In the B2B space, there persists a belief that social media only works for B2C. This is because to date most have no proof it works for B2B. According to MarketingProfs and The Content Marketing Institute B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America, measurement is a key area where B2B marketers are struggling:
Only 21% say they are successful at tracking ROI.
New social media management solutions make tracking leads and identifying which social shares generate leads and conversion possible. Businesses that implement social media measurement tools have the advantage of focusing their time and resources where they get results.
Many still think social media only works for B2C not B2B. Interested in how many other B2Bs are using social media? All of the statistics below are specific to B2B and come from the above-linked 2015 research.
- 92% of B2B companies use social media content (beyond blog posts) as a content marketing tactic.
- 48% of B2B companies use social media ads to either distribute or promote content
- 42% of B2B companies use promoted posts – such as promoted posts on Facebook or promoted tweets – to promote or distribute content
- 41% of B2B companies say promoted social posts are the most effective paid advertising method to distribute content
- 38% of B2B companies say social media ads are the most effective paid advertising method to distribute content
Percentage of B2B Companies Using Each Social Network
- 94% LinkedIn
- 88% Twitter
- 84% Facebook
- 72% YouTube
- 64% Google+
- 41% SlideShare
- 33% Pinterest
- 24% Instagram
- 20% Vimeo
Most Effective Social Networks for B2B Content Marketing
- 63% of B2B companies say LinkedIn is the most effective social media platform
- 55% say Twitter
- 48% say YouTube
- 42% say SlideShare
- 40% say Vimeo
- 32% say Facebook
- 25% say Pinterest
- 24% say Instagram
- 20% say Google+
User data from social media management tool Oktopost agrees. Their user data indicates LinkedIn generated 80.33% of conversions, compared to 13.73% for Twitter, 6.73% for Facebook, and 0.21% for Google Plus. Further, their user data shows that B2Bs should be focusing on interacting in discussion groups because 86.30% of conversions were generated in groups versus 10.07% on company pages and 3.63% on personal profiles. Source of stats:
B2B Social Media Measurement
It is possible to measure not only which social network generates the most leads or conversions, but exactly what lead a specific piece of content generated. Once a lead is recognized, all touches with your creatives and social shares are recorded.
Drill down into exactly which post in which LinkedIn group generated a lead. Find out which groups never convert so you can focus your time on the ones that do. It is clear that LinkedIn produces the most leads and conversions. Sales teams have the additional benefit of knowing much more about each lead before contact.
Leads obtained from LinkedIn provide access to profiles which reveal major insights into their backgrounds, authority, and job descriptions. Their titles may indicate whether they are decision-makers. And you can use LinkedIn’s InMail to contact them.
It is unclear why brands are so focused on Facebook. Leads from that source often provide little information for your sales team to go on. You have to request connection which many reserve only for friends and family. Without being connected first, any message you send is likely to end up in a mailbox the user never sees.
B2B Social Media Case Studies
Still not convinced social media converts for B2B? Lee Odden of TopRankBlog compiled 12 B2B Social Media Case Studies with details on how these twelve B2Bs benefited from specific social media strategies. Here are examples of what some of these B2Bs accomplished:
- SunGard generated over 3000 leads in just 3 days
- Toshiba: 19,000 opens, 1,100+ clicks and generated 309 leads
- LivePerson: 800 downloads, 11% open rate with a 17% click-through-rate (CTR), generated 270 marketing qualified leads and cited as “the most successful e-book of 2013”
- LinkedIn: 10,000 downloads in less than 30 days, more than one-third by marketing qualified leads
Impressive conversion rates like these are attainable by using social media management tools that include the ability to measure results. Case studies provide ideas for what to test and what kind of results other B2Bs have been able to achieve.
Welcome to 2015!
A new year is a good time to try something new (especially given that Q1 is usually a slower quieter time for many marketers!) Is there any tactic you are planning to try this year?
Here’s some inspiration for you!
Jolynno: Video Marketing + Podcasting
Yes, I currently use Instagram marketing and Facebook primarily. I plan to use video marketing in 2015 paired with podcasting. I think these 2 mediums are gaining in popularity and offer a more personal way to connect to my audience.
As for podcasting, I want to offer my blog posts as podcast sessions and see how I can then grow that to a regular podcast broadcast. Video marketing is an affordable and easy way to build rapport and share information and tips. I have only done a few videos in 2014 but want to expand upon this in 2015. I also plan to have several webinars as well so I can have a more immediate connection with my audience. This will also help me to grow my email list which is big goal for me next year.
Steve Counsell: Maximize Personal Branding
For a while I have been bouncing back and forth between a company based brand and a personal brand. In 2015 I will start to maximize on my personal brand but moving all of my efforts into my personal website and writing an ebook on DIY SEO.
