Blog Archives: Social Media Strategies

July 14, 2016: Social media can be overwhelming, especially if you’re a B2B marketer, because it can be a struggle to find things to share.

However, as KISSmetrics suggests, hire someone who is experienced in social media, not your niche, as most social media for any industry will have similar goals: getting more visibility for the company. That doesn’t change, no matter the target audience.

Once you’ve started creating a strategy, it’s time to find content to share, schedule it, and monitor what is being said about your brand online.

Below are some tools that can help you research, schedule, and monitor. Most offer a free trial or freemium feature, but are monthly subscriptions to access all of the features.

KoMarketing and the author are not affiliated with these tools in any way. The author has just used them in the past.

July 1, 2016: SEJ Summit_A Day of KeynotesOne of the best things about working in search marketing is having the opportunity to connect with other SEOs in person and share best practices, challenges faced, and lessons learned.

It’s a chance to hear, first-hand, how our peers are evolving with the industry and keep a pulse on all the latest changes and developments in search.

Last Thursday, in Chicago, IL, several members of the KoMarketing team attended the SEJ Summit, a unique conference experience tailored specifically for search marketers.

Featuring a single track of vetted, keynote-style presentations given by industry experts and several networking opportunities, the event left us excited about the future of search and eager to put all the expert tips we’d heard into practice at our organization.

Plus, we got to spend the entire day on historic Navy Pier with views overlooking Lake Michigan (a special treat for this native of the mitten state)!

Here’s a look at some of our key takeaways from the SEJ Summit in Chicago this past week:

June 29, 2016: linkedin groups logo It is no secret that LinkedIn is a valuable social media platform for B2B marketers. According to a recent report released by Regalix, 91 percent of respondents said that LinkedIn was the most effective channel in terms of helping them reach their target audience.

And according to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads.

LinkedIn Groups – participation and ownership – can be part of the mix of when it pertains to B2B social media marketing.

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:

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