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Building A Social Media Strategy For B2B Brands

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Why B2B Marketers should care about social media as part of a bigger inbound marketing strategy.

Published in: Social Media

Building A Social Media Strategy For B2B Brands

  1. 1. BUILDING A SOCIAL MEDIA STRATEGY FOR B2B BRANDS CURATE BEE
  2. 2. B2B MARKETERS SHOULD YOU CARE ABOUT SOCIAL MEDIA?
  3. 3. REASONS TO CARE ABOUT SOCIAL MEDIA 90% of all data in the world has been created in the last 2 years. 10B – Internet connected devices NOW. 1 Billion Source: IBM " Understanding Big Data" Source: ABI Research 500 Million 1 Billion/mo 130 Million 883 Million 259 Million Source: https://twitter.com/leeodden
  4. 4. BENEFITS: SOCIAL MEDIA FOR BUSINESS AWARENESS: • MARKETING & SALES • MEDIA & PUBLIC RELATIONS RETENTION: • CUSTOMER SERVICE • COMMUNITY & ADVOCACY OPERATIONS: • RECRUITING • COLLABORATION Source: https://twitter.com/leeodden
  5. 5. SOURCES OF CONTENT TO MAKE B2B PURCHASING DECISIONS: 50% 48% 35% 33% Source: https://twitter.com/leeodden
  6. 6. UNDERSTANDING THE B2B BUYER Discover Consume Act • Text, images • Audio, video • Mobile, tablet • Computer • Formal, funny, • Long, short • Social share • Engage • Subscribe • Register • Inquire • Buy • Search keywords • Social topics • Advertising • Publications • Events • Word of mouth Source: https://twitter.com/leeodden
  7. 7. B2B SOCIAL & BUYER JOURNEY Source: https://twitter.com/leeodden
  8. 8. B2B BUYERS ARE PEOPLE TOO Humor: CISCO ASR 9000: A perfect Valentines Day gift because it has 6.4 terrabites per second, 400gbpps per slot, 6 times the mobile backhaul capacity. Source: http://bits.blogs.nytimes.com/
  9. 9. B2B SOCIAL MEASUREMENT Social Content KPI’s Business Outcomes • Visi ts • Views/ impressions • Fans • Friends • Fol lowers • Commments • Likes • Google plusses • Links • Serps • Search traf f ic • Shorter sales cycles • Increased order quant i ty, frequency • More referrals • Share of voice • Improve service • Lower market ing costs • Grow revenue • Improve prof i ts Source: https://twitter.com/leeodden
  10. 10. While 90% of buyers begin their SEARCH for a solution online… A startling 60%* of the buying decision is made BEFORE speaking with a supplier. *Source: The End of Solution Sales, Harvard Business Review
  11. 11. SOCIAL MEDIA is only ONE component of the digital marketing picture.
  12. 12. Like it or not, buyers are SELF-SERVING on the web. They're SEARCHING for information and solution options. They're DETERMINING the criteria they'll use to select a product. They're IDENTIFYING their requirements. They're SHORT-LISTING vendors and COMPARING solutions. All WITHOUT speaking to a sales representative Source: http://www.slideshare.net/gstok/content-the-key-to-influencing-the-b2b-buying-process
  13. 13. "(Content Marketing) ... is being there when customers need you and seek you out with RELEVANT, EDUCATIONAL, HELPFUL, COMPELLING, ENGAGING and sometimes ENTERTAINING information." Source: Rebeca Lieb, a u t h o r o f “Co n t e n t Marketing: How to use Content to Market Onl ine and in Social Media
  14. 14. CONTENT FORMATS TEXT • BLOG • ARTICLE • WHITEPAPER • E-BOOK VISUAL • VIDEO • DEMO • INFOGRAPHIC • SLIDESHARE EVENT • SEMINAR • WORKSHOP AUDIO • PODCAST Source: http://www.slideshare.net/gstok/content-the-key-to-influencing-the-b2b-buying-process
  15. 15. This means there are MANY opportunities to create content that positions your company as a subject EXPERT and trusted ADVISOR... Source: http://www.slideshare.net/gstok/content-the-key-to-influencing-the-b2b-buying-process
  16. 16. "By publishing content that shows buyers you UNDERSTAND their problems and can SHOWthem how to solve them, you build credibility ... prospects will PROACTIVELY SEEK IT OUT." Source: Ardath Albee, author of ”eMarketing Strategies for the Complex Sale"
  17. 17. There are also many OPERATIONAL benefits to publishing buyer-centric content. • The more content you publish, the higher you'll rank in organic search results. • Leads that are generated through organic search have a 14.6% close rate… … while outbound marketing leads only have a 1% close rate. • Better still, Google's latest algorithm, hummingbird, recognises and rewards quality content with higher ranking. • "Per dollar, content marketing produces 3x more leads" Source: Content marketing ROI (Kapost and Eloqua)
  18. 18. So it's easy to understand why 91% of surveyed B2B companies practice content marketing. Source: B2B Content Marketing 2013 Research Report
  19. 19. ... And allocate up to 33% of their annual marketing budget to content marketing... Source: B2B Content Marketing 2013 Research Report
  20. 20. ... to DRIVE key marketing and sales tactics. Brand awareness - 79% Customer acquisition - 74% Lead generation - 71% Thought leadership - 64% Retention / loyalty - 64% Engagement - 63% Website traffic - 60% Lead management - 45% Sales - 43% Source: B2B Content Marketing 2013 Research Report
  21. 21. Case in Point: AT&T
  22. 22. Thanks to a blog-centered, social sales strategy, AT&T generated $47M in NEW BUSINESS within a period of 18 months. Source: http://www.businessesgrow.com/
  23. 23. 47 MILLION!
  24. 24. The bottom line.
  25. 25. "Content drives CONVERSATIONS Conversation ENGAGES Your customers. Engaging with people is how your company will SURVIVE and THRIVE in this new social world." Source: Ann Handley And C.C. Chapman, Authors Of "Content Rules"
  26. 26. BEING SOCIAL DRIVES ENGAGEMENT, ENGAGEMENT DRIVES LOYALTY AND ADVOCACY, AND BOTH CORRELATE DIRECTLY TO INCREASED SALES. ROR = ROI. RETURN ON REVENUE EQUALS RETURN ON INVESTMENT.
  27. 27. THANK YOU QUESTIONS?

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