To get started I have committed to blog every day through January and to finalise the first draft of my ebook in the next few days.
Creating a buzz around a brand has been a challenge but I feel that by pushing content out there and publishing it on social media and links building I’ll succeed in my goal of launching “Me” as a brand for online promotion.
I’ve watched other do the same, people like Brian Gardner and Ryan Deiss seem to be very good at pushing their own brand through CopyBlogger and DigitalMarketer.
I aspire to be like these guys – eventually…
Cormac84: “Skyscraper Technique”
I’ve already made the decision to create a lot more content for my site in 2015 and this led me to think what’s the best way to create long form content that will work well for me. So, after some thinking and some research I decided that Brian Dean’s skyscraper technique is one that works well and will help me achieve a lot of my goals.
It’s quite simple, just find a great piece of content on someone else’s blog and make a far better one again. Follow this up by reaching out to those already linking to the good piece, informing them about the existence of your even better piece. This startup resources page is a great example of something that can do very well with this technique.
For me it means long form content, more on-site blogging and hopefully more great links.
Jared Banz: More Focused Content Marketing + MyBlogU
I am not trying any new tactics per se for 2015, but I do plan to bring them together better. Content marketing was huge for 2014, and I think it will continue to be important in 2015. I plan to have a focused approach in my content marketing efforts as I know the competition will be fierce.
What do I mean for a “focused approach”?
I plan thoroughly research local SEO and interview other professionals through MyBlogU. Once I have researched the topic at length, I will likely write an e-book, which will likely be a revised version of multiple blog posts that I write. I also plan to explore new venues (for me) like SlideShare and YouTube to leverage the content I have already produced. Finally, I plan to offer professional services for local SEO, which I believe to be a hot item in the coming year.
I believe that this is a great approach because it involves other professionals and it helps me to become a master of a relevant topic. This past year, I utilized MyBlogU for one interview, and I was shocked by the amount of quality traffic that I received via social media to my blog post. I’m hoping to build on a great experience with MyBlogU, while also adding more opportunities for my business to grow.
Paul Manwaring: Video Marketing
For me it’s trying to create more engaging content through video marketing. I’ve seen an increase in bloggers venturing out into video such as Patt Flynn and Shane Melaugh. I personally enjoy watching a video post as opposed to reading an article.
I set myself a goal of producing 1 video post per week for my blog. Sometimes it will be a guide, other times it might just be a video version of an article I write. The idea is to give my readers the option of either watching or reading my content.
I have invested approx £1000 in studio equipment, it may seem like a lot but I want to produce very high quality videos as presentation is everything and no one wants to read an article on an ugly, poorly designed website, so I take the same viewpoint to my videos. It’s also partly my hobby being a designer and I really enjoy setting up the studio in my flat and recording and editing the videos. The equipment will last me for years so I’m not worried about the initial outlay, as I know it will pay off eventually.
Ashley Faulkes: “Commitment” Marketing
There is a great marketing tactic that I have been meaning to try and 2015 is the year for it! It is based on a psychological principal called “commitment” (which I am currently reading about in a book called Influence – I recommend you read it). The idea is this, by getting a customer to buy something from you, anything really, even something really small, they have made a commitment to a relationship with you.
Sounds simple and maybe even worthless, but the results can be amazing. By getting someone to commit to something, their psychology changes and they behave in a way that makes them live up to this commitment. The result is that they are far more likely to buy from you in the future, even a lot more expensive things. All sorts of companies do this on a daily basis.
I first saw this in action on SuperFastBusiness.com, a marketing site that I follow and podcast I listen to. The owner James Shramko is super experienced in sales and marketing and has loads of ideas to learn from. This was one of them. He sells a cheap SEO website check, a small commitment, and all the rest of his services are usually 10x more at least. He is running a 7 figure business that is constantly growing, so I am sure this works.
So this tactic is being rolled out on my websites in 2015. Let’s see how it goes!
Jeffrey Romano: Visual Content
One tactic that I’m planning to implement in 2015 is upgrading the quality of the visual content on my blog. Instead of using normal stock photography, I’m planning on creating blog post covers and I’d like to generally be more creative with the photos I have available. I believe this will add to the quality of the posts plus it will help when I share my posts on social mediHaving nice visuals to accompany posts when sharing on Pinterest, Google Plus, Facebook and Twitter helps to increase the CTR when sharing. Furthermore, it would help the credibility of my brand and help differentiate my blog from others in the Internet Marketing/WordPress space.
