12. Strategy: “Home Base” + Social Outposts
Home Base (Website)
Send Traffic here
Convert Leads
www.
Social Media Outposts
• Build Awareness
• Spread content
• Make connections
• Build relationships
14. What Works: B2B vs. B2C
B2B Priorities: BLOG, Linked in, Twitter … and Google+
15. Social Media Mindset
“Know, Like, Trust”
– Look for Opportunities to Engage
– “Authentic Helpfulness”
– Share, Become A Trusted Resource
w/o an Agenda…
– Promote Others … Respond!
• Plant Seeds and Nurture
16. The Care and Feeding
of Your Social Network
• Listen for Engagement Opportunities
– Individual Relationships, 1:1 Conversations
• Don’t Broadcast
– SM is Not an Ad; humanize Your Brand
• Cumulative: little, consistent steps
• Quality Over Quantity
– Small and Engaged audience
17. If You Build It, They Will Not Come
• It Takes Time!
• What Works?
-Short Posts, Photos, Questions
- Optimal Time, Frequency, Length, Type
- Be what people are interested in, not an
unwanted interruption
• Connect Across Digital Strategies
- SM on Email, Like and
- Share Buttons on Website, etc.
19. Get Started: 5-Step Plan
1. Do An Online Audit: Gaps?
2. Plan Your Channels, Set A Goal
– Find Your Target, Build Your Network,
3. Engagement Plan
– Who Will Participate? Schedule?
4. Brainstorm Content
– Content Calendar (FAQ’s)
5. Assess: What’s working? What’s Not?
– Right Tools? Time?
23. Quality Content is
Your Best Salesperson
• Showcase Your Expertise
– Blog
• Videos
• Guest Blog
– Newsletter
– Webinar, E-Book, Article, Podcasts …
– even photos, interests, news!
• Help Customers Make Better Decisions
24. How Many Blog Posts to Drive Traffic?
A library of
blog posts
(> 52 posts)
SOURCE: SOCIAL MEDIA EXAMINER/HUBSPOT
27. Steady Drumbeat of Blog Content
Think Like A Publisher:
• Research Keywords
• Plan Ahead: Content Calendar
• Answer Customers Questions
• CONSISTENCY
Exercise 1: “Blog Buddy Brainstorm”
Who Will Write It? How Often? 10 Topics. Date.
32. Results: Hinda Incentives
http://www.businessesgrow.com/2011/02/04/case-study-fast-growing-b2b-
expands-social-media-exposure/
“… Our conversations on Twitter established relationships for significant
sales leads… lead quality generated from the new social website traffic
has measurably improved”.
“… Our blog traffic took off quickly … we already receive 1,000 visits a month with
subscribers from at least 30 different customers … traffic to our website increased
15 percent … just in the last week we received a few hundred thousand dollars in
sales opportunities through this advantage”.
“… The blog has proven to be a valuable piece of social media real estate …
picked up and quoted by other blogs, reinforcing our position as the voice
of authority in our industry”.
“… LinkedIn and our blog have become the number 2 and 3 sources of web
traffic to our site, after organic search”.
SOURCE: “Grow”, a leading business blog, by Mark Schaefer
33.
34. B2B Social Media Challenges
CONTENT &
RESOURCES!
TAKES TIME!
ROI?
36. Websites That Work
Must Be:
– Findable: SEO, Keywords, Links
– Helpful (Fresh Content)
– Social, Mobile
– Sales Tool
(Clear “Calls To Action” => Leads)
vs. THE ONLINE BROCHURE”
– Static, No New Content, No Leads
37. Can Your Website
Be Viewed On All Devices?
• Buzzword: Responsive Design
38. Clear Calls To Action …
50% of leads are qualified,
but not yet ready to buy
39.
40. Analyze: Making Sense Of the Data
- Free/Low Cost Analytics … Hard to Connect the Dots
- All in One Analytics … ($$)
42. Exercise 2: Action Plan
• Identify Opportunities and Set Goals
• What’s Holding You Back?
• How Will You Overcome Challenges?
=> 3 Steps You Can Take Immediately?
=> Anticipate Challenges: What Will You Do If?
=> Call Buddy in 1 Week
45. Appendix: Resources
• Online Marketing:
– Hubspot.com
• Social Media (All Platforms):
– SocialMediaExaminer.com
• B2B Content Marketing
– ContentMarketingInstitute.com
• Twitter:
– The Tao Of Twitter, by Mark Schaefer (book)
• “Opinion”:
– Mark Schaefer (Grow), Gary Vaynerchuk
46. Appendix: Tools
• Dashboard to manage multiple platforms: Hootsuite*
– ( Tweetdeck, Sprout Social, others)
• Post Timer: Buffer App
• Link Shorteners(bit.ly)
• Notifications: Nutshell Mail, Social Mention
• Feed Reader: Google Reader
• Social Graph Lookup: Rapportive
• Search: Social Mention, Engagio, Twitter Adv. Search
• Analytics: Google Analytics, Pagelever, Edgerank
• Keyword Research: Google Keyword Tool
• Images: Flickr Creative Commons, Pic Monkey
• … and many more!
48. “ … Call me after 1pm EST xxx-xxx-xxxx … working on
a big project and looking for a NY area resource …”
“ … I would really love to meet you in person. I've
admired your work from afar, and would really love
to learn more about you and your business …
“… I spoke with Rhonda Hurwitz about the panel
and she’s available …”
“ … I saw your blog and I’d like to hire you …”
49. Engagement Example:
Linked in
Dec.31:
Happy
New Year
Message
Jan 3:
New
Project