Why?In the past direct mail and cold callingmade up the majority of prospective targetinteraction by sales. Marketing focused onbrand awareness via advertising, tradeshows, print media and PR.
Why?With the arrival of Google in 1998, B2Bcompanies started to focus on searchengine optimisation (SEO), pay-per-click(PPC) advertising and email marketing todrive traffic to their website.
Why?Today, marketing through SEO, PPC, andemail are still very much a part of themarketing mix, but social media sitesdrive a large portion of the B2Binteractions on the web.
Why?If you’re not yet utilising social media,you’re missing the opportunity toconnect with a large proportion of yourprospects.
Learning from the USA• 93% of B2B marketers use social marketing to market their business• 74% of marketers reported that social marketing has increased their site traffic• 59% of marketers are using social marketing or 6 hours or more per week• 85% of marketers reported that the number one benefit of social marketing isgenerating more business exposureLet’s take a look at some compellingstats from the“ 2012 US SocialMarketing Industry Report”
B2B Sales ModelPinterestLinkedInSocialMediaE-shotsWebinarInstagramVirtualEventsBlogsTwitterOnlineAdvertsMobileMarketingConnectOn-pageSEOOff-pageSEOOnlineVideoSlideShareYouTubeFacebookLinks ContentMarketingThrough the many connections social marketing creates,businesses can begin to move from a company-to-buyermarketing model to a peer-to-peer influence model.
What can social media do?Successful businesses need to learn to leveragesocial media – for building relationships, listeningto the market, promoting content, and influencingbuyers even before they’re identified as potentialleads. You have to do more than social media;you have to do social marketing.You don’t go on a first date andpropose, similarly in businessyour target audience wants to getto know you before making acommitment.
AdviceWhy it worksSocial is the perfect platform for creating those valuablebusiness relationships that promote sharing andengagement.Active ProspectsOpinionsWhitePapersThoughtLeadershipDebateTarget AudienceGuide
The Don’ts…Don’t leap straight into social media marketing unless you’ve got adefinite plan. You need objectives, goals and ways to measuresuccess and accountability.Don’t use social media exclusively to sell. Know the differencebetween becoming a thought leader and endless self-promotion.Don’t be afraid to try social media because it doesn’t fit intotraditional marketing techniques.Dont be afraid of social media because the ROI will be challenging.There are ways to measure impact if you have a baseline to startwith.1234
The Don’ts…Don’t use your social media sites for purely advertising. Your socialsites can be utilised to showcase your company culture, such ascharity events, which generate subtle brand awareness.Don’t assume every social media site will be relevant for yourbusiness, find out where you can find your target audience onlineDon’t create your social sites and think that’s it. You need to createan online presence, that engages your target audience.Dont wait for your target audience to come to you, find out wherethey are interacting online, focus on relationship building and shareyour content, advice tips and knowledge.5678
Why engage?73% of consumers prefer to get their information about anorganization in articles rather than advertisements. Thatmeans it’s more important than ever to include customcontent in your overall marketing mix.Generating compelling searchable content that people wantto consume can help drive traffic to your website, attract andretain a dedicated following, and greatly increase brandawareness.
What to discussFollow industry expertsA great way to get ideas on what content you should becreating is to follow experts and influencers on Twitter. Bytracking these tweets, you can determine what people aretalking about and create content around those themes.Identify appropriate blogs, which are discussing topicalissues. You can usually find independent bloggers withinonline media and specific industry bodies.
Keep it relevantKeeping up-to-dateLinkedin Today makes it easy to stay up to date with the mostpopular news, blogs, and articles relevant to your business.Think of it as your interactive real-time morning paper. Whatshows up in your feed is generated directly from the networkyou’re connected to, bringing you the most relevant newsabout the industries and topics based on the industries andsources you find most valuable. Checking in to Linkedin Todaycan spark a wealth of content ideas based around trends andhot topics relevant to your industry.