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I don’t know about you, but I tend to feel a bit pensive and sentimental at the beginning of each year.
I found five B2B social media marketing examples from companies that put their audiences first – and they do it very well. Many B2B companies still treat Twitter as a broadcasting platform rather than a social one. The B2B Marketing BlogWebbiquity: 1) The unified management of SEO, search marketing, social media, brand management, content marketing and social PR supported by web presence optimization (WPO) metrics. How can designers produce websites that offer both stunning visual design and fast page load speed? Find the answers to those questions and many more here in more than two dozen guides to beautiful and effective website design from the past year. Making the point that “While your business may be B2B, your website could be dramatically more effective if it looked, acted, and worked more like a consumer website.
The English is a bit rough, but the examples of noteworthy and distinctive navigation approaches from sites like Ralph Van Rentergem, Yodabaz, and Form Follows Function (right) are well worth exploring for inspiration. David Kirkpatrick presents a case study on how One Call Now radically redesigned its home page, testing multiple elements to optimize conversions.
Supporting the post above, Christopher Ratcliff here highlights noteworthy examples of landing page video content. While, as noted above, web designers aren’t necessarily SEO experts, website design does of course play a role in optimization, and this is particularly true and important in mobile site design. Fantastic list covering the many aspects of designing a website by several pros and firms I respect. Content Marketing has long been a staple for the B2B Marketing world with an increased boost in popularity due to changes in consumer information discovery and consumption. For some inspiration for your B2B content marketing programs, check out these mini-case studies from the 2014 C2C Killer Content Awards, which include a mix of brand content marketing program examples and the results they produced. ADP is a Fortune 500 company that offers various business processing services like payroll and human resource management. Cox Media includes 14 broadcast TV stations, a local cable channel, 57 radio stations, 8 daily newspapers and more than 100 digital services in 20 media markets reaching 52 million Americans weekly.
Results: 500+ downloads and interest from more than 2,000 potential leads improved lead and demand performance 9% over last year. Toshiba Global Commerce Solutions offer integrated in-store solutions which are implemented in 60% of the top 25 global retailers. OpenText provides Enterprise Information Management solutions (information exchange, business process management, enterprise content management) for a variety of industries including financial services, energy and insurance. Results: 11% open rate, 17% CTR, 800 downloads, 270 marketing qualified leads and cited as “the most successful e-book of 2013”.
Results: The program overall has had over 38,000 impressions, 100,000 page views and over 13,000 responses.
LinkedIn is known as a social network for recruiting and finding talent, but with over 300 million professionals in the network, LinkedIn offers many solutions as a marketing resource.
Optum facilitates fast, easy access to information that supports decision-marking across the healthcare system with clients in 140 countries. Results: Over 500 eBook downloads the first month and now there are 18,000+ contacts are new in various stages of the lead nurture track. Autotask is a leading SaaS provider to the IT industry serving 5,000 accounts world-wide and offering a platform for CRM, service desk, projects, time sheets and invoicing. Results: Program influenced 35% of revenue in the first month and drove 20% of all inquiries for 2 months. LinkedIn Talent Solutions developed a playbook with an established a 5-step framework to enable companies to develop, promote and measure a winning employer brand. What’s interesting about these examples is that not every program is multi-channel and integrated. While I did not have access to the full case study data for these (what you see is what I have), I do find it amazing that not one of these programs mentions organic search as a consideration for content discovery.
This is a HUGE opportunity for content marketing ROI, especially in the long run as program assets attract links, social shares and engagement. You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
You will know that on every brand’s Facebook Page there are four app thumbnails, three of which are customizable and whose positions can be moved.

