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How B2B Marketers use Social Media | Seattle Interactive 2019

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How B2B Marketers use Social Media | Seattle Interactive 2019

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Seth Yates (Speaker) Speaker-Yesler

Are you a B2B girl living in a B2C world? (That’s how the Madonna song goes, right?) When researching social media data, strategies, and content inspiration, you’ll almost exclusively find examples from the B2C world. But, what if you’re a B2B marketer? The same strategies to sell a cell phone to an 18 year old customer just don’t work when trying to sell cloud solutions in a more complex buyer’s journey. In this session, we’ll take a look at the latest industry reports and trends to see how B2B marketers are utilizing social media, what channels they utilize, and where they are finding success to drive results.

Seth Yates (Speaker) Speaker-Yesler

Are you a B2B girl living in a B2C world? (That’s how the Madonna song goes, right?) When researching social media data, strategies, and content inspiration, you’ll almost exclusively find examples from the B2C world. But, what if you’re a B2B marketer? The same strategies to sell a cell phone to an 18 year old customer just don’t work when trying to sell cloud solutions in a more complex buyer’s journey. In this session, we’ll take a look at the latest industry reports and trends to see how B2B marketers are utilizing social media, what channels they utilize, and where they are finding success to drive results.

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How B2B Marketers use Social Media | Seattle Interactive 2019

  1. 1. How Do B2B Marketers Use Social Media? Seth Yates Yesler B2B
  2. 2. Why The Focus on B2B?
  3. 3. B2B Sales Are 2X B2C Sales B2B B2C U.S. E-commerce Sales $1.1T $517B *Digital Commerce 360 B2B Report, 2019
  4. 4. - Edwin Vlems, Inbound Specialist and Teacher “Most of marketing education is focused on consumer products like beer or soap.”
  5. 5. - Random dude at SIC, probably “All the stuff I see online mostly applies to B2C, not B2B.”
  6. 6.  Head up social at Yesler, a B2B marketing agency  We work out of the Smith Tower  I LOVE to ski  Am on ALL the social channels @SethAYates About Me
  7. 7. What We’ll Cover Today  The difference between B2C / B2B  Data on how B2B marketers use social media  New ideas to try on social as a B2B marketer  Questions
  8. 8. A quick refresher What Is The Difference b/w B2C & B2B?
  9. 9.  A form of transaction between businesses  A form of transaction between a business and an end-user consumer B2C (business-to- consumer) B2B (business-to-business)
  10. 10. B2C B2B
  11. 11. *Most times, but not always If you can buy it in a store, it’s probably a B2C transaction.
  12. 12. In data we trust Data: How B2B Marketers Use Social Media
  13. 13.  LinkedIn lost the title last year, couldn’t regain this year  Instagram grew the largest this year (10%) Most B2B Marketers use Facebook FACEBOOK LINKEDIN TW ITTER INSTAGRAM YOUTUBE PINTEREST MESSENGER BOTS SNAPCHAT 91% 80% 67% 66% 54% 25% 15% 4% PLATFORM USE: B2B MARKETERS *Social Marketing Industry Report, 2019
  14. 14.  But Facebook did drop in importance from the year prior  So did Twitter  LinkedIn and Instagram grew in importance this year Facebook Also Most Important Channel 48% 30% 9% 5% 4%2% 1% 1% Most Important Platform: B2B Marketers Facebook LinkedIn Instagram Twitter YouTube Messenger bots Pinterest Snapchat *Social Marketing Industry Report, 2019
  15. 15.  B2B marketers are placing more ads on Facebook than any other platform  They are also now placing more ads on Instagram than LinkedIn *LinkedIn ads are expensive What About Paid? *Social Marketing Industry Report, 2019 FACEBOOK INSTAGRA M LINKEDIN 65% 30% 24% PLATFORM USE FOR ADS: B2B MARKETERS
  16. 16.  Twitter Becoming less important  Snap Chat & Messenger apps  Instagram 3rd most used & important  Engagement Top question from marketers! What’s Hot? What’s Not?
  17. 17. Let’s Look at B2B Tech Buyers
  18. 18.  40% have strongly advocated in public  77% have strongly recommended in private 56% Become Aware of Technologies via Peers *Yesler 5A framework, 2019 91% 76% 73% 73% IT Pros more likely to advocate when: A vendor is highly responsive A vendor engages frequently post sale They’re aware of others advocating They can report data- driven ROI
  19. 19. Yesler 5A framework, 2019 “Tech buyers trust peer and third-party recommendations most, above marketing- created materials.”
  20. 20. Leveraging Social to Focus on the CX  Quick replies and answers  Frequent engagement  Highlight advocates  Allows buyers to seek information on own terms
  21. 21. How Does All This Help Us?
  22. 22. So We Can Be Better B2B Marketers Plan Produce PublishAnalyze Adapt
  23. 23. You’ll never know unless you try New Ideas for B2B Marketers To Try
  24. 24. - Seth Godin “The only way to consistently grow in B2B is to be better than very good.”
  25. 25. Click-to- Expand on Twitter
  26. 26. Photo Albums on Facebook
  27. 27. ”PDFs” on LinkedIn
  28. 28. Emojis / Unicode
  29. 29. To get attention Bullet points To tell a story Just because!
  30. 30. GIFs
  31. 31. Only 2% of Tweets have a GIF But, they gain 55% MORE engagements than tweets without *Twitter Agency Playbook, 2019
  32. 32. Animation
  33. 33. Text on Video
  34. 34. 250,000 Views 13,000,000 Views
  35. 35. - Seth Godin “If failure is not an option, then neither is success.”
  36. 36. Thank You Any Questions? See what I’m up to @SethAYates

