Key Takeaways
1. B2B Companies Excel at Social Media Marketing
B2B companies are better suited for social media marketing than B2C companies.
Clear understanding of customers. B2B marketers have a deeper knowledge of their prospects and customers, often using detailed personas. This familiarity allows for more targeted and effective social media strategies.
Subject matter expertise. B2B companies are often industry leaders with employees who are top experts in their field. This depth of knowledge is perfect for creating valuable content that educates prospects through social media channels.
Relationship-based sales. The B2B sales process relies heavily on building strong relationships. Social media facilitates these connections throughout the sales and marketing cycle, improving lead quality and potentially shortening the sales cycle.
2. Five-Step Social Media Lead Generation Process
Marketing's job is to contribute to revenue generation, not be a cost center for superficial activities with no clear return on investment.
Step 1: Get the basics right. This involves creating compelling offers, effective calls-to-action (CTAs), and optimized landing pages. These elements form the foundation of lead generation.
Step 2: Maximize content discovery. Create remarkable content and reduce friction around sharing. This step focuses on producing content that prospects want to consume and share.
Step 3: Create conversion ubiquity. Ensure that every piece of content includes opportunities for prospects to convert into leads.
Step 4: Test and fail fast. Implement a culture of continuous testing and iteration to improve lead generation efforts quickly.
Step 5: Optimize for maximum lead flow. Continuously analyze and refine your lead generation process to increase both the quantity and quality of leads.
3. Search Engine Optimization is Crucial for B2B Social Media
SEO is the number one reason a B2B company should be using social media marketing.
Unified keyword strategy. Develop a list of keywords that will be targeted for increasing search engine traffic, social media reach, and influencer engagement. This unified approach amplifies results across search and social media.
On-page optimization. Focus on optimizing key elements such as URL structure, page titles, page text, and meta descriptions. These factors help search engines understand your content better.
Link building. Increase the quantity and quality of inbound links to your website through tactics like blogging, asking peers and partners for links, and incorporating link requests into public relations efforts.
4. Measuring ROI is Essential for B2B Social Media Success
ROI is a clear number, derived from our simple formula: TLV − COCA/COCA = ROI.
Understanding COCA and TLV. COCA (Cost of Customer Acquisition) includes all marketing and sales costs required to bring in a customer. TLV (Total Lifetime Value) is the average amount of revenue paid by a customer over the lifetime of the relationship.
Attribution models. Choose between first-action or last-action attribution to determine which marketing efforts receive credit for leads and customers.
Data gathering and integration. Implement tools and processes to collect and analyze data across marketing and sales platforms. This integration is crucial for accurately measuring ROI.
5. Content Creation and Reach Building Drive B2B Social Media
More is always better.
Content creation strategies:
- Create compelling written content
- Produce engaging audio content
- Develop powerful video content
- Design eye-catching visual content
- Optimize for mobile consumption
Reach building tactics:
- Launch contests
- Ask for connections
- Build inbound links
- Simplify opt-ins and following
- Increase content production
- Tell compelling stories
6. LinkedIn, Twitter, and Facebook are Powerful B2B Platforms
LinkedIn drove more leads to B2B websites than any other site, and nearly three times the number as Twitter.
LinkedIn strategies:
- Optimize personal and company profiles
- Engage in relevant LinkedIn Groups
- Utilize LinkedIn Answers to demonstrate expertise
- Consider LinkedIn advertising for targeted reach
Twitter tactics:
- Follow the 10-4-1 rule of social sharing
- Engage prospects through Twitter chats
- Utilize hashtags strategically
- Consider Twitter advertising options
Facebook approaches:
- Create a compelling welcome page
- Utilize Facebook's EdgeRank algorithm
- Develop engaging visual content
- Experiment with Facebook advertising and sponsored stories
7. Email Remains a Vital Component of B2B Social Media Strategy
E-mail is still the most pervasive communication tool and has even replaced the telephone for some people.
Email optimization strategies:
- Personalize sender names
- Craft compelling subject lines
- Create dedicated send emails
- Optimize for mobile devices
- Segment email lists for targeted messaging
Integration with social media:
- Include social profile links in emails
- Add email share buttons to blog posts and ebooks
- Use social media to test email ideas
- Leverage social data to enhance email personalization
8. Mobile Optimization is Critical for B2B Social Media Success
Stop preparing for the mobile Web; it's here.
Mobile optimization approaches:
- Create a mobile-specific style sheet
- Develop a separate mobile site if necessary
- Optimize content for mobile consumption
- Rethink landing pages for mobile devices
Mobile considerations:
- Understand the context of mobile content consumption
- Focus on providing value in a mobile-friendly format
- Consider the potential of mobile apps, but be strategic
- Recognize the importance of location-based services for sales
9. Trade Shows Can Be Enhanced with Social Media Tactics
Social media doesn't make trade shows obsolete. Instead it makes them more important.
Social media trade show strategies:
- Treat trade shows like comarketing opportunities
- Eliminate physical brochures in favor of digital content
- Make booth content inbound marketing-focused
- Follow prospects on social media instead of collecting business cards
- Use location-based services to drive booth traffic
Virtual conference opportunities:
- Consider hosting virtual conferences to complement physical events
- Leverage online reach to attract a geographically dispersed audience
- Utilize virtual conference software to create engaging online experiences
10. Running a B2B Social Media Team Like a Start-Up Drives Success
A passionate team approaches the world as a cohesive unit.
