Mixing in Social Media: An Ingredient for B2B Marketing

Social Media iconsThe list of social media is virtually endless, with big names like Facebook, Twitter and LinkedIn dominating the landscape, and the infinite amounts of blogs on every topic imaginable.  All of these different social media sites have one thing in common; they never deject conversation, comments and feedback as many consumers feel email and other websites do. In fact, they encourage interaction.

B2B marketers should view social media as a new way to interact directly with customers, in addition to employing traditional marketing techniques to generate even more brand awareness.

Follower-Driven
Social media can take traditional electronic communications, such as email, to the next level. On Facebook and Twitter you can encourage customers and prospects to follow you and be on the look out for your news and product announcements to help generate buzz early on by providing useful content and pertinent updates.

Community-Based
A B2B blog can be another useful type of social media by surpassing the one-sided limitations of a mass distributed press release to provide different elements not available with traditional press release distributions.

A B2B blog can provide:

  • A user-friendly environment
  • Two-way conversation capability
  • Increased SEO (search engine optimization)
  • Daily exposure to unique users

And, B2B blog users do not need to be confirmed as “friends”, like on Facebook or a fellow “tweeter” on Twitter, or even on the PR or marketing firm’s exclusive e-mail lists, so many times this format is viewed as a less intrusive means of communicating on industry happenings and technology developments.  It can also encourage a good problem/solution community, where customers and the company alike can share information to make products and services better and align future development with specific industry needs.

Research-Oriented
If SEO is your goal, use Wikipedia, which is presently at the top of the SEO totem poll. It offers a unique setting where anyone can add (or delete) content, pictures, diagrams, references or external links to references (such as your new white paper or application note). Because it’s affiliated with Google, it skips one of the steps to optimization. By linking with Wikipedia’s individual pages, keywords and phrases, you can make the online search as easy as possible for potential customers or colleagues searching the web for information. Just remember this user-driven format frowns upon blatant self-promotion!

Maintain the Balance
Mixing traditional marketing techniques with social media outlets can significantly increase market awareness. Not only will you benefit from the exposure social media outlets can bring, but you can also turn the benefits back onto your customers as well. Link your product to its latest application in more internet formats by writing blog post. It’s really not that hard to do and the impact will be tremendous!

Tactics to Try
To generate excitement about a new product or application, update your Facebook status with the information. Associating your name with your customers is mutually beneficial and can lead to increased business.

Link your new technology or service to the current buzz phrases in the industry in your blog posts. Not only will this increase your SEO, but people can comment on the application and the product.

Contribute to a pertinent Wikipedia page by linking to a white paper on your site. If Wikipedia doesn’t have the page you want, create one and manage the content yourself.

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