What Works: B2B vs. B2CB2B Priorities: BLOG, Linked in, Twitter … and Google+
Social Media Mindset“Know, Like, Trust” – Look for Opportunities to Engage – “Authentic Helpfulness” – Share, Become A Trusted Resource w/o an Agenda… – Promote Others … Respond!• Plant Seeds and Nurture
The Care and Feeding of Your Social Network• Listen for Engagement Opportunities – Individual Relationships, 1:1 Conversations• Don’t Broadcast – SM is Not an Ad; humanize Your Brand• Cumulative: little, consistent steps• Quality Over Quantity – Small and Engaged audience
If You Build It, They Will Not Come• It Takes Time!• What Works? -Short Posts, Photos, Questions - Optimal Time, Frequency, Length, Type - Be what people are interested in, not an unwanted interruption• Connect Across Digital Strategies - SM on Email, Like and - Share Buttons on Website, etc.
Get Started: 5-Step Plan1. Do An Online Audit: Gaps?2. Plan Your Channels, Set A Goal – Find Your Target, Build Your Network,3. Engagement Plan – Who Will Participate? Schedule?4. Brainstorm Content – Content Calendar (FAQ’s)5. Assess: What’s working? What’s Not? – Right Tools? Time?
Quality Content is Your Best Salesperson• Showcase Your Expertise – Blog • Videos • Guest Blog – Newsletter – Webinar, E-Book, Article, Podcasts … – even photos, interests, news!• Help Customers Make Better Decisions
How Many Blog Posts to Drive Traffic? A library of blog posts (> 52 posts)SOURCE: SOCIAL MEDIA EXAMINER/HUBSPOT
How Often Should You Post*? More frequent blog posts (2-3x/wk)
Steady Drumbeat of Blog Content Think Like A Publisher: • Research Keywords • Plan Ahead: Content Calendar • Answer Customers Questions • CONSISTENCYExercise 1: “Blog Buddy Brainstorm”Who Will Write It? How Often? 10 Topics. Date.
Results: Hinda Incentives http://www.businessesgrow.com/2011/02/04/case-study-fast-growing-b2b- expands-social-media-exposure/ “… Our conversations on Twitter established relationships for significant sales leads… lead quality generated from the new social website traffic has measurably improved”. “… Our blog traffic took off quickly … we already receive 1,000 visits a month with subscribers from at least 30 different customers … traffic to our website increased 15 percent … just in the last week we received a few hundred thousand dollars in sales opportunities through this advantage”. “… The blog has proven to be a valuable piece of social media real estate … picked up and quoted by other blogs, reinforcing our position as the voice of authority in our industry”. “… LinkedIn and our blog have become the number 2 and 3 sources of web traffic to our site, after organic search”.SOURCE: “Grow”, a leading business blog, by Mark Schaefer
B2B Social Media ChallengesCONTENT &RESOURCES!TAKES TIME! ROI?
Last Piece of the Pie:Website Traffic/Conversion
Websites That WorkMust Be: – Findable: SEO, Keywords, Links – Helpful (Fresh Content) – Social, Mobile – Sales Tool (Clear “Calls To Action” => Leads)vs. THE ONLINE BROCHURE” – Static, No New Content, No Leads
Can Your Website Be Viewed On All Devices?• Buzzword: Responsive Design
Clear Calls To Action … 50% of leads are qualified, but not yet ready to buy
Analyze: Making Sense Of the Data- Free/Low Cost Analytics … Hard to Connect the Dots- All in One Analytics … ($$)
Exercise 2: Action Plan• Identify Opportunities and Set Goals• What’s Holding You Back?• How Will You Overcome Challenges? => 3 Steps You Can Take Immediately? => Anticipate Challenges: What Will You Do If? => Call Buddy in 1 Week
Connect with me!Rhonda Hurwitz …@rhondahurwitzon
Appendix: Resources• Online Marketing: – Hubspot.com• Social Media (All Platforms): – SocialMediaExaminer.com• B2B Content Marketing – ContentMarketingInstitute.com• Twitter: – The Tao Of Twitter, by Mark Schaefer (book)• “Opinion”: – Mark Schaefer (Grow), Gary Vaynerchuk
Appendix: Tools• Dashboard to manage multiple platforms: Hootsuite* – ( Tweetdeck, Sprout Social, others)• Post Timer: Buffer App• Link Shorteners(bit.ly)• Notifications: Nutshell Mail, Social Mention• Feed Reader: Google Reader• Social Graph Lookup: Rapportive• Search: Social Mention, Engagio, Twitter Adv. Search• Analytics: Google Analytics, Pagelever, Edgerank• Keyword Research: Google Keyword Tool• Images: Flickr Creative Commons, Pic Monkey• … and many more!
Social Mindset (cont’d)Build Relationships• “Small Town Rules”• Put A Ring On It … => Not A One Night Stand!
“ … Call me after 1pm EST xxx-xxx-xxxx … working ona big project and looking for a NY area resource …” “ … I would really love to meet you in person. Ive admired your work from afar, and would really love to learn more about you and your business … “… I spoke with Rhonda Hurwitz about the panel and she’s available …” “ … I saw your blog and I’d like to hire you …”