Best Practices for Using Social in Your B2B Marketing - Matt Hensler, ColinKurtis Advertising
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B2B marketers are charged with finding the needle in the haystack: reaching narrow swaths of an ever-growing pool of social media users. In this session, learn how marketers are using social media to engage their ideal and existing customers using a paid and organic B2B social strategy. Key Takeaways: Master B2B Social Best PracticesLearn Paid and Organic Social StrategyGrasp Setting KPIs and Meeting ROI
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Best Practices for Using Social in Your B2B Marketing - Matt Hensler, ColinKurtis Advertising
- 1. MASTER CLASS Matt Hensler VICE PRESIDENT, SOCIAL & DIGITAL INTEGRATION COLINKURTIS ADVERTISING Best Practices for Using Social in Your B2B Marketing HONOLULU, HI ~ JULY 14 - 15, 2022 DIGIMARCONHAWAII.COM | #DigiMarConHawaii DIGIMARCONPACIFIC.COM | #DigiMarConPacific
- 2. 2 ck M E E T M A T T MEET MATT HENSLER M A T T H E N S L E R V I C E P R E S I D E N T , D I G I T A L I N T E G R A T I O N
- 3. 3 ck B 2 B S O C I A L B E S T P R A C T I C E S
- 4. 4 ck GOAL OF SOCIAL B 2 B S O C I A L B E S T P R A C T I C E S Social media should build a community to share the brand story and connect with brand + employee advocates. BUILD Each client should have a conversion goal whether it is engagement on social (likes, comments, shares), web traffic, or a purchase. DRIVE Social media is crucial for driving web traffic or collecting leads natively through LinkedIn for potential customers. LEAD
- 5. 5 ck SOCIAL VOICE B 2 B S O C I A L B E S T P R A C T I C E S PERSONALITY • Friendly • Funny • Adventurous • Whimsical • Helpful LANGUAGE • Simple • Jargon-Free • First-Person TONE • Informal • Personal • Honest • Direct • Humble LANGUAGE • Engage • Inform • Entertain • Sell
- 6. 6 ck CONTENT VERTICLES B 2 B S O C I A L B E S T P R A C T I C E S Content to reinforce the brand identity. BRAND EQUITY Develop campaigns to evoke emotions that leave a lasting impression. PROMOTIONAL Curate user-generated content. BRAND ADVOCATES Focus on products and conversions to share fan-love and drive excitement. PRODUCT
- 7. 7 ck HASHTAGS & SOCIAL LISTENING B 2 B S O C I A L B E S T P R A C T I C E S • Identify brand and customers’ product mentions • Subscribe to hashtags to follow industry conversations SOCIAL MEDIA MONITORING • Identify tone of social media mentions • Analyze a monthly report addressing social activity • Conduct social competitive analysis • Build FAQs for social media, press and brand responses SOCIAL MEDIA SENTIMENT
- 8. 8 ck COMMUNITY & REPUTATION MANAGEMENT B 2 B S O C I A L B E S T P R A C T I C E S Like and respond, if needed, within 24 business hours. + POSITIVE COMMENTS Address the comment, honestly and politely. Apologize, when necessary, and use an empathetic tone. - NEGATIVE RESPONSE Direct to Private Message. Don’t keep the conversation going on public forums. Move them to DM/PM instead. --- REPEAT NEGATIVE COMMENTS If any follower is harassing another social media user, an employee or partner, suggest BLOCK/BAN USER. X HARASSMENT
- 9. 9 ck KPIs B 2 B S O C I A L B E S T P R A C T I C E S AUDIENCE GROWTH Total followers and by outlet PERSONALITY Total engagement, including reactions & clicks CLICKS Includes total clicks, on social and web visits LEADS Numbers of form submissions +323% SUBMIT
- 10. 10 ck GOAL SETTING B 2 B S O C I A L B E S T P R A C T I C E S New Follower Growth (%) Impression Growth (%) Engagement Growth (%) Clicks Growth (%) Web Traffic Growth (%) Lead Generation Growth (%) CPC – Cost Per Click ($) CTR – Click Through Rate (%) CPL – Cost Per Lead ($) D E F I N E Q U A R T E R L Y & A N N U A L K P I s
- 11. ck 11 B 2 B S O C I A L B E S T P R A C T I C E S RECOMMENDED PLATFORMS & CADENCE P R I M A R Y P L A T F O R M L I N K E D I N 2 - 5 x / W E E K S E C O N D A R Y P L A T F O R M S F A C E B O O K 1 - 3 x / W E E K T W I T T E R 1 - 5 x / D A Y I N S T A G R A M 2 - 5 x / W E E K R E E L S : 5 - 7 x / W E E K
