Simple Steps to Building an Effective B2B Social Media Strategy
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Social media strategy has become increasingly more important in B2B marketing as more organizations are directing a portion of their marketing budgets towards this area. Are you ready to make social media a bigger part of your overall marketing strategy but not sure where to start? The good news is: an effective B2B social media strategy is easier than you might think. Tonya Severance, Copywriter and Social Media Specialist at Sales Engine International, discusses how to build an effective B2B social media strategy.
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Simple Steps to Building an Effective B2B Social Media Strategy
- 1. If It's Tuesday, Update Facebook: Simple Steps to Building an Effective B2B Social Media Strategy
- 2. Today’s Presenter Tonya Severance, Program Manager and Social Media Specialist Tonya Severance leverages over 10 years of experience in marketing, advertising and account management to provide support in every aspect of the marketing program Sales Engine delivers to her clients. In addition, she serves as a specialist in social media, playing a consultative role in social media planning for all Sales Engine clients. Prior to joining Sales Engine, Tonya was a Marketing and Advertising Coordinator for B2B media.
- 3. About Sales Engine International
- 4. Social Media Platforms for B2B Businesses
- 5. The Basics • Social networking site for businesses and professionals • Two opportunities for profiles • Personal Page • Company Page
- 6. The Basics • Tips for Profile Building X • Up-to-date logo • Up-to-date headshot • Personable, catchy copy about the company • Unique tone and style • Adequate contact information
- 7. The Basics • Tips for Profile Building X • Up-to-date logo • Up-to-date headshot • Personable, catchy copy about the company • Unique tone and style • Adequate contact information
- 8. The Basics • Tips for Profile Building • Up-to-date logo • Up-to-date headshot • Personable, catchy copy about the company • Unique tone and style • Adequate contact information
- 9. The Basics • Tips for Profile Building • Personable, catchy copy about the company • Unique tone and style • Adequate contact information
- 10. Next Steps • Connect with your rolodex and your employees • Take advantage of groups • Join existing groups • Start a new group
- 11. Next Steps • Create content library • Thought leadership • Events • Opportunities • Build calendar
- 12. Content Calendar Date Time Company Page Personal Page Group Post April 3 5:00pm Did you see our State of We published a State of Is the mainframe the Mainframe update? the Mainframe Address, here to stay or http://bit.ly/InfoSec_stat watch it here: going the way of eofmainframe http://bit.ly/InfoSec_stat the dinosaur? eofmainframe April 10 5:00pm In case you missed it, All you need to know Would a here's the skinny on about MEAS™: mainframe event MEAS™: http://bit.ly/infosec_ME acquisition http://bit.ly/infosec_ME AS system be helpful AS in your event and log management strategy?
- 13. Weekly Task List Update Statuses Company page Personal page Group Participation Ask a question/Start a conversation Comment on an existing discussion Respond to any Communication Company page Personal page Group pages
- 14. Keep in Mind • If you interact with someone who isn’t a connection in a group, send them an invitation • LinkedIn has a built in reporting application that will help you monitor your growth and effectiveness • It is not necessary to pay for LinkedIn to build a successful LinkedIn strategy. Paid memberships though allow you to contact people with whom you are not already connected – which is a good B2B benefit
- 15. The Basics • Social networking and microblogging site with 140- character post limit • One opportunity for a profile • Tips for Profile Building • Branded Pages
- 16. Next Steps • Follow your rolodex and your employees • Find more accounts to follow
- 17. Next Steps • Create content library • 140 character limit • URL shorterners • Hashtags • Retweet
- 19. Retweet Share interesting tweets you’ve read
- 20. Weekly Task List Tweet Include a hashtag Reply Browse the tweets on your homepage, reply to one tweet Retweet Browse your list and retweet one tweet Respond to any Communication Check CONNECT tab
- 21. Keep in Mind • The Twitter community wants to feel engaged. Follow everyone and retweet frequently • Use the CONNECT tab to monitor your engagement with the Twitter community
