briefing social media’s most powerful channel
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... And The Mistake 9 Out of 10 of Marketing Professionals Make In Using It
Alex Milo B2B Copywriting & Consulting
The B2B Marketing world is changing. Are you changing with it? Have you and your company changed with it? According to HubSpot:
78% of Internet users do product research online. 57% of businesses have acquired a customer through
blogging. Over 200 million Americans have registered with the
“Do Not Call” list.
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“Blogs are considered the most effective social network for B2B prospecting”. BtoB survey and the Association of National Advertisers (ANA),2010
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Only 15% of brands respond customers via social media communities, and 7% listen via blogs.”
21% Surveys
19% Call
Centers
18% Company websites
15% Social Media Communities
12% Advisory Boards
8% Discussion
Forums
7% Blogs
Listen To
“2012 Marketing Industry Report,” Social Media Examiner
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According to Mike Volpe HubSpot’s VP of Marketing…
“Blogs generate 55% more website traffic than companies that don’t… and they get 97%
more links coming in to their sites.” Handley, Ann and C.C. Chapman, Content Rules, John Wiley and Sons, Hoboken, N.J., 2012.
Blogging’s Applicability to Customer Buying Phases
Has need Maintain visibility
Recognize need Have the right product
Establish urgency Make it easy to buy
Create company awareness Continue relationship
Create product awareness
“Blogging ranked #2
(behind Google+) in
social media tools
marketers want to
learn more about.” ~
Social Media
Examiner
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“Blogging ranked #2 (behind Google+) in social media tools marketers want to learn more about.” Social Media Examiner
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1. Effectiveness: Generate leads and drive sales with opt-in content and soft sell with case studies. 2. Efficiency: Blogging is cheaper than traditional marketing, hands-down, according to 55% of companies surveyed. 3. Branding: With a diverse customer base you need to ensure your message remains consistent and on point. 4. Thought Leadership: Blogging isn’t a frivolous endeavor that deals with issues on a superficial level. Whitepapers can be posted one section at a time. 5. Customer Retention: By blogging consistently and constantly with infectious content, you’ll develop a loyal following.
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Blogging isn’t a flash-in-the-pan
It’s not only popular, its growth in B2B markets is persistent.
It’s a myth that B2B marketers lag their B2C peers in adopting social media.
The reality is that B2B marketers are leading their counterparts in the B2C community– 81% vs. 67%.
B2B Digital Marketing
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The number one way to see a significant improvement almost immediately is to
leverage your prospects’ and customers’ feedback.
It’s shrewd and profitable. 9 out of 10 of your competitors fail to exploit this advantage
today. Less than 2 out of 10 of your competitors take advantage
of blogs’ direct and real-time communications in responding to customers.
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Your prospects and customers are telling you what they want. When they post their feedback to your blog, they’re telling you
what influences their purchase decisions. If you decide to take advantage of this gross oversight by your
competitors, I urge you to call me at 256-289-3212 or by fax at 256-217-4483.
Tell me what you’d like to accomplish, and I’ll help you engage your prospects and customers by blogging
Call 256-289-3212 or send a fax to 256-217-4483, today and let’s
discuss your goals and objectives.
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