Business to Business
B2B Numbers More than 1900 marketers shared their insights on working with social media marketing, especially business-to-business: •Over 93% who took the survey use social media marketing •Marketers of B2B brands are more likely to have 3 or more years of experience •Over 56% acquired new business partnerships •Nearly 60% saw improved rankings -Social Examiner.com
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B2B Marketing What tools are marketers using? •Facebook 96% •Linkedin 86.6% •Twitter 84% -Social Examiner.com
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B2B Tools Choosing the right tool for the job •LinkedIn is one of the top B2B social media marketing tools •What content do you have to share? •Do you need to convey text, images, audio, video? Use content marketing •Create content like blogs, videos, stories, and other promotional” materials •What does your audience want/need from you? •What do you want your audience to do? 4
Content Marketing Strategy A content marketing strategy includes •An editorial calendar •An audience analysis •Agreement from key executives •Content marketing goals •Content marketing metrics •Content mix plan •SEO
50% of marketers have an undocumented (or verbal) strategy.
--North American Content Marketing Institute
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B2B Success Partner with others: •Choose complementary businesses and services •Search outside your own industry •Stay connected online with partners (like, share, comment) •Connect your partners to each other •H2H (Human-to-Human) marketing is people talking to people •Everyone is a possible customer • Employees, dealers, distributors, resellers
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B2B Activity Most used platforms 1.Linkedin 2.Twitter 3.Facebook 4.YouTube 5.Google+ Best performing content 1.Video 2.Written 3.Images -B2bmarketing.net
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Challenges of B2B • Measure effectiveness • Produce engaging content • Be consistent with posts and content • Provide a variety of content • No budget • Social media team effectiveness • Loose or lacking objectives • Technology skills or lack of • Lack of metrics to track outcomes • Search Engine Optimization (SEO) 8