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An estimated 87% of B2B marketers apply their trade on social media and consider it to be the most effective tool of all types of content marketing. And 80% of businesses plan on increasing the amount of resources allocated to social media in the future.
What’s most exciting about social media for B2B is the ease of entry and capacity for generating leads. What’s scariest about social media for B2B is getting started and keeping things going once you launch from the starting grid; especially for businesses with little resources to devote to tweeting, pinning, and liking.
This book delivers straightforward guidance on using social media to boost lead generation, customer acquisition, and client retention.
• Best practices of popular social media platforms
• Managing social media content creation & posting
• How to find & target the right people
• Tracking & reporting performance metrics
• How to manage risks & plan for future growth
How This Book is Structured
This book is split into four parts; the first three tackling a different aspect of my social media strategy for B2B companies and the final part showing you how the previous three parts work in a real-world environment.
Part I examines why social media is important for B2B companies and investigates which popular social media platforms are most relevant and beneficial.
Part II examines which social media management tools can streamline and simplify ongoing social media content development after deciding on the type of content you will create.
Part III discusses how social media activity should be monitored and reported, in addition to listing the best practices of social media marketing on LinkedIn, Facebook, and Twitter.
Part IV then details the development of a social media strategy designed to introduce a B2B company to the online world, increase their social presence, and begin to generate targeted leads. By complementing this information with a real-life case study, this book shows you step by step exactly how to take advantage of social media with the resources you already have available.
You will read how I managed to optimise the social media activity of a small Australian ad agency specialising in brand design and development based on their limited resources so that the individual responsible for managing five branded social media profiles can perform the necessary tasks in just 15 minutes a day.
Action steps conclude Chapters 1 through 9. They are designed to help you first launch your foray into social media and then make sure it continues with focussed effort.
The action step checklist is not the only resource you will use in your own strategy. Other tools recommended throughout this book offer further assistance in boosting your lead generation endeavours via consistent actions. These tools are the actual ones I use when advising companies on their social media strategies and offer advice on how to create them.
Wherever possible, I have also tried to highlight B2B companies doing great things on social media. Learning from other brands, including your direct competitors, is a simple but valuable exercise in taking your social media strategy performance to the next level.