Social Media Marketing 101. A Guide for B2B Business.

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<p>Slide 1</p> <p>Social Media Management is how your company handles social media and it has the potential to bring exposure, interest, leads and sales to your business. Managing the different elements of social determine success.</p> <p>Design made in canva.com</p> <p>1</p> <p>Digital marketing can be defined as the marketing technique which uses the digital channels, platforms and devices regardless of whether they are online or not.</p> <p>Online Marketing: The all-inclusive activity that happens on the Internet with the intent of bringing visibility to a website and making a connection with the searcher and product/s or service. The goal can be sales, visibility, branding, or maybe just buzz. Sometimes called Internet Marketing.</p> <p>Inbound Marketing: The science of pull versus push marketing. The intent of inbound marketing is to attract readers or buyers to a target site by hook or by crook but indeed preferably by legitimate hook. Inbound marketing happens within the sphere of online marketing.</p> <p>Inbound marketing is a broad, high level, descriptive term for marketing tactics that, instead of pushing interruptive messages OUT to clients, engage prospects and pull them IN to your business. The goal of this approach is to help prospects get to know, like and trust your companybuilding comfort until the moment they're ready to hire you.</p> <p>Content marketingis a part (an important part) of inbound marketing the same way your website, email marketing, lead nurturing, video marketing, search engine optimization and other tactics are part of an integratedMarketing Machine.</p> <p>Content marketing is creating original content or sharing existing content that will benefit your audience, developing an appealing hub for your content, and then using smart marketing strategies to get your audience to engage with your content and take specific action.</p> <p>With content marketing, the focus is primarily on developing a strong story and compelling content that appeal to the target audience at all phases of the buying cycle. </p> <p>With inbound marketing, the focus is less on the content and more on specific tactics for attracting that audience to the contentalthough content still plays an important role.</p> <p>2</p> <p>Relationship Between Social Media &amp; Inbound MarketingThe purpose of inbound marketing is to create great content and promote it through various channels. Social media is one of those channels, but it also plays a secondary role: it amplifies the impact and reach of content thats published in other places. A common example of this would be promoting a recent blog post via social media channels in order to raise awareness of the blog post.So, when we talk about the relationship between social media and inbound marketing campaigns in the B2B context, we need to be clear that its both a primary channel and a secondary tool. </p> <p></p> <p></p> <p>3</p> <p>Inbound marketingis promoting a company through blogs, podcasts, video,eBooks,newsletters,whitepapers,SEO,social media marketingForms ofcontent marketingwhich serve to bring customers in closer to the brand, where they want to be.Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects attention. Inbound marketing earns the attention of customers,makes the company easy to be found and draws customers to the websiteby producing interesting content.</p> <p>Outbound marketing is buying attention, cold-calling,direct paper mail,radio, TV advertisements,sales, flyers, spam, telemarketing and traditionaladvertising</p> <p>4</p> <p>Social media is a great way to drive repeat business and to attract new customers.</p> <p>Social mediais the technology that connects peoplewhether its to share content or just to chat.Social networks, like Facebook, Twitter, LinkedIn, and Pinterest are the places where social interactions happen (discovering &amp; sharing).Social media marketingis the way to use that technology to build relationships, drive repeat business. and attract new customers through friends sharing with friends.Sound familiar? Thats because social media marketing is really justword-of-mouthpoweredby technology.</p> <p></p> <p>5</p> <p>Which Social network?</p> <p>Whoshould be on social media? What about starting small, with just a presence on one social media platform? It could be that Twitter is something that you feel you could take the time to understand and manage. So start there. Starting small with being in one place and doing it well, is much better than trying to be everywhere but really no where.</p> <p>Whatwill I use social media for? Social Media is about engagement. People who follow you, no matter what platform, are looking to engage with the person, company or product. You must be able to commit to that. But remember this rule of thumb: the 80/20 rule. Eighty percent of posts are geared to your audience and 20 percent are to promote your company.</p> <p>_______________________</p> <p>B2B - Business audiences increasingly want to have the same kinds of conversations with suppliers online as they do in their lives as consumers and they hold those conversations on many of the same social media channels.</p> <p>Three pieces of advice for B2B marketers wanting to get the most from their investments in social media marketing. First, they need to engage: "By being active on social media not just by distributing helpful content, but also by engaging with followers B2B organisations can strengthen their brand and solidify their position as a thought leader," </p> <p>Second, they need to monitor social media engagements with customers and potential buyers: "Social media is an important outlet for your buyers, one they commonly turn to when looking for opinion, helpful resources and advice. Be the first to jump into these conversations by monitoring mentions of your brand," </p> <p>Third, they should consider advertising. "If you have the budget, use social advertising to reach your audience on the channels you know they use, then see how your lead generation numbers are affected," </p> <p>6</p> <p>Spread the Word.Show customers and prospects who you are and what you can do for them. Its great for brand awareness!</p> <p>Drive Sales. Give customers offers that are so good theyll share them with their friends. Your promotions can go viral!</p> <p>Provide Great Customer Service.Listen and respond to what your customers are sayingaboutyou andtoyou. Its a wonderful feedback loop!</p> <p>Keep Your Customers Coming Back. Build deeper relationships so customers will get to know, like, and trust you more.