Briefing social media’s most powerful channel


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The Mistake 9 Out of 10 Marketing Professionals Make When Using This Tool and How to Exploit It to Help Drive Traffic, Increase Leads and Sales

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Briefing social media’s most powerful channel

  1. 1. ... And The Mistake 9 Out of 10 of Marketing ProfessionalsMake In Using It Alex Milo B2B Copywriting & Consulting
  2. 2.  The B2B Marketing world is changing.Are you changing with it? Have you and your company changed with it? According to HubSpot:  78% of Internet users do product research online.  57% of businesses have acquired a customer through blogging.  Over 200 million Americans have registered with the “Do Not Call” list.2/24/2013 Alex Milo/B2B Copywriting & Consulting 2
  3. 3. “Blogs are considered themost effective social networkfor B2B prospecting”. BtoB survey and the Association of National Advertisers (ANA),20102/24/2013 Alex Milo/B2B Copywriting & Consulting 3
  4. 4. Only 15% of brands respond customers via social media communities, and 7% listen via blogs.” 7% Listen To Blogs 8% Discussion 21% Forums Surveys 12% Advisory Boards 19% 15% Call Social Media Centers Communities 18% Company websites “2012 Marketing Industry Report,” Social Media Examiner2/24/2013 Alex Milo/B2B Copywriting & Consulting 4
  5. 5. According to Mike Volpe HubSpot’s VP of Marketing… “Blogs generate 55% more website traffic than companies that don’t… and they get 97% more links coming in to their sites.”Handley, Ann and C.C. Chapman, Content Rules, John Wiley and Sons, Hoboken, N.J., 2012. Blogging’s Applicability to Customer Buying Phases  Has need Maintain visibility Recognize need  Have the right product Establish urgency  Make it easy to buy Create company awareness Continue relationship Create product awareness2/24/2013 Alex Milo/B2B Copywriting & Consulting 5
  6. 6. “Blogging ranked #2 (behind Google+) in social media tools marketers wantto learn more about.”Social Media Examiner 2/24/2013 Alex Milo/B2B Copywriting & Consulting 6
  7. 7. 1. Effectiveness: Generate leads and drivesales with opt-in content and soft sell withcase studies.2. Efficiency: Blogging is cheaper thantraditional marketing, hands-down, according to55% of companies surveyed.3. Branding: With a diverse customer base you needto ensure your message remains consistent and on point.4. Thought Leadership: Blogging isn’t a frivolous endeavor that deals withissues on a superficial level. Whitepapers can be posted one section at a time.5. Customer Retention: By blogging consistently and constantly with infectiouscontent, you’ll develop a loyal following.2/24/2013 Alex Milo/B2B Copywriting & Consulting 7
  8. 8.  Blogging isn’t a flash-in-the-pan It’s not only popular, its growthin B2B markets is persistent. It’s a myth that B2B marketers lag their B2C peers in adopting social media. The reality is that B2B marketers are leading their counterparts in the B2C community– 81% vs. 67%. B2B Digital Marketing2/24/2013 Alex Milo/B2B Copywriting & Consulting 8
  9. 9. The number one way to see a significant improvement almost immediately is to leverage your prospects’ and customers’ feedback. It’s shrewd and profitable. 9 out of 10 of your competitors fail to exploit this advantage today. Less than 2 out of 10 of your competitors take advantage of blogs’ direct and real-time communications in responding to customers.2/24/2013 Alex Milo/B2B Copywriting & Consulting 9
  10. 10.  Your prospects and customers are telling you what they want. When they post their feedback to your blog, they’re telling you what influences their purchase decisions. If you decide to take advantage of this gross oversight by your competitors, I urge you to call me at 256-289-3212 or by fax at 256-217-4483. Tell me what you’d like to accomplish, and I’ll help you engage your prospects and customers by blogging Call 256-289-3212 or send a fax to 256-217-4483, today and let’s discuss your goals and objectives.2/24/2013 Alex Milo/B2B Copywriting & Consulting 10