Start-up principles for B2B social media teams:
- Foster passion and commitment among team members
- Embrace the concept of "shipping" to overcome resistance and push ideas forward
- Implement agile marketing principles:
- Work in monthly sprints
- Hold short, focused meetings
- Continuously review and optimize efforts
Team structure considerations:
- Create a social media command center for collaboration
- Develop clear roles and responsibilities
- Plan for team growth and potential "exit strategies" for team members
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FAQ
What's The B2B Social Media Book about?
- B2B Marketing Focus: The book emphasizes leveraging social media specifically for B2B lead generation, contrasting it with B2C strategies.
- Actionable Strategies: It provides a comprehensive guide with actionable steps, frameworks, and examples for effective social media marketing.
- Tool Integration: Discusses integrating social media with existing marketing efforts to enhance reach and effectiveness.
Why should I read The B2B Social Media Book?
- Expert Insights: Authored by Kipp Bodnar and Jeffrey L. Cohen, offering extensive experience in B2B marketing and social media.
- Practical Frameworks: Provides methodologies that can be directly applied to improve marketing efforts and drive leads.
- Proven Success Stories: Includes real-world examples and case studies illustrating successful B2B social media strategies.
What are the key takeaways of The B2B Social Media Book?
- Lead Generation Focus: Social media should be viewed as a tool for generating leads, not just for engagement.
- Five-Step Process: Outlines a process including getting the basics right and optimizing for lead flow.
- Content Importance: Stresses creating remarkable content to drive engagement and conversions.
What is the five-step social media lead generation process in The B2B Social Media Book?
- Get the Basics Right: Start with strong offers, clear calls to action, and effective landing pages.
- Maximize Content Discovery: Create and share remarkable content widely to reach your target audience.
- Create Conversion Ubiquity: Ensure multiple opportunities for visitors to convert into leads.
- Test and Fail Fast: Embrace testing and learning from failures to improve strategies.
- Optimize for Maximum Lead Flow: Continuously refine strategies to increase lead volume.
How does The B2B Social Media Book define a lead in B2B marketing?
- Interest Indication: A lead is someone who shows interest by providing contact information for valuable content.
- Minimum Information Required: Suggests a lead should provide at least a name, company, email, and phone number.
- Quality Over Quantity: Emphasizes focusing on genuinely interested leads over sheer numbers.
What role does blogging play in B2B social media marketing according to The B2B Social Media Book?
- Hub of Activity: The blog serves as the central hub for a company’s social media presence.
- SEO Benefits: Regularly updated blogs with keyword-driven content improve search engine rankings.
- Lead Generation: Each post should include calls to action to convert readers into leads.
How can I measure the ROI of my social media efforts as outlined in The B2B Social Media Book?
- Calculate COCA: Determine the cost of customer acquisition by dividing marketing expenses by customers acquired.
- Understand TLV: Calculate the total lifetime value of a customer to understand revenue over the customer relationship.
- Use Attribution Models: Implement models to track which efforts lead to conversions and measure effectiveness.
What are some effective methods for building reach on social media as discussed in The B2B Social Media Book?
- Launch Contests: Hosting contests can attract a wider audience and encourage engagement.
- Ask for Connections: Directly asking prospects to connect can lead to stronger relationships.
- Create Remarkable Content: High-quality, shareable content is essential for expanding reach.
How can I effectively use LinkedIn for B2B marketing as suggested in The B2B Social Media Book?
- Complete Your Profile: Ensure your LinkedIn company profile is fully filled out for credibility.
- Join Relevant Groups: Engage in discussions within groups that align with your target audience.
- Utilize LinkedIn Answers: Provide valuable insights to questions to showcase expertise and drive traffic.
What strategies does The B2B Social Media Book recommend for Twitter marketing?
- Engage Regularly: Search for industry-related terms and engage with relevant conversations daily.
- Use Hashtags Wisely: Incorporate relevant hashtags to increase visibility but avoid overuse.
- Share Valuable Content: Tweet links to blog posts and industry articles to position as a thought leader.
What are the common roadblocks to implementing social media strategies in B2B companies as discussed in The B2B Social Media Book?
- Legal Approval Delays: Legal departments wanting to approve content can slow down processes.
- Lack of Executive Support: Without leadership buy-in, initiatives may struggle to gain traction.
- Blocked Access to Social Networks: Some organizations restrict access, limiting engagement opportunities.
What are the best quotes from The B2B Social Media Book and what do they mean?
- "Social media is an opportunity—not a burden.": Emphasizes viewing social media as a valuable tool for engagement and lead generation.
- "Marketing is an annuity.": Highlights that effective marketing yields long-term benefits and returns.
- "Be a storyteller who uses data.": Stresses combining narratives with data-driven insights for impactful strategies.
Review Summary
The B2B Social Media Book receives mixed reviews, with an average rating of 3.60/5. Readers appreciate its practical advice on content creation, lead generation, and integrating social media with traditional marketing. The book emphasizes the importance of engaging content, testing strategies, and measuring ROI. However, many reviewers note that the book, published in 2012, is outdated, particularly regarding specific platform advice. Despite this, readers find value in its fundamental principles and strategic approach to B2B social media marketing.
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