Two bloggers that have inspired me to improve my visuals are Regina from byregina.com and Andrea Beltrami from www.thebrandedsolopreneur.com. Both of them have great blog post covers which helps their posts stand out when shared. Particularly on Pinterest. Both bloggers also try to include many images in their blog in order to introduce variety in their content and keep readers engaged.
I hope the above answer is satisfactory Ann. If you have any other questions about this, please feel free to get back to me.
KenS: Short Fcebook-Friendly Videos
I’ve noticed a lot of mini-videos are appearing on Facebook these days. We have a pretty good FB following, but like most they tend to hang out on FB and not jump over to the site. Sooo… we are going to try a few of those short videos to get people to visit our site and blog. For example, I am going to put up a blog post about candy and cereal and to promote it I am creating a short video about my kids eating a bowl of candy (just like cereal). The hope is that the short video will push people to click on the link and see what else there it.
What new marketing tactic are you going to try this year?
Are you planning to try any new tactic (may be new to you, not overall new) to promote your site or your brand in 2015? Please share! Please share some example of who you were inspired / who you saw do it right!
People listen to advice from people that they like and trust. In the digital age, often the people that are most trusted are those who we have never physically met. Think of your favourite tech or hotel review blog and how invaluable their advice is. I, for one, would not dare to buy a new device without first checking with tech radar to see how it measures up against the competition and if it is worth spending a premium to upgrade.
Bloggers blog about every topic under the sun and bring with them a cachet and built-in audience that, if handled correctly, can be tapped into by the use of content outreach. Content outreach is the process of finding a partner outside of your business through whom you can get your message out to the public. By choosing the correct outreach partners, you can increase your profile and credibility by borrowing theirs, but charm is key.
Many established and wanna-be established brands seek to identify marketing partners, but a major fault is finding a partner who is a less than ideal fit. For the big boys, money can sway opinion; but for those of us who are working with limited resources, research and finesse are required to build relevant, mutually-respectful and beneficial partnerships that can succeed. Below are some tips on identifying and partnering with content outreach partners.
Identify your brand
Know your company’s strengths and what your differentials are, or at least what you would like them to be. Think through who your target audience is. Are you marketing a mass market product that is going to be adored by all? Unless you are selling ice cream, the answer is probably no. What’s your niche market? Are there any obvious blogs that you know catering to that market? Are you confident in your product or service? If not, this is the stage to start becoming confident about it. If you do not believe in what you are offering, how are you going to be able to convince others of the value of your offering?
Get to searching
The first thing that you need to do is identify a blog that is likely to have an audience which is interested in your product. To give a ridiculous example, there’s no point hooking up with a vegetarian website to try to promote your new range of livestock burgers. The importance of research cannot be understated. Once you’ve identified what your brand means and who your likely audience are going to be, get to Twitter and Google and try and find out where they go and who they respect. Scribble down any names that seem relevant so that you can come back to them later. At this stage you are looking for breadth rather than depth in your searches. Brandi offers some tips here on what to look out for when thinking about which bloggers to reach out to.
Once you’ve identified the key mavens in your field, dig into their lives. Find out about the blogger, they are people just like you and usually with a great passion for the often thankless task of writing. If they’re hosting a blog then they probably have a public Facebook and/or Twitter page. Follow them and learn about what makes them tick, what are their interest, what piques their attention and what causes meltdowns. This information is going to be invaluable at the next stage.
Houston, We Have Contact
Once you know what colour socks your target wears each Wednesday, it is time to get in touch. This is where your personality needs to come into force. People do business with people they like and you are asking for a fairly big favour. You want this person to put their own credibility on the line to help you out. This stage is essentially a sales pitch, yet it is unlikely that money is going to change hands. Reciprocity and synergy are the key words here. How can the two individuals who are interacting benefit each other, where is there crossover and how does this person pointing people in your direction benefit him/her? These are things you need to have ready in advance, although you do not need to jump straight in with the pitch.
By all means take some time to engage in chit chat, build up a friendship and it doesn’t have to be a fake one. If your audience is the same then there is a good chance you have shared professional interests, if nothing else. Seek advice and consult over an issue which makes the other person feel like the voice of authority. Show them that you respect them and let things grow organically from there. It shouldn’t feel forced.
If you believe in your brand and know your audience then there is a logical symbiosis to the promotion of your product. Should you be a company that makes something, send it over and let the blogger try it out. They’ll appreciate the gift and if you believe in your product, then you are going to get a good review, too. For other services you can point to records of success, or even offer a free sample, perhaps some web development services if you are a web developer, for example.
