Posted by on Sep 12, 2019 in Integrated Marketing, Marketing Tips, Uncategorized | 0 comments

5 Ways B2B Blogs & Social Media Can Transform Your Marketing Efforts

BWS B2B social media and blogAre you ready for some surprising statistics about B2B social media, corporate blogging and purchasing decisions?

It’s no wonder B2B companies are placing more emphasis than ever on blogs and social media.

Here, we’ll be covering the five most compelling reasons you should incorporate social media into your B2B marketing approach – and why corporate blogging should be at the top of that list.

B2B Blogs: A Crucial B2B Marketing Strategy

When we think of ‘social media,’ sites like Facebook or LinkedIn generally come to mind.

I believe blogs – due to their role in marketing content distribution and community engagement – occupy a unique space. They are located right at the intersection of content marketing, social media and SEO. Blog posts range from thought leadership reflections to keyword-rich industry content to educational content, events, and product announcements. In addition to copy, they often incorporate video, infographics, images, charts and more.

They are also among the top methods for attracting new customers. In fact, HubSpot reports that 55 percent of marketers say blog content creation is their top inbound marketing priority.

Here’s why.

  1. Better SEO & Increased Web Traffic
    Blogs drive traffic to your website. Period. One reason is that websites featuring a blog have a 434% chance of ranking higher on search engines, according to Tech Client. That ranking is important as research shows that 75% of users don’t scroll beyond the first page of search In the first two years after introducing a blog and all organic social media program, a Brandwidth client saw significant increases in website traffic.

When no new content is added to a website, the website is ‘spidered’ or indexed less frequently. Fresh blog content encourages search engines to visit the website more often – leading to better search engine ranking. It also ensures your content is seen & ranked by Google soon after it’s posted.

  1. Generating More Leads…and Better Qualified Leads
    Would you like to receive 67% more leads? This is how.

Blogs are a favorite of search engines. When a potential customer enters words or phrases into a search engine to get their questions answered, blogs with those topics appear high in the search results. So if you’ve created the right content speaking to the challenges of your potential buyers and populated it with the right keywords or key phrases, customers will benefit and search engines will rank your company content higher.

This strategy is so effective that companies with blogs as part of their content marketing mix get 67 percent more leads than those who don’t.

  1. Increasing Brand Awareness
    You put a lot of time and effort into creating compelling marketing content. It makes sense to cross-promote that content across all B2B social media channels to increase awareness of your brand. Blogs also give you the opportunity to showcase your brand personality.

Blogs offer a fertile starting point for a suite of content. For example, let’s say you write a blog discussing the ‘Top 10 challenges facing the XYZ industry.’ You can transform those 10 points into an infographic, and promote it on Facebook, Twitter, Instagram or LinkedIn. You can take one or two items from the list and create a short ‘how-to’ video on that topic. You can develop social posts teasing some highlights to pique interest and drive traffic to the content on your website.

Whether your customers are searching social media platforms to see what you are talking about today, or are using search engines to learn more about you, social media and blogging net you visibility.

  1. Improving the Buyer’s Journey

Blogs are a great place to start prospects out on the buying journey. Inbound marketing with blogs allows prospective customers to seek you out. Blog content should be more educational and informative, rather than sales-focused. As a result, it’s seen as less ‘threatening,’ and more likely to be considered objective.

Long-form content is also ideal for sharing ideas, fostering discussion and introducing visitors to your brand in a way you never could in, say, a tweet. Blogs are also the perfect environment for embedding a call-to-action – driving visitors through the sales funnel to specific landing pages or product or service pages.

  1. Engage With Your Prospects & Customers
    Effective B2B social media functions as a community where your business can engage with interesting data, visuals, video and more. LinkedIn and Facebook Groups can offer the ability to reach wider audiences and drive traffic to a blog post demonstrating your thought leadership in the industry. Twitter allows you to engage in real-time discussions happening in your space. With social media and blogs, companies can address key industry challenges customers or prospects are facing right now.

