Social Media Tips for B2B Marketers

Social Media Tips for B2B Marketers

Social Media Tips for B2B Marketers

In a previous post Social Media for Business – which platforms work best? we outlined which social media platforms get the best results for B2B Marketers and why. In this post we would like to expand on this and outline some tips on how B2B Marketers should use these platforms.

 

Facebook Social Media Tips

According to Pardot Facebook’s algorithm for distributing content among followers includes more than 100,000 factors, including how often someone posts, how individuals interact with followers, the type of content, when it’s posted, and many more. The only real way to win the algorithm battle for brands is to post quality, shareable content that adds value to a follower’s timeline. Provide tips and tricks for your audience to help them drive more leads and sales. Also, videos posted natively will continue getting higher organic reach than video links posted from other social media platforms like Twitter, YouTube, Vimeo, and others

Tips:

·         Post content around company updates, new products or special offers

·         Use live video to show products and team

·         Post infographics on both product information and general fun

·         Balance content between promotional and non-promotional items

·         Share relevant industry specific articles that would be of interest to your audience

·         Show off your team and your company culture

·         Remember potential employees will more than likely check out your Facebook page before attending an interview

 

 

Twitter Social Media Tips

Twitter is a great platform for organizations to communicate to their followers in real time announcing company updates, new products and events using short pieces of content. Twitter is also a great place for you to establish yourself as a subject matter expert in your industry by posting links to relevant industry-related content, as well as your own content, which provides value to your followers

Tips:

·         Post vibrant images and video with text to standout in the Twitter timeline

·         Use relevant hashtags (#) to highlight area of interest

·         Engage with audience, partners and influencers using @TwitterHandles

·         Post links to events that your organization will be attending or supporting

·         Post links to press releases and blogposts

·         Retweet and Like customers and partners posts where relevant

·         Post 3rd party industry specific content that will show you as a knowledge leader in your field

.

 

 

LinkedIn Social Media Tips

LinkedIn is still the social media network for businesses and professionals. For B2B marketers, there’s not a better place for you to connect with your customers, and to confirm yourself as a subject matter expert or a knowledge leader. Graphics, quotes, and informative content perform very well on the platform and are very shareable. B2B marketers can and should use this to their advantage by providing as much valuable content as possible on a daily basis.

Tips:

·         Post content that established you and your organization as knowledge leaders in your field

·         Connect with like minded industry people and peers

·         Do not try to sell when establishing new connections

·         Highlight events you will be attending or hosting (tradeshows, presentations, webinars…)

·         Post company updates, new product releases, new partnerships, new appointments…

·         Post tips, tricks and how to guides on your products and solutions

·         Use platform to announce new vacancies at your organization and encourage your connections to share

 

 

Instagram Social Media Tips

Instagram continues to drive massive engagement for marketers and brands, as it tell its story via photos and videos. In 2016, Instagram launched “Instagram Live,” which gives users the ability to livestream from within the app. Most recently, Instagram opened up the ability for users to add up to 10 photos or videos in a single Instagram post. Instagram remains a great place for brands and companies to be, and should be included in your daily social media postings.

Tips:

·         Share behind the scenes look at your office or how your products are made on Instagram Stories or Instagram Live

·         Engage with customers and fans who post videos or photos of your products

·         Thank customers for posting photos of your products

·         Post fewer stock photos and more real photos of your team, products and solutions

·         Use new Instagram feature that allows you to post multiple photos and videos from an event your organization recently held or attended

 

 

Social Listening.

 Now that you have your social media accounts setup, one of the greatest tools available to marketers leveraging social media is social listening. Social listening is using commonly available tools to uncover and identify conversations that include your brand or company. This can be done as easily as using Facebook or Twitter’s native search functions, as well as Google and other search engines. There are also social-specific tools like Sprout Social, Hootsuite, and TweetDeck. Leveraging these tools to uncover customer service issues, conversations you should be a part of, and other opportunities for you to engage with current and potential customers is a very good reason you should make social listening an important part of your social media strategy. Search for usage of your brand’s name and company’s name, as well as product names. Also, search for opportunities to join conversations around your industry from people asking about features or advantages of your industry.

 

Do you know your B2B from your B2C, your ROI from your KPI, your SaaS from your API – today’s most popular Business Acronyms explained.

Do you know your B2B from your B2C, your ROI from your KPI, your SaaS from your API – today’s most popular Business Acronyms explained.

In today’s world of brevity and shortening everything possible, business acronyms have become very popular in all forms of communication. What started out predominantly on social channels, especially Twitter with it’s original limit of 140 characters for communication, has now made its way into broad stream business communications.

 

Here is a list of the most popular business acronyms according to Sprout Social and what they mean:

API: An “application programming interface” is a set of rules for how pieces of different software applications interact and integrate with each other.

