3 Steps to Successful B2B Social Media Marketing
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What's missing in your Social Media? Find out how B2B companies can be positively impacted by social media marketing and executing inbound marketing tactics. Learn what the missing ingredients are for successful social media campaigns. Special guest Nancy Myrland, President of Myrland Marketing, and Chad Pollitt, Director of Social Media & Search Marketing, will reveal three steps for successful B2B social media marketing. Webinar hightlights: -Why B2B should use Social Media to connect with clients -Why B2B struggle with Social Media -How to approach the use of Social Media - Engagement -What Content should be Distributed on Social Media -Examples of B2B companies using Social Media successfully Chad Pollitt shares where social media fits in an inbound marketing strategy and content's role. He will also define the tactical areas where many B2B companies struggle and offer solutions. Nancy Myrland will go into further strategic and tactical detail on content, delivery and engagement.
![Agenda ,[object Object],Chad H. Pollitt Dir. of Social Media & Search Marketing Kuno Creative Twitter: #KunoSM Nancy Myrland President Myrland Marketing](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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3 Steps to Successful B2B Social Media Marketing
- 1. 3 Steps to Successful B2B Social Media Content, Delivery, Engage Presented by: Nancy Myrland President of Myrland Marketing Chad Pollitt, Dir. of Social Media & Search Marketing at Kuno Creative @NancyMyrland @CPollittIU Twitter: #KunoSM
- 12. Twitter: #KunoSM Social Media & Inbound Marketing
- 13. Twitter: #KunoSM Social Media & Inbound Marketing 3 Steps
- 14. Twitter: #KunoSM Why Social Media?
- 24. Twitter: #KunoSM B2B Social Media Challenges
- 70. Twitter: #KunoSM Examples of Successful B2B Deployment
- 71. Content Twitter: #KunoSM
- 72. Content Twitter: #KunoSM
- 73. Content Twitter: #KunoSM
- 74. Distribution Twitter: #KunoSM
- 75. Distribution Twitter: #KunoSM
- 76. Distribution Twitter: #KunoSM
- 77. Engage Twitter: #KunoSM
- 78. Engage Twitter: #KunoSM
- 79. Engage Twitter: #KunoSM
- 80. Engage Twitter: #KunoSM
- 81. ikeGPS enables capturing verifiable mobile GIS data quickly and safely. One Target Industry - Utilities Examples of Successful B2B Deployment Twitter: #KunoSM
- 82. Content Webinars, Case Studies, Industry Briefs Twitter: #KunoSM
- 83. Content Webinars, Case Studies, Industry Briefs Twitter: #KunoSM
- 84. Content Webinars, Case Studies, Industry Briefs Twitter: #KunoSM
- 85. Distribution Twitter: #KunoSM
- 86. Distribution Twitter: #KunoSM
- 87. Distribution Twitter: #KunoSM
- 88. Distribution Twitter: #KunoSM
- 89. Engage Twitter: #KunoSM
- 90. Engage Twitter: #KunoSM
- 91. Engage Twitter: #KunoSM
- 92. Engage “… Via a linked in Group discussion.. [a Tier 1 provider] contacted me … and we’re now moving forward... Great to be getting a result like this from the visibility created." Twitter: #KunoSM
- 93. Twitter: #KunoSM Examples of Successful B2B Deployment
- 94. Content Twitter: #KunoSM
- 95. Content Twitter: #KunoSM
- 96. Distribution Twitter: #KunoSM
- 97. Distribution Twitter: #KunoSM
- 98. Distribution Twitter: #KunoSM
- 99. Engage Twitter: #KunoSM
- 100. Engage Twitter: #KunoSM
- 101. Engage Twitter: #KunoSM
- 102. Engage Twitter: #KunoSM
Editor's Notes
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Know, Like, Trust still in effect…critical to client acquisition, nurturing, development and retention. These requirements are the bare minimum these days as there are many choices, and many ways to differentiate. - Fierce competition: and it’s only going to get worse as our clients consolidate expenses, outsource, slash budgets - Why should you be chosen? Clients are waiting to see why they should choose you. They want reasons to make their decision, their jobs, and their lives easier. - Lives forever in the cloud: Your knowledge and personality are always closeby for others to study and observe. - Expands your digital and branding footprint - Communication has changed forever. There’s no going back. - Everyone in the firm or company is now in marketing …very powerful. Think about having an army of marketers at the ready to help you spread your message. When equipped, you can’t buy this kind of promotion or publicity.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- - Time: Not enough time, or belief in results to want to make time. - Knowledge: Lack of knowledge, which needs to be updated constantly - Power Struggles: I didn’t go to school to have to sell or market, so someone else should do that for me. - Measurement: The inability to measure past efforts creates caution and skepticism, which Kuno will address - Tried it…Didn’t Work - A direct-response world - FUD (Sam Glover) Fear, Uncertainty and Doubt Concern about a lack of control… “what they might say” in comments -- Conservative by nature: Professional services firms struggle with a past that consists of cautious, safe advertising and promotion. Known to be conservative because of professional relationships - Governance: ABA, Local Governing bodies such as State Bar Associations; NLRB, Financial Advisers are bound by FINRA (their governing body), companies behind financial instruments - And Ethics: Professional services firms constantly struggle with ethics and advertising issues.
