social media marketing: using technology to generate b2b leads
Post on 13-Sep-2014
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Business buyers are increasingly behaving like consumers as workplace demographics change B2B companies are having success with social media - it works. 70% of International Marketing Survey respondents haven't yet made a commitment to social media - the window of opportunity is now!TRANSCRIPT
A CoreElement Industry Insight
Core-Element-Marketing.com
Industrial Social Media Marketing: Using Technology to Generate B2B Leads
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Contents
1. B2B Social Media Commitment
2. What Platform Should I Use?
3. The SEO Advantage
4. Managing Social Media
5. Tracking Your Results
6. Moving Forward
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B2B Social Media Commitment: Staffing
30% reported making a real commitment to social media from a staffing perspective by using full-time staff, an external firm or a freelancer / subcontractor.
About
How is your company managing your social media program?
* Industrial Marketing 2014: International Survey of Manufacturers
Committed to Social Media
*
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Introduction: B2B and Social Media Marketing
Many manufacturers are slow to adopt social media.
This presents an opportunity for industrial manufacturers to get ahead of their competition.
Put yourself out there
now
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Content is King
If you have content, put it out there.
If you don’t have content, get content and put it out there.
Introduction: B2B and Social Media Marketing
Rule #1:
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What Platform Should I Use? LinkedIn & Twitter
Master your LinkedIn and Twitter efforts first. They are the most fertile ground for B2B marketing.
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What Platform Should I Use? LinkedIn
•Share links that you find interesting.
•Join and utilize groups.
•Find a conversation where you can add value.
•Offer a product or service that can solve a problem that’s being discussed.
•Share great content: a blog post or a white paper.
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The same social media platform that helps spread celebrity gossip and start political revolutions is useful in marketing drywall screws, ball valves or any industrial product.
What will 140 characters get you?
Alot.
What Platform Should I Use? Twitter
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What Platform Should I Use? Twitter
Many industrial manufacturers believe Twitter (or social media in general) just isn’t for them.
A Simple Test: Do a search on Twitter using a common product term in your industry. If you’re not on Twitter, you’re falling behind all the competitors who appear.
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What Platform Should I Use? YouTube
YouTube proves to be an industrial marketer’s desired destination for all video content.
A recent Forbes article estimates over half of senior executives are using and sharing online video.
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What Platform Should I Use? Facebook
Industrial marketers should not ignore Facebook. But be sure to master LinkedIn and Twitter first.
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What Platform Should I Use? Google+
1. Keep it simple and straight-forward
2. Make it easy to navigate
3. Ensure your site loads within 3 seconds
4. Avoid Flash, popups, tabs and drop down menus which won’t render well, if at all, on a mobile site
Google+ offers search engine optimization (“SEO”) benefits to members who post content to the social network.
It is widely believed that Google+ content receives priority in search rankings.
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The SEO Advantage: 4 Principles
Quality Content
The goal is to grow your audience.
You will build relevance and gain trust by publishing fresh, high-quality, up-to-date content, blog posts and white papers.
Your SEO rankings will increase as your audience grows.
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The SEO Advantage: 4 Principles
Shared Content
Promote articles, press releases and news via social media. Write a blog. Tweet about it. Post it on Facebook, LinkedIn and Google+.
Yes, these activities apply to industrial manufacturers, too.
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The SEO Advantage: 4 Principles
The 80/20 rule
Your content should include 80% from relevant industry sources, and 20% about your specific products or services.
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The SEO Advantage: 4 Principles
Consistent Interaction
Engage your followers. Contribute to conversations. Encourage sharing, liking, retweeting of content - and do the same for those you follow. Referrals, shares and retweets will help leverage your content for greater visibility in searches.
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Management
• Manage and track followers
• Respond to tweets across several accounts
• Post content with a mere click or two of the mouse
• Post recurring content on a regular schedule, around the clock, by uploading a single file
Marketers can use web-based applications to help manage multiple Twitter accounts
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Tracking Your Results
B2B marketers should use common metrics, as well as develop custom dashboards, for analytics that are important to them.
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Moving Forward
It would be foolish for companies to continue with the mindset that social should take a backseat.
Now is the perfect time to develop a social media marketing strategy, while you can still gain an advantage on your competition.
“We haven’t needed it before,
why do we need it now?”
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Industrial marketing programs that leverage the power and intelligence of the internet for manufacturers.
Marketing Strategy & Planning
CRM Implementation & Administration
Marketing Automation
Lead Generation / In-bound Marketing
Content Creation
Social Media
Website Design
Search Optimization
Email Marketing Campaigns
Tracking: Statistics & Analysis
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Visit Core-Element-Marketing.com for the full Industry Insight on Using Technology to Generate B2B Leads.
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© Copyright 2014. All rights reserved.
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