The Psychology Behind Social Media Marketing Conversions

Posted by frank harris on 21/02/19 16:07

Social Media PLatforms 0118Your company has its social media marketing followers, the question is, are you able to engage them so that they feel compelled to dig deeper and become customers?


Beyond just implementing tactics, it’s important to make sure your B2B social media marketing is optimised to improve your conversion rate. On average, B2B buyers are 57% of the way through buying considerations before ever talking to sales - and aside from their own research, they get there via content and social media marketing which compels them to act. If you want to achieve this for your B2B brand, you’ll have to use a little psychology.


Here are a few ideas to increase your conversion rate from social.

Show Them What They’ll Gain and what they’ll miss

As a B2B marketer, if you craft marketing messages that show what prospects stand to gain and miss from your product, you’ll find more and more of them will be compelled to act. This follows from the psychological principles of “loss aversion” and the “fear of missing out,” both of which state that humans are more motivated by the thought of losing than by gaining something.


Empathising with your customers’ pain points and providing unbeatable solutions will turn social followers into leads, and then into customers.


To always understand your customers’ pain points, have a good grasp on what they need, how your product or service fulfills that and what possible unexpected factors can play a role. Industry issues can arise and create new needs at a moment’s notice. Stay on top of what prospects are looking for in several other ways:

  • Current events. Social media is a breeding ground for breaking news. Staying up to date means being aware of what’s happening in your industry, but also means you are contributing to the generation of news. 55% of B2B buyers search for information on social media when considering a purchase, so be the first to publish social posts about what your prospects need.
  • Survey your customers and qualified leads. Sometimes all it takes is a few questions to understand your prospects’ troubles and trials in a certain business task. And then, getting their attention on social becomes much easier.

Make it Valuable

One of the most powerful selling points for any product or service is to provide prospects with the true value it will bring to their lives. Customers are always looking for the highest value-added available. If you can prove how your offering not only solves a need, but improves a certain aspect of business or life, you can reach potential customers in a more authentic and honest way.


To do this, you’ll need to make sure prospects know exactly what to do next. Ensure your call to action is clear, and perhaps have more than one, so that your social media followers can act as soon as they make a decision.


Value should always be the goal of your marketing efforts. Psychologically, whether knowingly or not, look for how something is going to enhance your prospect’s life. Will it make it better, easier, more enjoyable, more successful? Use those features as selling points for effective marketing and higher-quality sales.

Create a “Tribe”

Marketing maven Seth Godin, in his book “Tribes,” describes the concept as groups of people united by a common purpose or passion. And this is exactly what you, as a B2B marketer, should create via social media marketing.


A social media “tribe” is an essential tool because it allows us to enjoy and find meaning in associating with each other in groups. Belonging is essential to feeling safe and secure.


One of the best ways to create that sense of “security,” is through social media communities. Through LinkedIn Groups and Facebook Groups, for example, you can establish your company’s thought-leadership by answering questions and offering informed perspectives.


There are other ways to ensure that your tribe remains a tightly-knit group:

  • Create a seamless user experience across all channels. If your prospect knows exactly what your brand looks and “feels” like they’ll feel more comfortable and connected to you. Ensure that every LinkedIn blog post, Facebook message, and Tweet, as well as every other place you appear online, is a consistent reflection of your brand’s message.
  • Encourage engagements via your blog and social. Ask your prospects to tell you what they think after reading your blog post, or to Tweet you back with their opinions. Conversations are the lifeblood of a tribe and making the first move is the way to get them started.
  • Create a cause for your tribe. When you give your followers a substantial reason to keep following you, you’re providing the glue that will hold your tribe together. Values are what will make you stand out and convert like-minded prospects.

Build social content that addresses your values and is targeted to prospects who’ve endorsed similar ones.

Even better, when you source testimonials and case studies from your best customers, be sure to emphasise how your products have made their lives easier and align with your shared corporate values. That will attract similar customers in the future.

Create Curiosity and Invite Investigation

B2B products often involve a prolonged sales cycle, multiple stakeholders, and many touch-points along the way. How do you create enough trust to ensure that an interaction with a prospect will eventually result in a conversion?


By creating social campaigns and other content pieces that help your audience calculate value and make highly-informed buying decisions you’re establishing your company as a trustworthy thought-leader, and your followers will often convert on the strength of that brand perception.


Here are some ways you can pull your social media followers into an investigative curiosity about you:

  • Use trigger words in your social media content. Using the “five W’s,” namely the questions who, what, where, when, and especially why, as lead-ins for your social posts and blog headlines are great for piquing the interest of professionals who are hungry for knowledge.
  • Build your content around customer curiosities. Think about new technologies or happenings that are on peoples’ radar in your industry - things that people are wondering if they should adopt or understand. Then, put together content that offers an informed perspective.