- 12. ck 12 B 2 B S O C I A L B E S T P R A C T I C E S SOCIAL MEDIA IMAGE SIZES 2022 P R O F I L E P H O T O L A N D S C A P E P O R T R A I T S Q U A R E S T O R I E S C O V E R P H O T O 320 x 320 1080 x 566 1080 x 1350 1080 x 1080 1080 x 1920 N/A 170 x 170 1200 x 630 630 x 1200 1200 x 1200 1080 x 1920 851 x 315 400 x 400 1024 x 512 N/A N/A N/A 1500 x 1500 400 x 400 1200 x 627 627 x 1200 N/A N/A 1128 x 191
- 13. 13 ck LINKEDIN TIPS B 2 B S O C I A L B E S T P R A C T I C E S • 50-100 characters or 25 words • Cutoff: 128 characters (meaning they will have to click to see more – and nobody really does that) CHARACTER LENGTH • 1200 px x 628 px IMAGE SIZE • 1920 px x 1080 px • 30 seconds (make the first 6 seconds impactful) VIDEO LENGTH & SIZE • Exclamation points (!) result in 26% more clicks than periods (.) • Limit questions • Em dash with spaces between words work best for social STYLE • 3 or less — only for conversation or style purposes. HASHTAGS
- 14. 14 ck B 2 B S O C I A L B E S T P R A C T I C E S LINKEDIN NEWSLETTERS Regularly published articles where users get notified via push/in-app/email WHAT ARE THEY? • Expand audience: open to all users, not just those following your page • Brand awareness: notifications remind users about your page • Lead generation • More direct than articles: users get notified of newsletters WHY SHOULD WE USE THEM? Frequency + Analytics tools WHAT ARE THE FEATURES?
- 15. 15 ck LINKEDIN NEWSLETTER EXAMPLE B 2 B S O C I A L B E S T P R A C T I C E S
- 16. ck PAID SOCIAL
- 17. 17 ck Brand Awareness Engagement Lead Generation DEFINE GOALS & OBJECTIVES P A I D S O C I A L B E S T P R A C T I C E S 1 2 3 AWARENESS CONSIDERATION CONVERSIONS Brand Awareness Website visits Engagement Video views Lead generation Talent leads Website conversions Job applicants
- 18. 18 ck TYPES OF ADS P A I D S O C I A L B E S T P R A C T I C E S S I N G L E I M A G E A D C A R O U S E L I M A G E A D V I D E O A D T E X T A D S P O T L I G H T A D M E S S A G E A D C O N V E R S A T I O N A D E V E N T A D
- 19. 19 19 ck SINGLE IMAGE AD EXAMPLE P A I D S O C I A L B E S T P R A C T I C E S
- 20. 20 ck P A I D S O C I A L B E S T P R A C T I C E S CAROUSEL IMAGE EXAMPLE
- 21. 21 21 ck P A I D S O C I A L B E S T P R A C T I C E S VIDEO AD EXAMPLE
- 22. 22 ck P A I D S O C I A L B E S T P R A C T I C E S MESSAGE AD EXAMPLE
- 23. ck 23 CONVERSATION AD EXAMPLE P A I D S O C I A L B E S T P R A C T I C E S
- 24. ck J U S T A T A S T E O F W H A T C A N B E D O N E CASE STUDIES
- 25. 25 ck 2 0 2 1 S O C I A L M E D I A 2021 YIR: SOCIAL MEDIA From a mix of creative content creation including videos, graphics, lead generation ads and more, ColinKurtis understands the necessary social media strategies to help your brand succeed in the food and beverage and B2B marketplaces. With over 76% of our clients in the food and beverage industry—and a majority in the B2B sector—we are total food enthusiasts who can help your brand reach its target audiences. This means R&D, Executives, Marketing and Innovation are well within reach on the following networks: WHAT CK BRINGS TO THE TABLE social engagements +389% social impressions +344% social clicks +240% web traffic from social +323% SAVORY RESULTS Additionally, with a broad network of influencer contacts, our digital team can support your social media efforts with influencers that inspire, engage and build trust with your audiences. • Ingredients • Branded CPG Retail & Private Label Retail • Equipment • Research/Product Development • Out of Home/Food Service OUR FOOD & BEVERAGE CLIENTS SPECIALIZE IN:
- 26. 26 F F P C A S E S T U D Y With impressions up +3,654% and engagements up +460%, social media efforts exceeded FFP’s widespread marketing goals. CK primarily managed the corporate LinkedIn page, creating a total of 52 customized and branded posts. C A S E S T U D Y / F F P • LinkedIn Ads CTR 56% Above Industry CTR Benchmark • Social Clicks +548% • Web Traffic from Social +433% I M P R E S S I O N S +3,654% E N G A G E M E N T S +460% C U S T O M I Z E D & B R A N D E D P O S T S 52 T H E R E S U L T S W E R E A S T O U N D I N G :
- 27. ck THANK YOU Q U E S T I O N S ?