Social Media s Role in the B2B Customer Journey. April 28, 2017

Transcription

1 Social Media s Role in the B2B Customer Journey April 28, 2017

2 What We ll Cover ❶ Why social media matters to B2B ❷ Examples ❸ Integration and ROI ❹ Questions

3 Why Social Media Matters to B2B

4 Why Social Media Matters to B2B Almost all potential buyers conduct research (Accenture) Many prefer online to a sales rep (Forrester) Insights from businesses on social media important to B2B buyers (LInkedIn) Word of mouth recommendations influence 9 in 10 B2B buying decisions (Influtive)

5 Customers get information from multiple sources Tweet about IRE EPDM print ad in Roofing Contractor Article about EPDM in Professional Roofing IRE trade show attendance Facebook post linking to article in Professional Roofing EPDM offer banner ad on Professional Roofing website E Newsletter from Buildings magazine announcing product launch of EPDM adhesive 5

6 The Roles of Social Media Builds SEO Sponsored content & advertising 6

7 Examples

8 Firestone Building Products (FSBP) Social Media: Awareness and Customer Service Firestone manufactures commercial roofing systems and related products. Key Audiences: architects, roofing contractors, building owners/facility managers and specifiers.

9 FSBP: Social Media Goals Brand awareness among key audiences Drive leads via customer service posts Tradeshow engagement

10 FSBP: SoMe History Pre NEW!

11 FSBP Twitter: The Trade Show Tool Focus on professional conferences and events Engage people attending the conference with pre during and post show tweets Encourage booth visits and/or post show interaction, which helps secure qualified leads Work with FSBP staff to interact with potential customers

12 FSBP Trade Shows and Social Media Engagement Sales nurturing Lead qualification /generation Pre, during, post show

13 FSBP LinkedIn: The Thought Leader Communicate with business decisionmakers Sharing leadership content that is business related

14 FSBP Facebook: Leads from Customer Service Primarily target the design/build community of architects and contractors Customer service interaction is extremely valuable to company Infographics are popular Intent is to spark discussion Current customers who have questions Potential customers who don t know where to go/can t get through Hello I would like to make a purchase. How do I contact you guys? I couldn't find any s from your website. Content shows that FSBP is an expert partner for customers

15 Community Building Tips from FSBP 24 Hour turnaround Varying times of posts Relevant tagging Relevant following Re posting 80/20 rule Shout outs Asking questions

16 FSBP Integrated Social Media Utilize design elements from digital and print ads Communicate with sales team to determine which products to push each month

17 Firestone Building Products: Takeaways Match your platforms to your audience It takes time but you can grow your audience organically Customer service opportunities can make or break a sale Integrate everything the look, the content with the rest of the marketing campaign

18 ITW BuildClean: Finding the Right Lead Gen Platform BuildClean is part of ITW, one of the largest industrial companies in America. The product helps to remove the majority of dust from indoor construction projects, such as kitchens and bathrooms. We target both the professional (contractor) audience as well as homeowners. 18

19 ITW BuildClean: Social Media Goals Brand Awareness (Consumer and contractor) Build a Community Support Events Drive Leads 19

20 ITW BuildClean Facebook: Two Audiences Consumers Contractors Boosted posts geared toward consumers Tips for safe, livable remodeling Contractor engagement Tagging in posts Sharing relevant content 20

21 ITW BuildClean Pinterest: Consumer Focused Targeting moms Boosted post campaign Limited engagement, good presence Visual representation of product, aspirational pictures 21

22 ITW BuildClean Houzz: Consumers and Contractors THE place to go for home renovation Consumer and contractor audience Built a community with excellent ratings Engaged in conversations, polls Boosts name recognition, 5 star testimonials easy to see, good for SEO 22

23 ITW BuildClean LinkedIn: Paid Campaigns All contractor Organic: Thought leadership Paid: Success with targeted campaigns in NYC, LA, DC Paid campaigns Three profile attributes Engagement, CTR higher than in national campaign Supported local events in each market 23

24 ITW BuildClean Instagram: Where the Contractors Are Saw contractors posting photos of BuildClean Jumped on board and had immediate engagement Contacted influencers Now getting a few qualified leads per week! 24

25 25 Audience Growth and Engagement

26 26 Audience Engagement

27 Direct Messages Leads via DM: 29 and counting! 27

28 ITW BuildClean Takeaways It might take time to find the right audience platform combination Go all in once you do find an ideal platform Pull strategy has its limits; know when to ramp it down Keep your voice consistent across platforms Integrate with overall marketing campaign Event related outreach boosts the event as well as overall engagement 28

29 Whirlpool Corp.: Attracting Influencers on Twitter Goal is to ensure these appliances will be included in newly built and remodeled homes Key B2B audiences are home builders, remodelers, building owners Need to also reach influencers, such as designers With no dedicated B2B social media outlet, need to try new ways to reach audiences 29

30 30 Whirlpool Corp.: KB Tribe Chats

31 Whirlpool Corp.: Twitter Chat Results More than 10 million impressions! Interacted with major trade media outlets Invited and engaged with major customers, including distributors and home builders Chat during PCBC show became #3 trending topic on Twitter! 31

32 Whirlpool Corp. Twitter Chat Takeaways Make sure chat fits your goals for audience and topic Ideal way to unveil new products, messaging Whether sponsor or participant, be a thought leader not an obnoxious self promoter Integrate with a trade show/event Great way to call attention to your social media platforms with engaging content Invite your key audiences/partners 32

33 College Illinois!: Boosted Events Drive Leads Using Facebook to attract people to events Low cost, instant leads Ideal for a pull strategy 33

34 College Illinois!: Boosted Events: How To Set up a couple weeks ahead of event, at least Target geographic area, demographic details Make sure Facebook event description is detailed 34

35 Firestone Industrial Products (FSIP): Social Media Contest Firestone Industrial Products makes equipment for commercial truck and trailer, buses, autos, rail, agriculture and construction and mining. Known as the manufacturer of the World s No. 1 Air Spring For the Ride Rite product, we conducted some B2C outreach, especially on social media. In this Facebook contest, the goal was to reach consumer end users who would buy a Ride Ride air helper springs product

36 FSIP Contest: Purpose and Objectives Purpose Objectives Accelerate engagement and Likes among targeted prospects and customers Double the number of Likes Promote newest Ride Rite product: Air Command Kit for Android Partner and co promote with other companies that have active Facebook pages and corresponding followers who represent target audience

37 FSIP Contest: Results 1,000+ entries 30% Increase in Page Likes 20% completion rate on the contest app Click through rates five times the industry average High organic referral rate No contest drop off Dollar value equivalent for new Likes = $188,000+ Cost Per Lead = $5 37

38 The Importance of Integration: Examples Tie to events, product launches Use integrated content Chats on quarterly focus areas Part of lead gen process Build community 38

39 The Importance of Integration: ROI Customer service leads, building community Several leads each week Opens doors with designers More attendees = more leads Building loyalty in a competitive market 39

40 40 Showing ROI in the Sales Funnel

41 Questions?

42 Thank You!