According to an eMarketer study–courtesy of David Dean’s 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. Social media is not optional for B2B marketers. It represents a fundamental shift in the way your prospects and clients communicate and interact on the internet. Learn more…

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.

A B2B social media strategy should include a conversation calendar. Your conversation calendar lists the media and frequency of all your social media activity. The conversation calendar acts as a dashboard of your owned and earned media and the number of posts anticipated per month. The conversation calendar is especially helpful if you’re a B2B […]

More B2B marketers are realizing the power of content to engage prosepects as they move through the sales funnel. Content marketing or inbound marketing is especially effective as a B2B marketing communications strategy. Here’s an excellent presentation from VizEdu.com on the power of content marketing. Shameless plug here: content marketing requires good content provide on […]

If you’re thinking about starting another website, remember the domain name is the first place to optimize for search. Read Choosing an SEO-friendly Domain Name. Akhilesh Gill of SEO Traffic Spider explains whether a dot com is still the best choice, plus shares tips on length and use of special characters.

The question of ROI in social media continues to perplex many B2B marketers. Assuming you have a strong marketing communications strategy, you may need to adjust your metrics to effectively determine the ROI of social media because it isn’t cut and dry. In fact, in many cases we’re using web 1.0 metrics (clicks, conversions, etc.) […]

Long-tail keywords refer to more specific phrases vs. a general term or phrase. For example, ERP software for discreet manufacturing in automotive industryvs.ERP software. Testing has shown that the long-tail (more specific) search is usually a good indication of a higher level of interest, which leads to better conversion. That said, the total number of […]