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Social Media B2B Marketing
B2B Demand Generation via Social Media Marketing
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B2B Social Media Marketing and Images Help Tell Great Stories

B2B Social Media Marketing and Images Help Tell Great Stories | Social Media B2B Marketing | Scoop.it

Images are part of why B2B social media marketing is creating more awareness for products and services. Which leads to more demand generation.

Ask yourself this question, why did you stop to read this post?


Now look around this post and which ones grab your eye. Go to other social sites and see what stops you 1st, the "lead" to the story, or the image.


My guess, the images will stop you first, not the "lead".


It has to do with how we are wired. While on social media sites, whether B2B or B2C, we tend to be using our emotions more than linear thinking. Some will say this is because we are "in" the right side of our brain at the time.


Yet the facts are not as important as "self-validation". If you are still reading, odds are something has stuck with you.


If you are in a B2B marketing role, the next time you finish an article, figure out what images need to be added to help tell your story visually.

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Social Media B2B Marketing: Case Study on DocuSign using LinkedIn InMail

Social Media B2B Marketing: Case Study on DocuSign using LinkedIn InMail | Social Media B2B Marketing | Scoop.it

"Meagan Eisenberg, Vice President of Demand Generation, DocuSign, an e-signature transaction management company, faced a very typical marketing issue — bringing new leads into the top of the funnel, and then once those leads are generated, building a pipeline through to that final conversion."

She said, "I think it is better if you’re able to build a relationship, and build a community of people coming to you for content."

Eisenberg added, "The goal of this particular project was to build out a sales guru community of people engaging and talking about the pain that they were feeling, and working with others to deliver solutions to those pains."

"A very typical marketing problem is generating leads and then creating a Marketing/Sales pipeline, and a common goal is looking to build a community to draw new leads in and keep them engaged through the pipeline."

"If you think this is going to be a typical lead generation case study, think again, because Eisenberg and her team uncovered a very novel channel to execute this campaign."

by David Kirkpatrick, Senior Reporter, marketingsherpa

Read more: http://www.marketingsherpa.com/article/case-study/b2b-linkedin-webinar-strategy

Ken Jondahl's insight:

It is refreshing to find a case study focused on a B2B company who used the resources of a social site to help fill the top of the funnel.

The tactics and strategies used are applicable to almost any B2B business. Providing you can find potential propsects based on title, geography, and company within LinkedIn.

What I like the most is LInkedIn's "60 day lock on InMail usage by email". This prevents abuse of this unique capability providing they don't change their mind to increase revenue in the future.

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Social Media B2B Marketing | 3 Success Stories

Social Media B2B Marketing | 3 Success Stories | Social Media B2B Marketing | Scoop.it

"Social media is often undervalued in the world of business to business marketing. Learn how three companies bucked this trend and reaped the rewards – and why you should be doing the same"

 

"Let’s take a look at three different B2B organizations which have made successful use of social media." by Julie Barsamian

 

Read more: http://www.bluefountainmedia.com/blog/3-ways-social-media-empowers-b2b-marketing/

Ken Jondahl's insight:

The 3 companies discussed in the article are:

 

UPS - On Facebook and Twitter

Maersk Line - Facebook

SAP - Facebook, Twitter, YouTube and LinkedIn

 

Both UPS and SAP integrated social media with their traditional marketing activies providing a common look and feel across all platforms. In addition, utilizing all of the media created many times over.

 

One example is the TV ads were converted to video's and posted appropriately on various sites. Allowing them to capture more exposure and greatly extend the life of each piece created.

 

The other thing both companies did was to use "verbs", not "nouns" to discuss their offerings in a story format. The content created was not "about it", it was "about what can be accomplished". The use of a story format around business needs resonates much more with prospects and customers.

 

Not every company can spend the type of money used on either of the above campaigns. Learn from and utilize those pieces of the programs which make sense in your own social media B2B marketing.

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Social Media Marketing on Facebook: 3 B2C Case Studies

Social Media Marketing on Facebook: 3 B2C Case Studies | Social Media B2B Marketing | Scoop.it

"If you’ve been in Social Media for the last three to four years, you’re well acquainted with the controversy and skepticism surrounding Social Media ROI: lots of debate about what it is, does it exist, etc."

