Now that 2009 is over, we’re all looking forward to a new year. To that end, I’d like to know what kinds of plans you’re doing for 2010. Please take a few moments to take this quick 8-question survey. I’d be happy to share the results. http://tinyurl.com/yc4epnb
Thanks
When it comes to online issues as they revolve around the B-to-B community, it’s mostly assumed that we are lagging behind. That may be true in some cases and we may not be using the latest widgets, but for the most part those that have embraced online activities do a pretty good job at it. Because some of the products our clients sell have a long selling cycle, means they have plenty of time to build and nurture a relationship. B-to-B marketers are utilizing the basics, Web sites, search, newsletters and now social to continue to build their brand and sell products.
I’m not alone in this theory. Valeria Maltoni in a recent post, Why BtoB Companies Have A Distinct Advantage Online, outlines opportunities for the B-to-B world. That includes the case for customer communities and ways to go from conversations to conversions. It’s an interesting read and gives hope to all of us in the B-to-B world that we’re doing something right.
I’d like to hear what you think on this issue.
Manufacturers should not lose site that videos are a powerful informational tool when it comes to building credibility with contractors. Consider if you will that next to Google Search, the next highest search is YouTube. That alone should tell you something.
From case studies, testimonials and training, to new product info, videos are a unique way of telling your story and add another dimension to the story by engaging the viewer. According to eMarketer.com, rich media ads with video had a higher dwell rate than those without, and almost double the dwell time.
This translates into fewer impressions needed for the same results.
I tell everyone if they could only use one social media tool to generate new business, I’d use LinkedIn. While my blog is important (long term), and Twitter is very useful once you get your followers, LinkedIn offers you a way to be more proactive. Before you start utilizing it, you first have to make sure that your page is updated and as near to the 100% mark as you can get it. Once that’s done, dig in and have some fun.
Here are 5 ways I utilize LinkedIn:
Once you have a system in place, then you need to start listening and contributing. These are the ways I utilize LinkedIn. I ‘d like to hear how others out there are doing using social as a new business tool.
The tools are available and be sure to use them. A good resource is the Interactive Advertising Bureau (IAB). Their IAB SmartBrief is one of the daily e-mail newsletters that I receive. It always has helpful information, “what you need to know,” about analytic practices, trends and research pertinent to your company.
Here’s a sampling of some of the latest articles from IAB Smart Brief newsletter:
Click Here to sign up for the IAB SmartBrief.
Whether you’re using traditional marketing tools or social media, one of your key objectives should be to become the thought leader in your market or category.
As a B-to-B marketer, Thought Leadership is one of the most valuable assets of your brand. When reaching out to the professional tradesman, you have several audiences that you need to build relationships with – Distribution, Buying Groups, Associations and ultimately, the Contractor or End User. Messaging to each of these markets while sharing common traits can and will be different. The sooner you begin building relationships in the buying cycle, the better off you’re going to be. Thought leadership and brand building should be an ongoing process.
I believe social media affords you a better means of reaching your objectives. You don’t become a thought leader overnight. It’s a process that takes time. You need to gain trust of your audience and become the “go to” resource. What better way to accomplish this than through the likes of LinkedIn, Facebook, Blogs and Twitter? Think of it as a form of “opt in” places that people go on a regular basis to read and learn. People follow blogs because the subject matter is relevant to them. People follow you on Twitter for the same reason. LinkedIn has groups you can join based on interest levels in particular issues, causes or markets. You get the picture. There are numerous ways to stay connected and build your Brand.
Jon Miller in a recent post on Marketo, outlines 4 ways to build your brand:
Those are my thoughts on the subject and I’d like to hear what you’re doing to build your thought leadership.