B2B: This “business to business” label refers to companies that are selling to other companies.

B2C: Whereas the “business to consumer” outlines a company that is selling to individuals.

CMS: A “content management system” is a tool used for editing, scheduling and publishing any written material for online purposes.

CPC: The “cost per click” is the amount of money an advertiser pays for every person who clicks on their online ad.

CR: The “conversion rate” is a simple equation: the number of people who take an action divided by the number who could have.

CTA: A “call to action” is a statement that asks the reader to do something, e.g. fill out a form to download a whitepaper.

CTR: The “clickthrough rate” is a particular type of conversion rate where the action in question is clicking on a link.

HTML: Stands for “Hypertext Markup Language.” It’s the coding language used to build all webpages.

KPI: A “key performance indicator” is a metric your business uses to measure success in achieving goals.

ISP: Your “Internet service provider” is the company powering your Internet service.

PM: “Private message” is the more general term for any one-on-one communication that’s not visible to the public. It also includes DMs – Direct Messages.

PPC: “Pay per click” is a metric for advertising costs that’s the same as CPC.

ROI: “Return on investment” measures the money you make in relation to the money you spent to make it.

SaaS: This is an abbreviation for “software as a service,” it is where 3rd party providers make their software available to users over the internet. It general works on a ‘pay as you use’ model. Business acronyms using as a service are becoming widespread.

SEM: “Search engine marketing” is how businesses leverage search engines for marketing purposes.

SEO: “Search engine optimization” is a form of SEM. It refers to the choices you make in your written content that are designed to make sure that your creations appear high in the rankings of the correct search terms.

UI: The “user interface” is the display that a person uses to control a software tool.

UX: The “user experience” is a person’s response and reaction to taking actions within a tool.

UGC: The term “user generated content” encompasses any written or visual material that the individuals using a platform create, from comments or blog posts, to photos or video clips.

To avoid FOMO on how your business should be performing IRL please contact RML Marketing & Business Development Solutions today as YOLO!!

Blockchain Marketing – Get Paid to Perform a Search!

Blockchain Marketing – Get Paid to Perform a Search!

Blockchain Marketing

Blockchain described here in a previous post is a data base or ledger that allows information to be stored and distributed, but not to be changed or copied. It is decentralized and is the sole system of record for any given transaction or set of agreed transactions.

Blockchain marketing, though yet in its infancy, has the potential to disrupt the search engine and online advertising industry (PPC, SEM, Banner Ads, etc..) because it will remove the need for third party platforms such as Google or Facebook. Currently businesses use these platforms to place ads and target potential customers. These platforms gain a great amount of personal data from the customer (person who performs the search) plus a huge revenue stream from the businesses that advertise. However, this may all be about to change. Blockchain marketing companies are focusing their efforts on search-data privacy, giving users full control over their data.

Get Paid to Search!

When users perform a search using blockchain marketing technology, they can select the amount of data they want to be released to advertisers. Then, unlike what happens with other digital marketing services, users can be compensated for their data. So, instead of a third party selling your data to advertisers, you’re selling it to them directly – yourself, and being rewarded with cryptocurrency or tokens.

According to Entrepreneur Magazine one such emerging blockchain marketing company is Bitclave. BitClave’s search engine uses Ethereum blockchain technology and eliminates the need for third party online advertising platforms, creating a direct connection between potential customers and businesses. This is the hallmark of blockchain technology, i.e. it eliminates the need for third parties in all transactions.

100% Data Accuracy for Marketer

Another benefit to the marketer/advertiser is that blockchain can verify that every user is genuine with 100 percent accuracy and therefore the advertiser is only charged for genuine clicks through to their site. Blockchain potentially presents a big threat to Google and Facebook’s future advertising revenues.

For help with your marketing or online advertising requirements contact RML Marketing & Business Development Solutions today.

Ask “Siri” and “Alexa”: 4 Things To Prepare For Voice Recognition Marketing.

Ask “Siri” and “Alexa”: 4 Things To Prepare For Voice Recognition Marketing.

A fundamental change is coming in how consumers will engage with content, commerce and advertising, driven largely by the rapid growth in AI-enabled voice recognition devices such as Amazon Echo, Apple HomePod and Google Home. 

The interface is simple, to start you just trigger word – “OK, Google”, “Alexa” (Amazon) or “Siri” (Apple) – ask a question and get a response. Welcome to a future where your voice is the main signal for all your search and shopping functions.

ComScore predicts that 50% of all searches will be done through voice recognition devices by 2020, thus one can see why Marketers are keen to get their products recognized by Alexa or Siri. But how will voice recognition search work on these devices? It is believed that Alexa will query several resources available, including Bing, Yelp and a database of enabled Skills, including WebMD for medical queries. Having your solutions or products promoted/listed in Google Answer Box is also believed to be highly effective for them to be picked up by these voice recognition devices.

