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The B2B Social Media Tune-Up: How to Build Effective Social Media Accounts
The document outlines the significance of social media marketing for B2B businesses, highlighting statistics that show user engagement and brand interaction on platforms like Facebook and Twitter. It emphasizes the need for businesses to establish an effective social media presence as a vital component of their overall marketing strategy, leveraging tools and techniques to foster customer relationships and drive lead generation. Additionally, it points out the importance of using LinkedIn for B2B conversions despite its lower traffic share compared to Facebook.
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The B2B Social Media Tune-Up: How to Build Effective Social Media Accounts
- 1. B 2 BM A R K E T I N G E B O O K HowtoBuild Effective SocialMediaAccounts
- 2. ■ 93% ofUS adult Internet users are on Facebook.2 ■ 1 out of every 8 minutes online is spent on Facebook.3 ■ 49% of people use Facebook to share content.4 ■ More than 1⁄ 2 of active Twitter users follow companies, brands or products on social networks.5 ■ 79% of US Twitter users are more likely to recommend brands they follow.5 ■ 67% of US Twitter users are more likely to buy brand they follow.5 K E Y S TAT I S T I C S Socialmediaamplifiesyourcontent, yourwebsiteandyourbrand. ■ More than 1⁄ 2 of active Twitter users follow companies, brands or products on social networks. ■ 79% of U.S. Twitter users are more likely to recommend brands they follow. ■ 67% of U.S. Twitter users are more likely to buy brand they follow. ■ LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook. ■ 93% of U.S. adult Internet users are on Facebook. ■ 1 out of every 8 minutes online is spent on Facebook. ■ 49% of people use Facebook to share content. K E Y S TAT I S T I C S Itallowsforyoutoestablishandfosteramore personalrelationshipwithyourpotentialcustomers, andwhendonecorrectly,cangeneratewebsitetraffic, inbound links, and leads for you. Social media has become a major part of consumer culture, and it is time for you to capitalize on it. Socialmediaproducesalmostdouble themarketingleadsoftradeshows, telemarketing,directmail,orPPC. PPC directmail telemarketing tradeshows socialmedia 8 10out of – – Socialmediasites andblogsreach U.S.Internetusers andaccountfor ofalltime spentonline. 27%
- 3. ■ Social mediaamplifies your reach, improving your Internet presence and reputation. ■ When set up properly, your Twitter and Facebook pages can become effective pieces of your lead generation strategy. ■ Social media is one of your most powerful content distribution channels. K E Y S TAT I S T I C S Socialmedia Infact,socialmediacomeslast–youneedtodiscoveryourvoicethroughbloggingandhaveakey wordstrategyfirst.Socialmediaassumesyouhavecontenttoshareorsomethingtosay,soconsider youroverallinboundmarketingprocessbeforeyoufocusinonyoursocialmediamarketingstrategy. isapowerfultool,butcannotstandalone asaninternetmarketingsolution. Bycreatinganinteractiveandentertainingsocial environment,yoursocialmediapageswilldrive engagementwithyourcurrentandfuturecustomers.
