B2b social media strategy 2014,new business marketing plan sample questions,window movie maker 6.0 free download,new movie maker software download - PDF 2016

By now, most businesses realize the importance of social media as a part of a robust digital marketing plan.
Facebook contests and campaigns are powerful ways for brands to engage with customers in social.
While case study after case study continues to sing the virtues of social media tools such as Twitter and Facebook for business to consumer (B2C) marketing, business to business (B2B) social media marketing has, and continues to prove, a particularly difficult nut to crack. Organic search (41 percent of all traffic) and direct visits (40 percent of all traffic) were massively more influential sources of visitors for B2B brands. The case for social media marketing to consumers is relatively easy to make, but B2B marketers still grapple with the problem of how to justify investing resources in these channels. If you search on Google for “B2B social media stats” you’ll find an endless sea of research and surveys on this topic, but of all those stats I think this chart is one of the most important.
More importantly, the research shows that junior decision makers are even more likely to participate in social media. If you need more convincing, I highly recommend watching this recent presentation from Global Web Index which offers a lot of insightful data on how senior business decision makers are using social media all over the world.
We also know that it’s extremely likely that anybody who’s about to make a significant purchasing decision will research that purchase online before they do anything else, to gather a selection of information and viewpoints. This brings us onto a very important point – social media, content marketing and SEO are all joined at the hip. Social media often gets painted as one homogenous entity but, just like traditional media it can be split into owned and earned. Winning earned social media is simple to explain, but not always simple to achieve: create great content, do interesting stuff, give people a reason to want to talk about your brand. Owned social media channels are the ones you set up for your brand, and even though you have a much higher degree of control over what happens in owned social media, it’s not always easy to get right. But social media should never simply be about “broadcasting” messages to your followers – the whole point of the medium is that it enables your followers to engage you in conversation, directing comments and questions at your company. An interesting factor in all of this is that research shows that people tend to put more trust in earned and owned social media channels than conventional advertising.
Social media (particularly the owned variety) provides you with a channel where you have a lot of control over the content, and yet it’s still possible to win a high degree of trust from the audience. The main challenge with owned social channels is how you go about attracting an audience that is actually relevant to your business. This is why B2B brands so often fail in social media: they think that if they can’t capture a huge audience very quickly, it’s not worth doing. With a good social media, content marketing and SEO strategy (not to mention a dash of public relations on top) you can start to manage your brand’s online footprint. You can use this template for your editorial calendar (or create something similar that’s tailored to your own processes) – all you need to do is come up with creative ideas to populate it. Are there any events happening in the wider industry that will impact your business and customers? What expertise does your organise have that people in your market will find truly valuable? Remember, not every piece of content you create has to be grade A thought leadership material – if you get into that kind of mentality then you’ll hamstring yourself and end up producing almost nothing. Focus on ideas that are realistically achievable, so that you’re producing a minimum of one item of fresh content per week, every week, forever.
Find out who the great writers are in your team, make them responsible for creating blog posts. If you happen to be a good writer, do not underestimate the reluctance of your colleagues to write blog posts.
Try not to rely on written copy for all of your content, if resources will allow you to do more creative material.
All of the content you create will need a place to live and in most cases a blog built into your company’s website will be the best solution. Many B2B business websites have an online press room, which often consists of a page with links to PDF press releases, bland corporate photography and PR contact details. Ultimately, it’s going to be very difficult for you to execute a winning content marketing and social media strategy without a blog, so whatever barriers and internal resistance you face, you’ll need to find a way to overcome them.
One of the beneficial effects of having a corporate blog on your company website is that the stream of regular content will help improve the site’s SEO considerably, since Google’s search algorithm tends to reward sites which consistently publish higher quality content. When setting your blog up, remember to include social sharing buttons (Twitter, Google+ and LinkedIn as a minimum) at the top of each post to make it easy for people to share your content with their own networks.
Having a corporate blog that’s plentifully stocked with top-notch content gives you one very important thing that you’ll need when you set up social media channels for your brand: something interesting to talk about. When you’re trying to build relationships with your target audience in social media, it really helps a lot if you’ve got some ‘social currency’ (i.e.
So, you’ve got the content, you’ve got a place for it to live, the next piece of the puzzle is building a network of social media channels around that core. While there are plenty of other social media channels available, and new ones appearing all the time, I’d counsel against jumping on every new bandwagon that the gurus get excited about and focus on the channels which are proven and stable. Create branded profiles in each of these channels and, in the ones where it’s possible to do so (i.e. Next come the hard yards: slowly building up an engaged following in each of these channels. One of the main reason businesses fail at social media is that they expect a sudden flock of fans to engage with them as soon as they create their profiles, and when that massive audience doesn’t instantly materialise they write the whole project off as a failure.
It takes a long time to build a network of followers who are interested and engaged in what you have to say. If you do this consistently, for long enough, the reward is that you will build up a network of followers who are interested in what you have to say and happy to share your content and your messages with their own audiences on a regular basis.