Use a variety of content forms for various stages of the buying process. For some prospects, a whitepaper that goes in-depth about a process or system might be all that’s needed, whereas others will respond better to an unfolding “story” via a series of blog and social media posts. Your “why” questions, if poignant and relevant enough to your target audience, make for great Facebook and LinkedIn status updates, Tweets, and even LinkedIn discussion topics.


As a B2B marketer, you’re already using psychology in every tactic you implement. But with a special focus on the psychological techniques above, especially in the easily distractible yet high-potential world of social media, your conversion rates will only increase.


For more ideas on social media posts check out the link below:


43 Tips on  Social Media Marketing Posts to get a Response

Tags: social media marketing, social media marketing services, b2b social media marketing, social media strategy, social media communities, social media monitoring

How to increase your B2B social media marketing success rates in 2019

Posted by frank harris on 31/01/19 16:22

social media marketing 010219Over the past year fraud concerns surrounding B2B social media marketing have come to the fore.


Some studies estimate that up to 90% of B2B companies are allocating more money in social media marketing, despite this, in an effort to better identify and reach their audiences. According to eMarketer, this investment is paying off. The majority of these brands reported that they closed at least one deal recently because of their presence on platforms such as Facebook, Twitter, and LinkedIn. 


Social media can and should still play a vital role in B2B marketing going forward.

Social is a Natural Fit

Though social media marketing may seem better suited to B2C companies, there are three main reasons why it’s plenty viable in a B2B context.


The first reason is that social profiles are created by individual consumers themselves. Rather than play the guessing game, brands have access to rich, accurate hard data regarding the names, ages, genders, interests, and (most importantly) occupations of their personas. They can use this information to seek professionals whose brands would benefit from their services and develop targeted messages that speak directly to their needs.


The second is that B2B social media marketing yields much higher engagement rates than display advertising. It offers an excellent content distribution format that makes it easy for an audience to interact with and share brands’ posts. Ultimately, this provides a powerful amount of word of mouth for the companies that get it right.


The last reason is that it doesn’t take a lot of time or effort to begin seeing results. According to Social Media Examiner, 78% of marketers reported a boost in traffic after investing just six hours a week in social strategies. 


However, it’s not as simple as developing a few Facebook posts or scheduling a few tweets. If you want to execute campaigns that drive serious ROI, you need to focus on a strategic setup and constant optimisation.

Achieving B2B Social Media Marketing Success

Many brands fail to implement conversion tracking for their social advertising initiatives. Elements such as lead form completion and on-site video views enable campaign managers to optimise for the best results, so it’s important to build these into your strategies.


B2B marketers also make the mistake of defaulting to LinkedIn exclusively for social strategies, isolating themselves from more lucrative opportunities. Thanks to its targeting capabilities, Facebook offers greater reach to almost every B2B audience. In fact, B2B campaigns that centre on Facebook often outperform similar ones on other channels.


When you get involved in social campaigns, it’s easy to get hung up on these types of pitfalls. Avoid them by keeping the following best practices in mind when building your social strategy:

  1. Target a specific audience.

Marketing messages are most effective when they reach the right people. Gather all of the first-party data available on your personas, and integrate that information into your social advertising. Some platforms offer tools to help you organise custom audiences. For instance, Facebook lets you use converter data, CRM lists, and email databases to put your content in front of your intended viewers.

  1. Customise your content.

Reaching the right people is one thing but resonating with them is another. Create materials that match your personas’ interests, values, and needs. If you’re targeting a diverse group of personalities, segment them and develop campaigns for each cluster. Custom messaging will yield higher engagement and more conversions than generic mass-appeal posts.

  1. Align your campaign channels with your goals.

Clearly define your campaign objectives, and then identify which platforms and formats will help you achieve them. Be aware of audience preferences as well. For example, according to Adweek, Millennials tend to prefer 10-second video ads while older generations favour 30-second commercials. That’s an important distinction to make when developing content. Establishing goals at the outset will dictate which platforms and types of content will earn the best results.

  1. Be strategic in your scheduling.

Select your attribution window for conversions, and share content consistently across social channels to see where you’re getting the highest ROI. If your business runs on a long sales cycle, you may want to use a 28-day window instead of a one- or seven-day measurement. Analysing the entire purchase cycle will help you nurture leads and improve your social funnel.

  1. Track your results.

Verify that your pixels and conversion tracking systems work correctly before you launch your campaign.


Functional tracking lets you see which aspects of the initiative work best so you can optimise around the most valuable actions. You want to focus on these priority items instead of clicks or other vanity metrics.


B2B decision makers are busy, and they respond best when messages reach them in trusted environments and resonate with their circumstances. That’s what makes well-planned social media campaigns invaluable to B2B marketers. They allow you to connect with people in relevant, engaging ways on the platforms they love. Your potential B2B customers are spoon-feeding you all the data you need through social media channels; it’s up to you to take them up on that invitation.


