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Social Media Marketing: Using Technology to Generate B2B Leads

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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!

Published in: Marketing
  • Hi Core, great slides! thanks for sharing. I'd like add some other great tools: 1- Outreach.iu (Paid) - Send follow-up emails; 2- ReplyUp.com (Freemium) - Send follow-ups emails; 3- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 4- Found.ly - Sales prospecting tool on LinkedIn; 5- Attach.io (Paid) - Viewer engagement analytics for presentations; Thanks
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  • When you say using technology to generate leads, advanced tools like AeroLeads- https://aeroleads.com and SalesLoft comes to mind. These software work fantastic to generate leads from LinkedIn. You should check it out.
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  • The 80 - 20 rule is the Pareto principle and is incorrectly used here. It states that 80% of your results will come from 20% of your efforts. The social media sharing "rule of thumb" is "60 - 30 - 10" and was lifted from design principles. Adjusted for online marketing, it states that when sharing on social media, you should plan to share 60% of relevant (third party) content, 30% of your own content (blog posts, videos, etc.) and 10% should be sales and/or marketing messages about your brand or business.
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  • The 80 - 20 rule is the Pareto principle and is incorrectly used here. It states that 80% of your results will come from 20% of your efforts. The social media sharing "rule of thumb" is "60 - 30 - 10" and was lifted from design principles. Adjusted for online marketing, it states that when sharing on social media, you should plan to share 60% of relevant (third party) content, 30% of your own content (blog posts, videos, etc.) and 10% should be sales and/or marketing messages about your brand or business.
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Social Media Marketing: Using Technology to Generate B2B Leads

  1. 1. Industrial Social Media Marketing: Using Technology to Generate B2B Leads A CoreElement Industry Insight Core-Element-Marketing.com
  2. 2. Contents 1 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
  3. 3. B2B Social Media Commitment: Staffing 30% About * 2 reported making a real commitment to social media from a staffing perspective by using full-time staff, an external firm or a freelancer / subcontractor. How is your company managing your social media program? Committed to Social Media * Industrial Marketing 2014: International Survey of Manufacturers
  4. 4. Introduction: B2B and Social Media Marketing 3 Put yourself out there now Many manufacturers are slow to adopt social media. This presents an opportunity for industrial manufacturers to get ahead of their competition.
  5. 5. Introduction: B2B and Social Media Marketing 4 Rule #1: Content is King If you have content, put it out there. If you don’t have content, get content and put it out there.
  6. 6. What Platform Should I Use? LinkedIn & Twitter 5 Master your LinkedIn and Twitter efforts first. They are the most fertile ground for B2B marketing.
  7. 7. What Platform Should I Use? LinkedIn 6 • 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.
  8. 8. What Platform Should I Use? Twitter 7 What will 140 characters get you? Alot. 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.
  9. 9. What Platform Should I Use? Twitter 8 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.
  10. 10. What Platform Should I Use? YouTube 9 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.
  11. 11. What Platform Should I Use? Facebook 10 Industrial marketers should not ignore Facebook. But be sure to master LinkedIn and Twitter first.
  12. 12. What Platform Should I Use? Google+ 11 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.
  13. 13. The SEO Advantage: 4 Principles 12 Quality Content 1 The goal is to grow your audience. You will build relevance and gain trust by publishing fresh, highquality, up-to-date content, blog posts and white papers. Your SEO rankings will increase as your audience grows.
  14. 14. The SEO Advantage: 4 Principles 13 Shared Content 2 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.
  15. 15. The SEO Advantage: 4 Principles 14 The 80/20 rule 3 Your content should include 80% from relevant industry sources, and 20% about your specific products or services.
  16. 16. The SEO Advantage: 4 Principles 15 Consistent Interaction 4 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.
  17. 17. Management 16 Marketers can use web-based applications to help manage multiple Twitter accounts • 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
  18. 18. Tracking Your Results 17 B2B marketers should use common metrics, as well as develop custom dashboards, for analytics that are important to them.
  19. 19. Moving Forward 18 “We haven’t needed it before, why do we need it now?” 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.
  20. 20. 19 Marketing Strategy & Planning CRM Implementation & Administration Marketing Automation Lead Generation / In-bound Marketing Industrial marketing programs that leverage the power and intelligence of the internet for manufacturers. Content Creation Social Media Website Design Search Optimization Email Marketing Campaigns Tracking: Statistics & Analysis GET MORE INFORMATION
  21. 21. Current Industry Insight Library: US Manufacturing Snapshot: Q4 2013 Social Media Marketing Building a Better Website Marketing Automation: A How-to Guide US Manufacturing Snapshot: Q3 2013 Lead Generation and Marketing Automation Bridging the Generation Gap Onshoring: Manufacturing Jobs Return to the U.S. Hydraulic Fracturing Visit Core-Element-Marketing.com for the full Industry Insight on Using Technology to Generate B2B Leads. Behavioral Marketing by Industrial Companies Call: 216-400-8201 Cleveland, OH USA 44119 ken@core-el.com © Copyright 2014. All rights reserved.

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