</p> <p>Building brand awarenessSocial media is ideally suited for impression-based strategies.When potential clients see your brand pop up on social media, even in passing, it will psychologically prepare them for the moment when you actually reach out to them.</p> <p>Showcasing your expertise People turn to sites like LinkedIn, Twitter, and Facebook not just to interact with others, but also to read the news, track the markets, and keep up with the latest developments in their fields of expertise in short, they turn to social media tolearnfrom other users.</p> <p>Making contact for sales </p> <p>7</p> <p>Set goals for your SMM:Traffic to website?Engagement and growing community?New customers/clients/interns?Brand awareness/identity?Short term vs. Long term goal!</p> <p>8</p> <p>WHO? First, analyze your customer. Write down a complete profile for your customer. The profile should be for a single person. You may have multiple customers, but you should only have one ideal customer.</p> <p>Age is a big factor with online marketing. There are always exceptions to the rule, but in general age gaps exist throughout social media.</p> <p>Step 1: Understand Your Audience</p> <p>The foundational concept for any inbound marketing campaign is to know your audience. The deeper and more compelling your customer profile, the more successful you will be in terms of reaching them.</p> <p>In the B2B space, there are two potential audiences that you need to understand. The first is at the organizational level: whats the most pressing problem that the company is facing and how does your product or service solve that? The second is at the buyer level: what is going to make the decision maker(s) behind the purchase choose your solution over others on the market?</p> <p>Step 2: Define Your Goals Micro &amp; Macro</p> <p>Step 3: Define Your Metrics By Value &amp; Volume</p> <p>Step 4: Drive Your Tactical Choices Accordingly</p> <p>Who is your target audience? Where would your target audience hang out and how would they use social media? OR Which SM you prefer to use you are most familiar with and you will be consistent in using? What message do you want to send to your audience with social media marketing?</p> <p>9</p> <p>Facebook Who's on it?One billion people! And most likely many of your customers and prospects. Facebooks user profile cuts across ages, races, and locations making it the best known and most used social network in the world.Why you should NOT be on Facebook?Facebook is pushing you to advertise. To promote your post is now just a couple of clicks. Easy but it costs. One of the motivators to use Facebook as a page is now almost zero.Is there any point to chasing likes except for social proof. Someresearch is showing that only 4%or less of people are seeing your page updates in their newsfeeds when you post on Facebook. </p> <p>Twitter Why you should care:Twitter gives your organization a voice and is another fast and easy way to share messages and get feedback from your customers, members, and prospects in real time. And because it is so easy for messages to spread quickly, Twitter can bring you to new audiences that you might not be able to find through traditional marketing like TV, newspapers, and radio.</p> <p>LinkedIn Who's on it?LinkedIn is the most widely used social network for connecting people professionally (e.g., based on their business profile, not their personal life) and is a social media home base for lots of B2B organizations. LinkedIn, professional social network, trails behind despite figures suggesting that it is almost300% more effective than Facebook and Twitter for lead generation. </p> <p>Google + Plus profiles will rank in google searchLinks from Plus will pass page rankestablishing authority higher rank in searchupdate your profile 2-3 times per day! And posting on weekends brings you competitive advantageshare at least 2 Plus posts per weekcommunicate with at least 3 major influencers</p> <p></p> <p>10</p> <p>Total number of monthly active Facebook users1,310,000,000 (1.1.2014) more than 1 billionTotal number of active registered Twitter users645,750,000 (1.1.2014)Total number of LinkedIn users300 000 000 (5.1.2014)</p> <p></p> <p>Start only with Twitter and LinkedIn as soon as you manage this two and you gain nice audience/create community you can take next step to Facebook and Google+</p> <p>Google Maps/Places</p> <p>11</p> <p>Content </p> <p>Due to the unpredictable nature of social networks its best to focus on your own website and blog as the focal point of a good social strategy.Make website content your number one social media strategy.</p> <p>Of course, these aresocialmedia platforms, so marketing on them requires a certain finesse and premeditation. At the same time, many B2B companies have found out the hard way that simply being present on social media isnt enough. If you want to raise awareness and increase impressions for your brand on social media, its absolutely crucial that you plan out acontent strategyin advance.</p> <p></p> <p>12</p> <p>Trust is the New Black</p> <p>Whether it is on Twitter, Facebook or your blog the initial short content should create initial trust that leads to longer format content. As Arianna said Trust is the most important thing we can do in everything we want to sell or offer</p> <p></p> <p>13</p> <p>Listen and Respond </p> <p>Tobe a good conversationalist, you need to be a great listener.Social media marketing is more about listening and responding than it is about broadcasting a message.It'scritical that you monitor what people are sayingtoyou andaboutyou, your industry, your areas of expertise and your competitors. You've also got to be responsivewhether it's torespond directly to a customers question or suggestion or join a discussion where you can share your knowledge.</p> <p>Remember:To build relationships you dont need to speak social media, you just need to be yourself.Talk on social mediathe same way you do in real life.</p> <p></p> <p>14</p> <p>Write posts regularly at least once a week (more if you can.. 2-3 is better.. 1 a day is best)Use bullet points to make it easy for readers to scan your blog posts to obtain the important points </p> <p>Twitter 14 times per day, from midnight to 10:00 p.m. Central Time, never more than once per hour; seven times per day on weekends, from 3:00 a.m. to 9:00 p.m., roughly every three hoursFacebook 2 times per day, seven days a week, 10:08 a.m. and 3:04 p.m.LinkedIn 1 time per day, 8:14 a.m., no weekendsGoogle+ 2 times per day, 9:03 a.m. and 7:04 p.m., no weekendsIt takes 18 minutes for a tweet to be over the hill.Facebook posts reach their half-life at the 90-minute mark, nearly four times longer than Twitter. </p> <p></p> <p>15</p> <p></p> <p>16</p> <p>TWITTER Twitter strategyEngage with i...</p>


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