For more ideas on B2B social media marketing check out the link below>>>


Nurturing Leads in  Small Business Marketing 

Tags: B2B lead generation, b2b website marketing, social media marketing, b2b social media marketing, b2b marketing tips, b2b behavioural marketing, integrated b2b marketing

6 Best Practices for Influencer Marketing

Posted by Blog Tipster on 27/11/18 10:32

nfluencer marketing 1118Influencer marketing isn’t new.


Getting the right people excited, engaged, and talking about your brand has always been one of the best ways to improve brand recognition, expand your customer base, and drive more sales. Word of mouth has always been the most trusted way for a potential customer to hear about you.


Now, social media has made word of mouth global and immediate. Someone talking positively about your brand and products on Twitter, Facebook, LinkedIn or any other social media platform has a powerful and far-reaching effect. So, building relationships with online influencers is important.


A recent study by Sensei Marketing, showed that 74% of respondents planned to deploy influencer marketing strategies during the next 12 months, and 50%+ said they use influencer marketing as part of their campaigns.


The ability to tap into a network trusted by your personas, turn fans into advocates, and generates both insights and leads to make it an essential part of a marketing plan. But, how can you maximise your ROI? Here are 6 best practices to influence influencers and produce results.

  1. Find Influencers Inside and Outside the Box

Use Google and Twitter searches to find people who are already interested in your industry or your personas.


People talking about you and your competitors’ brands are first tier influencers.


With tools like Social Mention and Empire.Kred you can determine who has the biggest, broadest reach across social networks. But the size of their network doesn’t necessarily correlate to the extent of their influence. You want to uncover the people leading conversations and shaping opinions about your company or brand.


Sysomos, identifies influencers and their authority, helping you identify, engage and build relationships with the right people.


As a SME, it’s smart to target up-and-comers, who will have more incentive to be the first to mention something new.  Your current network will lead you to other influencers.

  1. Use Measurement to Cultivate from within

You may find that your best influencers are within network. While it’s amazing to get a mention from a celebrity, customers are more influenced by what their friends and family do and like, then people they consider “like them” - their friends-of-friends network. Your network is no doubt already full of people who can be minor influencers by speaking to their friends and family about your product.


Sysomos can help you identify these conversations so you can add the influencers to your social networks and begin reaching out to them.

  1. Recognition and Rewards

Everyone likes to feel special - to be that friend who’s recommends the next new thing. Social media influencers are no exception.


An effective outreach strategy includes tactics for recognising and rewarding important players in your social media circle. This includes creating a network who get first crack at special content, offers and news as well as free demos of your product or service. Also tap particularly dedicated influencers for feedback about new products or services as they love to feel they’ve had an impact.


Ask followers to "re-tweet" or “Like” something posted for a reward. But to keep influencers engaged, keep giving them topical, timely rewards and information.


Social media blitzes are good for sharing big news, but the strategy shouldn’t end after the first burst of interest.

  1. Be Personal

Engaging a social influencer, is a lot like reaching out to a journalist. Influencers are passionate about their topics and probably know more about your market than you. They’ll ask tough questions, and you must be prepared to answer them.


The best approach is to learn about the interests of influencers and engage with them on their terms. A social media monitoring tool with historical archives will not only inform you about what topics they posted or commented on but will also tell you how long they have been discussing the topics. This will help you build relationships to start putting your product in front of them and asking them to promote it.


However, influence online is a two-way street, so strengthen relationships with influencers who talk you up by giving them a mention in return. I suggest you pick three to ten influencers a week and link to them on your social media platforms. Feature influencers with a range of reaches, as smaller influencers will loved to be mentioned with the big names.

  1. Tailor Tactics to Platforms

Influencer behaviour on Twitter isn’t the same as on Facebook, other social platforms or blogs. Twitter’s best reach is with short, pithy updates for re-tweeting at least once every business day.


Facebook users update less often, and influencers are less likely to share something commercial for fear of losing readers, but is a great place for shareable experiences, and initiatives like donations.


Other social media sites reward different tactics – e.g. they share blog posts (including comments) on Twitter feeds, and photos on Pinterest.

  1. Keep up with Social Media Conversations

Brands find ways to become an integral part of the social media conversation and get influencers talking about them organically.


Share industry news, your reaction to it, and what you think it means for the future. If a competitor does something impressive, give them a compliment. That’s what keeps people thinking and talking about you.


For other social media marketing ideas just click below:


Nurturing Leads in  Small Business Marketing 

Tags: social media marketing, b2b social media marketing, social media strategy, social media monitoring, influencer marketing

Starting B2B Social Media Marketing in 2018

Posted by Jill Harris on 24/07/18 16:24

social media moinitoringIn the past, the job of looking after any social media marketing and their associated posts and tweets may have fallen on the shoulders of more junior members of your team.


