Here are links and excerpts to some recent research I have been doing on social media marketing specifically for business to business. What was most interesting is that the use of social media for B2B and B2C is actually quite similar, which of course makes sense. The notion that you can only use one way messaging as in traditional marketing is as dead as dead can be. The challenge of social media remains the same.
Opportunities and Challenges of Social Media in the Workplace
Thought leadership—social media is an ideal venue in which to establish your company as a thought leader. Many companies effectively utilize social media blogging sites to provide company-specific content. Not only does this show your customers that you are a thought leader, it also generates conversation on the topic you choose to blog about. By framing your message in a specific way you are sure to generate consensus which will lead to increased conversation about your topic, and ultimately your company. And when you give people a reason to discuss your topic you are generating online chatter—the goal of any social media strategy.
The Untapped B2B Marketing Resource: Social Media Data
B2B Marketers are embracing social media like never before. A report by Content Marketing Institute found that these professionals increasingly view social as essential for developing business, with over 90% distributing content on LinkedIn and 85% on Twitter.
No doubt this increase is the result of B2B marketers leveraging the unique power of social media to deliver information to a customer. As many have discovered, creating and distributing targeted content allows a marketer to build brand awareness, demonstrate industry knowledge and even establish contact with buyers.
But while reaching out through content is important, many B2B marketers may be missing a source of intelligence found on these same channels: social data.
Five Fantastic Examples of B2B Social Media Marketing
Without a doubt, more companies are embracing the concept of “being social,” but with mixed results. According to Steve Olenski in a recent contribution to Forbes, “Other Than LinkedIn, Why Are B2B Marketers Still Unsure About Social Media,” many B2B marketers are still wary about being too personal online. Olenski reminds us that all marketing, whether B2B or B2C, involves people on both ends. Successful B2B social media marketing engages people as much as possible, regardless of the platforms they use.
I found five B2B social media marketing examples from companies that put their audiences first – and they do it very well.
Best Practices for B2B Social Media
Don’t be vain. Social media has often times been used as a broadcast outlet for brands to push their products and announcements. Don’t be that guy. Yes, social media is a great place to share news, but it shouldn’t be the only thing you share. A one-way, push relationship provides little value to your followers. Instead, try the 80/20 rule. 20% of your daily content should be related to your business while the other 80% should be broader industry news and engagement. If you know your audience, you should also know what they want to read on a daily basis. Put yourself in their shoes and think about what you would like to see from a social account in that industry. By doing this and sharing content other than your own, your followers will know they can rely on you to be a resource for the latest in the industry.
Social Media and the Travel Industry: Stats, Examples and Strategic Tips
Over the last decade, social media has grown from what seemed like a temporary fad into a core component of the Internet. As social media’s influence has grown, it has touched just about every B2B and B2C industry. Of all those industries, travel is one that has seen the biggest impact from social media. To understand the full extent of social media’s impact on the travel industry, we’re going to start by looking at a variety of important statistics. Next, we’ll examine how companies within this space have successfully utilized social media. Finally, we’ll cover exactly what your company needs to do to implement and execute a successful social media strategy.
Top 10 B2B Marketing Trends for 2015
It’s safe to say that 2014 was the year of social media marketing, where content played the most significant role in service advertising between businesses. What’s in store of B2B marketers in 2015? The established trends will carry on – only with small modifications, which can have considerable repercussions in the industry. Adopting new approaches and testing them in their environments, marketers will be able to channel latest B2B marketing trends and see which ones prove most efficient for their brands.
8 Social Lessons
Social media and content marketing are natural counterparts, and new research suggests this trend is only going to continue growing.
Social media marketers can’t just be the delivery medium for content marketers; they need to be true partners throughout the planning, execution, and measurement process in order for each to be successful.
The social media marketer is the yin to the content marketer’s yang, the vanilla ice cream to the content marketer’s apple pie, the Kim to the content marketer’s Kanye.
With that in mind, I looked through the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report to glean social lessons out of content marketing-related findings. Here’s what I learned.
5 (Relatively Simple) Steps To B2B Social Media Marketing Success
There are plenty of well-documented social media stories in the business to consumer world, such as JCPenney’s recent Super Bowl “Mitten” tweets.
However, the business to business world has been a bit slower to buy into social media marketing, but that’s changing quickly in 2014. From General Electric to Maersk, there are a growing number of B2B companies starting to take social seriously in an effort to build brand awareness, to generate leads, and to recruit employees.
As an AdAge survey recently revealed, 80% of B2B marketers plan to increase digital spending next year (up from 67% last year). With a significant percentage of this spending going towards social media marketing, here are a few things every B2B marketer should do.
1. Invest in a Strategic Plan
It’s tempting to dive head first right into social, but it’s important to take the time to think about your strategic goals, objectives, strategies, and tactics. Once you define your overall social media marketing goals (e.g. increase sales) and determine specific objectives (e.g. grow LinkedIn connections), focusing on your core strategy (e.g. create thought leadership content) and tactics (e.g. post new content once a day, Monday through Friday) will help you to succeed. Remember, not every platform is right for every business, and in this case, every industry. More on this in the Tools section.