Date post: | 08-May-2015 |
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Business |
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B2B Social Media Marketing
Using Social Media To Generate Sales Leads
For Your B2B Company
What is B2B?
Business-to-Business (B2B) means companies who sell their products and services to other companies.
What is B2C?
Business-to-Consumers (B2C) means companies who sell their products and services to consumers.
B2B Marketing vs. B2C MarketingB2B Marketing
Maximize value of the relationship
Small target market Long sales cycle Brand identity
through personal relationship
Rational buying decision based on business value
B2C Marketing Maximize value of
transaction Large target market Short sales cycle Brand identity through
repetition & imagery Emotional buying
decision based on status, desire, price
B2B Social Media Marketing
Many B2B companies are making the mistake of marketing themselves on social media as if they were a B2C company.
Just like there is a difference in marketing and customer acquisition between a restaurant and your B2B company, there's a difference in between B2B & B2C social media marketing
How Is B2B Social Media Marketing Different from B2C
Social Media Marketing?B2B
Platform – LinkedIn focus; target specific industries, companies, & execs.
ROI – Number & quality of qualified sales leads
Strategy – Thought leader positioning
B2C Platform – Focus on
Facebook to spread message as far as possible
ROI – Focused on PR & branding
Strategy – Focused on PR & branding
Does B2B Social Media Marketing REALLY Work?
57% of B2B companies have acquired a lead through this platform
45% rated LinkedIn effective, compared with just 33% who said the same of Facebook when it comes to lead generation
Visitors from a Company Profile Page spend average of 10 minutes on a company website.
Does B2B Social Media Marketing REALLY Work?
1 in 3 visitors from a Group filled out a form on the website
Group members are more likely to sign up for a webinar
100% of Fortune 500 company executives have profiles
Does B2B Social Media Marketing REALLY Work?
72% of B2B companies who blog on a weekly basis have acquired a customer
B2B companies that blog generate 67% more leads than companies that do not.
B2B companies that blog generate 55% more web traffic versus companies that do not.
Does B2B Social Media Marketing REALLY Work?
34% of B2B marketers have generated leads
41% of B2B companies have acquired customers through this platform
Measuring B2B Social Media Marketing Results
Leads - Quantify the amount of leads driven through social media as well as quality of leadsWebsite - Use analytics to measure stats such as amount of traffic driven from social media sites Social Media Audience - Growth in your social media audience means more eyeballs are focused on your B2B company
Case Studies
Canadian-based supply chain management company
Blogs – Used to position company as thought leader & aggregate industry content for potential & current customers
Videos – By using humor, able to show human side of the company.
Results – 270% increase in web traffic & 320% increase in the number of leads
Case Studies
Networking-equipment testing system provider LinkedIn – A group was created to discuss
industry topics with customers and peers. Blog – Used to break industry stories Twitter – Targeted & frequent posts to niche
audience Results – Contributes 75% of site traffic and
55% of sales leads.
Case Studies
Manufacturer of electric-related field products Blog – Commentary on industry topics,
interview industry leaders, links to “must read” articles
Twitter & Facebook – Establish connections with media and industry players
Results – Increased site traffic 70%, doubling of product submissions, creation of 5 new products, 4 products in production phase
Case Studies
Internet trading platform for the shipping industry
Blog – Opinion pieces on shipping industry LinkedIn – Create company sponsored group;
engage with industry realted groups Twitter – Use to promote news feed from
website Results – Website traffic increased 59%;
number of sales leads increased by 400%
Conclusion
B2B companies should utilize a B2B social media strategy, not a B2C social media strategy
B2B social media marketing can increase the number of qualified sales leads
There are already many B2B companies successfully utilizing B2B social media marketing
We Are After Interactive
Dallas-based B2B social media agency Services:
o B2B Social media management o B2B Social media consulting o B2B Social media ad campaigns
Clients across the U.S. Experienced team of B2B social media
marketers, researchers, bloggers / writers
Contact Us
After Interactive
www.afterinteractive.com
www.linkedin.com/company/After-Interactive
www.twitter.com/AfterInteract
www.facebook.com/AfterInteractive
www.afterinteractive.com/category/blog
888-559-8680