But companies are now paying attention to the power of social media. They’re seeing its potential if used effectively and strategically, not just as something that needs to be kept ticking along. Plus, the benefit that it can bring by helping to build credibility and reputation. The problem is that companies are often time-short and pressure-heavy.


Let’s look at a simple solution to getting started on more strategic social media use, as well as some tips for getting the most out of it.


If you’re new to social media, or just don’t know where to begin when it comes to developing a strategy - then you’re in the right place. This article aims to help you learn more about the most important social media platforms and how you can work with them in a B2B environment.


But, you need to commit some time every day to get started, to get used to the platforms and to increase your knowledge so you’re better placed to then devise a strategy at the end of it.


After an initial period, your time commitment can be less, as it will be more about keeping the conversation going, once you have planned out a clear direction and your objectives.

Choosing the Right Platform

So where do you start? There are so many different social media platforms to choose from that it may seem overwhelming when deciding which ones to use.


So, choose the ones that will be the best fit for your business and your personas. Just focus on doing the ones chosen well. That will be far more effective than trying to do much across too many channels.


The two sites that are the most well suited for B2B social media marketing are LinkedIn and Twitter. Facebook may seem tempting as it has the largest number of users in the UK, and you may already use it yourself. But you’re looking for the ones that will give you the best return on investment for what you need to get out of it.


Remember, at an entry level these sites may be free to join but they all still come with a cost implication - whether that’s time you spend, money for more advanced functions or boosting your posts to hit specific personas, or even the cost of training.


To get going and keep it simple, the main strategy I suggest you follow is: have a fully filled out LinkedIn page that will act as a well-rounded, professional profile, then use Twitter for your quick updates.

Can you Delegate Social Media Interaction?

Of course, you can use the social media savvy people within your company, or an outside agency, to help you set up personal and company profile pages. But it’s not a great idea to outsource the management of your personal pages.


If you’re worried what to write then remember, always go for quality over quantity. Research shows it’s not the frequency that matters (if you’re not leaving it weeks between posts and always respond promptly to others), so don’t feel you have to post anything just to post something.


It’s almost like going to a networking event – what might you say? What you had for supper the previous evening may not be of interest to many people, but your attendance at an industry conference and snippets of advice you heard would be.


Your social media presence is representing you to the public. Everything you do, or don’t do, says something about you. Even the basics like spelling and grammar could potentially impact on your personas' opinion of you.

Sharing other People’s Content

If you come across interesting bits and pieces online, share them with your network. A quick RT (retweet) and a share on LinkedIn go a long way to keeping your audience engaged.


Be careful, usually sharing means association in some way, so if that is not something you want then you’ll need to post your own comments along with the link, not just post the link alone. Do this every time you come across interesting information.

Sharing your own content

When your company has interesting information, you should share that too. Be careful not to overdo it with the straightforward marketing material, keep it more about the PR items. And then what?


Get a feel for each platform. Then you will naturally find your own strategy and what works best for you. It is important not to give up. By watching what others are doing and refining your own strategies you will soon reap the rewards. People out there want to connect to you, give them a chance to do so.


In doing the posts and connecting the next area is monitoring social media for topics, potential clients etc. For more on this, follow the link>>>


Social Media Monitoring

Tags: social media marketing, b2b social media marketing, social media strategy, social media monitoring

5 Reasons your Small Business Marketing should go Social

Posted by frank harris on 12/06/18 11:18

Social Media PLatforms 0118Running a successful small business requires many different things. One of the most important parts is marketing. Small business marketing can bring in the customers and is essential to the business earning revenue.


Big businesses spend a large amount of money on advertising and utilise many different forms. They have the financial ability to market their business in this way. A small business does not have the same resources as a big business and may think that they cannot be as effective at marketing their business.


It may be true that a small business does not have the financial ability to market their business in the way that a big business does, but that doesn’t mean they cannot effectively market what they have to offer. It does mean that they have to find a different approach to their marketing.


The approach that many small businesses are using is social marketing. Social media is a great way to reach a large number of people and can accomplish many different things. It helps a small business in many areas and can be a key to success. Successful small businesses marketing has been found to have social media as an effective tool.

  1. Building a Brand

One of the things that successful businesses have in common is that people are well-acquainted with their brand name. For the most successful names, the name of the business becomes synonymous with the product itself. For instance, Xerox is a brand which is associated with photocopy machines, yet it replaced the word ‘photocopy’ with itself.


Some successful brands are known for their logo. It is easy to recognise the brand of the business by simply seeing a logo. Nike perfectly exemplifies the recognition of brand by logo.


Small businesses can use social media to spread their brand awareness and to let people get a picture in their mind of the business. It is the perfect way to start conversations about your small business that will allow people to get to know you.

  1. Customer service

Today, the best and cost-effective way to stay connected with the customers is social media. Via various social media platforms such as Facebook, Linkedin, Twitter etc, businesses can get known about their products and services by judging the opinions and queries of the customers.


