B2B PR - The “Who” and “What” in Social Media
Who is best prepared to handle social media now that everyone and their uncle claims to be a social media expert?
When I read a piece by Forrester analyst Sean Corcoran, it started me thinking about all of this. According to Corcoran
"The current explosion of social computing has in many respects broken down the borders between agencies, as nearly every agency is attempting to claim (social media) for their client." All of this produces a kind of agency purgatory, in which different agencies try to fill each other's shoes, but no single agency is ready to do so."
Corcoran is referring to the fact that every type of agency has taken on the social media banner, from advertising to interactive to PR to "human experience" - yep, one agency, Starcom Mediavest, calls itself that.
Meanwhile, the agency Tower of Babel has created confusion in the marketplace. "Most interactive marketers don't trust their traditional agency with digital business, and most interactive agencies don't believe they're ready to lead yet," says Corcoran.
In my opinion, and I admit that I am biased as a PR practitioner, PR should play a prominent role in social media, particularly when it comes to B2B PR. Why? Another platform for thought leadership is social media. It enables you to communicate with customers in a non-salesy, informational manner, similar to how you would in an article.
For B2B marketers, social media is a customer engagement route rather than a sales channel, especially if you're providing a sophisticated product or service. It enables you to reach out and touch potential clients or customers in order for them to learn more about you and what you have to offer. Then you may start funneling your social media relationships into a sales funnel.
In our experience, many businesses fail because they haven't built a path for prospects to follow when they engage with them on social media. What good does it do to have a million Twitter followers if no one is actually listening or engaging?
Here are some steps you can take to start integrating social media with your sales lead system and break the stalemate in which everyone is talking at someone but just a few are talking to you.
Create a Twitter landing page where you can provide more details about yourself and your company. It's also crucial to have a call to action or an offer so that visitors may start interacting with you and enter your sales funnel.Engage with those who are most likely to be prospects or influencers by vetting your followers. This can be accomplished by retweeting their messages, paying attention to their posts, and replying appropriately.Post relevant content that demonstrates your knowledge and is likely to appeal to your prospects. To encourage them to engage further, provide a link to your landing page or website with more information about the topic.Using Google Analytics, keep track of what's working.So, how do you communicate with your social media followers? Are you converting any of them into leads and, eventually, customers? I'd be thrilled to hear from you.
Most B2B organizations utilize social as a top-of-the-funnel marketing channel, primarily for content promotion and awareness, rather than focusing on selling. Marketers should prioritize the following, according to recent research that breaks down the most-cited benefits of B2B content marketing: Increasing brand recognition (86 percent )
Business-to-business is abbreviated as B2B. B2B social media marketing is the practice of promoting items or services to business clients and prospects via social media networks. B2C marketers utilize social media to reach out to consumers making personal purchase decisions. To reach decision-makers, B2B marketers must think more strategically.
LinkedIn is the finest social site for releasing new items if you're a B2B company. LinkedIn is preferred by more than 90% of B2B enterprises for product marketing. Because the majority of your target audiences are on LinkedIn, you can quickly connect with them.