5 P’s of B2B Social Media Marketing
Develop an effective B2B social media marketing program based on the 5 P's. B2B Social media marketing has evolved into a pattern of five P’s based on what I’ve seen from client work and networking with other B2B marcom professionals. Remember, before embarking on the five Ps, you should have spent a significant amount of time listening to the social media sphere to gain an understanding of... [Read more]
B2B Copywriter’s On-page SEO Checklist
Checklist helps B2B SEO copywriters boost organic search results. As a B2B copywriter, one of the biggest challenges of writing web content is writing effective engaging content while optimizing it for search. For me, it’s easier to write the content with the reader in mind first and then optimize the content for search engines. I use the following B2B copywriter’s seven-step checklist... [Read more]
Why B2B Marketers Cannot Ignore Social Media…
According to an eMarketer study–courtesy of David Deans’ post on MarcomProfessional–B2B marketers are laggards when it comes to social media. The study indicated that half of B2B marketers surveyed are not even using content marketing tools such as blogging. Forget about social media tools and focus on social media strategy. Social media is not optional for B2B marketers. ... [Read more]
B2B Mobile Marketing… there’s an app for that
B2B mobile apps can be an effective marketing tool. It’s predicted that nearly 6 billion mobile app downloads will occur in 2010 according to Marketing Charts and ABI Research. Of course the growth in smartphone sales (up 20% in 2009) is driving the development of apps. So I started thinking about how B2B marketers could benefit from apps beyond increasing brand engagement. A more powerful... [Read more]
Measuring B2B Social Media Effectiveness
The folks at B2B Voices hosted a group of marketing and communications professionals to discusss the topic “Social Media and ROI: Dare We Talk About It.” One of the most important outcomes of the meeting was the fact that metrics used to determine social media ROI should be money-focused such as increased sales, lower cost per acquisition, etc. However, what often are reported as ROI... [Read more]
Overcoming the B2B Marcom Manager’s Content Conundrum
B2B marcom managers solve the content conundrum with a social media workflow. Content , links and trust are the currencies of the internet. Relevant, useful content provided on a regular basis across multiple social and online media helps build trust. This same content can also generate the links that boost search traffic, leads and sales. Whether you’re a B2B marcom manager who’s taking on... [Read more]
B2B Integrated Marcom Role in Social Media Optimization
B2B integrated marcom managers who connect social objects will drive more search and business results. Here’s my B2B integrated marcom take on a recent Hubspot webinar, “Social Media Optimization Is The New SEO,” featuring Brian Solis, author of Engage. From my B2B copywriter and marcom perspective, social media optimization, which falls under the larger SEO umbrella, is enabling social... [Read more]
B2B Integrated Marketing Communications (Marcom): The Impact of Social Media
Leverage the strength of B2B channel partners while gaining greater visibiltiy to your end-user customers. In the past, B2B integrated marketing communications (marcom) was about control—ensuring that the marcom mix had consistent brand messages, tone and approach. Social media is about letting go of control but offering a framework. For B2B integrated marcom managers, social media represents... [Read more]
B2B Social Media – Are we really making a connection?
More B2B companies are tweeting, blogging and posting news, but I’m curious… are we really communicating or are we still using a bullhorn disguised as social media? I’m bringing this up because I’m as guilty as some B2B marcom folks who put out good, relevant content on the various social media outlets, but fail to make a real connection with real people. In other words, telling your networks... [Read more]
B2B Social Media Goes Beyond Marcom in Small to Mid-size Companies
Some small to mid-size B2B companies are soliciting the help of others in the organization to contribute to a social media program. In reality, it’s the thought leadership and technical expertise within these companies that adds value far more than marketing messages (social or conventional advertising). Accepting B2B social media as a fundamental way of doing business These B2B companies... [Read more]
