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Our Display LUMAscape is one of the most viewed, used, referenced and copied slides in the industry. We have produced a variety of content that reflects our focus on and understanding of the digital media and marketing ecosystem — how it works and where its going. And based on the extent to which it gets shared around the web, the messages have struck a chord – over 6,000,000 views and downloads. Securities transactions conducted through LUMA Securities LLC, a FINRA registered broker-dealer and member SIPC. 91% of B2B companies are present on LinkedIn and more than 80% have Twitter and Facebook accounts. To succeed in social, B2B companies need to engage as an individual first and the business second. Here we share a few “social secrets” for maximizing your marketing across LinkedIn, company blogs and Twitter.
Customize your banner image on your company profile, share videos, and upload presentations. Company blogs are one of the best ways to inform and engage with a target audience and can play a crucial role in driving new business. First, set goals for your blog – whether it is generating leads, improving SEO, or acquiring an online following.

A Mediabistro study noted that 82% of leads generated on social media are done through Twitter. Be responsive – Monitor which Twitter content is the most effective by looking at which cause the most buzz or get the highest number of retweets, and then tailor future content. Share interesting content – Sharing interesting content that will engage your audience is the best way to drive leads. Remember that the label B2B simply refers to the sale; online relationships are between people and not businesses. Download the latest LUMAscape or view a presentation for some compelling and prescient insights. But just because companies are “on” these networks, doesn’t mean they are are being used efficiently or effectively. This personal tone will make your brand more approachable and relatable as those you’re engaging with are individuals first as well. This type of content shows your company as an authority and source on trends driving your industry. The social site also revealed that more than 30% of Twitter users search for B2B brands online, compared to 12% of average Internet users. Rather than always tweeting about your company’s products and services, share relevant articles on trends and new studies that your audiences will find useful.

Social media can serve as a channel to humanize your brand and create relationships with the people behind the business. We have also mapped the leading suppliers of capital – the DIGITAL CAPITAL LUMAscape, and the strategic acquirors – the STRATEGIC BUYER LUMAscape. By creating an online persona for your brand, you’re humanizing it, just as those in the consumer space do, creating a relationship that makes people feel like they know your brand personally. According to research by the Content Marketing Institute, only 44% of B2B marketers have a documented social content strategy, meaning too many companies aren’t properly capitalizing on social media. Just as we’re seeing the consumerization of IT, we need to see the consumerization of B2B marketing. It often helps to create an editorial calendar of posts to map it all out and have a clear path. There should be no exception here, and this approach will help you stand out among a sea of content.

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