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New Media Essentials for B2B Success

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Designated Editor's presentation to the Newport County Chamber of Commerce on how to use new media sources for business.

Lessons on how to integrate social media and other new media sources (website, blog, email) to optimize content, leverage business, and measure results.
Insight on best digital tools for B2B success.

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New Media Essentials for B2B Success

  1. 1. Designated EditorSpeaking Series New Media Essentials for B2B Success Newport County Chamber of Commerce Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  3. 3. Paid media vs. owned media www.emarketer.com/Article.aspx?R=1008948@Sue_DesigEditor www.designatededitor.com 3
  4. 4. 92% of B2B prospects almost never book a meeting from a cold call or email.Sales executives will first seek connectionsthrough social media networks, and thenincrease response rates with warm introductions. —UNC’sKenan-Flagler School of Business study @Sue_DesigEditor www.designatededitor.com 4
  5. 5. B2B challenges we’ll address o What is new media & how to integrate o How to help your team adapt o What success looks like @Sue_DesigEditor www.designatededitor.com 5
  6. 6. 4 stages to activate new media Stage 1 Your website Stage 2 Your blog & email Stage 3 Social media integration Stage 4 Social media optimization & metrics @Sue_DesigEditor www.designatededitor.com 6
  7. 7. Stage 1Your website@Sue_DesigEditor www.designatededitor.com 7
  8. 8. Who is your audience? Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 8
  9. 9. Here’s looking a quality B2B site@Sue_DesigEditor www.designatededitor.com 9
  10. 10. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 10
  11. 11. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 11
  12. 12. who is your audience?@Sue_DesigEditor www.designatededitor.com 12
  13. 13. Stage 2 Blog & emailGoogle & search engines <3 fresh contentActivate keywords & make multimediaOffers a glimpse inside your brandEnable and moderate commentsLeverage blog posts to feed email@Sue_DesigEditor www.designatededitor.com 13
  14. 14. Blogs cited as least expensive for B2C & B2B www.designatededitor.com 14
  15. 15. Editorial calendars @Sue_DesigEditor www.designatededitor.com 15
  16. 16. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 16
  17. 17. B2B blog: helpful, not boring @Sue_DesigEditor www.designatededitor.com 17
  18. 18. B2B multimediablog @Sue_DesigEditor www.designatededitor.com 18
  19. 19. Easy-to-act-onEmail@Sue_DesigEditor www.designatededitor.com 19
  20. 20. email http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@Sue_DesigEditor www.designatededitor.com 20
  21. 21. Stage 3 Social Media integration‘The growth in social media marketing will be exponential:Smaller companies — with revenues under $25 million —in particular will increasingly rely on social media outletsTo market their products and services.’ — Duke Universitys Fuqua School of Business & American Marketing Association http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k @Sue_DesigEditor www.designatededitor.com 21
  22. 22. tacticsDiscover major companies with SearchCategorize prospects with TagsParticipate inGroups specific to your industryContribute your expertise withAnswersFind andConnectwith key influencersHost or attend anEvent and share it @Sue_DesigEditor www.designatededitor.com 22
  23. 23. Skills & Expertise pageAuto-suggestions www.designatededitor.com 23
  24. 24. How’s the industry faring?@Sue_DesigEditor www.designatededitor.com 24
  25. 25. Bottom of the page: Groups worth joining? @Sue_DesigEditor www.designatededitor.com 25
  26. 26. Facebook B2C LinkedIn B2B@Sue_DesigEditor www.designatededitor.com 26
  27. 27. @Sue_DesigEditor www.designatededitor.com 27
  28. 28. Targeting ads• Towns & cities • Interests & Likes• Education • Age• Gender• Marital status @Sue_DesigEditor www.designatededitor.com 28
  29. 29. Lingeringquestions@Sue_DesigEditor www.designatededitor.com 29
  30. 30. www.emarketer.com/Article.aspx?R=1008929@Sue_DesigEditor www.designatededitor.com 30
  31. 31. Connections www.designatededitor.com 31
  32. 32. @Sue_DesigEditor www.designatededitor.com 32
  33. 33. B2B channel on@Sue_DesigEditor www.designatededitor.com 33
  34. 34. www.designatededitor.com 34
  35. 35. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 35
  36. 36. @Sue_DesigEditor www.designatededitor.com 36
  37. 37. QR codes http://mashable.com/2011/07/23/creative-qr-codes/@Sue_DesigEditor www.designatededitor.com 37
  38. 38. Other tools to consider@Sue_DesigEditor www.designatededitor.com 38
  39. 39. Tools to consider@Sue_DesigEditor www.designatededitor.com 39
  40. 40. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 40
  41. 41. Facebook InsightsEngagement &Relevance www.designatededitor.com 41
  42. 42. Google Analytics: + social@Sue_DesigEditor www.designatededitor.com 42
  43. 43. @Sue_DesigEditor www.designatededitor.com 43
  44. 44. New media success for B2BsWebsite + Blog + Email + Social media  Longer-lasting vs. paid media  Now you’ll know what’s working  Reduced customer service costs  Understand & relate to clients  Your clients see your team as experts  Broader brand-building boosts awareness @Sue_DesigEditor www.designatededitor.com 44
  45. 45. Designated EditorSpeaking Series New Media Essentials for B2B Success Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

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