But do you really need to spend thousands of pounds a month on monitoring tools if you’re a B2B brand?
While it’s probably not necessary for most B2B organisations to set up sophisticated social media monitoring dashboards and have people watching them all day, that doesn’t mean you should completely ignore what’s being said about your brand online. An easy way to do this is to use Google Alerts – this tool will let you set up a search for mentions of your brand online, and then sends you an email every time something appears. When you find discussions of your brand online, you then need to make a judgement on how (even if) you should respond to them. Google Alerts and a simple Twitter search should provide a good enough monitoring solution for most B2B companies that have a low volume of brand discussions taking place online.
About meThis is the personal blog of Lance Concannon - I am a digital PR and marketing specialist, and former tech journalist. Here at Ecreative Internet Marketing, most of our clients are in the B2B market — largely industrial companies, which is a niche in which we are experts.
A couple of the main points that this infographic makes about social media for B2B companies is that using social media is not just a B2C technique anymore.
The important thing that this infographic stresses is that the demographics of the B2B and industrial company buyer is changing. For 2012, B2B marketers want to learn more about measuring the effectiveness of social media, converting activities to sales and discovering the best social media tactics. By know, we all know social media must be a part of a lead generation strategy but we want to know – how do we use social media to increase sales? Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America’s most innovative B2B demand generation specialists.
Add Your Comment (All comments are reviewed by moderator, no spam permitted!) Click here to cancel reply. Progressive companies are now using predictive analytics to deliver an optimal service experience before a customer calls to complain or responds to a survey. However, there is one area where social media has not yet been embraced to the same extent, and that is B2B.This is unsurprising, but not because social media is not suited to B2B marketing.
In this article I’ll outline why and how B2B brands should be using social media for marketing, and I promise I’ll avoid techno-babble and agency guff as much as possible to get right to the important points. You can download an easy to print PDF version of this article from here, and if you’d prefer to jump straight to the practical stuff, you should skip to section five using the contents menu below. The data is based on robust research from Global Web Index, and shows clearly that senior business decision makers are more likely than average internet users to participate in social media. So, we know with a high degree of certainty that business decision makers are increasingly turning to the web and social media to inform their decisions. Google calls this the Zero Moment of Truth, and claims that 71% of professionals use the internet every day to research business purchasing decision.
We like to think of them as separate components of a B2B marketing strategy, but they are all very tightly intertwined and need to be thought of as part of the same process.
You can’t do social media without content marketing, and if you’re doing social media and content marketing right, then by default you’re already doing the biggest and most important part of SEO.
Social media is earned when independent third parties recommend or discuss your brand, and share your content on their own channels – it’s “earned” because you’ve not paid them to promote your brand, they’re doing it because they’re impressed with what you’ve done. When you create a piece of content so good that it gets shared and talked about by a lot of people, that’s when it becomes viral marketing. Whenever you publish a new white paper, blog post, video, or anything else, you should always flag it up on your social media channels so that your followers (who, let’s not forget, have expressed a clear interest in what your brand has to say for itself by choosing to follow you) are made aware of the content. Typically in marketing communications there’s a payoff between how much control you have over the message in a channel and how much people trust it.
This is especially problematic in B2B, because you can’t simply use a meerkat with a funny accent to get people flocking to your channels – you have to do it the hard way, by consistently creating and sharing great content, and putting in the long term effort to engage and nurture your audience.
But it’s not about audience size, it’s about how relevant the audience is and how interested they are in what you’re sharing with them. How will potential customers encounter your brand online and what impression will they be left with? Get this right, and when people encounter your brand online (however and wherever this happens) you improve the chances of them being left with a positive impression and moving them one step closer to becoming a customer. When the social media marketing gurus talk about brands acting like publishers, this is what they mean. What can you create that would create such a “Wow!” moment in your audience’s mind that they’d simply have to share it with their colleagues? A blog post is the simplest and quickest piece of content to create, and should therefore be your fall-back when you don’t have the time or resources to create something like video or an infographic.
Encouraging others to contribute to a corporate blog can be extremely difficult, so be prepared to coax the required information out of them and do the writing yourself a lot of the time. It’s easier than ever to produce professional quality video for your website, which can be much more engaging (for example, I created this short film in a few hours with less than ?1,000 worth of equipment). The web team usually doesn’t want to give anybody else free reign to publish content on the website, the SEO manager wants control over the content, the sales director wants to turn every post into a sales pitch, and on it goes. You can read more about this on the Google Webmaster Blog, if you want to get into the detail. You start by building branded profiles on the major channels – all of them allow you to build and customise brand pages free of charge.
Twitter and Google+) find relevant people to follow: journalists, analysts and other industry influencers, customers, partners, etc.
The only way to do it is to keep consistently sharing relevant content and participating in conversations through social channels over a long period of time – you should consider six months as an absolute minimum kick off period before you attempt to make any judgement about the progress of your social media channels.
