Blog Archives: Social Media Strategies

June 14, 2016: We’ve covered the benefits of using LinkedIn for B2B marketing before, but many companies fail to see the benefits of helping employees with their own profiles.

Because employees list their current job on their own profile, potential clients, colleagues, and hires could be looking at someone’s personal profile from a company before getting to the company’s official page or group.

This is why it’s important to make sure all employees know the basics of a good LinkedIn profile.

Let’s take a look at some key points to consider:

June 2, 2016: A few weeks ago, we covered the “2016 State of B2B Digital Marketing” report from Ascend2 and Marketo. Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies are successful.

The top three tactics that contributed to this success? Email, the website, and SEO. Social media came in at a distant 4th, with only 33% of respondents indicating social media to be effective.

“2016 State of B2B Digital Marketing” survey from Ascend2 and Marketo

However as we covered just this week, B2B marketers are increasingly turning to social media channels as a critical tool for distributing content, according to recent survey results released by Regalix.

May 26, 2016: As a Millennial, or digital native as some will put it, I grew up immersed in social media.

At the age of 14, I was able to write a complete set of HTML code for how I wanted my Myspace profile to look, had more than 650 friends, with an intricate selection process for my top 8, and changed my screen name based on my mood on a weekly basis.

Today, pretty much everyone uses social media – not just Millennials. As of last July, Pew Research Center found that 76% of online adults use social networking sites. From Facebook to LinkedIn, every generation is socially active.

May 10, 2016: Businesses have always looked for creative ways to make buyers aware of their products. This has never been more true than our current environment, where competition for buyer attention and mindshare is stiff.

Today’s business marketers have a lot of tools available for them to target and fine-tune their efforts, from databases and list parsing to surveys and eye tracking software. The list of tactics is long, too. These can effectively inform, guide, and advance buyer decision-making when appropriately mapped across the journey a segment may take.

April 26, 2016: Twitter has transformed the way that B2B marketers communicate with their target audiences by providing another place to engage, address questions, and emphasize what they stand for. In fact, Twitter is now the top social platform for B2B brand mentions, with 73% of them happening on the site.

Despite this, many B2B marketers struggle to progress on Twitter and demonstrate any significant results on the platform. Because it’s such a crowded place, brands are pushed to find unique ways to stand out and create connections with their audiences.

March 15, 2016: Social media isn’t most B2B marketers’ first choice for most effective platform, but highly targeted advertising campaigns are starting to change that line of thinking. If you don’t think your audience is on social media, you’re wrong. A study published on the Think With Google blog found that about 50 percent of B2B researchers (who usually make many of the purchasing decisions on behalf of their company) are millennials, or professionals aged 18-34.

February 23, 2016: As marketing strategies continue to progress, it’s becoming more important that B2B marketers connect their offline and online marketing programs. A recent KoMarketing news article really got me thinking about this.

online and offline marketing

This statistic caught my attention – nearly 98 percent of CMOs claim that offline and online efforts are merging (Gartner). If the distinction between traditional and digital marketing efforts is fading, what does this mean for B2B marketers?

Driving offline audiences to online campaigns will be an essential tactic to create a truly competitive advantage. Successfully doing this can take an online marketing program to a completely new level of sophistication.

Finding customers online using your existing database is one way to connect your offline and online marketing efforts. The objective is to help customers discover your online presence, and build relationships with them so that you are foremost in their thoughts when they are ready to buy. Additionally, connecting with customers online presents an opportunity to reach a new audience of people who could also be interested in your business because of the similarities with your existing customers. All you really need to get started are some basic fields from your customer database: name, website, email, etc.

In this post, I wanted to throw around a few ideas for how B2B marketers can find their customers online to better align offline and online marketing efforts. Here are 5 tactics for you to consider:

January 26, 2016: As social media has grown, so has the opportunity for businesses to reach customers and potential customers. In fact, according to the Salesforce 2015 State of Marketing Report, 66% of businesses now have a dedicated social media team. Great news, right!?

social-media-keyboardSort of. The problem is that while a whopping number of businesses have a social media team, the majority of them don’t know how to measure their efforts. And of the 95% of B2B marketers who have created corporate social media accounts, half still aren’t regularly active on social media and just 10% feel they are able to articulate the business value of social media efforts.

January 14, 2016: There are so many marketing strategies and channels available for B2B marketing companies today, and it’s easy to get overwhelmed. It may be difficult at first to see how several different tactics could work together to achieve a cohesive online presence, but multichannel marketing has significant benefits for your organization.

Below are some of the top benefits, as well as specific tactics for implementing them.

Why a Multichannel B2B Marketing Approach is Better Than a Single One

Cross-Promotion of Campaigns

For each new campaign or product promotion, it’s important to be on several different platforms to increase exposure. Each platform has its own unique voice and allows for a different kind of visibility.

December 8, 2015: It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year.

B2B Marketing Budgets

But even if last year was a dramatic success, performance metrics from the past should only create part of the picture when planning for the future. It is also important for B2B marketers to evaluate new and emerging trends, as well as shifts in the competitive landscape, to help determine where to set budgets and forecasts moving forward.

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Alexis Karlin

"Working with KoMarketing was more like a partnership as supposed to just another consulting project. We learned a lot from KoMarketing, while excelling in all aspects of SEO for our website. If your looking for a hard working, dedicated team, KoMarketing is a partnership you won't regret." - Alexis Karlin, Digital Marketing Specialist Neolane (Acquired by Adobe)

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