This article discusses how social media can be used in business to business marketing. I feel that it covers important topics such as why B2B social media marketing is used and how return on investment can be measured. It's interesting that these metrics are the same as business to customer social media marketing. Social media can be used to increase brand awareness, customer acquisition, lead generation, customer retention/loyalty, and thought leadership and can be measured by web traffic, social media sharing, etc. I also found it interesting that the article discusses the challenges that B2B marketing faces that B2C do not. 64% of marketers have trouble producing enough content, and when they do produce enough content they struggle to make in interesting. It is obvious that B2B marketers understand the importance of social media. Social media marketing continues to increase as a majority of the population is active on social media webpages. Although B2B companies may face different challenges than B2C companies, they have the same objectives and can be measured by the same metrics.
Today, it is important to understand that social media marketing is an imperative tool in reaching target audiences. Social media allows a company to communicate with their customers directly and allows customers to answer. In this article, 21 general rules for effective social media marketing campaigns are discussed. I believe that some of these rules warrant more attention than others:
Activity does not equal productivity: Just because you are being active in creating conversation, documentation, and/or campaigning, does not mean that you are being productive. A person must understand the objective of the campaign and the action necessary to reach that goal.
Quality is greater than quantity: A campaign does not need multiple marketing methods to be successful. It is important to understand that an excessive amount of information can result in clutter. A simple yet effective method is all that is necessary.
Adaptability is essential: Trends are constantly changing. This can make it difficult to create a marketing campaign, because "what is hot today may not be hot tomorrow". While campaigning, one must be open minded and continually researching what their customers are talking about.
Connection doesn't imply permission: You may be connected to a group of people or a business, but that doesn't mean that they're listening to what you say. By earning your connection's trust and interest, you will gain their permission to interrupt their thought process and give your campaign their attention.
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