Tag Archives: social media campaign

How to Choose Your B2B Social Media Campaign Platform

social-media-imagePlanning a B2B social campaign to boost brand awareness, gain followers or increase lead generation? It can be tempting to just choose the most popular social media platforms and give it a go but don’t do it! If you’re lucky, you’ll reach thousands of people with your posts on Facebook and your contests on Twitter, but it’ll mean nothing if they aren’t the people you want to target.

Whether you’re B2B or B2C, it’s vital to the success of your campaign that you think carefully about the people you want to reach and where to find them. Narrow it down as far as possible by looking at ages, education, industries, job titles, geography and even gender before moving forward. The more specific you are with your audience, the better targeted your content and social ads will be. Here’s a rundown of three of the most popular social media platforms and how to use them to get you started:

Linkedin LogoLinkedIn is the B2B social hub of the internet. If you want to connect with companies, professionals or business owners, this is the platform for you. With 364 million people using it in 2015, it certainly won’t be too difficult to find people to target but remember to consider timing and the content users on this platform like to see. LinkedIn loves thought leadership, offers, advice and visuals like videos, photos and infographics. This makes it perfect for B2B marketing as the users love the content B2B companies normally produce. Just remember to post at the right times to increase the chance your content gets seen. The peak hours are between Tuesdays and Thursdays in the morning, at noon and in the early evening as these are the times professionals have a chance to check their profiles.

Twitter LogoTwitter is the social platform for the fast-paced. Twitter boasts on average 58 million tweets a day so if you want to be noticed you need to post fast and you need to post often. For real engagement and follower growth, posting on Twitter between 10 to 15 times a day is necessary. Daunted? Don’t be! The refresh rate is so high on Twitter you can repurpose content like blog posts, infographics and offers numerous times before they get stale. If you want to be strategic (and it’s always best to be) post from Monday to Thursday between 9am and 3pm for peak post performance. For maximum interest, use lots of bright, friendly images, relevant industry hashtags in your posts and target specific influencers with retweets, comments and favorites to get them and their followers engaged.

Facebook LogoFacebook is a tricky beast, as many don’t follow pages unless they’re invested in their content. Much like LinkedIn, Facebook users enjoy thought leadership, advice and visuals in particular but overly promotional content rarely does well. Posts need to have value for these users in order for them to engage so make sure you include lots of high quality photos, videos and useful information in your campaign. Peak times for engagement on this platform are between 1-4pm.

Image Source: www.medicalnewstoday.com

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Integrated Marketing — It’s about pulling all the pieces together

orchestra

By: Phoebe Yong

I recently read a blog post that explained in what ways a business manager plays a similar role to an orchestra conductor. The style in which he or she chooses to work with a group of professionals can transform the complexity of what they do into harmony and organization. To achieve this, integration, which pieces together different strengths, is to me the best strategy.

As a big fan of the prestigious Boston Pop Orchestra, I cease to be amazed by the conductor’s skill in pulling each section together into a perfect collaboration of tones and melodies. In business communications and marketing, the same approach applies. It makes logical sense that a comprehensive marketing program maximizes ROI by positioning each part of a strategy to support and enhance one other.

Especially when budgets are tight, resources stretched, it just makes good business sense to ensure all cylinders are loaded and shooting the same direction.

Many companies hesitate to employ this strategy for a few reasons, first of all because they believe they have no time to do it right, and secondly, because they fail to see the potential. Integration involves strategic planning that may at first seem complicated. Take for example, a company that wants to announce their recent award for best product. Shouting it to the world is the general idea, but what’s the actual plan that utilizes the best of all tools available? At a minimum, most companies write a press release, send it out on the wire, put that on their website, and there it sits. Meanwhile they’re overlooking the chance to magnify their announcement through complimentary marketing tactics.

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It might seem like you’re too busy to do things right, but if your communications initiative is done to only a minimum, the person that loses out is you. What a missed opportunity!

Referring back to the award announcement example, consider the company that fails to utilize other methods for delivering their news. They’re not getting the word out to those that matter, their key stakeholders that participate in other communities, for example, online (youtube, podcasts, social media), through e-mail, or through traditional media, and may not proactively look for a press release or check out the company’s website on a regular basis.

When you have a fully loaded and integrated program, your marketing return is far more substantial. Messaging becomes aligned on all fronts and works in concert.

Then the stage is set. Envision yourself as the masterful conductor. Raise that baton! With all pieces well-coordinated and in play, it sounds like music to your ears, no?!

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