b2b marketing beyond linkedin

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  • B2B SOCIAL MEDIA BEYOND LINKEDINNOVEMBER 2016

  • Who We Are

  • EPIC CREATIVE

    Katelyn Staaben Social Media Coordinator

    Andy Parmann Social Media Account Executive

  • EPIC CREATIVE

  • EPIC CREATIVE

    Largest agency in southeastern Wisconsin

    Employees

    6th

    80+

  • EPIC CREATIVE

    BRANDING WEB PRINT VIDEO & PHOTO

    SOCIAL MEDIA PUBLIC RELATIONS MEDIA PLANNING

  • AGENDA

    Review the value best practices

    Identify content that works

    Discuss each platform

    Choose the right platform

    Measure your success

  • Value and Best Practices

  • VALUE OF SOCIAL MEDIA FOR B2B Mass communication & one-to-one communication Lead generation Thought leadership Brand awareness Extension of other marketing efforts Global reach Customer service tool Recruitment aid Supports PR efforts Promote new products and services Aids in SEO efforts

  • HOW B2B AND B2C DIFFER

    Audience has specific needs Content generally more technical Audience may be on different platforms Has a longer purchase cycle Selling propositions are more complex Must speak to a different set of buying emotions Requires different channel strategies

  • HOW B2B AND B2C ARE SIMILAR

    Audience still human and driven by emotion Types of content still play well

    (compelling brand stories; video, photos, infographics, etc.) 80/20 rule applies to both Both require a sales process Having aligned marketing messages are important to both

    (brand voice) Both require excellent customer service

  • Content / social marketing is providing relevant content to current and potential customers, for the purpose of building the brand, trust, awareness, and positive sentiment.

    A successful social media marketing campaign will tell a compelling story and establish brands as thought leaders while laying the groundwork for a long-term business relationships.

    CONTENT AND SOCIAL MEDIA

    Content is important, but its no longer king

  • ACHIEVING OPTIMAL ENGAGEMENT

    Compelling ContentContent has to be compelling and relevant. Strong, pushy sales pitches rarely receive positive interaction

    Visual ContentVisual content is 40 times more likely to get shared on social media than other types of content

    Consistent UpdatesFrequent and consistent posts are the best ways to increase engagement

  • Content That Works

  • CONTENT THAT WORKS

    of B2B marketers experience reported success with video marketing initiatives82%

    Events People Video/Live Video Branded Images Photos Infographic New Products and Services Personality Features

    Insider/Internal/Culture Stories Case Studies Relevant Industry News White Papers Research Website Links Apps and Tools Job Postings

  • VIDEO CONTENT

    Video views on Facebook have increased from

    Live functionality Drone footage 360 videos Animation

    to 1 billion 8 billion in the past year Storytelling Interactive Sharable Accessable

  • CONTENT BEST PRACTICES

    Geotargeted content Language targeting Dayparting B2B takes longer to procure / vet content Succinct content Brand standards Keep social informed and included Varied and visually appealing content

  • HOW DO BRANDS USE SOCIAL MEDIA? of B2B marketers use content marketing for lead generation85%

    Lead Generation

    Sales

    Lead Nuturing

    Brand Awareness

    Engagement

    Customer Retention/Loyalty

    Customer Evangelism

    Creating Brand Advocates

    Upsell/Cross-sell 58%61%61%

    74%76%77%78%

    84%85%

    Source: 2016 B2B Content Marketing Trends- North America: Content Marketing Institute/MarketingProfs

  • Social Platforms

  • MOST POPULAR PLATFORMS FOR B2BLinkedIn

    Twitter

    Facebook

    YouTube

    Google+

    Instagram 29%

    62%

    74%

    84%

    87%

    94%

    Source: 2016 B2B Content Marketing Trends- North America: Content Marketing Institute/MarketingProfs

  • MOST EFFECTIVE PLATFORMS FOR B2BLinkedIn

    Twitter

    YouTube

    Facebook

    Instagram

    Google+ 13%

    22%

    30%

    51%

    55%

    66%

    Source: 2016 B2B Content Marketing Trends- North America: Content Marketing Institute/MarketingProfs

  • LINKEDIN FOR B2B

    of B2B marketers use LinkedIn to distribute their content94%Why We Use It Where Its Unique

    Recruitment Aid Specified Audiences Thought Leadership Branding Event Promotion Lead Generation Networking Discussion Groups

