The B2B Social Media Book | Kipp Bodnar

Summary of: The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More
By: Kipp Bodnar

Introduction

Welcome to an illuminating summary of ‘The B2B Social Media Book’, where you will discover the impact social media has on business-to-business (B2B) marketing and the immense potential it holds in generating leads and boosting return on investment (ROI). Written by Kipp Bodnar, this book uncovers a five-step plan to leverage social media channels and augment your marketing strategy. Dive into this summary to grasp the actionable strategies, tactics, and tools that can transform your organization’s online presence, unlocking a fresh slew of potential customers and stakeholders.

Social Media for B2B Marketing

Social media has become a game-changer for business-to-business (B2B) marketing, allowing companies to reduce costs, increase leads, and measure their marketing ROI. However, not all firms benefit from using it as a marketing strategy; it depends on the nature of their clients and their objectives. If you serve only a small customer base or prioritize quick product sales, social media may not be the best option for you. Nevertheless, social media offers a unique advantage over traditional marketing methods by providing companies with their prospects’ attention when they read their blog posts or watch their videos. This form of marketing can accelerate or extinguish marketing efforts based on customer feedback, creating a direct relationship between customer and company. The book emphasizes the importance of creative and analytical thinking in this new age of marketing, where the use of social media can have a profound impact on a company’s bottom line. With the vast amount of information and data available at our fingertips, social media has become a revolution that every CEO needs to understand to maintain a competitive edge in the market.

Social Media Lead Generation

Learn how to generate leads using social media with this five-step plan: get the basics right, maximize content discovery, create conversion ubiquity, test and fail fast, and optimize for maximum lead flow. Start by creating action-oriented landing pages featuring forms and compelling solution-based content that aligns with your calls to action. Monitor reader reaction with Google Alerts, Twitter Search, and Board Reader to increase shares. Make conversion mechanisms ubiquitous throughout your content and reduce internal approval processes to get your material online quickly. Lastly, use web analytics to increase your website’s visit-to-lead conversion rate and make the most of your traffic.

Unlocking the Power of Search Engines

B2B marketers can maximize potential customers’ search results by aligning their website content with specific search-engine procedures. To achieve this, a unified keyword strategy is adopted, with a primary list of keywords featured consistently. Social media has made it easy for marketers to publish content, but page titles and meta descriptions must be optimized by repeating searchable words in the page text. The personal nature of social media has made key word rankings less important; instead, social media “likes, updates, and content” are crucial. Social media marketing must connect to a company’s business goals and involve creating inbound web links from authoritative websites like CNN.com. Blogs can also help increase inbound links. Partners and other contacts should be asked to link back to the website and PR representatives should ask media outlets to include links when mentioning the firm.

Demystifying Social Media ROI

Social media ROI can be measured with the formula TLV minus COCA divided by COCA. To track leads from social media to sales revenue, use first-action or last-action attribution methods. Monitor social media data regularly for successful tracking of ROI and lead generation.

Social media marketing isn’t just about creating buzz – it can generate revenue too. But how can you measure it? The key lies in calculating your social media return on investment (ROI). In order to do that, you’ll need to collect the right data. The formula is simple: TLV minus COCA divided by COCA equals ROI. TLV stands for “total lifetime value” and COCA represents all marketing costs, including salaries and overhead of team members, outside agency costs, and contractor costs and all paid advertising for a set period of time.

To track leads from social media to sales revenue, there are two different methods to use: First-action attribution and last-action attribution. The first-action attribution method attributes the lead to the first referer to the website, such as when the user clicks a link on Twitter. The latter method tracks the last marketing event before the sale, such as when the user clicks on a pay-per-click advertisement.

To track social media ROI and lead generation, you should monitor your social media data at least monthly, or even weekly for big brands. Rather than focusing on meaningless metrics like followers, fans, and impressions, concentrate on leads and the sales revenues they generate. In following these steps, social media ROI becomes demystified and can be effectively measured for successful tracking of ROI and lead generation.

Increasing Reach in B2B Marketing

Many B2B marketers focus on targeting over reach, but having a wider reach can help influence more customers, especially using social media. Implement proven techniques such as creating a contest, simplifying the opt-in process, building inbound links, creating quality content, and telling a story that resonates with prospects’ primary concerns. By doing so, marketers can improve their ROI and persuade the influencers that shape their targeted prospects.

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