- 4. ■ Star yourcustomer’s best testimonials and put them on your “favorites” tab. Direct people who have questions about your company or product to your favorites page. ■ By answering questions about your industry directly, you increase your credibility. By answering their questions, they are 59% more likely to follow you. ■ Any requests or complaints for support should be responded to promptly and accordingly. ■ You can generate 4x more retweets simply by requesting for them. 50% of retweets contain links. ■ Set up a separate event sign-up pages for any events that you want people to tweet-up for. ■ The average twitter user sends out 22 tweets per day. ■ Tweet links to: Landing pages. Blog posts. Promote new tools and apps K E Y S TAT I S T I C S Businessresponsescanestablisharelationshipwiththepersonasking thequestion.Whenbusinessesrespondtosomeone’sTwitterquestion, thatpersonislikelytofollowthebusinessandmorelikelytomake apurchase. FollowBack Yourfollowersshouldbeabletoeasilysharewhateverreactionsthey haveaboutyourblogposts,offers,andcompanynewssomorehype andtrafficstarttobuzzaroundthesematerials. Your presenceshouldbetransparent andconvenient. 12% 29% 59% Likelihood ofFollowing You As Likely Less Likely More Likely 12% 24% 64% Likelihood ofPurchasing FromYou As Likely Less Likely More Likely
- 5. ■ Twitter userswho fill out their bio have over 6x as many followers than those that do not. ■ Use non-diminutive words such as “expert” or “guru” that show your authority and expertise for your job description. People who use these kinds of words for their job description average 100 more followers than those people that use business jargon for job description. ■ Set up a page that lists all twitter handles of employees in your company. ■ Those who put links to their blog, company website, and other social networks on their twitter have 6x more followers than those that don’t. K E Y S TAT I S T I C S Itisimportantforyou toestablish arelatively casual atmosphereonyourtwitteraccount; itwillcreateamoreinformal,yetpersonable andcomfortablerelationshipwithpotential customersthatencouragethemtoengage withyouoften. Setupyourtwitterhandle topromoteyourbrand. Follow Me ... Follow Me ...
- 6. K E YS TAT I S T I C S ■ Connect with journalists and bloggers who cover your industry. ■ Leave comments on influencer’s articles. ■ Use your original content as an outreach tool. ■ Do not follow too many people at once. ■ Your following: follower ratio will look imbalanced. Followingthoughtleaderswillhelpyou findtheinspirationforyourowncontentcreation, whilealsoprovidingyouwiththechancetoget intouchwithactiveconsumersinyourindustry. Twitterhasastrongpresence ofearlyadopterwhotendto bethefirsttopurchasethe newestproducts. Theydependonthese industryexpertstomake thatpurchasingdecision.
- 7. K E YS TAT I S T I C S ■ Only 1 percent of LinkedIn users drive 26 percent of the site's traffic, meaning is has an active community that is extremely involved and open to networking opportunities ■ While LinkedIn only drives 14% of social media traffic compared to Facebook's 54%, the professional social network has a higher conversion rate and is more effective for B2B conversions ■ 83% of B2B marketers use LinkedIn to distribute content Withanaudienceof LinkedInisthesocialplatformforbrands toimpressfellowbusinessmen. 200millionusers, Withover28millionuniquemonthlyvisitors,LinkedInisthemostbusiness-focusedsocialmedia platformforprofessionals.SinceLinkedInfostersanatmosphereconducivefornetworking, professionalsandbrandsshouldoptimizetheirprofilesforbusiness-to-businessconversions. YouAreNotAlone Onsocialnetworkingsites likeFacebook,yourfriendsand familyareyourmainaudience. Thereisincrediblepotentialto networkwithnewbusinesses andinfluencersonLinkedIn. 25% OnLinkedIn, coworkersonly accountfor ofyourprofile pageviews 75% Theother areindustryprofessionals, recruiters,networkers, andmuchmore!
- 8. K E YS TAT I S T I C S ■ 61% of LinkedIn users use it for industry networking; 55% use it for networking with co-workers. ■ 55 million. Number of LinkedIn users in the US; 22.5 million are aged 35-64. ■ 326 million. Number of minutes spent on LinkedIn each month by U.S. users. YourstrategyforLinkedInshouldnotfocussolely onwhowillbeviewingyourB2Bcompanyprofile, butoptimizingyourbrandpresenceforthewho’swho. LinkedInhasmoreeducatedprofessionalsthanany othernetwork.Hightech,financeandmanufacturing sectorscomprisethebiggestworldwidepresence. strongest socialmediachannel LinkedInisthe fordrivingpageviews 1 4in– – professionals hasapresence onLinkedIn 59% male 41% female LinkedInusers aretypically college educated, middle-to upper-class andwith nokids. WHOareLinkedInUsers?