What Should Marketers Focus On To Get The Most Out Of Voice Triggered Search?

 

Voice Recognition Language

Using voice only, marketers will not be able to provide mouth watering images of products, environment, promotion models etc., but instead will have to concentrate heavily on script and language to enable these mental images and emotional responses.

Search & Key Words

Again, using voice only search, consumers search queries will be slightly different in conversation than those they would use if they had to type the search into a keyboard. Marketers will need to make sure their key words and key phrases match more closely conversational searches than those which are typed.

Consumer Memory

Research has shown that audio alone is less successful than audio and visual combined. Marketers will need to build in music, sound effects and branded tones to be strategically aligned to help drive lasting memories with consumers.

Structured Data

Structured data from within your website becomes more important because it is one of the signals used to power the search results or direct answers. Using structured data will help voice recognition search engines crawl your data more efficiently.

 

If you would like assistance to help your organization prepare for better search results from voice recognition devices and bots such as Siri and Alexa, contact RML Marketing & Business Development Solutions today.

GDPR is coming May 25th, 2018 – what does your Organization need to know?

GDPR is coming May 25th, 2018 – what does your Organization need to know?

Let’s start at the basics, what is GDPR?

GDPR stands for General Data Protection Regulation, an EU regulation that was approved by the European Parliament in April 2016 to supersede the outdated Data Protection Directive 95/46/EC. GDPR was designed to harmonize data privacy laws throughout Europe, to protect and empower all EU citizens data privacy and to reshape the way organizations across the region approach data privacy. It will introduce tougher fines for non-compliance and breaches and will give people more say about what organizations can do with their data.

Who does GDPR effect?

GDPR applies to any ‘controllers’ and ‘processors’ of data. A data controller states how and why personal data is processed, while a processor is the actual party doing the processing of data. It not only applies to organizations located within the EU but it will also apply to organizations located outside of the EU if they offer goods or services to, or monitor the behaviour of, EU data subjects. It applies to all companies processing and holding the personal data of people (data subjects) residing in the European Union, regardless of the company’s location.

 

What are the key principles of GDPR?

Under the principles of GDPR, organizations must:

  • Collect no more data than is necessary from a data subject for the purpose for which it will be used
  • Obtain personal data fairly from the data subject by giving them notice of the collection and its specific purpose
  • Retain the data for no longer than is necessary for that specified purpose
  • To keep the data safe and secure
  • To provide a data subject with a copy of their personal data should the subject request it

How does this effect Data Subjects (Individuals)?

Under the new regulation, data subjects will have the following rights to:

  • Obtain details about how their information is processed by an organization
  • Obtain copies of personal data that an organization holds on them
  • Have incorrect or incomplete data corrected
  • Have their data erased by an organization, where for example, the organization has no legitimate reason for retaining the data
  • Obtain data from one organization and have that data transmitted to another organization (data portability)
  • Object to the processing of their data by an organization under certain circumstances
  • Not to be subject to automated decision making, including profiling

When will GDPR apply?

It will apply to all EU member states from 25th May, 2018.

 

What constitutes Personal Data?

Any information related to a data subject, that can be used to directly or indirectly identify the person. It can be anything from a name, a photo, an email address, bank details, posts on social networking websites, medical information, or a computer IP address.

 

GDPR is a Regulation replacing a Directive, what’s the difference?

A regulation is a binding legislative act. It must be applied in its entirety across the EU, while a directive is a legislative act that sets out a goal that all EU countries must achieve.

What does your Organization need to do to prepare of May 25th, 2018?

If you are an organization or business, located or operating in the EU, the Irish Data Protection Commissioner has produced a very handy 12 Step Guide on Preparing for GDPR

 

Fines and Penalties?

For organizations who breach the new regulations fines of up to €20m or 4% of global turnover may apply. Data subjects or individuals may also seek compensation through the courts for breaches of their data privacy rights.

What about Brexit?

As it is possible that the UK will still officially be a member of the EU on May 25th, 2018, UK organizations will have to abide by GDPR. However, what happens once the UK officially leaves the EU remains to be seen. The UK Government has indicated it will implement an equivalent or alternative legal mechanism. Our expectation is that any such legislation will largely follow the GDPR, given the support previously provided to the GDPR by the ICO and UK Government as an effective privacy standard, together with the fact that the GDPR provides a clear baseline against which UK business can seek continued access to the EU digital market.

Roger Leyden is CEO of RML Marketing & Business Development Solutions. If you would like to know more about how RML can help your organization’s needs within the EU contact us today for further details

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