Although 95% of business-to-business (B2B) companies have set up social media accounts, only half are actually using them regularly. In addition, 60% of respondents weren’t using any Social Media Intelligence (SMI) tools on their active accounts, according to a recent study by SiriusDecisions.
Even though we know that using Facebook and Twitter to gain organic reach is next to impossible now, it’s still important to monitor social media accounts for customer service purposes. That includes customer and prospect questions and inquiries, issues, problems, and compliments. If you ignore these social media channels, customers may not seek out your business in other channels, hence you’d lose an opportunity to engage with them.
Here’s the infographic based on this research: Continue reading
If your company’s target market segments include other businesses, how are you treating them online? Do you view their buyers differently because they represent organizations, or do you treat them like individuals?
If you approach B2B online marketing the same way you would if customers and prospects were consumers, you’re ahead of the game. According to a recent study by Forrester Consulting for Intershop, and reported by eMarketer, “Business-to-business (B2B) end-user buyers—nonprocurement business professionals who purchase products and services for work-related activities… want a consumer like experience when researching and making business purchases online.”
Now, how do these buyers find your online presence? Continue reading
In the business-to-business world, LinkedIn is the king of content. In fact, 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often.
The 2015 B2B Content Marketing Trends - North America from Content Marketing Institute/MarketingProfs also demonstrates that respondents find that LinkedIn is the most effective of all social media platforms. What’s interesting is that 55% of respondents represent micro and small businesses in North America.
So, why is LinkedIn number one with B2Bs? Continue reading