- 9. ■ Create andtreat your welcome page like a landing page. Push for a “like” or an email address. ■ Set up Custom Tabs for resources (email newsletters, blogs, etc.) using the FBML application. Shares company info in a more compelling way. ■ If you are a single location business, set up a “places” page. Can use “place” page deal feature. ■ Add useful applications such as Discussions Boards and YouTube Video Box. More interactive and engaging. K E Y S TAT I S T I C S Theformatofyourpageshouldfirstbefocusedoncreatingan engagingenvironmentforyourfans,whichwhenexecuted properly,willresultingeneratingandcollectingmoreinformation aboutyourleads.Beascreativeaspossible,anddeterminewhich activitiesorappswouldbestsupplementyourcompany’sbrand. Peoplehaveprofiles; brandshavepages. pagesmustbeasinvitingaspossible.
- 10. ■ To increaseyour Facebook exposure, you need to design offers and content that will motivate people to “like” or share your page. 90% of consumers trust peer recommendations. ■ Posts with the word “video” in them are shared 30% more on Facebook than posts that do not. ■ Posts that use buzzwords or business jargon like “optimize” significantly decrease the number of fans for a Facebook page. These pages have 100 fans, as opposed to the average page with 624 fans. ■ Posts with digits in the title tend to be shared more often. ■ Lists using words like “top” make tremendously successful Facebook posts. K E Y S TAT I S T I C S GettingActive withaBrand (PercentofRespondents) theywillneedenticing materialsandregularposts. For yourcustomersandprospectstofind engaging, yourFacebookpage 24% Percent of those who produced content in order to participate in a contest held by a brand 23.6% Percent of people who have downloaded a branded app on their mobile device 70% Percent of those who participated in a brand-sponsored contest or sweepstakes
- 11. ■ The mostfrequently used activity for young Facebook users is wall posts. Focus on social aspect (invites, graffiti, etc.) ■ The older Facebook demographic is more interested in using Facebook for themselves. Most frequent activities: liking pages, using apps, etc. ■ Share original content 60% of links shared on Facebook are published content. Additional 36% of shares were embedded content. ■ Put like or recommend buttons at the top of the blog article. Community will build up a reputation for the article by “liking” the content. ■ Post articles on the weekend. 51% of American companies block Facebook at work. K E Y S TAT I S T I C S Byencouragingdiscussionsonyour Facebookwall,youwillbefostering acommunityinwhichyournewest visitorsinteractwithyourmost dedicatedandloyalcustomers. Indoingso,yourexistingcustomer’s excitementtoshareandinteractwith yourmaterialandpagecouldimpact yourmorecasualfans’decisionto purchaseyourproduct. YourFacebookpageshouldbethe launchingpointtoyourB2Bwebsite, blog,andconversionoffers. TEENS TWENTIES THIRTIES FORTIES FIFTIES Number of Friends Number ofWall Posts Number of Interests Listed Number of Quotes Listed Number of Books Listed Number ofTelevision Listed Number of Activities Listed FACEBOOK USERTRENDS BY AGE
- 12. NeedanInboundLift? If you’re lookingfor an agency that can get your B2B content marketing ideas off the ground, look no further. Give Billy Mitchell a call at 800-265-1244, ext. 227, or reach him online at @mltcreative.com. Hurry up, though. We can’t wait to get started. The MLT Creative team brings decades of B2B marketing experience to building your brands and business. We craft winning programs with results that matter. MLTCreativeisanAtlanta-basedB2Bmarketingagency.Foundedbypartners Billy Mitchell and Glenn Taylor, we are known as the Idea Launch Pad™ for B2B marketers. MLT Creative services include B2B Content Marketing, B2B Marketing Strategy, B2B Digital Campaigns, and B2B Design / Branding. 4020 East Ponce de Leon Avenue Clarkston, GA 30021 www.mltcreative.com Phone: (404) 292-4502 Fax: (404) 292-4480