Social Media, Digital, Content Marketing: B2B Office Furniture Dealers

SOCIAL MEDIA, DIGITAL + CONTENT MARKETING 10.24.14

Inspire and transform.








©2014, Hanson Dodge Creative. All rights reserved. HDC / Inspire and transform2

TABLE OF CONTENTS

@SARAHVANELZEN

STATE OF SOCIAL/DIGITAL

CHOOSING YOUR CHANNELS

(FACEBOOK, TWITTER, GOOGLE+, ETC.)

CONTENT MARKETING EXAMPLES

@SARAHVANELZEN

STATE OF SOCIAL/DIGITAL


“The key for B2B organizations is to transform the customer’s online journey into an omni-channel experience that emphasizes digital channels, especially since younger, tech-savvy generations will soon make up the majority of corporate procurement departments.”

Acquity Group’s annual State of B2B Procurement Study


Omni-channel, digital experienceAds Mobile Web Email Data Games Social

Online TV Sites CRM Remarket Analytics Web based Channels

Online radio SMS Apps Distribute Loyalty Social Content

SEM Apps Content Educate Social Branded Relationships

DOOH Coupons Blog Convert Biz objective Educational Reviews

Digital ads Geotargeted Press CRM Location

Social ads Blog

Mobile ads Video

Display ads WOM

Native ads

Affiliate


There is no B2B in social.

It’s P2P.

PEOPLE TO PEOPLE.


Executive social media useReaching the C-suite

~60% of executives use social media one hour or less per week.

LinkedIn is most frequently used, followed by Facebook and Twitter.

90% of executives claim they would use social media more if it were helpful to their business.

Forbes, April 2013


Social media supporting salesPurchase path for products over $1,000

Home/furniture purchases are mostly made in store. Pre-qualification happens online.

54% of people did online research before making a purchase. And of those, 74% visited multiple sites.

The biggest influencer for large purchases is third party reviews.

CHOOSING YOUR CHANNELS


Facebook Produce creative, informative content that will engage a vast audience. A well-integrated experience will tell a story through a mix of visual content (photos and graphics), videos and custom applications.

Google+ Community engagement is not yet robust but the SEO benefits and connections with YouTube and Gmail make this platform a necessity for publishing.

Twitter, Vine Best used for content publishing and customer service. Use Twitter to listen, respond and create community activity. Vine for 6 second video.

Instagram Publish photographic, inspirational imagery.

LinkedIn Manage professional conversations, partnerships, career opportunities and B2B relationships. Participating in groups and frequent activity is recommended.

YouTube Host video content in one consistent, branded destination that allows for publishing, sharing and adds SEO value.

Blogs Produce long form and informative content to create depth in your social/content marketing strategy.

Pinterest Share product, infographic, motivational and inspirational imagery.

So many channels…



Facebook, TwitterCustomer service + timing

These channels are polarizing. Many users come to brand pages for customer service needs. Or incentive-driven content.

37% of people want companies to respond to their comments and feedback, whether positive or negative.

In order to receive the highest engagement, test your timing.


Fast Company


Instagram and PinterestWhat’s all the rage?

Instagram is not only the fastest growing social channel, it is also the most engaging.

Visuals absorb 50x faster than words.

Visuals show your products without telling people about them. This allows viewers to make decisions about your product/brand without feeling pressure from your business.


Google+ and its SEO benefitsLocal listings, that are properly managed, can rank

Content posted on your Google+ page is indexed immediately. Meaning, your Google Plus pages can rank in search.

Links on your Google+ About Us section are followed by search engines and pass on “link juice”

Information on your Google+ business page shows up in Google Maps, Google Places and other Google programs such as the Knowledge Graph

Google Authorship can affect SEO Click-Through-Rates in a positive way and is only available via a Google+ account.


Google+ and its SEO benefitsLocal listings with reviews and G+ links


Google+ and its SEO benefitsGoogle+ Page local listing with photos and reviews


Google+ and its SEO benefitsKnowledge graph


Google+ and its SEO benefitsAuthorship


Social + digitalIs it really worth it?

Only 12% of survey respondents said they want to meet in person with a sales presentation.

71% of buyers will switch suppliers if the overall digital experience is better with a competitor, and 53% will switch suppliers for an easier electronic search process.

For corporate purchases of $5000 or more, 34% said they spent more than three hours researching before making a purchase.

Acquity Group’s annual State of B2B Procurement Study

CONTENT MARKETING


Content marketingWhat is content marketing?

Creating and promoting content that is valuable, unique and engaging.

Visit your website

Share your content with people in their network

Call a representative

Targeting a known audience with the goal that they perform a desired action.


Social Media = Content Marketing?


Successful social marketing programs are impacted by multiple engagement strategies, including mobile marketing, content marketing and commerce experiences.

Sustained engagement with consumers also requires incorporation of emerging technologies into social marketing plans.


SEO Organizes, prioritizes and optimizes content. Helps organic ranking and traffic will naturally generate from new audiences via social media.

Social media Content is key. All forms of content. Understanding, organizing and developing assets requires organizational buy in. The more content we have, the more there is to post. Evergreen content can be repurposed as the audience builds.

Public relations Content marketing strengthens PR strategies and enhances media outreach opportunities.

PPC Content can be used for paid advertising campaign landing pages.

Brand Always meet brand standards to increase influence and authority.

Elements of content marketing


Social marketing gives your customers more power to shape perceptions of your company and enables you to engage them in more meaningful ways.

It also gives you more insight into their thoughts, perceptions and preferences.




Educational, provides facts, tips or details

Principles of Good Content

#1 Informative




Inspirational, joyful, heartwarming


#2 Emotional






Honest and open, easy to understand


#3 Transparent





Designed for a practical purpose, solves problems, productive


#4 Useful



BOXED comes with a small pouch of ash tree seeds so that its new owner can replant and replenish the materials used to make the furniture.



Causes laughter, happiness, enjoyment


#5 Amusing




50% of people talk with friends after watching a video

Source: Google Think



Leads to a business deal, conversion or sale


#6 Transactional





Searchable, targeted, result provides expected outcome


#7 Optimized




Relates to the audience, specific, personal


#8 Relevant




Smart, clever and able to move quickly. Also known as “newsjacking”


#9 Agile





Upholds brand position, values and voice


#10 Brand Driven







©2014, Hanson Dodge Creative. All rights reserved. HDC / Inspire and transform

THANK YOU!

72