One of the key reasons B2B marketers remain skeptical with social media as a primary tactic in digital marketing is the inability to determine ROI. It’s not that B2B marketers fail to understand the adoption rates of social media platforms and their influence in online behavior, it’s the lack of clarity between time and investment in social media activity for business purposes, with measurable marketing gains, that leads to B2B marketing unease.
The ROI conversation continues to have legs because historically, B2B marketers have not had access to clear social media metrics, which are necessary to begin the framework for marketing program evaluation. While we have access to web reporting tools, metrics specifically within social media platforms have been poor at best.
A recent study from Searchmetrics revealed that the growth rate of Google+ shares was approximately 18.5% per month, almost double that of Facebook (9.3%). Even though Facebook remains the primary social platform among users, the growing influence of Google+ cannot be understated.
At the heart of the B2B organizations’ Google+ strategy is their Google+ business page. Even though the execution of Google+ initiatives are still in their infancy for B2B marketers, there are good examples available.
LinkedIn’s recent announcement about the redesign of LinkedIn Group pages has had me thinking much more about why B2B search marketers need to leverage this social media platform in support of SEO initiatives.
According to the announcement, “there are more than 200 conversations happening each minute across LinkedIn Groups and more than 8,000 Groups created each week.” And in Holger Schulze’s 2013 B2B Content Marketing Trends Report, LinkedIn tops the list as the most effective social media platform for delivering content.
As Google continues to update its search engine technology, the requirements associated to gaining good keyword placement in search results, have become more difficult to attain. Industry relevance, influence, and brand trust all play a factor.
Social media has a greater impact on search engine optimization (SEO) as well, both on the website and pointing to the website. SEO professionals need to identify and network with key influencer’s in their client’s target markets, to develop trust, mentions, and links.
PR and marketing communications teams are key participants and often the owners of the messaging strategy for an organization. The best links, social media visibility, and relationships online, are won when PR and SEO combine forces.
In an effort to gain better perspective on this opportunity, I asked 12 PR and communications professionals on how B2B SEO can better support their effort. Here are some of their perspectives on this topic.
As B2B marketers work on refining 2012 strategic marketing initiatives, social media has become a central focus. Advances in search engine algorithms bring social media in focus for link acquisition and as a potential signal of trust for engines. The emergence of a converged media imperative ties the value of user generated content (social shares, organic reviews, etc.) to the overall marketing mix through performance benchmarks in advertising and brand development initiatives.
BtoB Magazine‘s latest report on B2B social media marketing provides further support and insight into the strategies, applications, and challenges marketers face. While the first step is developing a solid social media plan, there is more to it than just organization planning. Here are 9 key insights and action items I found while reviewing the B2B social media marketing report.
As B2B marketers assess the strengths and weaknesses of their SEO programs so far this year, the relationship with social media marketing must come into focus. As I wrote in a column last year, 66% of organizations with a formal SEO process were integrating social media into their overall SEO strategy. But social media plays an even larger role for B2B marketing strategy than SEO support.
The B2B marketing landscape continues to evolve. Social media, inbound marketing, mobile marketing, and globalization all are becoming more prevalent in the B2B marketing mix. Here is a look at six new B2B marketing infographics, visualizing various aspects of the challenges and opportunities B2B marketers face.
- How Social Is B2B?
- B2B Marketing: Facebook vs. LinkedIn
- How B2B Marketers Are Scoring Big with Social Media
- 6 Steps to Inbound Marketing Success
- Mobile Marketing by the Numbers
- Marketing in Social Media: What Works for European Marketers
How Social Is B2B?
From my perspective, I see opportunity, but it might not be the same opportunity services like Facebook and Twitter (the apparent direct competition) bring to mind.
After a week of experimenting, here are some of my thoughts on the positives, negatives, and unknowns that could make or break Google Buzz as an serious player in the social networking space.
The BBC recently published a video on how the internet is blurring the social boundaries between our personal and professional lives seen online. It brings to attention how much of ourselves is being broadcast on the internet and how a younger generation’s comfort with these applications brings inherent risk as well.
As 2009 comes to a close, I’ve been reflecting a great deal on how social media is bridging a shrinking gap between my personal and professional space online, and what it means to me.
With over 40 million unique visitors per month (according to Compete.com) Digg is one of the most popular sites on the Internet. Getting an article on the Digg home page can send tens of thousands of unique visitors and generate hundreds of back links.