 

"Skeptical business owners say things like, “It’s fine for Dell or Ford to make money from Social Media, but what about my small or medium sized business? Who has succeeded besides Fortune 1000 companies?” And though we’ve seen Twitter ROI case studies, there hasn’t been much reported from the Facebook realm."

 

"Here are three examples of positive ROI from Facebook marketing that I presented for the first time a couple of weeks ago in Boston. What I like about them is that they’re all small businesses." by Brian Carter

 

Read how they did it: http://www.searchenginejournal.com/facebook-marketing-roi-3-case-studies/28254/

Ken Jondahl's insight:

I scooped this article as the first one in a string of articles trying to dig into whether businesses are really making any money or is it all hype?

 

There are tons of articles around "what and why" to market via social media and lots of articles around "how". As one dwells down into the "when and where", things get messy and the details are scant.

 

Brian has found 3 B2C examples where Facebook advertising has generated positive cash flow. Notice all 3 examples are easily depicted in a single photo and the buyers know what they are looking at in the images. Keep this in mind if you are selling high touch, high value products where the customer may not understand what you are offering in a single image.

 

The next few examples will be on B2B success stories as companies continue to align their traditional demand generation activities with social media marketing.

 

 

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What Not to Do in Social B2B Marketing

What Not to Do in Social B2B Marketing | Social Media B2B Marketing | Scoop.it

"Not every company in the industrial sector should be involved in B2B social media marketing."

 

"Here are some of the biggest reasons a company should by-pass this marketing channel:"

 

No Budget

No Dedicated Person

No Sizeable Market

No Way to Access Decision Makers

No Time for Long Term Business Development

No Strategy or Plan

 

by Kerry O'Malley


Via GrupoNeo
Ken Jondahl's insight:

Straight forward advise from Kerry on what not to do and various reasons to stay away from B2B social marketing for certain companies.

 

Let's face it, in the B2B world, if your prospects/customers are not active in a "bussiness manner" on social sites, neither should you. Experts say just listen in. Not so easy. Yet the other day I found a tool which makes the qwest of what to listen for and where much easier.

 

Granted, you can go down into the advanced search features of Google and do most of what this search engine is made to do. Me, I prefer not to reinvent the wheel.

 

Providing you know the key words which are important during the discovery phase of the buy-sell cycle for your products, consider this tool to listen in. Knowing what your market/industry is discussing via social sites will help you decide what effort and resources should be allocated towards social marketing. 

 

It is built to allow you to easily configure which social sites you want to listen in on and which keywords, plus other advanced search features such as timing of posts. The tool accesses all of the major social sites, including FB.

www.socialmention.com

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George Inch's curator insight, June 15, 2013 6:44 AM

There is always a reason for NOT doing it!!

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Best Times to Post on Facebook, Twitter, Google+, LinkedIn and Pinterest

Best Times to Post on Facebook, Twitter, Google+, LinkedIn and Pinterest | Social Media B2B Marketing | Scoop.it
RT @Socialbarrel: Best Times to Post on Facebook, Twitter, Google+, LinkedIn and Pinterest http://t.co/0HXFEZm0by via @Socialbarrel

Via Matt Olson
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Matt Olson's curator insight, May 7, 2013 11:31 PM

Interesting article on the prime times to post. It is definitely a good idea to know these things; especially if you are doing research or looking to gain some traction. 

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Pinterest: What B2B Social Media Marketers Are Doing Wrong

Pinterest: What B2B Social Media Marketers Are Doing Wrong | Social Media B2B Marketing | Scoop.it

"Now that Pinterest has introduced its business accounts, more and more B2B companies are joining  the Pinterest party, and for them, it’s important to not only join, but to set  their brands apart."

 

"If you’re a B2B social  media marketer who has joined Pinterest, but isn’t getting the followers (or  consequential site traffic) you were hoping for, you could be making one or more  of the following mistakes:" by Courtney Moser

 

Read more: http://www.business2community.com/pinterest/pinterest-what-b2b-social-media-marketers-are-doing-wrong-0469086

Ken Jondahl's insight:

The article provides straight forward advice of areas you can review for improvement around current tactics being used on Pinterest.

