Archive for the ‘New Media Tools’ Category

The importance of social media in B2B

Tuesday, February 8th, 2011

Sarah Faulder- part of LeadPoint UK’s marketing team- explains the importance of incorporating social media into your B2B marketing plan.

We have all read about the power of social media in B2C marketing, with brands such as Gap partnering with Groupon for the website’s first nationwide deal with a major brand, Toy Story 3’s Facebook page and Whole Foods’ tailor-made twitter campaigns. However, few businesses have acknowledged the place for social media in B2B marketing and as a result far fewer B2B success stories spring to mind.

The challenge for B2C marketing is in building product awareness and converting browsers into buyers. B2C campaigns often involve impulse purchases, such as music tickets and food, which lend themselves to coupons, group buying or event marketing. If the consumer knows that by following a brand on Twitter they could be in with the chance of grabbing a bargain or getting hold of exclusive merchandise, they will be more inclined to follow the social campaigns- to listen. Social media provides brands with a unique platform through which to reach out to their fan base and drive sales, making ROI tangibly track-able in the process.

The fact of the matter is that B2B purchases tend to be a lot more considered and complex than B2C campaigns with multiple parties on both the buy and sell side. The aim of a B2B campaign is to drive prospects and nurture leads, with the eventual goal of securing those crucial meetings. Essentially, a B2B campaign should be a much longer, integrated strategy rather than a quick click sale.

So what should your B2B campaign involve?

LinkedIn officially launched in May 2003 and with new features added regularly, is a valuable source of data and connections that shouldn’t be overlooked. Connect with your clients and use it as a platform for showcasing your business’ products and services. Join groups, discussions, post and answer comments. Make sure your page is content rich, relevant, constantly updated and your SEO rankings will only flourish.

When you see a spike in keywords? you should immediately write a blog post on that subject. Not only will this improve your SEO rankings it will also provide your clients with information that is clearly of interest to your market.

HSBC’s winning social media campaigns target business entrepreneurs by providing them with an active forum through which to share and gain knowledge. The HSBC Business Network, open to both customers and non-customers, includes a network of blogs and invites members to share their personal experiences with other entrepreneurs. It is the perfect example of a successful, integrated campaign.

Many businesses reject blogging because they only look at it from a short-term perspective- “what’s the point if I am only going to sign up 20 new subscribers to the blog?” Instead, B2B blogging should be considered in the long term. In addition to driving traffic, considered, relevant posts that are updated regularly, will display your business as a thought leader. This enhanced search visibility can go a long way to strengthening your position in the industry and to increasing the chances that your services will be on any new buyer’s shortlist.

Increase your business’ network by creating Twitter campaigns. Use Twitter to inform your followers of the latest industry news and events. Shamelessly plugging your company every five minutes is the biggest Twitter no-no and will only loose you followers. Try to be informative and impartial, strengthening your business’ position as a thought leader and building prospects for the future. Additionally, use Twitter as a tool to keep up-to-date with your industry and clients’ news and to make sure you stay relevant.

At the end of the day, whether you’re a B2C or B2B company, you can use the power of social media to foster brand affinity and build and maintain relationships with your core audiences. With this in mind, social media should, without a doubt, be part of your 2011 marketing campaigns.

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Social Media Explained!

Tuesday, July 8th, 2008

If you ever wanted to know about Social Media, what it is, why it’s important and what to do with it then this excellent presentation should give you more than enough to get you started.

I came across this on the site of NixonMcInnes, who got it from Marta Kagan. The fact that you are watching it now is a testament to the very medium itself!

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More on Twitter

Wednesday, May 28th, 2008

In case you haven’t read our previous post about Twitter
then you might just be about to read about something that will change your
business for the better.

Twitter is a free service that allows users to send
text-based updates known as "tweets" of up to 140 characters long to
the Twitter website and via SMS. Once you have an account you can receive these
instant updates straight to your mobile phone or see them online.

What this means is that by creating a Twitter account you
will be able to receive and send real-time updates on a whole variety of
different topics. Twitter enables you to communicate with your customers
wherever they are. Send them a reminder, a special offer, anything to help
build a relationship and ultimately close more deals.

If you want to keep up to date on what is happening at LeadPoint
then go to twitter to create an account and then follow us at http://twitter.com/leadpointuk .

For more information about Twitter, read our good friend
Bill Rice’s latest blog post
or listen to him in discussion about the benefits
of using Twitter
.

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We’re on Skype… Are you?

Tuesday, April 1st, 2008

Part of the attraction of being a small, new media start up, is the ability to try new technology at a whim and adopt new media tools that big corporate agencies will take years to adopt. If you’re a regular reader of the blog you’ll know we’re very keen on our new media tools – we Twitter, we Flickr, we’re on LinkedIn and we blog, of course!

Being a transatlantic company (our HQ is in LA) we also have one eye on the clock. Our US LeadPoint colleagues and our US based affiliates come online in the middle of the afternoon and we often have a small window of time in which to speak to them. Because of the obvious cost implications, wherever possible we use Skype to call them.

As part of that, we also use Skype mobiles which enable us to call the office when we are out and about doing deals and seeing clients, as well as when the atrocious British weather prevents us from getting to work!

If you work with us on the buy or the sell side and would like to use your skype account to call us, ask your account manager for their ID and we’ll be more than happy speak to you over VOIP.

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