Who s Here Today? B2B Social Media: Why?
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- Jemima Maxwell
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1 Who s Here Today? Agenda B2B Social Media Going Beyond LinkedIn B2B: Why Use Social Media? Best Practices Facebook LinkedIn Twitter Analytics B2B Social Media: Why? B2B Social Media: Why? B2B Social Media: Why? Your Customer is There No Matter Who They Are 71% of adults use Facebook 52% of online adults use 2 or more social media sites. Pew Research Center Drive Traffic to Your Website Social media is where content is shared. Blog posts, videos, graphs, charts, images B2B companies that blog generate 67% more leads than those that don t. HubSpot Establish Your Company as Experts 94% of B2B buyers conduct online research before purchasing. Acquity Group What do they find other than your website? Lots of expert posts, content and expertise? Or a wasteland?
2 B2B Social Media: How? Warning! Pick One Platform and Make It Work Big Mistake: Thinking You Need to Be On Every Platform and Getting into Major Overwhelm and Frustration What we talk about today may change by the time we leave this room. Remain Nimble! Key: Building Relationships 3 Things That Will Never Change Creating Content that Gets Noticed You Must Always: Have a Clear Strategy Know Your Customer Inside and Out Focus on Growing Your List You Don t Own Your Social Media Platforms or Audience They Can Shut You Down You Have Control with Compelling Headlines with content that delivers. Emotional Words Happy Birthday (not Happy Anniversary) Celebrations! Congratulations! Live Video Big visibility here! Talk about your products all you want. No ding! But...
3 Creating Content that Gets Noticed What to Do What to Do Not everyone likes video. Experiment with different types of content: short form, long form, text, images, links. Find out what YOUR audience likes. 4 Types of Content: Text, Links, Images, Video According to a Socialbakers study video is the most important engagement driver, followed by text updates, links and photos. Post regularly. Recency is an important signal of relevancy. Use Audience Optimization (Facebook) Tool to get you higher engagement from people who already like your page. Of your audience who likes those interests, it s more likely to not just show it to a random sampling of your audience but to those who actually like those things. Repurpose Content... Into different post types (text, image, video) As links from different sites (webpage, Twitter, Pinterest, LinkedIn, etc.) Curate Content Share 3 rd Party Content Guest Blog What to Do Facebook Facebook : Personal vs Business Follow... Your Competitors Industry Influencers Businesses with a Similar Audience Others Who Do Social Media Well And Model Them Follow... Your Customers & Curate Them (Share their Stuff!) Using a Facebook Personal Profile for business is a violation of Facebook s Terms of Service. What you post on your business page will NOT post to your personal page. What you post on your personal page will NOT post to your business page. Profile - Non-commercial use and represent individual people. Pages - Look similar. Have unique tools specifically for businesses, and non-profits.
4 A Facebook Business Page Gives You... Facebook: 4 Things to Never Do Facebook Live Video Analytics Post scheduler Unlimited fans (Personal profiles limited to 5,000 friends) Assign different roles to manage your page Admin Editor Moderator Advertiser Analyst Access to Facebook Advertising 1. Please Comment Please Share etc. Negative keywords Facebook is tracking. 2. An Organic Pitch Anything for sale. Even if it s free. 3. Posting the same link rapidly in succession. 4. Assume that what worked 6 months ago will work today. 1. Tell people ahead of time what you're going to broadcast 2. Have a strong WIFI connection 3. Write a compelling description 4. Say hello to viewers by name & respond to comments/questions mins min.recommended 6. Have a short "re-introduction" to engage latecomers. White board in background with the topic on it. Facebook Live Video LinkedIn Your LinkedIn Profile 1. Practice First! 2. Set "Who Should See This" to Only Me. Your Title It s Not Really Your Title... It s a Benefits Statement Construct your profile like a sales page, NOT a resume. Completing Your Profile Hint: It s NEVER 100% Complete You Don t Have to Fill it in the Way LinkedIn Wants You To Think of Your Profile as a SALES PAGE for You and Your Business. Attention Grabbing Headline An Understanding of Your Client s Pain Benefit Statements Testimonials Calls to Action
5 Your LinkedIn Profile Posting Frequency LinkedIn What s New Optimizing Your Profile Know Your Keywords and Search Terms Key Spots for Keywords: Professional Headline Experience Summary Section Interests ProFinder Service Matches customers with service providers. June 13, Microsoft purchased LinkedIn $26.2 billion Twitter Twitter Best Practices Twitter Best Practices 87% of B2B marketers use Twitter to distribute content Content Marketing Institute B2B marketers who use Twitter generate twice as many leads as those who don t Social Media Today B2B marketers rate Twitter as the second most effective social media platform Content Marketing Institute Be Wise About Who You Follow: Customers, analysts, partners, potential customers, media, industry bloggers. Your top 20 clients. Mention your Customers in Your Tweets Search for key terms: purchasing manager, engineer, manufacturing supervisor, restaurant owner, and follow them. # Use hashtags. Find a hashtag that is popular in your industry. Use it. Track it. Upload your contact list and see who you can connect with.
6 Twitter Best Practices For What Purpose? Vanity Metrics Journalists use and monitor Twitter more than just about anyone. Seeking story ideas, asking questions, Tweeting their articles and building their audiences. Twitter is a great way to make first contact with a journalist. RT their posts Send helpful news tips (not on your business) 1. # of Fans / Friends / Connections / Followers 2. # of Likes / Tweets / Retweets / Comments So What? Start with the End Game in Mind 1. What is my marketing objective? 2. How does my objective lead to increased leads / customers / revenue? 500 more site visitors next week 50 people added to our list this month 12 inquiries ( / phone) on product x this quarter 20% - Make an Ask The Ask Read This Article on our Web Site Download Our Whitepaper and Join Our Mailing List Call or us about our overstock on product X this quarter.
7 Create a Daily Action Plan Track Your Numbers LinkedIn Tracking Example: Make 5 new connections. Share 1 status update. Share 1 status from someone you want to collaborate/partner with or sell to. Post your newsletter. Invest in a social media scheduling system: Hootsuite SocialSpout Facebook: Insights LinkedIn Analytics Twitter Analytics Numbers # of connections # of invitations # of profile views Ranking Endorsements Status Update Views Post Views Relationships / Opportunities Facebook: 4 Key Metrics Questions? 1. # of Fans 2. Fan Reach % of fans who were served up my stuff 3. Post Engagement Of those who saw it, % who engaged with it 4. Negative Feedback RubyMarketingSystems.com Lynn@LynnRuby.com
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