Gathering customers’ queries and catering to them personally should be the primary focus of every small business. But practically, it's very difficult for businesses to cater to each and every query. For small businesses who can’t afford a customer service team, they can always install a cloud based phone system to ensure a 24/7 connectivity no matter where the employees are located or when they receive the calls.

  1. Building Alliances

One of the most important aspects of business prosperity is networking. Every business should focus on enhancing its network base by creating alliances and the best way to do that is to stay connected and updated in social media. Various category-specific social media communities in Facebook, LinkedIn etc can be joined and exchange product and service ideas, thus building up healthy networking.

  1. Inbound Marketing

Most people are familiar with outbound marketing when businesses advertise through media such as TV or radio.


Inbound marketing is done through social media, blogs and other online avenues that can help build the awareness of the business brand. This type of small business marketing is becoming the most popular type for small businesses because it’s cost effective and the awareness success ratio is high.

  1. Speed

When a business wants to air a TV commercial they have to write, film, edit and then air the commercial. Social media marketing is much faster. A business can get the messages they want sent out very quickly and they can spread around the world in a short amount of time. The return on social marketing can be seen much sooner and is often easier to evaluate because it’s much more personal.


Small businesses are having success with social marketing, but that does not mean it is without problems or risk. Many of the things that make it a good thing to do, can also create problems for a business.


While it’s true that social media marketing can spread a good message fast, it’s also true that negative messages will also spread quickly. Cloud phone systems and social marketing can help provide good customer service, but that only works when the business is listening to what their customers want and actively trying to engage their customers. Working with other small businesses can help a company reach different markets, but it is important to build relationships with other compatible businesses.


While there are risks involved with social marketing, the rewards are much bigger when it is done the right way. Small businesses need to make sure they are taking advantage of social marketing if they want to be successful. Check out the link below to find out more >>>>


Social Media Marketing

Tags: social media marketing, small business marketing ideas, b2b social media marketing

The Why, How, What, Where of Social Media Monitoring

Posted by frank harris on 04/06/18 10:13

social media moinitoringMonitoring your business’ social media presence is incredibly important. You need to respond to people talking about your brand and understand how people view your company.


Social media isn’t this magical fairy dust that makes business leads come rushing in for your company. It’s hard work! It requires time and effort, often across  multiple departments and amongst multiple employees.


This eBook is built to help you formulate a plan whereby in ten minutes a day, you can use the social media monitoring information you need within a tight, streamlined strategy. Consider it the “8 Minute Abs” of social media. How can you best take advantage of the limited time you have in a day to get the best results possible? After reading this eBook, you will be able to develop your own, solid routine that works for you.


The eBook in PowerPoint format, covers the following topic areas:

  • Why Social Media Monitoring Matters
  • Who Should Monitor
  • Listening & Responding
  • Setting Your Goals
  • Prepping Your New Routine
  • Your 10-Minute Checklist

To give you a flavour let’s look at one of them:

Why  Social Media Monitoring  Matters

“Sometimes we forget that all those little profile avatars whizzing through our social media news feeds are actually humans. We forget that social media is meant to be just that -- social. The reason why monitoring is so important is because it puts the social back in social media. Brands and individuals who publish without listening are just screaming through a megaphone with no consideration for others. You have to be sensitive to what people actually want from you or your brand, or else you might head in a direction your target audience actually doesn’t enjoy or can’t relate to.


For example, monitoring is a great outlet for crowdsourcing questions. When you listen into your prospects’ or customers’ thoughts, you’ll be able to craft better marketing campaigns, close more deals, improve your products or services, and foster happier customers. Monitoring is also a great way to avoid disaster. If a local, national, or worldwide tragedy occurs, you’ll want to be the first to know so you can pause all marketing messages and offer up actual human emotions. Your fan base will usually point something out before you even have time to realize it, and your level of empathy and response time will either confirm or renounce a person’s feelings about your brand.


As it turns out, people also have some pretty high standards when it comes to response time. Especially when they’ve got a bone to pick with your brand. According to charts published on Search Engine Watch, 70% of surveyed Twitter users expect a response from brands they reach out to on Twitter, and of those users, 53% want that response in under an hour. In fact, the percentage of people who expect a response within the hour increases to 72% when they’re issuing a complaint.


Social media can’t be ignored. People are talking about your brand, your products or services, your competitors, your industry, and your employees -- whether you like it or not. These conversations happen candidly in real life, which turns into threads and discussion groups on social media. Instead of ignoring these conversations, wouldn’t you want to jump in and have a say in where that conversation goes? If someone complains about your brand, wouldn’t you want to know why so you can improve in the future? The bottom line is that monitoring matters, and it matters for more than just social media managers. In the next section we’ll jump into who exactly should be monitoring social media within your company, what they should be monitoring, and why.”