- 22. The Basics • Social networking site for everybody • The truth about Facebook
- 23. The Basics • One opportunities for profile • Official Company Page • Tips for Profile Building • Up-to-date logo & cover image • Personable, catchy copy about the company • Unique tone and style • Adequate contact information
- 24. Next Steps • Join/Create Groups
- 25. Next Steps • Create content library • Thought leadership • Events • Opportunities • Build calendar
- 26. Weekly Task List Update Official Company Page Status Group Participation Ask a question/Start a conversation Comment on an existing discussion Respond to any Communication Company page Group pages
- 27. The Basics • One opportunity for profile • YouTube Channel
- 28. Next Steps • Create content library • Marketing videos • Live demos • Recorded webinars
- 29. Next Steps • Naming videos • Video Headlines • Descriptions • Tags
- 30. Weekly Task List Check for comments and reply
- 31. Keep in Mind • The goal – increased awareness
- 32. Keep in Mind • Your content calendar should be flexible to allow for spontaneous and timely posts • The best time to post will depend on your audience and their habits, there are online tools that can help you narrow this down – but early morning and early evening on business days is a good rule of thumb
- 33. Keep in Mind • Add social media icons to your all of your messaging
- 34. Keep in Mind • Identify an internal team to help manage your strategy
- 35. Keep in Mind • Review your strategy every quarter. Did one post generate a lot of activity? Use this knowledge to constantly improve your strategy
- 36. Thank you Q&A’s
- 37. Thank you | Q & A Tonya Severance leverages over 10 years of experience in marketing, advertising and account management to provide support in every aspect of the marketing program Sales Engine delivers to her clients. n addition, she serves as a specialist in social media, playing a consultative role in social media planning for all Sales Engine clients. Prior to joining Sales Engine, Tonya was a Marketing and Advertising Coordinator for B2B media.
- 38. Map Offer In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.
Notes de l'éditeur
- Thank you Alexis and Hi Everybody. Thanks for joining us today.I think it has become obvious to all marketers that social media is powerful marketing tool, and when harnessed in the right way, can yield brand awareness and boosts in revenue.But it’s still a relatively new concept and knowing where to start and how to outline a step by step, executable process, can be daunting. And that’s what we’re going to talk about today.
- When it comes to B2B marketing and Social Media there are platforms that matter and platforms that don’t. And then there are platforms that seem to pop up overnight and you’re just not really sure if those matter or not. So where do you focus your efforts?These five are arguably the top platforms of choice. I’m going to tackle them in what I think is the order of most importance to B2B marketers.
- Let’s talk LinkedIn. LinkedIn is the social networking site designed specifically for businesses and professionals. There are two main opportunities to promote your business on LinkedIn – a personal page, ideally your CEO/President/Owners profile – and this could also be any member of the marketing staff’s profile – and then there is the official Company Page.A company page is built off of and directly linked to a personal page that’s why it is important to build out the personal page first, whether it belongs to the head of your company or someone involved in marketing or sales. A few things to keep in mind when building these profiles: use an updated logo, and an updated headshot. The headshot on the personal page doesn’t need to be a stuffy suit and tie affair, but pictures featuring red solo cups or wine glasses (unless you operate a vineyard or distribution company) are better left for other social media platforms. As with any profile you’ll be asked to describe yourself and your company. Use catchy and attention grabbing copy, and pay special attention to your tone and writing style. This is a great place to experiment with tone and style if you haven’t developed that branding element yet for your company – the key thing to remember is that you don’t want potential clients falling asleep while they’re reading your profile.Lastly, make sure someone would know how to get in touch with you if they wanted to pick up the phone instead of message you through the site.