Respond to their comments, answer their questions, ask them questions, solicit their opinions, share the things they post with your own audience.


Monitoring the quantity and quality of online conversations about your brand is one of the best and easiest ways to measure the success of your social media and content marketing activity. If you use TweetDeck to manage your Twitter account (it’s a browser based app that makes Twitter much more streamlined) then you can simply set up a search box that will automatically display any brand mentions.
Reward and amplify positive discussions, attempt to mitigate the damage of negative discussions – although more often than not the best thing to do with negative online conversations about your brand is to leave them alone until they blow over, unless there’s anything specific you can do to fix a problem. Once you find that the volume of discussions about your brand is becoming too unwieldy for you to manage with the resources you have available, then it’s time to consider a full blown monitoring tool. There is research that shows that B2B companies can benefit from social media, and benefit significantly. As this social media infographic shows, a whopping 37% of B2B buyers posted questions via social media before making a purchasing decision, and 20% of them connected directly with the company they ended up purchasing from via social media. As new buyers come up out of college, they don’t just use social media, they expect companies to be using it as well. Read this infographic first especially if are are just starting to incorporate social media into your B2B lead generation strategy.
I 100% agree – implementing social media as a part of your lead generation strategy requires a significant investment in time, resources and creativity.
With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation.
Join this Mastery Webinar for leading-edge thinking and examples of "predictive customer service," including how signals from the Internet of Things can predict service failures and enable the organization to be proactive. Held May 17-19 in Denver, Colorado, this event will feature powerful keynote addresses, engaging workshops, and valuable networking all aimed at driving business success through customer insights and intelligence. SCORE 2016 will feature powerful keynote addresses, engaging workshops, and valuable networking all aimed at driving business success through customer insights and intelligence. What began as an experiment has turned into a central component of our communication with  our customers and the public in general. Instead, it is because articles and information on social media marketing often focus only on businesses that communicate with customers (B2C) as opposed to business for whom other businesses are the customer.Yet social media has the potential to be just as beneficial to B2B as it is for any other type of business, and the basic principles are not that different.
Respond to comments promptly, promote discussion amongst your followers, and demonstrate that you welcome dialogue with your audience.
Traditional advertising has high control but low audience trust, whereas media coverage has much lower control (because you can’t tell a journalist what to write) but, consequently, the audience trusts those messages more. You might only have 100 followers on Twitter, but if your company sells software to banks and most of those 100 followers are financial service sector CIOs, that’s a far, far better position to be in than having half a million followers who have no interest in IT or banking. If they are specifically looking for your brand, there’s a good chance that your corporate website will be the first thing they find in Google. Equally, infographics can be inexpensive to produce and can generate a lot of interest (this infographic took me a couple of hours and cost around ?50 – it got picked up by the global marketing industry press and shared hundreds of times). Creating a blog is, technically speaking, trivial, thanks to tools like WordPress, but in any organisation with more than around 50 employees, there can be significant political barriers to making it happen.
There are no easy answers to this problem, each organisation is unique and has its own political nuances.
A dynamic blog filled with interesting news and content is a much better idea, and press announcements can form part of the blog content, if they’re written as interesting informative articles rather than dry, turgid PR waffle.
By following these people you’re indicating a willingness to engage with them – they might not all follow you back, but some of them will and that’s a start.
If you think that there will be a high volume of people chattering about your company in social channels, then it’s worth monitoring those brand discussions.
This will cover most online news sources, blogs, discussion forums, and so forth, but does not cover Twitter, which is a very important channel. Alternatively, you could use Hootsuite (another browser based tool that allows you to manage all of your social media accounts from a single, simple console) which also allows you to set up keyword searches, making it very easy to track brand mentions.
Louis’ astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.
Attendees will also receive two special reports focused on research and best practices for CX leadership.
But it’s more likely that they’ll be performing a more generic search based on a topic, product or problem that is relevant to your company’s offering.
The most important thing to do is get buy-in for the idea at the most senior level possible, and also to make sure everybody involved has a very clear understanding of the purpose of the blog. But in truth, that’s not very likely for most B2B companies where most public discussions about the brand happen in a very limited sphere, unless you happen to be a corporate behemoth like IBM. And for many businesses, the decision around engaging in social media is still up in the air. Unlike the late 1990s, when everyone was rushing to launch a web site, the reward for creating a blog or having a Twitter handle for a company in the B2B space isn’t exactly obvious. Facebook is also experimenting with helping B2B market more effectively with a new system of targeted ads that identifies the individuals' employers.While it is true that individuals are not businesses, in social media marketing, it is important to always keep the individual in mind. Being in the B2B space, one thing we knew from the start was that participating in social media was going to take a very different approach than our B2C brethren, so we started cautiously and learned.
So, in celebration of our social anniversary, I thought I’d share some of what we’ve learned in hopes that more B2B companies will join us and that those of you that are already out here with us in the social media ocean might find a way to improve your social communication skills.
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