So finally, as time goes by and you develop better and more effective social media monitoring habits, you should make sure you also have a system in place to measure your success. (After all, you want data to prove those golden ten minutes are paying off.)


Reflect on the goal you set in the beginning of this eBook. If your goal was marketing-related, you should use tools like Google Analytics, HubSpot, or another tool to monitor the amount of traffic, leads, and customers you’re generating through social media channels as a result of your efforts.


If thought leadership was one of your goals, has there been an increase in the volume of blog and news articles written about your company? Has there been an increase in links? Links are a fantastic indication that people are using you as a resource and want to send their readers to your content. (And it’s a double win for SEO!)


No matter what the goal, be sure to monitor your metrics over time. If you decide to begin spending more than just ten minutes into your social media monitoring efforts, your success should correlate with the additional work you’re putting in!


Get the full story here:


Social Media Monitoring

Tags: social media marketing, social media marketing services, b2b social media marketing, social media monitoring

10 words you should Remove from your LinkedIn Profile

Posted by frank harris on 21/05/18 16:21

linkedin-logoThere are a lot of posts on the internet about using LinkedIn and what does and doesn’t work.


Whether you are looking for a job, widening your circle of connections, establishing your thought leadership or just wanting to keep up and connect with new and previous colleagues, it is important to bear in mind that your LinkedIn profile is a key component to your personal brand and you don’t want to sound the same as everyone else.


A while ago, LinkedIn released its annual list of the most overused words on the site and I bet that most of us (I’m sure I am guilty!) will have at least one of the following words on their profile:

  1. Motivated
  2. Passionate
  3. Creative
  4. Driven
  5. Extensive experience
  6. Responsible
  7. Strategic
  8. Track record
  9. Organizational
  10. Expert

It’s important to set yourself apart from the crowd if you want to get noticed by any new and potential clients or employers. To see if any of your prospects or customers are guilty of using these words, check their LinkedIn profiles with social platform integration or send them this blog!


For more tips on Social Media promotion follow the link:


B2B & SMEs Mobile Marketing

Tags: social media marketing, social media marketing services, linkedin marketing for SMEs, b2b social media marketing

10 Online Marketing things to do on LinkedIn, but probably aren't

Posted by frank harris on 19/04/18 14:38

LinkedIn_logo_2016_1With 277 million users and counting, LinkedIn has become the definitive business social media online marketing site.


If you're just using the site as a place to keep your resume online, then you're missing out on some great opportunities. LinkedIn has been rolling out several new features, including a new publishing platform and a revamped "Who's Viewed Your Profile" function.

Here's a look at 10 ways you can make LinkedIn a more valuable tool for keeping in touch with your network and getting recruiters to come to you. 

1. Follow your favourite "Influencers" in Pulse. 

You may not have been paying attention, but LinkedIn has been churning out original content from thought leaders around the world. The site's Pulse page collects posts from handpicked "Influencers" like Richard Branson, Martha Stewart, and Bill Gates. 

2. Share Relevant Articles with your Network and Write your own.

While Facebook and Twitter are great outlets for sharing light-hearted viral content with friends, LinkedIn is the place to post and share articles and videos relevant to your industry and business in general. 

3. Weed out Connections that are no longer useful.

LinkedIn's developers initially skipped a "block user" feature in an attempt to be a truly open networking site, but they finally gave in to users' demands for one. 

4. Monitor who's Looking at you and adjust accordingly. 

All users should now be able to use the revamped "Who's Viewed Your Profile" feature. Even non-Premium users will be able to see how users are finding them, and what industries these users belong to. 

5. Join Groups to Improve your Visibility.

LinkedIn says that active group users get four times as many profile views as those who don't use this resource. A good place to start is to join some industry peer groups and see what discussions are going on. 

6. Use the "Relationship" Tab to keep track of your Contacts.

If you would like to add someone you don't personally know, send them a personalised message explaining why you would like to connect and how sharing your business network can be beneficial. 

7. Endorse and Recommend your Connections.

Don't forget to make use of endorsements and recommendations. It helps your connections build credibility and makes them more likely to return the favour. LinkedIn is also a perfect place to recommend colleagues with a brief anecdote, as well as ask for recommendations from previous employers. 

8. Use a Professional Headshot and a Customised URL. 

Multiple reports have shown that LinkedIn pages with profile pictures get more views than those that don't. Your photo should be clear, not include other people, and be appropriate for your industry. 

9. Make your Page easy to Scan. 

The worst thing you can do is have your profile be one long list. Recruiters won't bother learning about you if your page is a chore to read. Make sure you distribute your information across each of the sections LinkedIn offers, and arrange them in an order you consider most relevant to your industry. 

10. Be sure to Write a Summary. 

Finally, don't neglect the crucial "Summary" box. Think of it as a first impression of your professional profile. It is also the perfect place for keywords that will enhance search engine optimisation (SEO) benefits for your page.


