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When It Comes to B2B Social Marketing, Lead With Your Best Cards

See on Scoop.itTocquigny’s Digital Marketing Daily

Leave the snarky Tweets and posts to the solo commentators. When you’re doing B2B social media, you’re representing a brand.

Social media engagement starts with flipping a switch: A prospect sees something you’ve posted — a video, a tweeted statistic, an informative blog post — and they shift from being a stranger to being your subscriber. What should you be putting out there to attract those new subscriptions?

Quite simply: Good, solid information.

Leave the snarky Tweets and posts to the solo commentators. When you’re doing B2B social media, you’re representing a brand, and nobody wants to get into a business relationship with a whiner. This doesn’t mean you can’t post about serious or even controversial topics. But it does mean that you need to bring interesting facts, astute observations, timely reminders, and a cool head to the topic. It’s a way to position your company as well informed, sharp, helpful — and great in a crisis.

  • Be quotable. Nothing will raise your social media profile faster than putting out information that others want to retweet, “like,” “Digg,” or otherwise quote. If you’ve got a clever writer with good judgment on your social marketing team, you’ve got a head start. But even if you aren’t the next Hemingway, you can boost your chances of getting quoted if you…
  • Report the news. Set up Google Alerts so you’ll start the day seeing the latest industry news that interests your target audience. They’ll thank you for sending them to information they might otherwise have missed — and they’ll starting thinking of you as a trusted source. (And, of course, you used some of your SEO keywords in reporting the news, didn’t you?)
  • Use numbers. “Research shows that fax machines are being replaced by multifunction printers,” is mildly interesting. “90 percent of fax machines replacements are these 6 high-end multifunction printers,” makes the situation clear — and makes the reader want to click through for more of your take on the situation. People love numbers.
  • Use infographics, pictures, or video. While people will take a quick glance at a post or a tweet, graphics often get printed out or saved. Having a graphic artist or video editor from your marketing team assigned to social media is a cost, but you’re likely to be amazed by the increase in attention you’ll get for blog posts with original graphic content (and for Facebook posts that can use a graphic image to link from your blog post or webpage). Make sure your company name and web address appear prominently in the infographic.
  • Resist internal pressure to be boring or deceptive. When writing about company news, products, and services, make sure they’re really great: life-enhancing, award-winning, improved, on sale, or popular. Don’t allow a product manager with a mediocre product or campaign to commandeer the social media bandwidth — and compromise the company’s credibility. Nothing will turn off a prospect faster than clicking through to a company’s site and discovering that what was hyped via social media channels is a disappointment.
  • Advance your field, as well as your brand. This is a way to get ahead without turning off prospects with a deluge of “Me! Me! Me!” stories. If you’re in banking, talk about new products. If you make medical devices, talk about advances in your field. If you sell pizzas, talk about the nutritional benefits of eating tomatoes and tomato sauce. A rising tide lifts all boats — including your company’s.

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