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

Three Reasons to use B2B Integrated Marketing in 2019

Posted by frank harris on 20/01/19 16:13

integrated-marketing-communicationsDo you understand integrated  B2B marketing?

 

We are all familiar with the chaos of the modern consumer journey and rising consumer expectations for personalisation and convenience. There’s more content than ever and there are more touchpoints than ever. According to BuzzSumo’s 2018 Content Trends Report, only 50% of all content gained 4 shares or more across all main social networks - half of what it was in 2015.

 

And we often blame this shifting and fragmented media landscape for:

But the reality is that we must look inwards to understand how those of us in small business B2B marketing, may be contributing to marketing’s ineffectiveness. 

 

Here are three reasons to make building integrated marketing a priority in 2019.

  1. Your B2B marketing looks inefficient and misaligned

Do the points above sound familiar? A lot of these common B2B marketing challenges stem from lack of alignment and governance. And 65% of the content that marketing teams produce is wasted. SiriusDecisions has found that 60-70% of content goes unused in B2B companies, representing a large amount of waste

  1. Customers don’t care about your silos

Remove marketing silos once and for all, especially the segregation of “content marketing” from the rest of your marketing. Content touches every department: from PR to social to TV to digital. It has become a company’s business asset, IP and product all in one; despite this, we’re still pursuing separate agendas, metrics and technical operations. 

 

The siloed nature of some B2B SMEs makes it difficult to create a cohesive experience for customers.

Digital marketing fragmented not only the agency landscape but also the marketing function. Now, it’s time to reclaim unified oversight with content operations. According to the SiriusDecisions State of B2B Content Study, only 14% of companies rate themselves as advanced in operations. Effective operations mean increased collaboration across departments and functions, integrated planning, transparency across teams, and a shared vision for what success looks like. Technology can help build a robust operations function when there are the right champions and strategies in place behind it.

  1. We’re contributing to the internet version of noise pollution

Content is overwhelming us all, and it’s being churned out by brands and polluting our working environment.

 

So, stop creating content without a clear why. According to the ANA, only 25% of CMOs’ digital media investment reaches target audiences,” representing “more than $20 billion of marketing waste.

 

Content waste is defined as an investment in content that has no strategic purpose or business impact, offers little value to the customer, was poorly executed, or was duplicative.  

 

What’s causing this lack of strategy and waste? The most obvious answer is a lack of visibility resulting in content duplication, an inability to combine campaign efforts, and challenges maintaining brand governance.

 

Alternatively, your teams may be working well independently but be missing a major opportunity to collaborate more broadly across the company.

 

Working towards a holistic programme that aligns disparate production efforts and integrates various work streams across multiple calendars will give savvy brands the upper hand and help break through the noise.

Start 2019 Off with an Integrated Plan

The benefits of building a more integrated marketing organisation are clear. Investing in integrated marketing will:

  • Improve operational effectiveness and efficiency across the marketing organization.
  • Break down silos and encourage collaboration and efficiency.
  • Champion omni-channel marketing in the client organisation.
  • Position content as an asset that should be managed like all business IP.
  • Support the creation of a seamless and consistent customer experience.
  • Start looking within your company and reflecting on where you can improve operations and planning. 

Start by asking one simple question: what is a shared goal your teams can start to collaborate on? Start small but keep your focus on delivering an integrated, measurable, and relevant content experience across all customer touchpoints.

 

This is not a new idea but to see how you can get your online marketing integrated a start point, why not download my eBook from this link>>>

 

b2b lead generation

Tags: integrated online marketing, get more leads, integrated internet marketing, b2b behavioural marketing, b2b integrated marketing, integrated b2b marketing

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