As I said at the start of this article, LinkedIn is the best online marketing business social media site. However, it's only part of your online marketing campaign - you must not neglect others. My eBook, accessed from the link below, will help you decide why you need to use social media and how to choose and use them to build your business:


B2B & SMEs Mobile Marketing

Tags: social media marketing, linkedin marketing for SMEs, b2b social media marketing, social media, social media communities

10 Steps to Building an Online Social Media Marketing Communities

Posted by frank harris on 08/04/18 16:06

Social Media PLatforms 0118Online social media marketing communities can boost customer loyalty and brand awareness.


But setting up a community takes time and planning. These steps will help get your online community up and running through set-up, interaction and growth.

  1. Define your Value and Purpose

Having an online community will grow your brand, but you need to define what value you are offering people in your community. There must be a need or an interest.

  • Value

A primary reason for joining is to be in a network with a like-minded group of people, with common interests and connections. As the host, you must work out what these people would get out of being in your community, including one of the following: 

  • Problem solving - users will work together to solve problems, or seek solutions from brand representatives/employees
  • Topical discussions - a group of people with a similar interest to discuss informally
  • Reading interesting content - a community sharing the latest news on specific topics
  • Learn new skills – a group that will help members to learn new skills
  • Purpose

You must work out what value you will get out of your online community, primarily:

  • Increase sales and marketing - Differentiate your company from competitors and create additional value to doing business with your company.
  • Improve customer service - Increase customer loyalty through more interaction and engagement between customers and employees.
  • Empower product management - Partner with customers and prospects to generate and develop ideas for more profitable products and services.

If your community is uninteresting or overly pushes the company’s own product and doesn’t offer anything to users, members will not engage, and the community will struggle.

  1. Choose your Community’s Platform

Depending on the value and purpose as above, you’ll need to choose how you will host your community.


Communities used to function on specific platforms, and many still do. But with so many social media marketing networks available today, which function as knowledge and communication networks, it’s rare to use a single platform as each has a different purpose.


Facebook and Twitter are the most popular channels, but many companies are managing more than one account on each.


How your community communicates is the basis for your network. If people find it hard to navigate or connect with others, they’ll disappear.

  1. Research and Recruit Influencers

Find out who influences people in your community.  Tools such as Traackr and Social Bro can help. Search for hot topics within your community and they will show you where these are already being discussed on social media, and who’s leading the discussion.


Influencers probably produce most of content (other than the host) and tend to be the most active. Support your influencers to give them more opportunities to produce relevant content and share with the community.


Influencers will direct the tone and content of the community and represent their values.

  1. Programme of Content

Access to thought leadership content is, from research, the main reason for professionals engaging in networks and communities.


This means it’s important to plan the content you want to create and distribute. Content should be customised and written with your community in mind. Thought leading content keeps people returning and communicating with others.


Organise content in an editorial calendar. This will help to keep content distribution consistent and regular. Content also needs to be organised, so members can find topics that interest them. Navigation and an effective search method are almost as important as the content.


Fresh content not only keeps members interested, but attracts new members because having new interesting content, helps in SEO.

  1. Management

Communities need leadership to monitor member engagement. One person should manage your online community, with others managing different aspects of the network, depending how large and active your community is.


Oracle highlights, “management involves tracking, technical support, member engagement and community programme and event planning.” Ensure your community has someone to direct all these aspects, or it will fall apart.

  1. Engage

Engagement maintains a community.  Do this by interacting, and they will return the favour by endorsing you.


Reaching out to spark interesting discussions helps increase engagement and loyalty. Interacting with members will turn them into advocates. Customers like to have a voice and online communities are the perfect place for them to engage with you.


The essence of a community is that it is a place for sharing and discussion.

  1. Offer Support

Communities should offer customer support by finding answers to their questions in discussions with other members.


Helping to solve problems for your community will put you in good stead. For many, it’s key for joining a community.

  1. Encourage User-generated Content

User-generated content plays a role in 84% of millennial purchases and 70% of boomers’ purchases, so it’s important to get them interacting, creating and sharing their own content.


To prove your company’s worth, the endorsement needs to come from external sources, not you.

  1. Keep Trolls Away

As people are anonymous behind a computer, it’s inevitable you’ll get some trolls looking to insult you or your members and stir up trouble.


Be prepared to prevent/manage the damage before a hostile environment is created that will put members off your community.


If your community feels threatened, users are unlikely to stay. There’s likely to be disagreements but draw a line between retaliation and abuse.

  1. Keep the Conversation Going

Running a community requires time and dedication so keep the conversation going and stick to your plan.


You put in all the hard work of setting up your community, now it needs to be maintained. Good luck!


For more tips on social media marketing follow this link:


B2B & SMEs Mobile Marketing

Tags: social media marketing, b2b social media marketing, communities, social media communities

How to Build your Social Media Strategy

Posted by frank harris on 26/01/18 16:21

b2b_social_media_marketing_2.jpgWhat is a Social Media Strategy?