- 2 Truths About Social Media: Integrated with other marketing efforts and tactics; It’s effects are Cumulative. Automation: Okay in moderation…use it wisely. Strategy: Know why you are here, why are you using these tools, revert back to established strategy Relationships (and Connection): 1 st priority is to always work on connecting with people in order to establish relationships Service 1 st : Approach Social Networking with a servant’s heart…How can I help others? How can I make their lives better, more informed, more secure, happier, safer. Much more memorable than broadcasters. Earn the right to promote: Will not earn respect you if you haven’t invested in others more than yourself.
- 2 Truths About Social Media: Integrated with other marketing efforts and tactics; It’s effects are Cumulative. Automation: Okay in moderation…use it wisely. Strategy: Know why you are here, why are you using these tools, revert back to established strategy Relationships (and Connection): 1 st priority is to always work on connecting with people in order to establish relationships Service 1 st : Approach Social Networking with a servant’s heart…How can I help others? How can I make their lives better, more informed, more secure, happier, safer. Much more memorable than broadcasters. Earn the right to promote: Will not earn respect you if you haven’t invested in others more than yourself.
- 2 Truths About Social Media: Integrated with other marketing efforts and tactics; It’s effects are Cumulative. Automation: Okay in moderation…use it wisely. Strategy: Know why you are here, why are you using these tools, revert back to established strategy Relationships (and Connection): 1 st priority is to always work on connecting with people in order to establish relationships Service 1 st : Approach Social Networking with a servant’s heart…How can I help others? How can I make their lives better, more informed, more secure, happier, safer. Much more memorable than broadcasters. Earn the right to promote: Will not earn respect you if you haven’t invested in others more than yourself.
- 2 Truths About Social Media: Integrated with other marketing efforts and tactics; It’s effects are Cumulative. Automation: Okay in moderation…use it wisely. Strategy: Know why you are here, why are you using these tools, revert back to established strategy Relationships (and Connection): 1 st priority is to always work on connecting with people in order to establish relationships Service 1 st : Approach Social Networking with a servant’s heart…How can I help others? How can I make their lives better, more informed, more secure, happier, safer. Much more memorable than broadcasters. Earn the right to promote: Will not earn respect you if you haven’t invested in others more than yourself.
- 2 Truths About Social Media: Integrated with other marketing efforts and tactics; It’s effects are Cumulative. Automation: Okay in moderation…use it wisely. Strategy: Know why you are here, why are you using these tools, revert back to established strategy Relationships (and Connection): 1 st priority is to always work on connecting with people in order to establish relationships Service 1 st : Approach Social Networking with a servant’s heart…How can I help others? How can I make their lives better, more informed, more secure, happier, safer. Much more memorable than broadcasters. Earn the right to promote: Will not earn respect you if you haven’t invested in others more than yourself.
- 2 Truths About Social Media: Integrated with other marketing efforts and tactics; It’s effects are Cumulative. Automation: Okay in moderation…use it wisely. Strategy: Know why you are here, why are you using these tools, revert back to established strategy Relationships (and Connection): 1 st priority is to always work on connecting with people in order to establish relationships Service 1 st : Approach Social Networking with a servant’s heart…How can I help others? How can I make their lives better, more informed, more secure, happier, safer. Much more memorable than broadcasters. Earn the right to promote: Will not earn respect you if you haven’t invested in others more than yourself.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Look at your plans: Completely depends on your marketing and business plans Campaign Approach: Treat each goal and tactic as an individual campaign or promotion. Conversation: Don’t think all conversation has to be filled with epic content though. Other’s Content: Do this often; establish relationships; when it pertains to your target marketing Client news and activity: Respect client confidentiality, but promote your clients. Repurpose content --- ripe fruit ready to be picked. Think of every avenue it can be altered, edited and shared. Alerts: That you know your clients need and/or want to hear. Be their source.
- Social Media Challenges: Conservative, cautious marketing; ethics, regulations, power struggles, lack of education, lack of time & belief it is worth one’s time What Content Should be Distributed? Everything you are currently producing, plus a lot more to constantly feed the need for real-time interaction and education of your followers. Again, though, it depends on what’s in your Business nad Marketing Plans as content is reflective of these plans.
- Social Media Challenges: Conservative, cautious marketing; ethics, regulations, power struggles, lack of education, lack of time & belief it is worth one’s time What Content Should be Distributed? Everything you are currently producing, plus a lot more to constantly feed the need for real-time interaction and education of your followers. Again, though, it depends on what’s in your Business nad Marketing Plans as content is reflective of these plans.
- Social Media Challenges: Conservative, cautious marketing; ethics, regulations, power struggles, lack of education, lack of time & belief it is worth one’s time What Content Should be Distributed? Everything you are currently producing, plus a lot more to constantly feed the need for real-time interaction and education of your followers. Again, though, it depends on what’s in your Business nad Marketing Plans as content is reflective of these plans.
- Social Media Challenges: Conservative, cautious marketing; ethics, regulations, power struggles, lack of education, lack of time & belief it is worth one’s time What Content Should be Distributed? Everything you are currently producing, plus a lot more to constantly feed the need for real-time interaction and education of your followers. Again, though, it depends on what’s in your Business nad Marketing Plans as content is reflective of these plans.
- Social Media Challenges: Conservative, cautious marketing; ethics, regulations, power struggles, lack of education, lack of time & belief it is worth one’s time What Content Should be Distributed? Everything you are currently producing, plus a lot more to constantly feed the need for real-time interaction and education of your followers. Again, though, it depends on what’s in your Business nad Marketing Plans as content is reflective of these plans.