem Isik

Not just ask for feedback, but reward it, even if it is a customer you've just lost, you must consider it as an exit interview, and if need be, you can also reward it. You need to learn from mistakes, the poor experience of those particular customers so as not to repeat. And this humble approach can also lead to a second chance with them.

Inspire with great examples! Social media has fountain of examples (the great, the good, the bad and the worse of course) that you can transparently share, discuss with, brainstorm and strategize on together with your boss. Leveraging and learning from existing best practices can help building trust with a boss that is reluctant to invest in social media marketing.

Data means power. When you base your strategy on data, it also makes your the foundation of your argument strong. Yet, when it comes to brand strategy, as marketers we need to make our own interpretations of the data, based on our value proposition, our reason to believe, our relative distinction from our competition. So, data is a means to and end, it is a good starting point but for building your brand strategy, but still you need to mold it and shape it yourself in the end.

When you are building your brand identity, it should also reflect internally. What I mean by this, is, what you try to portray externally should resonate with your company, with you own people so that they can also be representatives of your brand. They need to embrace, own and advocate your brand identity.

Today in B2B everything is about content re-mixing and re-distribution. In order for that to be effective, this mindset should start from the creation process. While preparing a blog post, you should also have in mind how you can adapt it to a LinkedIn carousel, or a short-form video script, or an inbound email campaign.

I believe, approaching influencer strategy as a long-term commitment is a key to success here. It will certainly take time to find the balance between the liberty you'd give to your influencers vs the red lines of your brand communication. Expecting that click and trust to be established from day one as "voila" is not realistic. Do your research, decide on the metrics you'll follow, commit to your relationship with your influencers, be in an open communication from day 1 and reiterate whenever necessary.