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A B2B Marketer’s Review of 5 Major Social Media Sites

A B2B Marketer’s Review of 5 Major Social Media Sites | Social Media B2B Marketing | Scoop.it

"The concept of social media for business is gaining traction, with 56% of  B2B marketers planning to increase their spending on social media in 2013  (eMarketer)."

 

"But doing social media properly... takes time, and time is  something you’re already running short of."

 

"Not to mention most of these social  networks are more geared towards a B2C audience rather than B2B."

 

"So which social networks are actually worth investing in?" By Christabelle Tani

 

Read more: http://www.business2community.com/b2b-marketing/a-b2b-marketers-review-of-the-5-major-social-networks-0459319

Ken Jondahl's insight:

Direct from a marketer, Christabelle writes about the 5 social media sites in use, the pro's and con's, and the why to consider using them your self.

 

The focus is truly B2B and based on her experience using the sites. Thus the input is based on field results on what is working and what is not for their business.

 

Give the article a read for insight of what will work for you and your marketing team on LinkedIn, Twitter, and Google+.

 

Further reading on Google+, one Christabelle recommends, can be found here. http://www.mathmarketing.com/b2b-marketing-blog/google-relevant-b2b-marketing

 

On Facebook, she points out results will vary, for more input:. http://www.business2community.com/b2b-marketing/b2b-marketing-on-facebook-yes-no-well-maybe-0444289

 

 

And as she ends the article: "There will always be a shiny new toy to play with in social media... As a B2B marketer, it’s your responsibility to dip your feet in the water so  to speak. Don’t get your whole company on board, but be quick on the uptake –  check it out with a personal profile and gauge its capabilities."

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Social B2B Marketing and Mobile | The Change in Only 5 Years

"This presentation explores the rapid growth of social media and mobile marketing over the last five years, and it's dramatic impact on the business-to-business (b2b) sales and marketing pipeline."

 

"See how social media and mobile has impacted everything from B2B lead generation and nurturing to sales enablement and training. And check-out some amazing stats on the proven impact social media and mobile can have on your bottom-line revenue." by Scott Salkin, CEO and Founder of IDS Technology Marketing.


Via iNeoMarketing
Ken Jondahl's insight:

Concise quick overview of the last 5 years and the changes being brought about by social and mobile.

 

Guess how many smart phones there are today compared to 5 years ago? The actual results may surprise you on slide 7. Would you believe a 100 fold increase in only 5 years?

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iNeoMarketing's curator insight, March 13, 2013 8:39 AM

Although targeted towards the High Tech vertical, the deck is applicable to all B2B. Some facinating information that should impact how you and your sales team interact.


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Trevor Gillespie's curator insight, March 14, 2013 10:21 AM

B2B Mobile - Where the eyes are......

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B2B Social Media Marketing on Pinterest: 40 Ideas To Get You Started

B2B Social Media Marketing on Pinterest: 40 Ideas To Get You Started | Social Media B2B Marketing | Scoop.it

"Are you interested in using Pinterest  as a part of your social media marketing strategy?"

 

"Before you start pinning, we recommend evaluating what your Pinterest strategy goals are. Once you know where you’re  going, it’s time to start pinning... Here are some ideas to  fuel your Pinterest blast off."

 

Read more at http://www.business2community.com/pinterest/b2b-pinterest-social-media-marketing-40-ideas-to-get-you-started-0428548


Via Riaz Khan
Ken Jondahl's insight:

A full list of ideas around what to pin are included in the article.The larger question is back to the age old question, "What's your point?"

 

In your marketing strategy you already know your sweet spot of customers. Using this "sub-section" of all the users on Pinterest, drill in a few more layers. Try some simple searching around keywords combined with this sub section to view the results.

 

What topics on Pinterest are your customers creating and/or following which relate back to how you help them satisfy their needs? Find some which have a decent base of boards which already exist. Plus you can find and/or create images to posts around interesting content.

 

An example: Your company sells chemicals. The odds are some of them may be used in the home garden directly or indirectly. Green and gardening are decent topics to post about doing a quick search.

 

How the products are made greener make decent posts and relate back to topics of interest. From these, continue searching and building out other topics which relate back to your products/services.

 

Caution: As with all things, experiment. You'll know fairly quickly if the topics you create are "sticky" and resonate. It is easy to rename boards and move pins around. Start small, test, revise and find your sweetspot of interest on Pinterest.

