Social Media & B2B : A Business to Business Marketing Guide

Posted on the 05 September 2011 by Onqmarketing @onqmarketing

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I was recently pitching to a potential B2B client and the guys said to me that of a few marketing companies they had spoken to, we were the only one that had such a focus online. I’m certainly not some little upstart that thinks that marketing online is the only way to go. Sure I lean to online when I can because hey, clearly there’s still plenty of dinosaurs out there ignoring the opportunities, particularly when it comes to business to business marketing. I understand (to some extent) why the B2B sector has been slow in taking up the online space, I just don’t agree with it. In particular it seems that B2B is ignoring Social Media as simply this glossy tool for marketing directly to consumers. The fact is, the social media phenomenon is a human phenomenon. Last time I noticed, those involved with B2B still fit in that category. So no matter the specific industry, the opportunity must at least be explored. At its best a social media strategy for B2B will open up networks, generate leads and streamline your business’ customer communications. At its worst, you can spend too much time tweeting, posting updates and sharing articles. The risk is worth it and in addition to the advantages noted, it all contributes to a company’s search engine performance, which nobody can argue with. So to get to the point, here is my Business to Business Marketing Guide to Social Media. They’re five of the biggest names but that’s for a reason isn’t it? LinkedIn I start with LinkedIn because it is being heralded as the social networking platform more suited for B2B. The Facebook for professionals (not really but that’s what they say). It has more than 2 million members in Australia and 100 million members worldwide. Create your individual profile and complete as much information as possible, the more info and the better your SEO return. Make sure you change your public profile to include a vanity URL, i.e. Connect with as many of your contacts as you can, then go through their contacts and identify some opportunities. Start joining groups that are relevant to your industry and engage. You should also create a company profile and again complete as much of the profile as you can including products or services. Then encourage other companies to connect with your company. Finally, there is an advertising platform for LinkedIn and it’s great. You can target other members via location, company and their job title. It can be a really effective tool depending on your specific business. For example, if you’re selling business insurance you could target the CFO’s within your local area from companies with 100+ employees. Blogging I would say blogging is the single-most beneficial social media platform for B2B. It can be time consuming but the advantages plentiful. Blogging will drive traffic to your website in ways that you may not have realised. So let’s say that you’re a professional services business with hundreds...

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