Other means of contact
While emails, Twitter conversations and Facebook messages are the easiest way to get in touch, they may not be the most beneficial. There is very little that is better than a face-to-face meeting for building lasting relationships. Brian Zeng offers some useful tips here on alternative ways to make contact with the bloggers you have targeted and these are golden. Find out what functions they are attending, networking events, etc. I am not saying you should stalk them, but an accidental meet up and bonding over canapés is a great way to build a lasting relationship. Here’s a post about the relationship between Brand and Blog and how you can maximise this tie-up.
Some examples of successful outreach
Of course, paid content is guaranteed to get eyeballs, but they may be wasted. Sponsored Buzzfeed lists have drawn some attention recently, and this is definitely an example of one way to guarantee a big audience. However, a cost benefit analysis may well show that there are cheaper and more creative ways to reach your audience that focus on the human to human connection that is essential to content outreach.
A benefit of doing this outreach method is boosting your brand and services by being mentioned in your partners’ websites. One good example of outreach is to write about informative and creative ways to promote your niche and product. This should appear on your blog.
Char-Broil – The Outdoor Cook’s Favourite
One of the major outreach success stories is that of Char-Broil. They partnered with the best of the bunch when it comes to outdoor cooking bloggers and these partners get access to products to review, mention and even get to write blog posts on the Char-Broil site. The relationship is fully synergized as both sides get extra content and exposure. This is the very model of the reciprocal content outreach partnership. Char-Broil do pay some of these bloggers, but the process of identifying the best fit really is the key takeaway message from the Char-Broil example. Methodical and targeted, partnerships developed organically.
Going Further with Ford
Ford’s approach shows great confidence in their product and is the model for open engagement with the public. While a newspaper advert telling us about the latest Ford may capture some attention, it’s a passive experience and one in which suspicions may be running high due to the public’s increased advertising literacy and awareness of when they are clearly being sold to. The content outreach approach blends advertising with social media and Ford encourage their content outreach partners to be as critical as possible with full transparency.
The approach puts everything out in the open and comes across as a more sincere and authentic form of engaging with the public. Ford also gets to really see how people feel about its products and make changes to their approach moving forward. Again, finding key mavens is important and ensuring that your bloggers are professional and of sufficient quality is a must, but the Ford model shows the kind of transparency that is becoming more expected with consumers in the digital age.
Micro-Level Love for the Smaller brands
My wife loves shopping. I don’t. Online shopping then makes us both happy. She gets to experience the shopping and I don’t have to leave the house. Either way my pockets hurt anyway. I started to notice recently that my wife likes to buy from independent retailers who run their businesses through Facebook. I have no idea about their legal position on taxes, etc., but that’s not my concern here. It is clear that at this micro-level that there is a desire to get the name of the vendor out to the biggest possible audience, often by having somebody with some existing kudos showing them some love through a ‘like’. The best option would be to have a celebrity customer, but if not then a positive review from a well-respected blog would do the job just as well. As you have hopefully garnered by this point, relationships are key and partnering with those who have an interest in your product as well as a ready-made audience for you to tap into works, even if you are a tiny fish.
Getting up close and personal
Relationships are key to success in business. No man is an island, but that doesn’t mean that all archipelagos are even. There are no short cuts to success, but there is little substitute for methodical research. You must know your product and understand why others will be interested in consuming it.
Once this is done, think about your favourite blogs and what makes them successful. You may be lucky and find that the perfect partner is already somebody you subscribe to and have a relationship with. If not, get to finding out who fits best and target them. You don’t want to have too many partners, but a few well-positioned bloggers with decent readership and kudos are going to help you out an awful lot.
An example of how you could reach out by email is shown here. This email style has been successful in establishing a relationship with a blogger. It comes out natural but most importantly, it comes out as personally as it can get.
My name is Denise Connors and I am a big fan of your blog ukstylishblogs.com because I also love everything about fashion and trends. I follow you in Facebook, Twitter (@janestyles) and Google+.
I love reading your Facebook posts about the latest style trends and retweeting your Twitter posts. I just recently read your blog “How to be Stylish Without Really Trying” and it definitely made me a fan. I see a lot of similarities with our tastes in fashion and couture.
I’d like to know if you accept contributions from fans of your blog. I am willing to contribute wholesome and creative content relating to fashion trends.
At the contact stage you need to sell without selling. Partnering up should seem like the most natural thing in the world for your outreach partner to be doing, but you also will need to incentivise things somewhat, either with samples, reciprocal marketing or advice. Take your time considering your approach. There is no universal piece of advice on this, but being polite and charming never hurt in any walk of life. After that, hopefully you’re good to go and both parties can thrive.
Remember, there are thousands of other companies like yours, having the same ideas as yours, doing the exact same processes as yours. Make yourself stand out by focussing on the essential element – the personal element.