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Can Social Media Statistics Help Find Your B2B Marketing Sweetspot

Can Social Media Statistics Help Find Your B2B Marketing Sweetspot | Social Media B2B Marketing | Scoop.it

"We have a tendency to focus only on B2B related surveys, but a general  audience survey can be helpful in providing guidance and discovering your  audience on social media channels."

 

"To paraphrase a line from the funny Tim Washer, all B2B prospects and customers are people, so  their general internet usage is something to consider."

 

"Let’s look at some of the survey results with a bit of thought around each  stat and how it applies to a B2B audience."

 

"Read more: http://socialmediab2b.com/2013/02/b2b-social-media-statistics-audience/#ixzz2MDIZDpj9

Ken Jondahl's insight:

The reason I've scooped this page is to offer caution to this approach. Granted you can find huge %'s of people in numerous on line social sites.

 

Yet this is a top down approach and can easily lead to dead ends.

 

Try a bottoms up approach to confirm any top down observations.

 

1st - Are any of your existing "good" customers represented on any particular social sites.

 

2nd - Are they active in a business way on any of the social sites.

 

3rd - Is there a new type of customer profile you are after. If so, check off #1 and #2 for a generic profile by specific industry, market, and job titles.

 

NOTE: There are times it makes sense to go after a younger crowd for long term branding awareness and social marketing is an approach. However, this only works for very specific markets and/or product lines. Such as going after all college students because your products sweet spot is Grad students.

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What B2B Social Sites Are Most Important to Marketers This Year

What B2B Social Sites Are Most Important to Marketers This Year | Social Media B2B Marketing | Scoop.it

Social media fright: know your story, and then get your feet wet

 

"...it’s important to  remember that most businesses have their own unique story to tell."

 

"If your company doesn’t have an interesting or unique story to tell,  Lee recommends facing that problem before moving forward with social media."

 

"Once you have built your authentic business story, you’re ready to get  started with social media."

 

Read more at http://www.business2community.com/social-media/social-media-2013-what-sites-are-most-important-to-marketers-this-year-part-2-0417666#fEP5uG5Wp2CtG1cA.99

Ken Jondahl's insight:

If you are looking for some examples of how to tell your story via social media. Head over to Cisco, Ford and/or Caterpillar to discover their different styles of telling stories.

 

How they tell their stories differs by the social media platform, the product line and the company story being told.

 

As you continuously improve telling the company story, keep an eye out for the normal arc of a story. Start with the setting, move towards a complication, discuss the turning point, and finish with the resolution.

 

Also remember with social media, no single post is going to tell your story. Mostly your posts are going to reinforce the company story and the hero in any story is the customers, not your company. This also holds true for your company story.

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10 Most Frequently Asked Questions About Social Media & Conversation

10 Most Frequently Asked Questions About Social Media & Conversation | Social Media B2B Marketing | Scoop.it

"The same questions keep coming back across all regions and  sectors of activity."

 

"...I thought it would be a good idea to  make a list of the 10 most frequently asked questions and their  answers. The contents are open to debate and new arguments can  certainly be added to this summary." - Steven Van Belleghem

 

 

Read more at http://www.business2community.com/social-media/the-10-most-frequently-asked-questions-about-social-media-conversation-management-0396400#HVERboTJa3up6HBk.99

Ken Jondahl's insight:

The focus of the article may read as if Steven is addressing the B2C space. To avoid jumping off early, B2B folks should likely start with point 10 and read backwards.

 

The volume of conversations in the B2B social space may not require a conversation manager. However, the points made of how to engage and handle the various types of conversations applies across both B2C and B2B.

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Using LinkedIn for Top Funnel Leads on B2B Social Media Marketing

Using LinkedIn for Top Funnel Leads on B2B Social Media Marketing | Social Media B2B Marketing | Scoop.it

"Marketers frequently cite LinkedIn as one of the most valuable social networks to incorporate in a marketing strategy. But even marketers who have LinkedIn on their radar screens still wonder how to participate. What works, what doesn’t, and what should you expect?"

"We asked a marketer who is using LinkedIn for lead generation, to share his lessons on joining groups, sharing marketing collateral, and qualifying the leads that come through the channel."