Some companies choose to use this space only to feature their Page’s Like count or Facebook’s 'Notes' and 'Map' apps. Much like the cover photo, apps are a feature of the Page that capture the attention of Page visitors first. If your B2B company isn’t getting valuable data (like email addresses or customer insights) as a result of your Facebook efforts, you’re missing out on the true benefit of Facebook. The 'what' often explains a business’s product, service or feature -- it’s the thing that makes the 'why' possible. I recently saw these insightful statistics on B2B content marketing from a 2014 report from the Content Marketing Institute that highlights the importance of featuring your key content marketing resources. If your B2B company is included in the large percentage of companies that are investing in content marketing, a resources app can help give all that work great exposure.
I made a jaw-dropping discovery over the holidays: Social media peer recommendations influence more holiday gift purchases than Amazon reviews (according to a study done by Crowdtap). What this tells me is that social testimonials, aka the online version of word-of-marketing marketing, are powerful. Easily incorporate the power of testimonials into your B2B business’s Facebook Page with a featured app. If you’re a B2B, let me know in the comments below if you have any Facebook apps that are helping your brand get the most out of your Facebook Page.
As of mid-January, 2014, over 20,000 Pinterest users follow Constant Contact’s 104 boards.
Tabs are set up which allow visitors to explore and learn about the company’s offerings, such as their CRM (customer relationship management) solutions, without a single high-pressure sales message.
Businesses should utilize Twitter to distribute their content, but need to ensure they do so without blasting their audiences. While delivering a great user experience on any device from a smartphone to a 60″ HD LED screen. Andreas Pouros explains two different techniques for implementing the infinite scroll effect in a search engine-friendly manner, along with the pros and cons of each approach. Vitally, she notes that, from the outset, “The site must have a site architecture for SEO. Aleyda Solis walks through three different approaches to mobile site design, and explores the SEO impacts of each alternative. From print to video to coordinated multi-channel content programs, there’s a nice variety here. SunGard Availability Services created a video series based around the holidays, injecting humor into educational content on pain points and industry trends. Cox developed a 2014 Success Kit campaign for their advertisers including 5 assets in multiple formats to appeal to their SMB customers. Toshiba created a series of content assets baed on omnichannel retailing including an infographic, checklist, executive brief and an eBook. OpenText launched a “Make a Statement” campaign to promote their StreamServe solution which helps companies personalize customer communications. The IBM “Smarter Commerce” program challenged industry executives to recognize and rethink about the value of empowered customers. The leads generated from this program have been high quality and have rapidly progressed through the pipeline, generating significant wins for IBM. The Bonitasoft program addressed the complex and technical standardization of software using the BPMN 2.0 standard from a 508 page industry guideline to a 25 page “Ultimate Guide to BPMN2”. The webinar attracted 3,000 registrations and the repurposing of the eBook has driven thousands of views and shares.
Autotask created a “Metrics That Matter” campaign that leveraged modular content assets: eBook, infographic, Brainshark videos, Flipbooks, Webinar, 10 blog posts and social media posts. Promotion of the playbook occurred through multiple blog posts, bylines in trade publications, webinars in 8 countries, social promotions through Twitter, LinkedIn and SlideShare, sessions at industry events and distribution of hundreds of hard copies to clients. Some situations are simply opportunities to provide useful information in an interesting way. If it has become the norm not to leverage SEO best practices with content marketing programs, then there’s a lot of money being left on the table for those of us who do integrate social and search optimization with content marketing. We respect your privacy.NameThis field is for validation purposes and should be left unchanged. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing.

We respect your privacy.EmailThis field is for validation purposes and should be left unchanged. It enables you to build your newsletter list by encouraging your Facebook fans to become newsletter subscribers. The email list you grow using your Newsletter app gives you a way to connect with your fans away from Facebook. On the app, provide direct downloads to PDFs you’ve created, link to must-read blog articles, videos, and much more. There’s a reason most companies feature testimonials on their websites and Yelp reviews carry so much weight in the eyes of business owners. If you have a great product or service, put positive testimonials on full display by showcasing them on a Testimonials app. Chelsea is a member of the content strategy team at ShortStack, a self-service custom app design tool used to create apps for Facebook Pages, websites and mobile web browsing. Their posts, which average one per day, ask thought-provoking questions and share their own and others’ blog posts.
HubSpot, which provides inbound marketing software solutions, succeeds in wowing its audience (of 354,440 in mid-January, 2014). Cisco, which is known for its IT, networking and communication solutions, shares videos which engage, educate and inform without overtly selling themselves.
Ita€™s not only what you want them to get out of your website, but what you feel they want to get out of your website”). But also, design should start with understanding your audience and its needs – which leads to, as you note, what you want them to do (convert), and then designing a site with that purpose in mind.
Far more research is conducted before sales contacts are made providing B2B companies an opportunity to satisfy buyer information hunger with some killer content. Those are great questions we’re answering every day through our own work with B2B companies and through industry examples. The company analyzed its audience’s content consumption patterns, and used the data to map out a campaign that would promote the content across multiple touch points via email, social, PR and paid media at a time when the audience would be expecting it. Interview topics ranged from social to mobile to omnichannel to search marketing and were published as an eBook about the future of digital engagement. The Guide was published as an eBook, posted to Slideshare, created as an infographic, delivered as a webinar and published in print. Moneyball was used as a metaphor to illustrate the power of analytics in health care and targeted hospitals, health systems and large physician groups. But for the longer term programs, multi-touch programs that coordinate themes, messages and creative across channels appear to have increased – both in implementations and for some, in the lead gen and revenue results achieved. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.
It shares the 'Why' first and then the 'What.' It’s okay if you’re a little confused right now. It puts your best content, the content that you’ve found produces the most conversions or shares for your B2B business  on full display and serves as a sort of index, exposing your 'old' content to new audiences. Testimonials work to inspire the trust and business of people who are not familiar with your company. ShortStack provides the tools for small businesses, graphic designers, agencies and corporations to create apps with contests and forms, fan gates, product lines and more.
Successful B2B social media marketing engages people as much as possible, regardless of the platforms they use.
Along with finding a good balance between tweeting content and audience engagement, their social media team asks questions and engages in conversations on Twitter with the company’s followers. Along with posting regular company and job updates on their page, they offer the opportunity for more discussions through their featured groups. So if an app visitor likes what they’ve read, they can sign up for GoDaddy on the spot, direct from their Facebook app.

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