- Let’s talk LinkedIn. LinkedIn is the social networking site designed specifically for businesses and professionals. There are two main opportunities to promote your business on LinkedIn – a personal page, ideally your CEO/President/Owners profile – and this could also be any member of the marketing staff’s profile – and then there is the official Company Page.A company page is built off of and directly linked to a personal page that’s why it is important to build out the personal page first, whether it belongs to the head of your company or someone involved in marketing or sales. A few things to keep in mind when building these profiles: use an updated logo, and an updated headshot. The headshot on the personal page doesn’t need to be a stuffy suit and tie affair, but pictures featuring red solo cups or wine glasses (unless you operate a vineyard or distribution company) are better left for other social media platforms. As with any profile you’ll be asked to describe yourself and your company. Use catchy and attention grabbing copy, and pay special attention to your tone and writing style. This is a great place to experiment with tone and style if you haven’t developed that branding element yet for your company – the key thing to remember is that you don’t want potential clients falling asleep while they’re reading your profile.Lastly, make sure someone would know how to get in touch with you if they wanted to pick up the phone instead of message you through the site.
- Let’s talk LinkedIn. LinkedIn is the social networking site designed specifically for businesses and professionals. There are two main opportunities to promote your business on LinkedIn – a personal page, ideally your CEO/President/Owners profile – and this could also be any member of the marketing staff’s profile – and then there is the official Company Page.A company page is built off of and directly linked to a personal page that’s why it is important to build out the personal page first, whether it belongs to the head of your company or someone involved in marketing or sales. A few things to keep in mind when building these profiles: use an updated logo, and an updated headshot. The headshot on the personal page doesn’t need to be a stuffy suit and tie affair, but pictures featuring red solo cups or wine glasses (unless you operate a vineyard or distribution company) are better left for other social media platforms. As with any profile you’ll be asked to describe yourself and your company. Use catchy and attention grabbing copy, and pay special attention to your tone and writing style. This is a great place to experiment with tone and style if you haven’t developed that branding element yet for your company – the key thing to remember is that you don’t want potential clients falling asleep while they’re reading your profile.Lastly, make sure someone would know how to get in touch with you if they wanted to pick up the phone instead of message you through the site.
- Let’s talk LinkedIn. LinkedIn is the social networking site designed specifically for businesses and professionals. There are two main opportunities to promote your business on LinkedIn – a personal page, ideally your CEO/President/Owners profile – and this could also be any member of the marketing staff’s profile – and then there is the official Company Page.A company page is built off of and directly linked to a personal page that’s why it is important to build out the personal page first, whether it belongs to the head of your company or someone involved in marketing or sales. A few things to keep in mind when building these profiles: use an updated logo, and an updated headshot. The headshot on the personal page doesn’t need to be a stuffy suit and tie affair, but pictures featuring red solo cups or wine glasses (unless you operate a vineyard or distribution company) are better left for other social media platforms. As with any profile you’ll be asked to describe yourself and your company. Use catchy and attention grabbing copy, and pay special attention to your tone and writing style. This is a great place to experiment with tone and style if you haven’t developed that branding element yet for your company – the key thing to remember is that you don’t want potential clients falling asleep while they’re reading your profile.Lastly, make sure someone would know how to get in touch with you if they wanted to pick up the phone instead of message you through the site.
- Let’s talk LinkedIn. LinkedIn is the social networking site designed specifically for businesses and professionals. There are two main opportunities to promote your business on LinkedIn – a personal page, ideally your CEO/President/Owners profile – and this could also be any member of the marketing staff’s profile – and then there is the official Company Page.A company page is built off of and directly linked to a personal page that’s why it is important to build out the personal page first, whether it belongs to the head of your company or someone involved in marketing or sales. A few things to keep in mind when building these profiles: use an updated logo, and an updated headshot. The headshot on the personal page doesn’t need to be a stuffy suit and tie affair, but pictures featuring red solo cups or wine glasses (unless you operate a vineyard or distribution company) are better left for other social media platforms. As with any profile you’ll be asked to describe yourself and your company. Use catchy and attention grabbing copy, and pay special attention to your tone and writing style. This is a great place to experiment with tone and style if you haven’t developed that branding element yet for your company – the key thing to remember is that you don’t want potential clients falling asleep while they’re reading your profile.Lastly, make sure someone would know how to get in touch with you if they wanted to pick up the phone instead of message you through the site.