 

Read more: http://www.marketingsherpa.com/article/how-to/6-lessons

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A B2B social media case study on Facebook and 9 Other Sites

A B2B social media case study on Facebook and 9 Other Sites | Social Media B2B Marketing | Scoop.it

"I recently came across an extraordinary presentation on the topic of B2B social media from Social Media Week Copenhagen. The presenter was Jonathan Wichmann, social media manager for Maersk Line."

 

"You may or may not be familiar with Maersk Line. They are the largest container shipping company in the world, which while impressive is probably less interesting than many superstar companies of social media."

 

"What I appreciate about Jonathan and his team at Maersk Line is their transparency. In his talk he laid out a lot of their process and philosophy on B2B social media that many businesses might guard as proprietary. For a company in such a competitive environment to be so forthcoming is pretty special. I recommend listening to his talk and understanding their best practices for yourself." by Jim Dougherty

 

Read more: http://leaderswest.com/2013/04/01/a-case-study-in-best-in-class-b2b-social-media/


Via Jeff Domansky
Ken Jondahl's insight:

This is a worthwhile article to read if you come from a heavy industry and are wondering, "how the heck would we use social media?". In Jonathan's words, "To get closer to our customers."

 

To see the full talk, not just the article, click on the video at the bottom of the article. It is ~60 min's and well worth the time, just plan ahead. http://new.livestream.com/accounts/2478622/events/1885537/videos/11978761

 

One of the strategies used by Jonathan and his team is to make sure they are not "selling" on Facebook. They want to develop their employees as thought leaders in their fields. Building personal connections with prospects and customers to encourage them to reach out to Maresk when a business need develops.

 

Another interesting point is around customer care. "Jonathan commented  that many customer service issues are answered by fans before the customer care team can intervene."

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2getmarketing2go's curator insight, April 22, 4:52 PM

Aos que bradam aos quatro cantos que o ROI das mídias sociais p/ B2B é fácil de ser mensurado e, principalmente, positivo: "What I appreciate about Jonathan and his team at Maersk is their transparency (...) he put up a slide that claimed they were achieving 1500% social media ROI. Then he said it could be 0%, or it could be 5000% depending upon your assumptions. How refreshing to have someone explain the difficulties of isolating social media and extracting an ROI in contrast to people who speak (positive) ROI like an absolute truth."Dito isso, é bom lembrar sempre que uma agência quiser te vender uma campanha fácil, rápida e barata. Vem com a gente que você passa de ano.

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Social Media B2B Marketing on Facebook | Always be Helping | Marketo’s Jason Miller

Social Media B2B Marketing on Facebook | Always be Helping | Marketo’s Jason Miller | Social Media B2B Marketing | Scoop.it

We caught up with Jason Miller, Marketo’s social media strategist, at the Marketo Summit Conference to talk Facebook business-to-business marketing and spill his best tips to drive leads.

 

Yu: Jason, think fast – name five purple things.

Miller: Barney, Grimace, crayons, eggplant, and Jon Miller’s shoes.

Yu: Awesome. How important is a sense of humor in social marketing?

 

Miller: I believe it’s vital. On Facebook, you have to showcase your personality by having a comedian on your marketing team. Then, you’re golden. He comes up with clever and catchy jokes to post, and he ties them back to a business offer with your company. And Dennis, believe me when I say we’ve seen dramatic success with that approach.

 

Yu: I believe you, but most folks say they’re not so  sure. (Interview by Dennis Yu, CEO BlitzMetrics)

 

Read more: http://allfacebook.com/marketos-jason-miller-on-facebook-for-b2b-why-so-serious_b117197

Ken Jondahl's insight:

Marketo continues to hit it out of the park in terms of being one of the fastest growing small companies. Plus, they are successful in social media.

 

As Jason says, "Folks often say I market to marketers, and that’s not quite B2B. But, trust me, this is coming from the trenches. It’s coming from a lot of trial and error. I know what tactics and strategies work."

 

His advice, use what is successfull with others on Facebook. Start with case studies and don't be afraid to try new things. Such as being fun and engaging.

 

Their audience is engaged with visual lighthearted posts. They have a calendar they post to, which is daily.

 

Their objective is "not" to qualify the suspect as a sales lead. Their primary objective is to make a connection, get the suspect to sign up for a newsletter and begin nurturing the suspect with appropriate content for the top of the funnel. The nurturing content is fed by newsletter signup, not via Facebook.