    Fan Acquisition Longevity of Posts Analytics Advertising Options

  • TEKSYSTEMS

    Recruitment focus Multiple audiences Personality within professionalism

  • TWITTER FOR B2B

    of B2B marketers use Twitter to distribute their content87%Why We Use It Where Its Unique

    Immediacy of Content Outreach to Editors One-to-One Communication Customer Service Branding Crisis Management Gauging Customer Sentiment Web Traffic Building

    Longevity of Posts Character Count Advertising Options Analytics

  • IBM

    Balance of personal and professional Regular posts Evergreen content Interesting and engaging imagery

  • FACEBOOK FOR B2B

    of B2B marketers use Facebook to distribute their content84%Why We Use It Where Its Unique

    Longevity of Posts Branding Fan Interaction Advertising Options Customer Service Analytics Audience Size Photo Content Video Content

    Some Use It Only For Personal Use May Be Blocked By Firewalls Organic Reach Dwindling

  • GE

    Balance of technical and light-hearted

    Use of video Customer service Personality on display

  • YOUTUBE FOR B2B

    of B2B marketers use YouTube to distribute their content74%Why We Use It Where Its Unique

    2nd Largest Search Engine Videos Branding Advertising Options Analytics

    Fan Acquisition Comments Competition from Facebook

    ! Videos are one of the best ways to capture your audiences attention. It gives your company more personality while connecting viewers to the brand.

  • TAULIA

    Cant fix it, feature it Fun as well as informational Technical information still a focus

  • INSTAGRAM FOR B2B

    of B2B marketers use Instagram to distribute their content29%Why We Use It Where Its Unique

    Photo Content Video Content High Engagement Branding Advertising Culture

    Need High Quality Photos Smaller Audience

    ! Visual content is an incredibly effective tool. Instagram as a social network focuses on pictures and can give a personal face to your company.

  • CISCO

    Behind-the-scenes content Relatable to many audiences Photography, animation and graphics

  • GOOGLE+ FOR B2B

    of B2B marketers use Google+ to distribute their content62%Why We Use It Where Its Unique

    Some Groups and Communities Google Hangouts

    Very small user base Often little engagement

    ! Google+ was thought to have an influence on SEO, but this is no longer the case.

    "Its like you have this grungy night club and people are having a good time and you build something next door thats

    shiny and new, and technically better in some ways, but who wants to leave?

    People didn't need another version of Facebook.-Paul Adams

  • OTHER PLATFORMS FOR B2B Snapchat

    60 million daily active users as of September 2016 Great for behind-the-scenes or event-based content

    Pinterest 150 million monthly active users as of October 2016 Opportunities for e-commerce

    Periscope 1.9 million daily active users Live broadcasting integrated within Twitter Competition with Facebook Live

  • HOW EPIC DETERMINES THE OPTIMAL PLATFORM

    Audience insight reports Graph search reports Active group discussions Follower size Engagement activity Competitor research

    ! Depends on Industry, Every Company Has A Different Audience. Ex: Oil & Gas vs. Commercial Trucking

  • Measuring Success

  • WHICH METRICS DO WE USE? Traffic to website via social Video views / impressions Fan engagement Audience metrics Audience reach Brand impressions Ad clicks and impressions Campaign objective based Time spent viewing (per video / channel) Fan growth

  • WHICH METRICS DO BRANDS USE?Sales Lead Quality

    Sales

    Higher Conversion Rates

    Sales Lead Quantity

    Website Traffic

    Brand Lift

    SEO Ranking

    Customer Renewal Rates

    Purchase Intent

    Subscriber Growth 62%64%

    66%67%

    69%71%71%

    82%84%

    87%

    Source: 2016 B2B Content Marketing Trends- North America: Content Marketing Institute/MarketingProfs

  • WHAT WE DO WITH THE DATA

    Build on success Find areas that need improvement Watch and adapt trends Track the competition Learn about your audience Build and optimize for content goals Understand value

    Post ReachJanuary 2016-April 2016

    Jan. Feb. Mar. Apr. May Jun.

  • HOW CAN YOU GROW YOUR AUDIENCE?

    LinkedIn Employee buy-in Sponsored posts Market relevant content

    Twitter Employee buy-in Live event participation Following and tagging Sponsored tweets

    Facebook Employee buy-in Retargeting ads Sponsored posts Facebook Live

    Instagram Employee buy-in Sponsored posts Following and tagging Relevant hashtags

  • SOCIAL TRENDS

    Facebook vs. YouTube video wars New ad features Decreasing organic reach Twitter Live streaming Google+ changes LinkedIn page updates

  • TAKEAWAYS