 It helps you plan your social media marketing activity to help your company achieve its business objectives.


Most strategies will state goals such as “increase traffic” or “build more followers.” But to take your strategy to the next level, you’ll need to connect your objectives to what matters for the business.


Your social media strategy will show the steps the company should take in this area to achieve its goals.

The Basics

  • Executive summary - helps to quickly understand key objectives and recommendations, without too much detail.
  • Comprehensive audit - reveals current strengths, weaknesses, and issues to be addressed.
  • Key objectives - business goals the strategy should achieve.
  • Strategy - recommendations and tactics to achieve the objectives and issues uncovered during the audit.

Advanced Elements

Earned, paid, and owned - basic strategies focus on one or two types of social media, but you need plan for three types: earned, paid, and owned.

  • Defining roles - provide clarity on who will be working on what and define social media workflows.
  • Brand and policy documents - brand guidance and social media policy.
  • Content and editorial calendars - essential.
  • Protocols to mitigate risk - workflows, establishing a listening plan, and recommendations for dealing with a crisis
  1. The Audit

 This gives a clear picture of current efforts on how to proceed.


Track Existing Results

To start, list the following: - follower counts, engagement rates and average activity per week. This helps create benchmarks, to measure the success of your strategy. Also look for underperforming social media channels, which don’t produce results, either shut them down or provide tactics to resurrect it.


Analyse Conversion Rates

If tracking traffic from social to your website, examine both the volume and conversion rates.


Audience Intelligence

Get a thorough understanding of your audience, including age, gender, buying habits, and interests by:

  1. Sending a survey to your customers, about their demographics and social media habits
  2. Conducting a qualitative interview with 5-10 customers or target personas

 This data will help you decide which social networks you should be engaging on.


Conduct a Competitive Analysis

Look at your competitors’ profiles, sign-up for their email promotions and analyse how they reach customers. How do they use social media and what seems to be working for them? Do you share a similar audience? What type of content resonates best with their audience?


Can you could adapt to some of their ideas for yourself?

  1. Goals

Each goal must be specific, measurable, attainable, realistic, and time-bound, so, focus on areas to improve.


To test measurability, ask: can you set a target per goal? Will you be able to know a goal is half complete? Set proper expectations. Put in a timeframe to measure success and benchmark progress.

  1. Define your Voice and Brand Purpose

The personality that shines through all interactions should be that of your company. While different social media platforms are for different purposes, how you talk must remain the same across all.


Have a document that defines your brand voice. This is the basis of your engagement style on social channels. Is your brand friendly or provocative? Fun or serious? Formal or casual?


Ensure your strategy documents reflect the brand personality to keep consistency. Include a plan for easily accessing brand documents as this becomes important during real-time engagement, especially during a crisis.


Consider how this voice relates to your community and the type of content your brand shares so messaging remains on brand.

  1. Define Reporting Intervals

Measure success of your campaign by evaluating its effectiveness over time. Check progress either monthly, quarterly or 6 monthly and leave time to produce an analysis of the results.


Lastly, look at any internal events that need social media amplification like volunteer events or award ceremonies and follow ensure you offer adequate support.

  1. Add a Content Calendar

Content can be blog posts, videos, infographics and photos, from your team, crowd-sourced from your community, or curated from relevant, reputable sources. Remember content can be repurposed from one channel to another but diarise it.

  1. Success

Decide how to measure success in the development stage. Before you undertake your strategy, establish baselines, targets and benchmarks, so, when reporting, you can articulate your progress.


There are two ways to measure success: Quantitative and Qualitative reports.


Quantitative focuses on numerical values and their growth or decline over time, e.g.:

  • Track follower growth - set concrete goals to prove success.
  • Engagement rate - helps to show whether content and messaging resonates with your audience. Metrics include number of shares, blog comments, and mentions.
  • Conversion rate - the metric that matters. These include number of downloads, email sign-ups, qualified leads, and sales transactions.

Qualitative is measured in a nuanced approach for insight and best done on a post by post basis. For example, it may be to increase interactions on your brand page. Comments have gone up, but we need to examine the nature of the comments, i.e. positive expressions for your products or frustration with your service?

Adjust your Course with Data

After gathering data on your key performance indicators, adjust course by either optimising your strategy or pursuing a different direction.


Examine successful posts that led visitors to your website and think how you can adapt them to generate similar results on other channels.


Monitoring response from your community is also important. Often followers will be vocal about what kind of activity and content they appreciate, or don’t, so listen to their feedback.


Are your competitors’ following growing faster than yours? What’s working well and for them and could you adapt some ideas to your social strategy?


In this article, I’ve covered the basics of what to include in your social media strategy. For further insights and tips follow this link:

B2B & SMEs Mobile Marketing

Tags: social media marketing, b2b social media marketing, sme marketing, social media strategy

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