There is an awesome article that all marketers working with social media must read, How B2Bs Are Working Social for Leads, eMarketer – August 26, 2013 This article looks at how B2B companies are incorporating social media into their companies.
Here are some comments that struck me after reading this article.
I think social media needs to be a part of a company’s marketing strategy, but to center marketing on social seems a bit over the top to me. Social Media is another channel to help create more awareness for your company brand.
Our customer’s expect us to be on social media… I think it helps bridge other marketing activities like tradeshow marketing, email marketing, brochures and advertisements. I think it can help extend your brand, as far as a competitive disadvantage, I think that is not quite there yet…
“Social provides an environment where sales people can develop a relationship with potential purchasers.” I think this is up for debate too.
The most compelling arguement for B2B to embrace social media
There is a chart in this article: Benefits of Social Media Marketing According to SMB Marketers Worldwide, Jan 2013
I think these benefits and percentages are right on.
- Increased Exposure – 89%
- Increased Traffic – 75%
- Provided marketplace insight – 69%
- Developed loyal fans – 65%
- Generated leads – 61%
- Improved search rankings – 58%
- Grown business partnerships -54%
- Reduced marketing expenses -47%
- Improved sales -43%
If these items are goals, I really believe this list is also in the correct order with respect to what type of response you will see when you get more involved with social media. People ask me all the time, can you convert social media leads to sales. My answer would be eventually. I think the biggest benefit social media brings is “Increased Exposure”.
Social media will help your brand immensely and it gives you exposure in an every more noisy world of shared data, news stories, tips, editorials and other information. If you can bring information that is “fresh” and valued, you will attract the right audience through social media.
In summary, read the article that is being reference here and ask yourself if the benefits listed above fit into your marketing strategy.
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