how can a b2b software company use social media to convert visitors into prospect (and more...)?

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18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be A workshop dedicated to B2B software editors 18 October 2012 How can a B2B software company use social media to convert visitors into prospect (and more...)? L’Agence Synaptic Stratégie et Marketing Digital Cross Média

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Presentation done in front of Brussels Enterprise Agency: roundtable " Digital marketing for B2B software editors". October 18th. 2012. This content is about general consideration regarding Social media marketing, introduction du content marketing and some best practices about social media marketing & brand content. Feel free to contact me for more questions. [email protected]

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Page 1: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

A workshop dedicated to B2B software editors

18 October 2012

How can a B2B software company use social media to convert visitors into

prospect (and more...)?

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 2: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Foreword The basic characteristics of any Social Media

Bi directional Communication

Synchronous Communication

Brand Generated Content

User Generated Content

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 3: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So we will include in “Social Media”

• Facebook, Google+, Twitter, Foursquare, Pinterest, Instagram etc.

• Linkedin, Viadeo, Xing

But also

• Forums and Blogs.

And even

• Rating and comments sites

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 4: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 5: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 6: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Do you NEED to use SoMe ?

The answer is simple:

NO We have not waited Social Media to make business…

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 7: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Is there an interest to use SoME ?

The answer is simple:

YES

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 8: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Why should you use SoMe ?

• Social Media are about

MARKETING

+ CUSTOMER RELATIONSHIP MANAGEMENT

Off course you can perform Marketing and CRM with others tools and channels than Social Media. But SoMe are (often) cheaper and more measurable.

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 9: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Why should you use SoMe ?

• 81% of online adults use social media.

• 86% of business technology decision makers use social

media for professional reasons.

• 58% of users find that social media are a great source of

information about new products, brands and trends.

It is people who ultimately make the purchasing decisions…

(As B2B player)

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 10: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So i can sell via Social Media !

Well… not really in fact.

100 successful

online sales

30 Emails &

Newsletters (Direct Marketing)

30

Direct URL

www.yourcompany.com

21 SEA

18 SEO

1 Social Medias

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 11: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So i can sell via Social Media !

Social media are directly responsible for

only 1% of online sales

Efficiency of Facebook Ads is called into questions

Social Commerce is still a theory(*)

(*) But things are moving fast !

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 12: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So i can’t sell via Social Media ?

In fact… Yes, but indirectly

Interactions on social media supports

Brand Awareness

Brand Awareness helps to get

your URL on top of mind

30% of Sales

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 13: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So i can’t sell via Social Media ?

In fact… Yes, but indirectly

Social media helps to get

Customers insights and Data

Customers insights and Data are necessary to

build efficient Direct Marketing Campaign

30% of Sales

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 14: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So i can’t sell via Social Media ?

In fact… Yes, but indirectly

Content and backlinks from Social media help to

optimize Search Engine findability

Search engine Optimization

18 % of Sales

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 15: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

So i can’t sell via Social Media ?

In fact… Yes, but indirectly

The content of social media can

influence up to 78 % of online sales

79 % of Sales

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 16: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Now I understand I can indirectly increase my online sales thanks to Social Media

• What is the next step ?

• Is it sufficient to open a Facebook page on behalf of my

company with LoL cats or employees party pictures to increase my sales or brand awareness ?

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 17: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

You need a Content Strategy

What is a Content Strategy ?

The creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.

The content produced must be: qualitative, free, relevant, branded and targeted.

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 18: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Building a Content Strategy

Why do you need a content strategy ?

• To increase your brand awareness .

• To appear as a reliable and useful source of information.

(Brand equity)

• To make the demonstration of your know how and to

increase your credibility

• To build a qualitative relationship with prospects

and customers

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 19: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Building a Content Strategy

Why do you need to plan the content production & diffusion ?

• To propose added value to each channel you use.

• To constantly adapt the content, context and target

• To optimize your investment in content creation

• To set the right KPI and measurement tools.

• To assure leads follow up and transformation

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 20: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

How to build a Content Strategy ?

You must define first:

• Who do you want to reach ? = Consumer

• What is the goal ? = Context

• How do you plan to deliver the message ? = Content

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 21: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Who, What, How = Consumer, Context, Content

CONTEXT

CONTENT CONSUMER = The message The Audience =

The Goal =

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 22: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Context, Consumer, Content ?

• What is the goal ?

Attention Brand Awareness Driving traffic to shop/websites Interest Product Information Collect emails, questions etc. Desire Presales support Get test requests, trial period Action Sales Add to basket Satisfaction After Sales Loyalty, Retention etc.

