Social media Vs your website: Where should you be investing in 2023? Presented by: • Jag Panesar • Danni Johnson Discover: • How your audience are using social media and Google to find your business. • Future predictions for social media in the B2B arena. • Future predictions for websites and SEO in the B2B arena. • How to decide where to invest your budget. • Useful tools https://xpandmarketing.co.uk/

1. Social media Vs your
website: where should
you be investing in 2023?
Presented by Jag Panesar & Danni Johnson

2. Our speakers today
Jag Panesar
Director at Xpand
18 years in marketing & business management
Delivered projects for brands such as Lindt and Tetley Brewery
Favourite Marketing Platform: Website
Danni Johnson
Digital Marketing Manager at Xpand
19 years in sales, marketing and recruitment
Trained by LinkedIn & CIM certified
Favourite Marketing Platform: Social Media

3. How your audience are using social media and Google to find your business
Future predictions for social media in the B to B arena
Future predictions for websites and SEO in the B to B arena
How to decide where to invest your budgets
Useful tools
What we'll cover today:

4. Ever wondered how your
audience is using social media
and Google to find
your business?
Ok, let's get started...

5. “In our studies, something like almost 40% of
young people, when they’re looking for a
place for lunch, they don’t go to Google Maps
or Search…they go to TikTok or Instagram.”
Prabhakar Raghavan
Senior Vice President of Google
Well if you saw this news, you probably panicked...

6. Firstly... it's probably a publicity stunt on Google's behalf
Secondly... it's referring to B2C users
Thirdly... the intentions are entirely different!
But you don't need to panic...
TikTok/Instagram are not search engines.
No one is searching for car insurance on Tik Tok.

7. Still not convinced?

8. 58 million social media users in
the UK (Jan 2022). A 10%
increase year on year.
85% of the UK are active social
media users
1hr 53 mins spent using social
each day
30% of the UK use social media
for brand research
Source: datareportal.com
67 million internet users in the UK
(Jan 2022). That's a 4% increase
year on year.
98% of the UK uses the internet
44% of global users visited a
brand's website each month
6hr 16m spent using the internet
each day
Most visited website is Google
Let's look at the stats...
Internet usage stats Social media usage stats

9. Social Media isn't replacing Google. But, it isn't
going away either.
The launch
of the
Metaverse
Instagram
Reels go
wild
Personal brand
building take
centre stage
Clubhouse
caused chaos -
Everyone on
Audio
The rise of
TikTok

10. Future predictions
for social media in
the B to B arena

11. Our predictions for 2022 - and what's happened
Value-adding content will take the lead
Video will continue to take centre stage
Social media channels could also become shopping channels
Authenticity will be vital
Personalisation is key

12. Our predictions for 2023:
The rise of influencers in B to B
Brand inclusivity will be critical to brands but employee advocacy will help with this
Gen Z will change the way brands view & use social media
Brands will need to create conversational and interactive content
Audio will really take off
But the ones you really need to take note of...

13. A video marketing strategy
will be key to your survival
1

14. The brain processes images 60,000 times faster than text
We can only process 5 words per second
And our attention span is roughly 8 seconds long
Why?
It's a no brainer really

15. 10x more engagement on Twitter
20x greater chance of shares on LinkedIn
8 billion views per day on Facebook
8x higher CTR on your email campaigns
118% organic reach on Tik Tok
37% of the UK
population watch
how-to, tutorial
or educational
videos each week
Source: dataportal
With video you are likely to achieve:
According to CISCO, as much as 82% of
online content will consist of videos this year.
Source: Takenote

16. Don't lose sight of your audience and where they are engaging!
70% of Tik Tok users say they've
discovered a new product/brand on the
platform BUT it only ranks 6th in the
world's most-used social platforms
That said, there are B to B brands doing
it right...
In the UK, 22 million people have Tik Tok but,
35 million have Facebook... my point?

