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Social Media for B2B Branding

Show and Share – Using Video to Boost Your B2B Branding

Show and Share – Using Video to Boost Your B2B Branding

Are you harnessing the full power of video to extend your business-to-business brand? Ironically, many B2B marketers are huge consumers of online video while missing the boat for their own corporate branding. If you don’t want to be left high and dry, it’s time to step up and start incorporating video into your B2B brand strategy. Why? Because video – when done right – is eminently sharable. It’s cost effective, easy (yes, easy) to produce and vividly showcases your brand. New social video services like Vine (6-second looping videos from our friends at Twitter) and Spreecast (sharable video chats/conversations), supplement …

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Using B2B Social Media to Create a Brand-Building Customer Experience

Using B2B Social Media to Create a Brand-Building Customer Experience

As I was doing research for an upcoming presentation on digital branding, I came across some interesting stats that I believe have big implications for B2B marketers. First, JD Power’s “Social Media Benchmark Study” provided showed that 2/3 of consumers used social channels for customer support, versus 33% who used social media to access marketing information. This is a consumer study, but B2B buyers are people, too, and it’s not a big leap to expect their habits as consumers influence their behavior in B2B interactions. Second, American Express reported in 2012 that its research found social media users are willing …

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Social Media Spring Cleaning: 5 Tips to Brush Up Your B2B Brand

Social Media Spring Cleaning: 5 Tips to Brush Up Your B2B Brand

I have to confess, spring is my favorite time of year. I’m a sucker for colorful blossoms as flower bulbs emerge from the ground, trees bloom and the weather warms up. All the signs point to new life when nature’s cycle comes full circle. As comforting as I find this annual rhythm, life in social media moves at a much faster pace. As a result, regular maintenance is required to keep the cobwebs out of your digital branding efforts, especially in your social media efforts. Here are a few quick spring cleaning tips to keep your B2B brand in tip-top …

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Beyond LinkedIn: Social Media Platforms to Expand Your B2B Branding

Beyond LinkedIn: Social Media Platforms to Expand Your B2B Branding

When I ask people about their B2B branding efforts in social media, the most common answer I hear is, “On yeah, we’re on LinkedIn.” As one of the oldest and best-known social networks, LinkedIn with its roughly 200 million users is the default starting point for many B2B brands. It’s an easy leap to go from personal profiles and connections to LinkedIn Groups and company pages. And that’s the extent of the effort for many B2B firms. Other more ambitious companies add Twitter and Google+ to the mix or maybe a Facebook page to round out their social media plans. …

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Applying AIDA for B2B Branding in Social Media

Applying AIDA for B2B Branding in Social Media

In the fast-paced world of social media, it’s easy to assume that ideas from just last year are passé. The concept of AIDA (Attention, Interest, Desire, Action) as a model for marketing success has been around for over a hundred years. AIDA is not even “so last century,” it is “so 19th century.” Given its age, you might be wondering why I’m even bringing it up. The answer? Some Things are Timeless Over the years, AIDA has served many marketers as an enduring process for constructing everything from sales letters to advertisements. Winning in marketing requires the ability to apply …

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Social Media for B2B branding: Using Social Listening to Transform Your B2B Brand

Social Media for B2B branding: Using Social Listening to Transform Your B2B Brand

There are two parts to every conversation: talking and listening. With social media, the former gets most of the attention, while the latter is really the secret to success. Social listening is the process of monitoring social streams for content and comments relative to a specific topic of interest. It is essential to engagement with the right people, as opposed to random conversation with whoever happens by. For B2B brands, social listening is a powerful tool to understand markets, trends and competitive issues – all factors that inform decisions about positioning and brand strategy. This is also a tool that …

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Using Stories to Liven Up Your B2B Brand Personality in Social Media

Using Stories to Liven Up Your B2B Brand Personality in Social Media

“B2B” and “brand personality” are two phrases one doesn’t often hear in the same sentence. Hardly as popular a combo as PB&J (peanut butter and jelly, for those of you outside the US), personality and business-to-business just don’t stick together. It’s time to change that. Maybe you work for a company that hasn’t even thought about its brand personality. Or perhaps your marketing team has gotten so caught up in talking about features and benefits that you’ve lost sight of the real essence of your brand, much less the story of how it came to be. In some cases, executives …

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Why Smart Marketers Use Social Media for B2B Branding

Why Smart Marketers Use Social Media for B2B Branding

As a long-time Business2Business marketer, I know that sometimes the world of business-to-business marketing can feel like the Sahara desert. No fancy consumer product launches. No product placements in blockbuster movies. No Super Bowl ads. It’s hard for something that started as “industrial marketing” to seem sexy or exciting in any way, shape or form. It’s all about the steak and not the sizzle. At least, that’s the superficial view. One thing I realized very early on in my marketing career is that whatever you’re selling, the decision to purchase it (or not) is going to be made by a human. …

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