5 Tricks to B2B Marketing Socially

Whenever I ask members of sales team from around the globe what they need – the answer never changes – more case studies. Its not to say that we don’t respond but for whatever reason it takes a village to get a single case study done.

The reason the sales team loves case studies is it gives them evidence. Evidence for them to start a conversation around your solution and gauge whether there is a need with the potential buyer they are talking to.

Then how do B2B Marketers use that content with Social Media to do the same – here are 5 tricks to Marketing B2B content socially …

1) Tell good Stories – You have a new kind of marketing evolving now – a marketing that is driven by good stories. I think Story Telling is going to be a huge component of the marketers tool kit going forward since the web and social media adore good stories.

2) Make them Sticky – But not just any stories – for example boring stories of an ERP implementation aren’t going to go viral any time soon. But stories that are “sticky” will – but even if you cant have a really sticky story you can at least write about what people care about and in a way in which they will care – ex 7 Ways Facebook will Change your Life was downloaded 10,000 times in the course of a month because it’s a sticky story.

3) Think Friction Free – Think about the friction involved in the packaging of your content and find a way to remove friction from the process. Typical friction-laden processes and long registration forms are usually the culprit so think about circumventing them by uploading to sites like SlideShare give you an easy way to access an audience that can engage with your content.

4) Launch them with all available media – Think about how to maximize your reach into every available channel or media. Find a way to take the core idea and distribute into every possible niche of consumer attention – get creative and leverage that story to maximize the mileage you can get from it.

5) Measure Reach, Efficiency and Value – If you are going to go through the trouble of putting your content out there – why not gauge the effectiveness of the content by measuring how many people you reach, how efficient that reach was (did they click through to learn more, did it drive website visits up, did they register for more information on your site) and finally what value did that bring – a newly minted lead in your database is worth something and it gives you a stream of leads to nurture to the point that you can hand them to your sales team as a sales ready lead that they can close!

8 comments to 5 Tricks to B2B Marketing Socially

  • SEO Denver

    Your #1 point is perfect.. good stories are what buyers want when seeking validation that they should buy from you.

  • Paul Dunay

    @ SEO – YES I agree buyers are seeking validation and EVIDENCE that your product or service works for others!

  • Justin Downey

    There's "Friction-Free" and then there's foolish.

    When I ask sales teams what they want from marketing, they say "Qualified Sales Leads!"

    Offering content/case studies for the good of humanity is noble, but not getting you any closer to your goals.

  • Paul Dunay

    @ Justin

    Fair point I hear qualified leads as well from my sales team but my point was rather than vapid collateral that gets posted to a portal that no one downloads – how about at least some evidence that your solution works

  • Promotional Products

    These are some great tips to remember in B2B situations. I especially liked point three, intriguing trick, thanks for sharing your knowledge.

  • Stephen

    Today everyone is trying their hands in internet marketing. The profit earned by people online is quite high and also it provides audience with the flexibility to shop from their home. Business to business websites too is gaining huge popularity nowadays not because people find it easy to shop and sell here but also because the variety available is awesome.

  • Ricky

    You should learn from a panel of B2B search engine marketing junkies how to take your search marketing to the next level, including SEM tips and tricks, landing page strategies, Web site analytics, and more.

  • search engine marketing is also good but you need some capital to shed on your adwords account.~-‘

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