Hinweis der Redaktion

  • So, Why are we primarily focusing on B2B?
  • Well, because B2B Sales are twice that of B2C sales. And this is only looking at E-commerce in the US. The gap is even larger when looking at the bigger landscape.

    https://www.digitalcommerce360.com/product/b2b-ecommerce-market-report/

    https://www.digitalcommerce360.com/article/us-ecommerce-sales/

    So, even though the B2B market is bigger… (next slide)
  • B2C often gets more attention in the marketing world!

    Edwin says “_____”

    But it doesn’t just stop at education and marketing curriculum. Have you ever searched for industry trends, best practices, or just examples of cool things brands are doing? For me, what I find leans HEAVILY towards B2C. Are you seeing the same things?

    https://www.linkedin.com/pulse/why-b2b-bigger-than-b2c-dumbest-marketing-blind-spot-edwin-vlems/

  • Well, I know you are. Because I heard you say it!

    So, we’re focusing on B2B today because most of what we see typically only applies to the B2C world.
  • Now, before I go any further it may be helpful for you to know who I am!
  • So, if we think about cell phones, when a customer buys that brand new iPhone 11 that just came out from the Apple store or their mobile carrier, that’s a Business to Consumer transaction.

    And, when Apple worked with their suppliers to line up all the components that go into making the iPhone, that’s a Business to Business transaction.
  • A really simple way I like to think about it, is that if you can buy it in a store, It’s probably a B2C transaction. Of course there are exceptions, but this seems to be the case most of the time.
  • https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/
  • Instagram
    3rd place most used
    3rd most important platform
    2nd most important when it comes to paid
    surpassed LinkedIn overall (B2B and B2C) in importance
    Engagement
    For the first time in this 11 year study, “how to achieve better engagement” is the top question marketers want answered.
  • So, Why are we primarily focusing on B2B?
  • https://resources.yesler.com/5As-Brief.html

  • So, Why are we primarily focusing on B2B?
  • So we can be better B2B marketers. And create better content that resonates with our customers.

    In order to be better, it can be helpful to see how other b2b marketers use social media.

    This is an agile content execution loop I typically utilize when creating social content. It starts with planning, which informs what you’ll product and publish to your audience. You’ll want to analyze how that content is performing, and adapt it to ensure it performs even better the next time around. And then you start the cycle again.

    So where does looking at how other b2b marketers are using social media fit into this loop? You can “inject” these learnings in the analyze stage.

    By analyzing what others are doing and how they’re using social media, you can determine if you need to make an adaptation to your own approach and content.
  • Okay, I know you’re probably like “come on Seth, we KNOW what emojis are. What kind of marketers do you think we are?” But, I want to show you a few clever ways brands are using emojis on social. And they are B2B brands too!
  • *only 2% of Tweets have a GIF, but tweets with a GIF gained 55% more engagement than Tweets without.

    *Twitter Agency Playbook
  • *only 2% of Tweets have a GIF, but tweets with a GIF gained 55% more engagement than Tweets without.

    *Twitter Agency Playbook
  • 85 percent of Facebook video is watched without sound

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