Posts Tagged ‘b2b marketing’

Does Social Media Marketing Work for B2B? – Seattle Business Tips

Social media is a powerful marketing tool that most of us are familiar with for marketing to customers, especially in fashion niches, but does it work for B2B companies? Marketing to other businesses can be tough, especially with the dropping success rates of banner and text ads. Social media can be a great, and affordable way to reach other businesses, but only if you use it correctly. These tips from the experts local Seattle social media company Rory Martin will help get you started.

finger-1002577_960_720

Use the Right Platforms

Every user demographic has their own platforms, and some platforms have more demographics than others. If you’re a B2B company, you have to choose your social media platforms carefully. For example, any business on Snapchat is marketing to customers, and they don’t really want to be marketed to. On the other hand, LinkedIn, Facebook, and Google Pages are all great for marketing to other businesses, because not only do people look for business services there, they can see reviews, go through customer opinions, and see your location and business niche very easily.

Drive Opt Ins

Social media platforms can be extremely valuable, but an opt in list that gets business owners to sign up for your newsletter or a free course is even more valuable. Make sure you understand your target demographic, and then use Facebook’s Call to Action Button to create a signup, and add one on your website as well. This can create a valuable list of people who are actually interested in your content.

Market on Your Social Media

If you’re just sharing funny photos and helpful posts, you’ll probably build up followers. This is great, and it’s a great tactic to keep up. But you also want about 1 in 5 or 1 in 10 of your posts to be promotional. This means telling consumers directly about your content, featuring your existing customers, or otherwise highlighting your services. Offering coupons and sales is also great, but don’t do this too often, or users won’t be tempted to buy, because they know there’s another sale right around the corner.

Reach Local Businesses with B2B Events

Facebook events are a great way to get local Seattle businesses involved, because you can create an event, invite your existing customers, and then have them help you spread the word. What should your event be about? It does depend on your exact B2B niche, but education, product demonstrations, a networking party, or even an online webcast (so long as it’s valuable to your potential clients) can net a great response. Just make sure you put some marketing effort into it, and contact local neighborhood magazines to make sure that people show up.

Share Business Culture

Small to medium businesses are run by people, and like regular shoppers, they want to identify with the businesses they work with. Sharing your business culture, showing your ideals, and even photos of your office and products is a great way to boost trust in your business right on social media.

Want more help with your social media marketing? Whether you’re B2B, B2C, or even C2C, Rory Martin, a local Seattle social media company is here to help. Contact us for more information, or a quote. It’s on us.

Share/Bookmark

A Look at the Current State of B2B Social Media Marketing

Original article

B2B marketers are increasingly using social media to connect with their customers, but oftentimes they are not using those tools effectively. One report found that only 32% of B2B companies engage with their customers on a daily basis via social media. Another discovered that 46% of B2B marketers thought social media was irrelevant. And another found that 60% of B2B firms have no staff dedicated to social media and just 10% of B2B firms use outside agencies or consultants. While the vast majority (86%) of B2B companies use social media for marketing, it’s clear there’s considerable room for improvement.

Increased online investment is one sign of change. Forrester Research is betting that interactive spending will double from 2009 to 2014 to total $54 million. While it’s not clear how much of that money will go into social media, the report was bullish on the new tools provided they’re used correctly. “Social marketing is great for building more intimate relationships with your clients and prospects,” wrote Forrester’s Michael Greene. “But many marketers are diving into social marketing without a coherent social marketing strategy.”

social media marketing

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, RoryMartin.com can help you build a Social Media Strategy that reflects your unique brand and meets your business goals.

B2B Social Media Marketing – Proven Strategies

Original article featured on Mashable.

Digital marketing is gaining traction in a number of industries, and business-to-business (B2B) marketers are in on that trend, too. Increased spending on online marketing is driving companies to try new and innovative means of getting the word out about their products and services — one area that’s getting a lot of buzz with B2B marketers is social media.

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, we wanted to share some of the following case studies which lend insight into how B2B marketers can use social media to generate leads, improve SEO, become knowledge sources, and strengthen marketing campaigns.

Generate Leads

 

 

There are two types of marketing departments — those that are cost centers and those that bring in leads and sales. Generally, the better positioned marketing department is the one that can prove it’s bringing in money, not spending it without results. When adding social media into the mix, marketing departments must be able to prove success, and oftentimes lead generation and ROI are two measurements that upper management wants to see.

Regus, a global provider of workplace solutions, recently experimented with using social media for lead generation. While the  brand has a strong presence throughout the world, there was a lack of awareness in the NYC area about the convenient services and business solutions that the company has to offer.

They  integrated campaign that combined social media, online video, an online sweepstakes and in-person events. The team focused on creating communities for NYC professionals, which resulted in a @RegusNYC Twitter feed and a Facebook Page. Along with these social accounts, the “Win an Office” sweepstakes was a great source of leads, as well. Lastly, the team put together New York-specific commercials, which were uploaded to YouTube. The one embedded above, for example, currently has more than 33,000 views.

Overall, this highly integrated campaign was a success unlike any other Regus had seen. The campaign increased leads to Regus’ Manhattan locations by 30%, directly resulting in a 114% increase in revenue compared to the same time period in the previous year. Furthermore, there was a 33% percent conversion rate on leads generated through the New York landing page, compared to a 12% conversion rate on 2008. The success of the campaign also prompted Regus to have Affect implement similar campaigns in five additional markets in Q1 of 2010.

Improve SEO


emailchatrDuring the past year, Delivra, an e-mail marketing service provider, has invested in B2B social media marketing, including presences on Twitter, Facebook, LinkedIn and a corporate blog, dubbed eMailChatr. Since implementing and maintaining these properties, the company has seen a 70% increase in inbound leads, as compared to the prior year, and its SEO rankings for major keywords have jumped over 20 pages in one year.

In this case, a blog full of useful and targeted content, enhanced by syndication across various social sites and subsequent interactions with its community, led to Delivra increasing SEO and growing a reputation for trusted e-mail marketing advice.

Carissa Newton, Delivra’s director of marketing, recommends that B2B marketers “Be realistic about your goals with social media and blogging — while these outlets can and will drive leads, there are other intangible benefits as well, like the SEO and brand awareness that make a tremendous difference.” She also stresses, “Make sure that whatever you do, it is not with the sole intention to push information out … [T]ake the time to respond and have meaningful conversations. That will increase your following tenfold. It’s just like e-mail marketing: Don’t be a blaster. Be a resource.”

Be a Knowledge Source


cmb-blogA  global, mid-size market research and consulting firm, uses social media to increase its reach within the market research community, demonstrate thought leadership, and increase the likelihood of being found via the Internet .

“In the past nine months alone we have seen huge successes through the combination of blogging, Twitter, Facebook, online press releases, downloadable reports/case studies and Linkedin,” he explained. “The efforts have resulted in huge increases to traffic on our website (142%) and blog (308%) resulting in over 1,400 leads coming in to our sales team.”

Consistency in providing a source of useful resources has been key for the company. “Consistently creating relevant content to your blog, Twitter followers, [and] Facebook fans will help to grow your following,” he says, “but this takes time and commitment. Don’t go it alone. Build a team of regular contributors to contribute on a consistent basis.”

RoryMartin.com helps clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.

© Copyright © 2012 Rory Martin Inc.