- Now that you’ve got your profiles set up, it’s time to start building your network. Start off by sending connection invitation to your current clients, partners, vendors and anyone else in your rolodex. And don’t forget about your employees! By linking their personal profiles to your company pages, you’ll give the impression that your company has personality. And that’s a good thing.It’s also a good idea to empower your colleagues with the ability to take part in your LinkedIn strategy. A multitude of voices, points of view, and subject matter expertise will only lend itself to your company’s credibility, and will be useful when implementing the day to day or week to week program maintenance tasks. Next join an existing industry group. A quick LinkedIn search should provide you with numerous options. Choose a group that seems to frequently discuss topics you feel comfortable chiming in on. And if you’re a real subject matter expert in your field, start your own group and moderate other peoples’ discussions about your industry.You’ll attract new connections by posting thoughtful and intelligent conversation threads in these groups.You also need to be thoughtful and intelligent when updating your profiles’ statuses. LinkedIn members don’t want to be sold to. They want to be enlightened. So use real thought leadership content in your posts. It’s a good idea to go ahead and build a library of potential postsBuild your library with offers like whitepapers and case studies. If you don’t have PDFs or website pages to link to – just make statements about statistical snippets that are interesting and informative. Be sure, too, to use this opportunity to promote webinars and other events you’re hosting. Post about new hires, new job openings and requests for proposals you’re seeking. Remember that opportunity attracts attention. With your library developed, use it to build out a content calendar. You may find that you have enough potential posts to update your status once a day for a year. But more likely you’ll find that you’ve got enough to say to last you 3 – 6 months, posting on a weekly basis. And this is perfectly adequate for a new social media strategy.
- Now that you’ve got your profiles set up, it’s time to start building your network. Start off by sending connection invitation to your current clients, partners, vendors and anyone else in your rolodex. And don’t forget about your employees! By linking their personal profiles to your company pages, you’ll give the impression that your company has personality. And that’s a good thing.It’s also a good idea to empower your colleagues with the ability to take part in your LinkedIn strategy. A multitude of voices, points of view, and subject matter expertise will only lend itself to your company’s credibility, and will be useful when implementing the day to day or week to week program maintenance tasks. Next join an existing industry group. A quick LinkedIn search should provide you with numerous options. Choose a group that seems to frequently discuss topics you feel comfortable chiming in on. And if you’re a real subject matter expert in your field, start your own group and moderate other peoples’ discussions about your industry.You’ll attract new connections by posting thoughtful and intelligent conversation threads in these groups.You also need to be thoughtful and intelligent when updating your profiles’ statuses. LinkedIn members don’t want to be sold to. They want to be enlightened. So use real thought leadership content in your posts. It’s a good idea to go ahead and build a library of potential postsBuild your library with offers like whitepapers and case studies. If you don’t have PDFs or website pages to link to – just make statements about statistical snippets that are interesting and informative. Be sure, too, to use this opportunity to promote webinars and other events you’re hosting. Post about new hires, new job openings and requests for proposals you’re seeking. Remember that opportunity attracts attention. With your library developed, use it to build out a content calendar. You may find that you have enough potential posts to update your status once a day for a year. But more likely you’ll find that you’ve got enough to say to last you 3 – 6 months, posting on a weekly basis. And this is perfectly adequate for a new social media strategy.
- Assuming you fall into the category of businesses that has 3 – 6 months worth of weekly post-able content, this is what it would look like if you took all of the information from the previous two slides and made your self a task list. On a weekly basis check off each of these activities. Update the stauses of both your company page and personal page. Participate in the groups you’ve joined in at least two ways: start a conversation or ask a question. Start your own discussion thread. This can be as easy as “What do you think about…” and reference the status update you made to the profile pages. Next browse the existing discussion threads, and chime in.Lastly, before you sign out, check to see if anyone has contacted you or commented on any previous status updates or via your inbox and respond to them.
