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b2b-social-ut-2017

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Ryan Deiss
Ryan Deiss

B2B Social Media - How to leverage Facebook, Twitter, and LinkedIn to generate B2B leads

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B2B SOCIAL MEDIA Ryan Deiss, CEO of DigitalMarketer
#tcs2017 | @ryandeiss
IMPORTANT! WHEN IT COMES TO SOCIAL, WHAT WORKS IN B2C USUALLY WORKS IN B2B
H2H
1 2 3 INCREASE AWARENESS ACQUIRE LEADS & SALES ENGAGE EXISTING CUSTOMERS & CLIENTS THE 3 GOALS OF MARKETING
1 2 3 INCREASE AWARENESS ACQUIRE LEADS & SALES ENGAGE EXISTING CUSTOMERS & CLIENTS THE 3 GOALS OF MARKETING
FIRST, LET’S TALK ABOUT WHAT DOESN’T WORK…
Spamming Your Brand’s Feed With Offers…Doesn’t Work CENSORED
Like, It Really Doesn’t Work… CENSORED
Being “Personal” (Even When It’s Nice)…Doesn’t Work
Social Listening Alone…Doesn’t Work
Posting And Praying…Doesn’t Work + =
Branding Alone…Doesn’t Work
HERE’S WHAT DOES WORK…
CONTENT AMPLIFICATION
Start with Amazing Content STEP 1:
Content Ideas Answer Their #1 Question Give Them a List of Resources Specific Case Studies Templates, Examples and Swipe Files
1
SOURCE: http://www.digitalmarketer.com/blog-post-ideas/
Promote Through Social STEP 2:
Which Social Channels Are Best For B2B? Source: MediaBistro.com
Which Social Channels Are Best For B2B? Source: Bad data mixed with Ryan Deiss’ bad photoshop efforts…
Amplify with Advertising STEP 3:
RETARGETING MAKES THIS POSSIBLE…
How Content Amplification Works…
AND THE GOAL ISN’T TO CONVERT…
…THE GOAL IS TO ENGAGE AND AMAZE.
The Conversion Happens Later…
SO GOAL #1 IS TO BUILD A PIXELED AUDIENCE…
“Followup” without an email address…
And you can segment just like an email list…
SO HOW DO YOU DO IT?
ANSWER: Facebook Custom Audiences
And it’s not just Facebook…
The future of traffic isn’t about who can get the most clicks the cheapest. It’s who has the most people pixeled. BIG LESSON:
Retargeting Links Resources https://www.facebook.com/business/learn/facebook- ads-website-custom-audiences https://www.facebook.com/business/a/online-sales/ custom-audiences-website http://www.digitalmarketer.com/facebook-new-pixel/ http://www.digitalmarketer.com/facebook-advertising- targeting-options-social/
Offer a Specific and Compelling Lead Magnet STEP 4:
The Conversion Happens Later…
REMEMBER… THE JOB OF SOCIAL IS NOT TO CONVERT A SALE. THE JOB OF SOCIAL IS TO CAPTURE LEADS THAT CAN THEN BE NURTURED AND SOLD VIA EMAIL OR THE PHONE.
KEYTAKEAWAYS Remember the “3 Goals” and know YOUR campaign’s goal Businesses are still humans Give value FIRST (before you even ask for the lead) Use social to build your pixels audience…NOT to sell directly
Thank You! :) Ryan Deiss Co-Founder and CEO, DigitalMarketer.com @ryandeiss ryan@digitalmarketer.com

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