With 6 billion mobile app downloads expected in 2010, I started thinking about how B2B marketers could benefit from mobile apps beyond brand engagement. A more powerful use of B2B apps is to enable greater personal productivity and connectivity. Find out what would make your customers and prospects more productive. Based on my work with B2B high tech and industrial companies, the following list offers ideas for B2B mobile apps. Read more…

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 ROI should be money-focused such as increased sales, lower cost per acquisition, etc. However, what often are reported as ROI metrics–number of followers, likes, subscribers, etc.–don’t really cut it when talking to marketing execs… especially when it comes to asking for more money for your social media program. Learn more…

Whether you’re a B2B marcom manager who’s taking on social media as a grass roots effort (you and one or two colleagues) or you’ve enlisted a team, content creation can be daunting, even meeting the bare minimum frequency. Like many B2B marcom managers who are beginning a social media program, you and your already burdened staff are responsible for creating most of the content in addition to your day jobs. Before you read any further, make sure you have a content marketing plan and a conversation calendar in place. Then get ready to develop your B2B social media workflow.
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The B2B integrated marcom manager’s role is expanding thanks to social media optimization (SMO). Marcom managers must connect the social media objects that their companies produce. Social objects are content introduced online such as blog posts and comments, Twitter tweets, videos, etc. that can become catalysts for conversation. These objects are all dangling out there in cyberspace. Individually they lack impact, but collectively, they are more impactful to marketing efforts. By developing content optimization guidelines, B2B integrated marcom managers are enabling social objects to connect, which will drive search results and business results.

In the past, B2B integrated marketing communications was about control—ensuring that the B2B marcom mix had consistent brand messages, tone and approach. Social media is about letting go of control but offering a framework. Learn how B2B social media has impacted B2B marcom managers.More…

Are B2B Are B2B companies really connecting or are we using 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. Continue Reading

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). Learn more…

The nutrition label lists the ingredients based on volume per package. Items appearing first on the ingredients list are most abundant in each serving. This is where the nutrition label is like SEO copywriting. The keywords on which you’re optimizing your page should be the first few keywords in the meta title and description, as well as in alt image tags and on-page body copy… think up and to the left. This helps search engines determine relevancy of the search query to your web page. (There’s more to relevance than SEO copywriting, but it’s a necessary part of SEO.) Learn more…

Keywords are the glue that ties your B2B integrated marcom program together. It’s also good “lead gen juice.” Whether you’re running a branding campaign or a product- or market-specific program, leveraging your keywords in the content you develop can have a greater positive impact on search results and helps you provide content that your target audience is looking for. As a result, you generate more qualified leads. The first step is to know your keywords and monitor them.

“I don’t know how anyone can do competitive SEO without growing their social network experience.” This was a quote from Lee Odden (@leeodden), CEO of TopRankMarketing, at a PRWeb webinar. It got me thinking about B2B SEO; and B2B companies who aren’t active in social media could have what may become a gaping hole in […]