 

Marketo believes the marketing lead will turn themselves into a sales lead if nurtured properly. If not, they continue to nurture them until the time is right on the prospects side of the buy-sell cycle, not on Marketo's timing.

 

Many companies have tossed out the old Always Be Closely style of sales. At Marketo, they walk the talk of "Always Be Helping".

 

Recommendation, review what Marketo is doing on their social sites and determine if any of the tactics and strategies will work for your company. Plus, Jason named a number of social media B2B marketing people to consider following in the article.

 

 

 

 

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Can Social B2B Marketing Help Improve the Customer Experience?

Can Social B2B Marketing Help Improve the Customer Experience? | Social Media B2B Marketing | Scoop.it

"The days when you can control your brand through your website are long gone. Customers are getting information about your brand and products through a number of different channels and if you aren't listening and engaging these channels, you won’t only miss new business opportunities, but will quickly see the competition pass you by."

 

"While some form of social in any enterprise setting is now commonplace, just because you add a social feature to your application doesn't mean that you have transformed into a social business and are succeeding in using social to improve the customer experience."

 

"Doing social for social sake won’t get you anywhere. Organizations must move beyond a social checklist and truly understand how to connect, collaborate and improve customer experiences and then act." By John Newton, (@johnnewton)

 

Read more: http://www.cmswire.com/cms/social-business/the-customer-centric-social-business-is-going-to-happen-021346.php


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streetsmartprof's curator insight, July 8, 2013 9:47 AM

John's article is more around the "what and why". Starting from the top and working down towards the "how", without getting into the details.

 

His thought process around how a B2B company may need to transform to revolve around the customer while using social tools seems dead on to my experience over the years.

 

Think about it this way. In the past, the "main voice" of the customer was gathered in round about ways and was always filtered, some way, some how. Instant insights into what customers liked or disliked around products, features and capabilities from their own words was slow to come to the table.

 

Now a person can listen in directly to customer and prospect dialogues around their company products and brand. Hearing directly from those who are active on social sites. (Which is never all of the customer base and may not be a majority today in many industries.)

 

Truely listening to the customer voice allows companies to begun the transition to a company who connects and collaborates with their customers in real time. Something which was more difficult to do in years past.

 

If your customers and prospects are active on social sites their insights, ideas and suggestions can help improve the overall customer experience for others.

Judith Jassogne's curator insight, July 10, 2013 4:01 AM

I say it every day, but so difficult in public organizations... 

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4 Pinterest Do's for B2B Social Marketing

4 Pinterest Do's for B2B Social Marketing | Social Media B2B Marketing | Scoop.it

"Pinterest has rapidly become one of the top social media sites, and since it  launched it’s business accounts, more and more companies have been using it to  grow their audiences."

 

"If you read my previous post, you know there are several don’ts... Here, we show you how to increase your Pinterest  followers and, thus, your potential clients with our list of do’s."

4 Pinterest Do’s to Broaden Your Social Reach

Read more:http://www.business2community.com/social-media/4-pinterest-dos-for-b2b-social-media-marketers-0484174

Ken Jondahl's insight:

Four quick ideas of areas to focus on as you are pinning to grow your audience.

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The 2013 LinkedIn Marketing Guide - KISSmetrics

The 2013 LinkedIn Marketing Guide - KISSmetrics | Social Media B2B Marketing | Scoop.it

Introduction...

 

In the last year, LinkedIn has made a lot of exciting changes to their platform for both professional profiles and company pages. LinkedIn is a great network for businesses looking to increase traffic and leads, as well as individuals looking to market their expertise for new career opportunities. In this post, we’re going to look at everything you need to have a successful LinkedIn experience.

 


Via iNeoMarketing, Matt Olson
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iNeoMarketing's curator insight, May 7, 2013 9:57 AM

This really is a marketing guide! One long, detailed post on how to improve your presence on LinkedIn. Sooner or later, you'll need to slog through this and modify your LinkedIn presence accordingly.


  • See the article at blog.kissmetrics.com
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Phil Lauterjung's curator insight, May 7, 2013 10:47 AM

Whenever KISSmetrics publishes a guide it is worthwhile for you to spend some time going through it. Just be aware that it will be comprehensive.

