Survey says social media marketing brings new customers to B2B and B2C brands

26 05 2011

Marketers doubting the efficacy of social media campaigns in generating ROI might consider the latest State of Inbound Marketing survey from Hubspot, which indicates that cross-industry brands are acquiring new customers through their social campaigns. Sixty-two percent of businesses say social media marketing has become more important in generating inbound leads in the past six months.

The study asked marketers about their Twitter, Facebook and LinkedIn usage and success. All three platforms have proven to bring in more new clients year-over-year. For instance, 44 percent of marketers say they acquired new customers via Facebook in 2010 compared to 48 percent in 2011. Twitter also showed y-o-y gains, with 42 percent of marketers saying the microblogging site brings in new customers.

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Social Marketing Gaining Prominence in Companies’ Plans

6 04 2011

As social media takes firmer hold of marketers’ attention and budgets, favored social channels, their primary uses and their individual strengths are becoming more evident, according to a new study by BtoB.

“Emerging Trends in B-to-B Social Marketing: Insights From the Field,” released today, found that 93% of all b2b marketers are engaged to some extent in social media marketing, with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers’ social media programs.

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Making B2B Marketing More Social

5 04 2011

B2B marketers have joined the social media marketing movement in droves. In fact, Forrester Research predicts that B2B firms will spend $54 million on social media marketing in 2014, up from just $11 million in 2009 (eMarketer B2B Social Media Marketing Heats Up).

Unfortunately, many of those efforts are entirely tactical, methodical and without a true understanding of the “social” aspect of social media marketing.  B2B marketers that are early in their social media marketing maturity level tend to focus on message distribution such as Tweeting or posting Facebook links mostly to their own content vs. engaging with customers on a human level. That one-way communication profile doesn’t engender discussions and sharing, so social traffic level increases tend to plateau pretty early.

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Four Content Strategies for B2B Corporate Blogging

1 04 2011

No matter how much planning and goal setting goes into a B2B corporate blog, the writing and content ultimately is what will make a blog successful. The B2B blog team must develop content that resonates with a target audience and is tailored around specific goals.

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5 Steps for Crafting an Effective B2B SEO Blogging Strategy

4 03 2011

Search engine marketers frequently recommend blogging as a tactic for achieving search engine optimization (SEO) goals. B2B marketers have consistently recommended blogging as a communication vehicle and brand awareness tool for the company, but developing a strategy that accomplishes both of these goals isn’t always easy.

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Four Secrets to Killer Content Management for Your Corporate Blog

1 11 2010

Most corporate blogs are ghost towns, in terms of both content and reader engagement. Abandoned blogs litter the web, making the businesses that own them look lazy, uncommitted and anything but current. The reality is that keeping a blog fresh involves more time and effort than most brands are willing to invest, which only makes the few that do succeed look even better. So what are they doing that most others are not?

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