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Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales Cycles

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Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales Cycles

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E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.

E-Commerce Manger Pam Aungst gave a presentation on January 19, 2012 to the Society of Plastics Engineers, detailing how B2B companies with long and complex sales cycles can use inbound marketing and social media to build leads.

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Social Media & Inbound Marketing for B2B Companies with Long & Complex Sales Cycles

  1. 1. SPE SOCIAL MEDIA PRESENTATION 1 B2B Social Media & Strategic Partnerships January 19, 2012
  2. 2. INTRODUCTION  Creating websites for 14 years  Participating in Social Media for 7 years  MBA in Marketing  Certificates in  E-Business Marketing Management  Project Management Pam Aungst  Google AdWords E-Commerce Manager E&T Plastics  Advanced Social Media 2
  3. 3. ABOUT SOCIAL MEDIA 3 How The Rules of Marketing are Changing
  4. 4. 4
  5. 5. • 1 out of every 6 minutes online is spent on Facebook Source: ComScore, 6/15/11 • Twitter has 100 million active users & 230 million tweets per day Source: Twitter CEO, 9/9/11 • Users spend 3x the time on blogs & social sites than they do on email Source: Nielson, 11/10 • Companies that blog get 55% more website visitors Source: Hubspot, 2010 • B2B companies that blog generate 67% more leads per month than those who do not Source: Hubspot, 2010 • Companies that use Twitter average 2x more leads per month 5 than those who do not Source: Hubspot, 2010
  6. 6. WHAT TO DO ABOUT IT 6 Pull instead of push
  7. 7. WHAT IS INBOUND MARKETING? “Inbound Marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targets” – Clay Schossow 7
  8. 8. DIFFERENCES: INBOUND VS. OUTBOUND Outbound Inbound Marketing Marketing •Telemarketing •Blogging & SEO •Trade Shows •Video & Social Media •Direct Mail •Webinars •Email Blasts •White Papers •Print Ads •eBooks & Guides •TV/Radio Ads 8
  9. 9. 9
  10. 10. HOW TO “PULL” INSTEAD OF “PUSH” 10 1) Publish 2) Spread 3) Converse
  11. 11. PUBLISH “GENUINELY USEFUL” INFORMATION What to Publish Where to Get Ideas  Blog Posts (EASY!)  Customer FAQ’s  “How-to” Tutorials  Record what you’re already doing  White Papers  Summarize latest industry news  E-Books  Lists! “Top 10” Tips For…  Review an industry publication  Videos  Interview someone  Webinars  Repurpose old content (newsletters,  Planning Tools case studies, etc.)  Guides  Repurpose new content 11
  12. 12. SPREAD (VIA SOCIAL MEDIA)  Helps content get found by “warm” prospects  Social presence gives impression you’re ready, willing & waiting to become their trusted 12 advisor
  13. 13. ALL THAT SPREADING IMPROVES SEO sharing brings in links to your website  Social  Links to your website boost your SEO  Easier for that “warm” prospect to find you on Google 13
  14. 14. CONVERSE – IT’S LIKE A TRADE SHOW  LinkedIn = Giant virtual show floor  Prospects are there asking technical questions - Answer them!  Point them to your resources (that genuinely useful content you made)  Google Plus = Trade Show Sponsorship  Easy way to get your name out there “The mouths are already moving.  Facebook = Brochure on tabletop You need to decide  Visually show off your capabilities if you want to be a part of the (Pictures, pictures, and more pictures) conversation.” - Scott Stratten  Twitter = Cocktail party after the show  Converse to build relationships 14
  15. 15. LET THEM DISCOVER YOU Sales Funnel Social Funnel Manufacturers can pass the 15 lead to a distributor at any point 15
  16. 16. SOCIAL MEDIA DIFFERENCES: B2B VS B2C Audience Personas Length of Size Interactions Large Overall, Short, One-time B2C (Speaking to General the Masses) Small Individual Long, Ongoing B2B (Group of a Few Decision Salespeople Makers) 16
  17. 17. BUSINESS RESULTS FROM SOCIAL MEDIA 17
  18. 18. HOW TO GET STARTED & SUCCEED 18 Plan, Measure, Revise, Repeat
  19. 19. WHERE TO START?  Define objectives  Design a plan  Choose your tools  Social Media is not one-size-fits- all  Better to be good at a few than be everywhere  Implement plan  Measure results  Revise plan  Repeat 19
  20. 20. TOP 3 WAYS TO FAIL IN B2B SOCIAL MEDIA 2.Push out the same old sales info 3.Actdifferently online than in person 4.Be inconsistent 20
  21. 21. DEALING WITH FEAR OF SOCIAL MEDIA Marketing communications are less controlled on social Usemistakes as an opportunity to humanize your brand 21
  22. 22. AVOID SOUNDING TOO “SALES-Y”  Talk about yourself LESS than you talk about others (At least 60/40…some say 80/20)  Less of “We are awesome, our stuff is great”  More of “Hey, our friend over there is pretty great”  Here’s where partnerships come in  Customers  Vendors / Distributors  Trade Associations  Charitable Associations  Highlight what they are doing, and ask them to highlight what you are doing. 22
  23. 23. STRATEGIC PARTNERSHIPS – BENEFITS  Makes it easy to keep self-promotion to a minimum  Strengthens existing relationships  Allows for sharing of resources 23
  24. 24. RECIPROCAL PROMOTION – PROSPECTS  Works great with prospects  More effective and memorable than a cold call  “People love to be made to feel special.” – Scott Stratten, UnMarketing  Drives traffic to your site “Hey, look, E&T wrote an article about us!” 24
  25. 25. HOW TO MEASURE SUCCESS 25
  26. 26. HOW TO MEASURE SUCCESS  Big debate about Social Media ROI  Some say you can’t measure ROI on a communications tool (phone system, email server, social)  Some do have social media ROI formulas (p. 210)  Either way, there are metrics that can and should be used to measure your efforts 26
  27. 27. METRICS & OBJECTIVES  Measurable Social Media Metrics:  Number of fans/followers  Engagement level (comments, “likes”, mentions, retweets, shares, etc.)  Post impressions  Monthly active users  Conversation/Update Ratio  Network Influence, Amplification Probability, True Reach  Increases in website traffic from social sources  Number of inbound links gained  Number of inquiries/leads  Use metrics to define objectives & analyze success  Example: “Increase follower base by 5% per quarter”  Example: “Increase social-driven website traffic by 10% per year” 27
  28. 28. •Recommended Reading •Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships by Paul Gillin & Eric Schwartzman •eMarketing Strategies for the Complex Sale by Ardath Albee THE END 28 Questions?

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