Matt Olson's curator insight, May 7, 2013 10:50 AM

Oh, the power of LinkedIn.

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How Maersk Turned B2B Social Media Marketing on Its Head

How Maersk Turned B2B Social Media Marketing on Its Head | Social Media B2B Marketing | Scoop.it

"You might not have heard of the Copenhagen-based container shipping company Maersk Line (though you’ve probably seen its star logo).  Relative anonymity is a fact that many B2B companies have to deal with."

 

"But this  past September in Berlin, Maersk competed alongside 500 other companies and  well-known B2C brands to win the Social  Media Campaign of the Year and Community Presence Award at the 2012 European  Digital Communication Awards."

 

"Its social media presence was barely a year old at  the time." by Claire BeDell

 

 Read more: http://www.business2community.com/social-media/how-maersk-line-container-shipping-turned-b2b-social-media-on-its-head-0444840

Ken Jondahl's insight:

Here is another example of a succesful B2B company who has carved out their own space in the social world. Providing input on ways your own company can help grow your social presence.

 

It is interesting to read about a shipping company and how they converted "boring isn't the only option" into a successful social media marketing plan. Plus, they achieved great results in less than 1 year.

 

I also like how when an accident happened, they did not try to sweap it under the rug. They actually posted it on Facebook and created a memorandum on Pinterest. Using 2 different social sites to cover different aspects of the total story.

 

Is it right for every B2B company to jump on the band wagon? Only if your customers are present on the social sites you choose and they will consume the type of content you plan on posting. Last but not the least, will it generate inquires, build brand awareness, and/or build a tribe to influence more business for your company.

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A Successful B2B Social Marketing Campaign 5 Step Check List - ClickZ

A Successful B2B Social Marketing Campaign 5 Step Check List - ClickZ | Social Media B2B Marketing | Scoop.it

 

"Here's why: jaw-dropping social campaigns are no accident."

 

"They're the result of an intentional, strategic framework that's both scalable and accountable."

 

"Attaining that "wow factor" isn't mutually exclusive with delivering measurable business results, but it requires tackling the following five steps:" by John Lee

 

Read more: http://www.clickz.com/clickz/column/2256205/the-anatomy-of-a-successful-b2b-social-marketing-campaign


Via iNeoMarketing
Ken Jondahl's insight:

I like the article because it starts with "why" and moves towards content at the end.

 

The why are the marketing objectives of your overall plan. Not just a single campaign.

 

Than make sure it all ties together as you mover forward to the concept, the human experience, the measurements and last is the content.

 

 

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PHAM THU NGA's comment, April 8, 2013 1:04 AM
The article is clear and the 5 steps are easy to understand. I like the way the author discuss about how to create a successful marketing campaign. It's quite interesting to read. I agree with this article with this statement " in B2B marketing, we often think of people exclusively as potential customers. We forget that they're, you know, people. People who like cool ideas. People who like engaging with cool ideas. And people who enjoy being treated as human beings, not potential sales"
Charlotte Johnson's comment, April 8, 2013 5:47 AM
i agree with Pham that more focus needs to be put on treating people as people and not just at consumers. it is through understanding these people and what they enjoy that we can create a successful marketing campaign. It is ROI that is the main goal so i think the measurement focus is a really important aspect of these 5 steps.
Ishika Nair's curator insight, April 9, 2013 6:22 AM

This article is easy to understand. I like how its broken into 5 steps and explands very well. Theres a very good point in the article of the way treating your clients because they are not individuals instead of just another sale.

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Which Social Channels Are Best For B2B Marketers?

Which Social Channels Are Best For B2B Marketers? | Social Media B2B Marketing | Scoop.it

"Your best strategy is to reverse engineer your social media marketing plan to  your business goals. You have finite time to reach the right prospects, so make  sure you’re targeting the communities where your customers are most likely to  engage."

 

"As a B2B company, LinkedIn is a must. If you find that you want more social  activity, give the others a try."

 

"Be sure that you are tracking your results so  that you can identify if you are getting the best return for the time that you  are investing." - Daniel Vaczi

 

Read more at: http://www.adherecreative.com/blog/bid/144583/Which-Social-Media-Tools-Are-Best-for-B2B

Ken Jondahl's insight:

I like Daniel's advice to start with LinkedIn. Her 2nd choice of Facebook surprises me, pushing twitter to 3rd place in the B2B social choices.