When it comes to customers and prospects, social media also delivers more ‘touches.’ It is commonly reported that it takes 6 to 8 touches to generate a viable sales lead. We’ve become impervious to traditional advertising and sales, and people are conducting more web research on brands than ever before. The use of blogs and social media allows you to make more of those critical ‘prospect touches.’

Use Your Blog & Social Media to Transform Your Marketing

One of the keys to a successful blog strategy is posting consistently, either with more frequent (likely shorter) posts or longer, less-frequent ‘anchor’ content. Keep your social profiles active, and share industry-relevant information that engages your audience and demonstrates your brand’s knowledge and capabilities.

 

This post was first published by Jen Mizak at www.LMwrite.com. Jen heads up Brandwidth Solutions’ social media team. She helps businesses increase visibility & boost sales by tapping into their customers’ needs with engaging blog and social media content.

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Posted by on Sep 23, 2014 in Integrated Marketing, Marketing Channels, Uncategorized | 0 comments

Corporate Social Media Initiatives: 4 Lessons Learned in the B2B Trenches

Social Media Best PracticeI work with single-employee businesses as well as multinational Fortune 500 firms. Small business owners tend to have this impression (it’s almost a complex) that large companies are in possession of secret social media knowledge and they’re killing it online.

Here’s a little secret: it’s a myth.

Lesson 1: Successful Social Media is Driven by Focused Strategy & Commitment

Yes, best-in-class companies have strong, well-aimed, well-directed programs. But most companies don’t. In fact, many larger businesses still don’t have a budget line for social media initiatives. I’ve worked with multi-million dollar firms that squeezed tweets and an occasional blog post out of their PR budget.

Many businesses haphazardly employ social media, with no clear objectives or strategy. That’s the lowdown: the one advantage huge companies have over everyone else – a larger marketing budget – is being spent only grudgingly (at best), and many times not at all.

Lesson 2: Social Media is a Viable Option for Increasing Brand Awareness & Leads

While social media is a well-established, primary marketing channel for B2C companies, adoption has been slower in the B2B space as companies struggle with measuring the effectiveness of “touching” prospects through social. The slower adoption of social media in the B2B space has allowed brands the time to establish and differentiate themselves. So there is room for you!

Lesson 3: It’s Still Newfangled & Savvy Social Media Users Can ‘Rise Above’

Social media’s relative newness is itself a leveler in the marketing playing field. Big companies tend to be slow when it comes to adapting new technologies or avenues, and this has held true of B2B social media. Companies large and small have struggled to harness social media’s potential, but savvy companies have learned the #1 lesson of social media: the whole “social” part. Engagement.

Smart social media operators know that constantly tweeting about a service you offer – with no other information sharing – isn’t useful at all. It’s about as effective as walking into a networking event and throwing a handful of business cards straight up in the air before walking out. The point is to entice your audience to engage with you. That means you need to engage with them, and not just tout your latest, greatest gizmo once a week.

Lesson 4: The Speed of Social Media – The Advantage Goes to Savvy Companies

One thing I’ve found that differentiates savvy companies from other corporations is response time. As you would expect, response times at some companies can be slow.

How slow?

Agonizingly-Long-Hundred-Years-War-kind-of-slow.

Remember, social media is all about engagement. When someone engages with you online, they are engaging right now. Social media travels worldwide at gigabit speeds. Most attempts to start an online conversation will have ended before the Marketing Manager passes the question along to the Product Manager – who just happens to be traveling and out of touch. Remember, you’re not explaining Einstein’s theories…you’re just having a conversation.

What are your questions about implementing social media in your company?

Jen Mizak heads up Brandwidth Solution’s New Media area. She has worked with both startups and Fortune 500 firms helping businesses increase their visibility and boost sales by tapping into their customers’ needs and engaging them with persuasive social media content. Jen specializes in integrating content marketing with companies’ yearly marketing calendars. 


 

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