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Category Archives: Social Media

Step 6 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

iStock_000011959041SmallJust because there are social media automation tools, doesn’t mean you should use them.  Is there a good use for them?  Yes.  But use of an automation tool does not give you a perpetual excused absence from your social media accounts.

Why put a barrier between yourself and your network???

Think about it this way: If you’re looking for a way to not have to deal with social media, what does that say to the people in your network?  Are they worth your time and attention or not?  I’m not scolding, but rather I’m trying to underscore the reason for participating in the first place:  to get people to know, like and trust you.  You can’t develop a relationship if you’re not present.

Or think of it another way:  if you’re not interested in what is being said by the people you are following, are you following the right people?

I’m pulling out my soapbox now…B2B marketing is not a numbers game; it’s a relationship game.  Your products are, for the most part, complex and pricey (not an impulse buy) – and from what solution providers have told me, most of the time they win the deal because the prospect believes in them.

If you populate your networks with the right people, it’s a little like mingling at a reception.  There’s small talk.  There’s shop talk.  There’s state of the industry talk.  There’s relationship building.

Step 6 – Automate your broadcast, spend real time interacting with your network.

Use automation tools judiciously.

Don’t launch your social media accounts with the idea of using automation tools from the start.  Spend some time with your accounts first.  Observe what others are doing and talking about, the frequency in which they post.

Boiled down to three words:  Know Your Network

Really know your network before you employ an automation tool.  Used too early, or used exclusively, automation tools eliminate the benefit of social media.

Automation tools come in handy when scheduling your tweets as well as for managing multiple accounts.

I like to schedule my tweets so that I know they will go out each day, this allows me to spend my time online each day focusing on my network.  First thing in the morning, sometimes between phone calls, and in the evening, I can take a look at my streams and:

  • Thank people who have commented or retweeted my updates
  • See what people are talking about
  • Retweet interesting information posted by my network
  • Look for new people to follow
  • See what my competitors are doing (or not doing)

Hootsuite dashboard

I do this through Hootsuite (hootsuite.com).  Hootsuite provides a dashboard of multiple columns.  You could have a column for Twitter, Facebook, and LinkedIn.  You could have a column for a keyword such as #ERP, #CRM, #Nonprofit.  If you have created lists in Twitter for media contacts, customer contacts, industry contacts – you could set up a column for each contact type – which I find very helpful.

Hootsuite dashboard

Hootsuite provides a scheduling feature.  You can manually enter in a tweet and schedule that tweet for a particular day and time.  Hootsuite has limited settings:  you can schedule for 5:05, 5:10, 5:15, 5:20, etc., but you can’t schedule for 5:01 or 5:22.

Hootsuite also has an automated scheduling feature that will select a time and date for you based the history of your tweets, selecting days and times that have performed well for you in the past.  Obviously if you have time sensitive information to share, you would not use this feature.

Hootsuite has both free and paid levels of service.  Most people will find the free version provides more than enough functionality.

 Bufferapp.com scheduler and analytics

Another tool that I have used (and many of my colleagues use and love) is Buffer (bufferapp.com).  There is a free version of buffer and a paid version. In setting up your buffer account, you pick the times that your updates will post:

Buffer schedule

You may also connect to several social media accounts:

 bufferapp accounts

The best feature of bufferapp is tweet by tweet analytics.  Not only will you know how many clicks and retweets you received – it will calculate the potential additional reach you have when presented to the followers of the person retweeting:

Buffer Analytics

So you see, I am not totally against automation tools.  I’m just totally against using automation tools to ignore your social networks.  If you’re following the right people, you’ll enjoy the time you spend on social media.

Step 5 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Step #5 Quality and Quantity of Social Networks You need volume to reach critical mass.  But you also want to ensure that the time you spend on social media is spent with the right people, so quality of connections is crucial.  Here are some tips to build both the quality and quantity of your socialContinue Reading

Step 4 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Take a suite of applications including email, calendar, browser, video conferencing and much more; add a powerful social media platform that can do everything other platforms can do and more; and then mix in the most powerful search engine in the world; mix it all together and you’ve got a more than compelling reason toContinue Reading

Step 3 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Two of the fastest growing social media sites are Instagram and Pinterest.  The light bulb went on over my head as to the power of these platforms last May.  I had taken my niece shopping for clothes at Justice, her favorite store.  Upon returning home, she laid out all of the items we had bought,Continue Reading

Step 2 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

This is the second in a 10 part series.  You may read Step #1 here. There are literally hundreds and hundred of social media platforms.  There are so many option that companies exist, knowem.com for example, that for $649 will complete 300 social media profiles for you. So where do you start? Step #2 –Continue Reading

Step 1 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Is social media just a lot of noise or is it a legitimate way to reach key audiences?  In this session we’ll cover the ways to make Social Media a business tool and a way to increase your brand awareness and participate in conversations that help prospective customers know, like, and trust you. #1 –Continue Reading

Social Media for CPAs

B2B Marketing Berserk Differentiation

So this story about a job applicant rejected by the San Diego Padres floated my way earlier this morning.  It’s raw, it’s stunningly different and it’s destructive.  It’s going out with a fiery blast.  Here’s the story (language warning). It’s a rant, the emotion of which, we’ve all experienced but shared only (and appropriately) withContinue Reading

B2B Marketing – 3 Marketing Blunders You’d Never Commit Face To Face

Think about the most qualified opportunity you have right now.  Chances are you’ve been working with them for several months and there has been much information exchanged back and forth:  you’ve been asking questions to understand more completely the challenges they face and providing them with your insight and the necessary information to make theContinue Reading

B2B Marketing – 3 Powerful Ways To Get More Out Of LinkedIn

LinkedIn has replaced the Rolodex as the hub of your business connections.  Because each of us is responsible for keeping our own contact information up to date, even if you are a passive user, LinkedIn is a powerful tool. Of all the Social Media platforms, I’ve been using LinkedIn the longest.  I love the wayContinue Reading