B2Bs & social media: Where we’re at
“Ninety-two percent of prospects almost never book a meeting from a cold call or email. In 2012, rather than make cold calls, sales executives will first seek connections through social media networks, and then increase response rates with warm introductions.” – UNC’s Kenan-Flagler School of Business, reported by Mashable.
Social Media Reality-check
AdAge recently reported:
“Although few CMOs will admit this, social media costs less to execute on a per-impression basis than TV, print, and radio. But the organizational cost – both the number of people needed to execute these programs and the changes to corporate culture – can be significant.”
Stage 1: Get your website together
Key components: WordPress, themes, usability & identifying with your audience
Tools: Keywords (Google Keyword tool) and use them in the right places (titles, meta & content)
Remember: Search is increasingly becoming more about social (Google Alerts)
Stage 2: Blog & email
Key components: Blogs enable you to demonstrate thought-leadership, brand personality; brand all of your experts as experts, not just the CEO
Tools: Editorial Calendars should include trade shows, industry news, client questions, processes; make it multimedia; leverage blog to feed email
Remember: B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Stage 3: Social integration: Optimize profiles & content for you & team
Key components: Reserve brand profiles across platforms, determine which social platforms make sense, based on your audience
Tools: LinkedIn use verify leads, connect, community; Twitter enables fast engagement, use hashtags, SlideShare = decision-makers; YouTube #2 search engine; Wikis, PitchEngine/HARO, Zemanta, Podcasts, Meetup, Facebook, Pinterest, Quora, Google+ (too many to bold)
Remember: You don’t have to be everywhere, so focus on your audiences and where they are
Stage 4: Measure & refine
Key components: Know what’s working & what’s not: Refine & adjust
Tools: Facebook Insights, Bit.ly, Klout, Google Analytics
Remember: You won’t know until you try & each brand is unique (or should be), so there’s no 1 size fits all
Designated Editor is working on “B2B New Media Success Guide” eBook & would love to feature your tips. Please share in the comments & be sure to comment on anything we’ve overlooked.
Here’s to helping B2Bs succeed via new media!