 

She discusses how social media can help bridge the gab between Marketing conversations and the needs of decision makers during the buy-sell cycle. It would have been great to have some real live examples of "how to do this" with B2B products and services.

 

The various capabilities are covered around the various B2B uses on the social platforms from LinkedIn to Pinterest in the 6th spot. How you will use these in your company are not covered in this article.

 

For further ideas around LinkedIn, here are a few more articles.

 

Improve company pages: http://sco.lt/5N2QtN

Prospecting via LinkedIn: http://sco.lt/6eZG2j

Targeting Decision Makers: http://sco.lt/5YFaWv

 

Regardless which  B2B social platforms are chosen to support your marketing efforts. Start small, test, and revise. Social tools are abundant and inexpensive, the cost is in the time to manage. And don't just follow the "social herd", go where your customers hang out and discuss issues around similiar products and services to those you promote.

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4 Ways to Use Pinterest to Rank High in Search Engines for B2B Social Marketing

4 Ways to Use Pinterest to Rank High in Search Engines for B2B Social Marketing | Social Media B2B Marketing | Scoop.it
It’s no secret that companies are using the social media network Pinterest for marketing purposes and doing so successfully. So how do you use Pinterest to get your website or blog ranking high in search engines.
Ken Jondahl's insight:

The ideas listed in the article are unique ways to expand your reach and branding of yourself, your products and/or your company.

 

It requires thinking about your B2B "buyers journey" and the types of topics which are already posted which resonate with your customer base.

 

Every B2B company has customers represented on Pinterest, however, before you jump in. See if you can find some of your existing customers on Pinterest and what types of topics they are pinning and/or following. If not, these ideas may lead you down a dead end path.

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Five B2B Companies Achieving Success in Social Marketing

Five B2B Companies Achieving Success in Social Marketing | Social Media B2B Marketing | Scoop.it

"While it’s fairly common for consumer brands to shout about their successes in social media marketing, finding convincing B2B case studies is a far more difficult task."

 

Here are the five B2B social marketing examples.

 

Read more:

http://econsultancy.com/us/blog/62217-five-examples-of-b2b-companies-achieving-success-in-social-marketing

Ken Jondahl's insight:

The odds are you'll find a few ideas of how to improve your own B2B social marketing activities within the 5 examples provided.

 

Each example is unique in how the activities were rolled out to achieve the desired results of the marketing campaigns.

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Pure SEO Will Die - Social Media Will Fill The Gap in B2B Marketing

Pure SEO Will Die - Social Media Will Fill The Gap in B2B Marketing | Social Media B2B Marketing | Scoop.it

"In our fast changing world it seems that pure SEO strategies are dead. Not least because of Google itself, social media optimization will fill this gap".

 

Read More: http://www.quintly.com/blog/2013/02/pure-seo-will-die-social-media-optimization-will-fill-the-gap/


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LaBroi Walton's comment, March 3, 2013 3:53 AM
I couldn't agree more! Our client reports show hard evidence of this today in comparing their Google rankings to competitors.
spzkaz's comment, March 10, 2013 2:45 PM
This information is not surprising to me...not that I know much about SEO, but because I know so little...and so do many more of us who are trying to make a living online. I have gone to social media because I am baffled by conventional SEO.
Pallab Kakoti's curator insight, March 16, 2013 5:54 PM

Get the best insights, reports & best practices on search engine optimization at the ApnaCircle Group on Mastering SEO - http://goo.gl/5wR8v

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10 Top Rated Monitoring Tools for Your Social B2B Marketing Toolbox

10 Top Rated Monitoring Tools for Your Social B2B Marketing Toolbox | Social Media B2B Marketing | Scoop.it

"...10 top rated tools that help B2B companies listen, engage, promote and analyze  in the realm of social media."

 

"The past couple of years have seen a huge growth  of add-on tools to help companies with their social media strategy and monitoring. Some of the tools are free, with many others requiring a monthly subscription."

 

"You’ll find that several of the tools overlap in their offerings, but as you check out individually, you’ll quickly find out which ones align with your needs, and which don’t."

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