NEW DIGITAL EXPECTATIONS: LEVERAGING B2B SOCIAL MEDIA STRATEGY
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1 NEW DIGITAL EXPECTATIONS: LEVERAGING B2B SOCIAL MEDIA STRATEGY AMANDA EMERY Associate Director, Online & Broker/Employer Marke9ng Trustmark Voluntary Benefit Solu:ons
2 AGENDA WHY SOCIAL? BUILDING YOUR BRAND VOICE NEW CONSUMER EXPECTATIONS SOCIAL STRATEGY TIPS BEST PRACTICES
3 1 WHY SOCIAL? What can social do for you? Professionals 1. Lead nurturing are migra:ng (marathon to social not a because: sprint double your lead to close ra:o*) More 2. Obtaining bang for personal your buck rela:onships Brand higher awareness reach and brand loyalty* Increase 3. Breaking inbound through traffic the noise with with already valuable, relevant content show engaged followers your exper:se BE DIFFERENT Increase SEO and your site s legi:macy/ 4. One more tac:c to add to your credibility sales toolbox *Forbes.com. The top 10 benefits of social media marke9ng. Aug. 11, 2014
4 1 WHY SOCIAL? How Do We Compete? The Power of Social 6.6+ million views 259,000+ shares 2,100+ comments 1 million engaged Cost us less than $100
5 #reallife #trustmark Our game plan Started strategy in 2013 Avg. 195% growth in 9 mo. FB/T Won PR Daily s Social Media award for our brand awareness strategy in 2015 (for 2014) Traffic generated from social has been a huge advantage for us (aside from organic search) Example of reach in 2 weeks on FB ü 580,000 reach, 29,000 engagement Channels ü Facebook, Twiher, LinkedIn (engagement 0.05%), Pinterest, blog
6 2 BUILDING YOUR BRAND VOICE Social is not Social is The instant sale for B2B. Get that out of your head! 1. A way to establish your brand voice 2. Lead nurturing (marathon not a sprint double your lead to close ra:o*) 3. Obtaining personal rela:onships higher reach 4. Establishing your company as experts/thought leaders (i.e. breaking through the noise with valuable, relevant content) 5. One more tac:c to add to your sales toolbox *Forbes.com. The top 10 benefits of social media marke:ng. Aug. 11, 2014
7 2 BUILDING YOUR BRAND VOICE Build into your en:re strategy your toolbox Content MarkeZng Social Media Website Content Search Engine OpZmizaZon (SEO) Lead GeneraZon Online AdverZsing
8 3 NEW CONSUMER EXPECTATIONS Consumers judge everything What does your digital landscape say about you? B2B customers are 57% through their selec:on process before they contact you* *5 Ways to make a killer first impression on social media. Louis Foong.
9 3 NEW CONSUMER EXPECTATIONS Social & Human Connec:on Take the Wheel Or Someone Else Will People subs:tute actual interac:on for social interac:on every day. It has become more about explora:on online than personal experiences.
10 3 NEW CONSUMER EXPECTATIONS Social & Human Connec:on Take the Wheel Or Someone Else Will People subs:tute actual interac:on for social interac:on every day. It has become more about explora:on online than personal experiences.
11 4 SOCIAL NIKE approves this message * STRATEGY TIPS Before You Build Your Strategy *Ok they don t, but it s a good message. Jan. 26, 2016 Social is not the same for everyone IT S AN INVESTMENT: Strategies can run from $0 to hundreds of thousands so do it right, use a social media company, if needed Put some oomf behind it or don t do it, and be commihed to keep it going Remember, your compe::on is already there, know your plan
12 4 SOCIAL STRATEGY TIPS 1) GOALS/KPIs Determine your goals and key performance indicators (KPIs). 2) PLATFORMS Determine the right plaqorms and who will be in charge of each. 3) CONTENT Determine your content strategy what do you want to convey/share? 4) TRACKING Track and report on your KPIs to see how you re doing.
13 4 GOALS/KPIs SOCIAL STRATEGY TIPS Establishing Your Strategy Determine your goals (reach, traffic, awareness, leads) Determine your KPIs Make sure it :es into your current marke:ng efforts ( , PR, etc.) Don t put it in a silo. Example Goal: To increase traffic to website by 10% in six months. KPI: Google Analy:cs show an increase in traffic from social sites
14 4 SOCIAL STRATEGY TIPS PLATFORMS Using Your Plaqorms Effec:vely Don t post the same thing, in the same way, to every plaqorm Don t be on every channel Solid plaqorms to use for B2B: Twiher just surpassed LinkedIn as the most ac:vely used plaqorm for sales* Blog, and put it on your website Forbes.com. TwiOer overtakes LinkedIn. May 16, 2015.
15 4 SOCIAL STRATEGY TIPS Build a Story. Be Engaging. PR CONTENT When and what to post per channel Visual content trumps on social: Infographics Video Images And don t forget: Original, valuable content Co- authored content SHARABLE VIDEOS/IMAGES INFOGRAPHICS
16 4 CONTENT Content Campaign Examples SOCIAL STRATEGY TIPS
17 4 CONTENT Content Campaign Examples SOCIAL STRATEGY TIPS No inclusion.
18 4 SOCIAL STRATEGY TIPS TRACKING Track & Report Wait, what? Make sure you understand your reporting. Use analy:cs (including web traffic for the full picture) at least monthly Use tools or just pull straight from social to create analy:c reports for breakdown/review Cross- reference with goals (tweak or stay the course)
19 5 BEST PRACTICES Pos:ng & Content Strategy Post 1. Lead on nurturing point with (marathon brand/values not but a be entertaining sprint double your lead to close ra:o*) Use 2. Obtaining your own personal employee rela:onships networks as a higher push reach 3. Breaking through the noise with Leverage valuable, partner relevant content show rela:onships your exper:se for larger BE DIFFERENT reach 4. One more tac:c to add to your sales toolbox Don t forget you can establish YOURSELF as expert too, not just your company US! J Skip selling, get brand advocates!
20 5 BEST PRACTICES Pos:ng & Content Strategy 1. Lead nurturing (marathon not a No sprint double jargon your lead to close ra:o*) 2. Be Obtaining authen:c personal rela:onships higher reach 3. Be Breaking a PERSON through not a robot, the noise par:cipate with valuable, relevant content show Write your as exper:se simple as BE possible, DIFFERENT quick reads 4. One more tac:c to add to your sales toolbox
21 Q & A What s on your mind? Ask queszons or be forced to hear me ramble more your choice. And you thought professionals weren t on Pinterest
22 CONNECT WITH ME AMANDA EMERY Associate Director, Online & Broker/Employer Marke9ng Trustmark Voluntary Benefit
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