What are my expectations ?

goals must be defined and measured by S.M.A.R.T KPI

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 23: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Context, Consumer, Content ?

• Who do you want to reach ?

• Buyers They are not necessary the users • (end) Users They may be targeted directly • (future) Employees HR recruitment • Vendors Knowledge sharing, business intelligence • Journalists, KOL … • Lobbyist, Stakeholders etc. …

Who are your targets ?

Target is defined by several characteristics like age, function, industry, CSP etc.

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 24: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Context, Consumer, Content ?

• How do you plan to deliver the message ?

• Values, Vision No commercial message • Call to action Commercial message • (Serious) game To entertain • Product Sheets Knowledge sharing, business intelligence • Case studies To convince • Blog To educate / inform

What is my message, my “Call to action” ?

The content is also dependent from the communication channel used.

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 25: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Emo

tio

nal

R

atio

nal

Awareness Purchase

Attention Desire

Action Interest

• Virals • Games • Competition • Video

• Endorsements • Forums • Reviews

• Ratings • Product sheet • Webinars • Price Guide • Demos • Trial period

• Press release • Infographics • Blog • Guide • White paper

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 26: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Efficient formats

4 examples of efficient content marketing for Software editors

• Info graphic:

• To demystify a complex subject • Pay attention to the quality of graphic • Don’t forget sources • Don’t forget to put you logo & url

• Good viral potential • Easy to spread on various SoMe

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 27: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Efficient formats

4 examples of efficient content marketing for Software editors

• Business Case or Survey:

• Detailed and complete case • Preferable one of your own case • You must give facts & figures

• The case is free, but ask for emails

or pay per tweet or G+ affiliation etc.

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 28: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Efficient formats

4 examples of efficient content marketing for Software editors

• Rating & Reviews

• “How to choose” guide • Review your own software among competitors • This will help you to discard “out of scope”

prospects

• Don’t hesitate to check / correct reviews achieved by others (Reputation Monitoring)

• Reviews can be splited in2 parts: one “free” the second with registration

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 29: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Efficient formats

4 examples of efficient content marketing for Software editors

• Video Demo

• Explain benefits of your software • Explain how to use majors functions

• Appropriate to make the

demonstration of usability

• Far more attractive than user manual of fact sheet (but complementary)

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 30: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

What Social Media to choose ?

• A wide choice:

• Based on content type Picture Marketing, Video etc. • Based on users Linkedin, Viadeo, Xing etc. • Based on features Foursquare, LBS, google Circle • Based on popularity FB, Twitter • Based on geography Hi5 in asia, Orkut in Brazil • Based on “niche” MySpace, Netlog • Owned or third party FB vs Ning, Blog or Forum

Because you can’t be everywhere and some media are less suitable.

Content, Context and Consumer are driving the choice of support (media) not the inverse !

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 31: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

Minimal presence required ?

• The essentials:

• Corporate Website Reassurance. • Blog To raise interest • Forum If you provide support

• Google + To raise Interest, Attention and Desire

• Twitter If you produce a lot of content and /

or you aggregate content from different sources

• Newsletter To keep contact and leads transformation

My personal choice

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 32: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

What do you need to start content marketing ?

• The starting kit:

• Content Something to share. • Goal Something to reach. • Community Manager To make it alive • Rules of engagement Know what to do if... • Editorial Calendar Know what to publish, when, where • KPI To know if you doing it right

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 33: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

How to maximize the probability of success ?

DO

• Be Professional • Stick to your goals • Be constant

• Produce quality • Share

• React, Interact, post etc.

DON’T

• Mix private and business (*) • Focus on wrong KPI • Abandon after 6 months • Jump of every new “hype” media (**) • Produce same content as others • Sell

• “push” only

(*) Unless if you are your own brand. (**) Unless if you have unlimited budget

Don’t do Social, Be Social

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 34: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

The key point to remember

It is not mandatory to be present on

Social Media

But if you decide to do it, do it well.

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 35: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

The key point to remember

• No (or few) direct sales thru Social Media.

• But important indirect influence

• Context, Content, Consumer

• You must have something to tell, to share.

• You must be prepared, you must have a strategy

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Page 36: How can a B2B software company use social media to convert visitors into prospect (and more...)?

18.10.2012 – A workshop dedicated to B2B software editors – © Synaptic www.Synaptic.be

L’Agence Synaptic Stratégie et Marketing Digital Cross Média

Contact

SYNAPTIC sprl Karel Moonens 28. 1200 Brussels Belgium

www.Synaptic.be

www.synaptic.be/blog (in french)

Point de contact: Geoffrey Laloux

[email protected]

+32.495.55.97.98

BE 0807 812 634