Social Media for B2B Companies… Good Idea or Waste Of Time

Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416

About Today…

•  Download this presentation on SlideShare

•  Here to help… –  After the session –  Free Internet Marketing Program Audit –  Consultations at your convenience

What We Will Cover

•  Social Media and the C-Level •  How Google's amplified focus on quality original content

and social media work together to create an incredible opportunity

•  How B2B companies can use social media to deliver powerful cost effective results

•  Getting started - planning an integrated Internet marketing program

Social Media Objections

Social Media Objections

•  Social Media is a security risk –  Somewhat agree

–  Loss of information –  Loss of control

–  Rogue employees

•  Social Media is time consuming –  Agree

–  Need a strategy –  Repurpose content

Social Media Objections

•  Social Media is frivolous. –  Disagree

–  But a lot of the content is junk

Social Media Objections

•  My Customers don’t use social media –  Strongly disagree –  Twitter: 500M active users –  Facebook: 955M active users –  LinkedIn: 175M registered users –  Google+: 400M registered users,

100M active

Social Media Objections

Word Of Mouth Marketing

Word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation…

Maximize Value

Site-Seeker, Inc. © 2011

You

r We

bsit

e

Social Media

Vertical Websites

Internet Marketing Is A System

Search Traffic Is Steady

Twitter Traffic - Influenced by: •  Quality of content •  Number of followers •  Tweet volume

Social Traffic Is Event Driven

LinkedIn Traffic - Influenced by: •  Number of connections •  Profile updates •  Discussions created •  Popularity of discussions (comments)

Go Where The People Are

Go Where The People Are

Go Where The People Are

Go Where The People Are

What’s In It For My Company?

• Relationship Development

• Expand Network

• Communication

• Branding

• SEO

• Lead Generation

Repurpose Content: Think Once, Distribute Multiple Times

Know What Visitors Want

•  When visitors stick o  Spend 3 to 5

minutes on your site

o  View 4 to 5 pages

•  Data from 22 B2B companies and 50,000 visits

Conversion and Last Click Attribution

Old rule of thumb: It takes seven touches to close a deal Interpretation: People don’t buy/contact of the first visit

Latent conversion causes bad decisions

Multi-Channel Funnels

Our experience….

align content with the needs of your audience

Joe Engineer •  Technical POC •  Technical Library •  Test results

Jackie Buyer •  Pricing •  Warranty •  Sales POC

Fish Up Stream

ID Need

Evaluate

Post Buy Eval

Purchase

Search

Generate Lead

Propose

Win

Negotiate

Engage

Upsell/Resell

•  Educate prospects •  Repurpose & distribute content

•  Position content search engines and social media

•  Strengthen brand awareness - create buzz

•  Engage prospects through social media and website

•  Eliminate risk, demonstrate value, simplify the buying decision

•  Customers promote your brand •  Generate referrals

Buying Process

Selling Process

Supporting Internet Marketing Strategy

Social & Search Marketing Fills The Gaps

Questions""Free Internet Marketing Program Audit For Interested Attendees

Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 m: 315.525.5416

Conversion Rates Should Be Understood

How many contact us page visitors advanced in the sales process? •  Click to get (29%)

o  73 phone number o  51 address

•  40 Sent an email (9.25%) o  Is this good? o  What is your conversion

rate? Two questions •  When bidding what are your

chances of closing the deal? •  What are the chances a visitors

they will become a lead?

GOL: Keep visitors on your site, reading content and viewing pages

Create

Share

Get Found

Engage

Measure Test

Adjust

Conclusion: Ideal Internet Marketing Program

ID Need

Evaluate

Post Buy Eval

Purchase

Search

Generate Lead

Propose

Win

Negotiate

Engage

Upsell/Resell

•  Educate prospects, repurpose content, distribute content through social media

•  Position content in the path of prospects via search engines and social media

•  Strengthen brand awareness - create buzz

•  Engage prospects through social media and website

•  Eliminate risk, demonstrate value, simplify the buying decision

•  Customers promote your brand •  Generate referrals

Buying Process

Selling Process

Supporting Internet Marketing Strategy

Social & Search Marketing Fills The Gaps

Plan For Success

•  Vision:  What  does  it  look  like  when  we  are  successful?  

•  Key  Metrics:  What  can  we  measure  to  tell  us  we  are  successful?  

•  Strategies:  How  will  we  achieve  these  metrics?  

•  Ac?ons:  Who  will  do  what  when?  

This is your marketing staff ""…but today needs these skills… """ Hire not "

Building Your Team

Conclusion

Social + Search = Growth

Listen, Share and Provide Value

10% Push 90% Pull

B2B Mobile Visits on the Increase

•  19 B2B Website •  Mostly manufacturers and

distributors •  Date:

•  1/20/12 – 2/19/12 •  1/20/11 – 2/19/11

•  Visits o  2012: 42,594 o  2011: 42,913

138% increase in mobile traffic from 2011 to 2012 across all sites •  8% higher bounce •  0.85 less pages •  29 second less time