- The first Next Step is the same with every platform. Connect with your rolodex and employees. On Twitter you do this by “following “ them. The twitter community is made op of followers and you want to get as many followers as you can. A general rule is if you follow someone they’ll follow you. Vice versa stands true too – so always reciprocate a follower. Next go ahead and assemble your Twitter team. Now, find new accounts to follow by using the search feature to locate tweets that contain industry keywords. Follow their accounts. Also pay attention to the hashtags they use in their tweets. Hanshtags are a twitter tool used to make information about certain topics more easily finable. If you can learn what hashtags your potential audience are using, you can make sure they see your posts whether they are following you or not. We’ll talk more about hashtags later.Organize the pages you follow into lists. You can organize them by whatever segmentation makes the most sense to your company. This will make it easy to identify the accounts whose posts make for good engagement activity. More on that later.And since you already completed the next step for your LinkedIn strategy – you already have a great content library and calendar in place. Only you have to reword your posts to include less than 140 characters and add in hashtags. A hastag is a keyword preceded by hash-sign. It helps Twitter group together posts about similar subjects. If you’re posting about social media services adding hash-sign social media to the end of your post will ensure your post gets seem by anyone searching the term social media. That’s wht it is key to learn what hashtags your industry is using and employ them yourself.
- The first Next Step is the same with every platform. Connect with your rolodex and employees. On Twitter you do this by “following “ them. The twitter community is made op of followers and you want to get as many followers as you can. A general rule is if you follow someone they’ll follow you. Vice versa stands true too – so always reciprocate a follower. Next go ahead and assemble your Twitter team. Now, find new accounts to follow by using the search feature to locate tweets that contain industry keywords. Follow their accounts. Also pay attention to the hashtags they use in their tweets. Hanshtags are a twitter tool used to make information about certain topics more easily finable. If you can learn what hashtags your potential audience are using, you can make sure they see your posts whether they are following you or not. We’ll talk more about hashtags later.Organize the pages you follow into lists. You can organize them by whatever segmentation makes the most sense to your company. This will make it easy to identify the accounts whose posts make for good engagement activity. More on that later.And since you already completed the next step for your LinkedIn strategy – you already have a great content library and calendar in place. Only you have to reword your posts to include less than 140 characters and add in hashtags. A hastag is a keyword preceded by hash-sign. It helps Twitter group together posts about similar subjects. If you’re posting about social media services adding hash-sign social media to the end of your post will ensure your post gets seem by anyone searching the term social media. That’s wht it is key to learn what hashtags your industry is using and employ them yourself.
- And this is what your Twitter weekly checklist would look like.
- Now that you’ve got your profiles set up, it’s time to start building your network. Start off by sending connection invitation to your current clients, partners, vendors and anyone else in your rolodex. And don’t forget about your employees! By linking their personal profiles to your company pages, you’ll give the impression that your company has personality. And that’s a good thing.It’s also a good idea to empower your colleagues with the ability to take part in your LinkedIn strategy. A multitude of voices, points of view, and subject matter expertise will only lend itself to your company’s credibility, and will be useful when implementing the day to day or week to week program maintenance tasks. Next join an existing industry group. A quick LinkedIn search should provide you with numerous options. Choose a group that seems to frequently discuss topics you feel comfortable chiming in on. And if you’re a real subject matter expert in your field, start your own group and moderate other peoples’ discussions about your industry.You’ll attract new connections by posting thoughtful and intelligent conversation threads in these groups.You also need to be thoughtful and intelligent when updating your profiles’ statuses. LinkedIn members don’t want to be sold to. They want to be enlightened. So use real thought leadership content in your posts. It’s a good idea to go ahead and build a library of potential postsBuild your library with offers like whitepapers and case studies. If you don’t have PDFs or website pages to link to – just make statements about statistical snippets that are interesting and informative. Be sure, too, to use this opportunity to promote webinars and other events you’re hosting. Post about new hires, new job openings and requests for proposals you’re seeking. Remember that opportunity attracts attention. With your library developed, use it to build out a content calendar. You may find that you have enough potential posts to update your status once a day for a year. But more likely you’ll find that you’ve got enough to say to last you 3 – 6 months, posting on a weekly basis. And this is perfectly adequate for a new social media strategy.