17. Social advertising in B to B
will increase
2

18. Why?
Google is set to phase out third-party cookies, forcing platforms to
rethink their advertising capabilities
Consumers appear to be more receptive to ads
The potential reach is huge in the UK alone - it's growing every day
61.6% on Facebook
91.8% on YouTube
63.7% on LinkedIn
55% on Instagram
44.6% on Tik Tok
34.5% on Twitter

19. Social 'experience'
will accelerate
3

20. Crisis
Management
We like to moan
and social is
making it easier
Community
Management
People expect a
response within
3 hours
Why?
Customer
Journey
More complex
touch points in
B to B
So bigger brands will need to employ community managers

21. Future predictions for
websites and SEO in
the B to B arena

22. Our predictions for 2023:
Businesses will gather more data to support their sales funnel
CRM integrations will continue to gain prominence
Third party integrations will continue to grow e.g. Calendly
Online reviews will support the truth of your brand
Google Analytics 4 will give us even more user intelligence
But the ones you really need to take note of...

23. Website User Experience
(UX) will continue to
gain prominence
1

24. Technology is making website design easier e.g.
Squarespace & Wix allow simple but effective
websites to be created on a budget
We continue to master human centred design
skills such as empathy and storytelling
When a website is easy to use, we don't notice it...

25. Your website's written content is
fundamental to how your audience
perceive you and remember you.
It's not just about a pretty design!

26. Brand authenticity and
messaging on your website
will become even
more central
2

27. Access to social
proof allows us
to research a
brand.
If your website's
brand message
isn't authentic, it'll
quickly come out
in the wash.
We have an
attention span
of 8 seconds.
If your website's
brand isn't getting
to the point
quickly, you'll lose
user's attention.
Recruitment
continues to be
a challenge.
Your brand isn't
only there for
customers, it's also
there to attract the
best talent.
Why?

28. To cut through the noise, you
need to position yourself as
an authority.
High quality website content
will build trust, generate
engagement and gain loyal
followers.
High quality content will
increase your search engine
ranking.
Strategic keyword usage will
gain traffic from a more
qualified audience that are
likely to convert quicker.
Why?

29. Website content will
become even more
people focussed
3

30. Sites that don't stray too far from its main topic
Sites that demonstrate first hand experience
Sites that provide sufficient answers to
Google recently released the Helpful Content Update.
The following types of websites will be rewarded:
searchers questions e.g. FAQs
In short, Google is
getting much better
at recognising
when you're trying
to 'play' the system
Why?

31. Sites that don't stray too far from its main topic
Sites that demonstrate first hand experience
Sites that provide sufficient answers to
Google recently released the Helpful Content Update.
The following types of websites will be rewarded:
searchers questions e.g. FAQs
In short, Google is
getting much better
at recognising
when you're trying
to 'play' the system
JUST BE
HUMAN
Why?

32. Position one on Google will
remain important, but your
brand will dictate your
website enquiry rate
4

33. You visit Google to search for an accountant.
You don't recognise the company in
position one, but you do recognise the
company in position two.
Where are you most likely to click first?
Imagine this....

34. Your brand needs to
be present across as
many audience
relevant channels as
possible.
There's lot's of
noise on Google -
paid ads, the map
pack etc. Your
brand will help you
cut through this
noise.
Why?
Brand trust will dictate the strength of your enquiries
and conversion rates

35. In summary...

37. How to decide
where to invest
your budgets

38. First, you need to consider your audience...
Who?
What?
Why?
Where?
When?
And How?

40. Is this where the majority of your audience are?
If so, what can you do to gain more?
If not, you need to understand
where they are.
Look at where your current enquiries
are coming from...

41. Word of mouth is by far the most powerful
form of marketing.
This comes down to your brand strength.
This can be harnessed through social proof.

42. Then you need to consider whether you have the...
Time Resource Knowledge

43. Tools we
recommend for
improving your
digital marketing
strategy

44. Please could you
take a second to fill
out a small survey...

45. Useful tools

46. Useful tools - other Xpand webinars
xpandmarketing.co.uk/blog/category/webinar

47. Useful tools - other Xpand webinars
xpandmarketing.co.uk/blog/category/webinar

48. Useful tools - other Xpand webinars
xpandmarketing.co.uk/blog/category/webinar

49. How your audience are using social media and Google to find your business
Future predictions for social media in the B to B arena
Future predictions for websites and SEO in the B to B arena
How to decide where to invest your budgets
Useful tools
You should now know...

50. Any questions?

51. Follow us
/XpandMarketing
@Xpand_Marketing
/company/xpand-marketing
/xpandmarketing
Let's connect
www.xpandmarketing.co.uk