The Inbound and Content Marketing blog

5 myths of B2B social media for manufacturing

Written by Andrea Blades  |  13, November, 2017  |  0 Comments  Subscribe

Social media can play a vital role in marketing for manufacturing, demonstrating your authority within your industry and connecting you with prospects who are looking to buy.

But how can you be sure that you're devoting your company's valuable time and resources to the social media platforms that are going to be the most beneficial for your business?

In this blog post, we debunk five myths that may be standing between you and your B2B social media success.

1) We need to have a presence on ALL social media platforms

Time is precious so don’t waste it focusing your efforts on social media platforms that aren’t connecting with your prospects and bringing you tangible returns. Far better is to find which channels your prospects are active on and focus your efforts on them.

Think about your buyer personas. What are their challenges or pain points? Where do they tend to search for information? And what sources of information are they likely to find most useful? Considering these key questions will help you to position yourself where you can achieve the most engaging presence.

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How to leverage LinkedIn for Professional Services Marketing

Written by Gemma Rogers  |  13, July, 2017  |  0 Comments  Subscribe

The professional services industry has traditionally relied on referrals to fuel business growth. Trust and good relationships are created and built upon through hours of networking and recommendations from current clients. However, while word-of-mouth is still an effective tool, it is no longer enough on its own.

With 64% of the UK’s population of over 65 million active on social media spending an average of 108 minutes a day on one or more social networks, you can’t ignore social as an essential way to connect with people and businesses (Keith Herrington).

But, get social wrong, and it can cause more damage than good to your reputation and your business. Your strategy for social needs to cascade down from smart goals set out in your professional services marketing strategy. Here are some tips to maximise the potential of LinkedIn for your professional services firm:

FREE Checklist: Your common sense guide to getting posts right on social

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Marketing Manufacturing: 4 things you need to know about social

Written by Gemma Rogers  |  29, June, 2017  |  0 Comments  Subscribe

Social media is seen as a necessary evil by many marketers; with billions of users “live” on these networks worldwide, you need to participate to maintain and expand your audience. If you don’t, you are likely to get leapfrogged by your competition. Content Marketing Institute shows that 85% of manufacturers were using social media content as a marketing manufacturing tactic.

However, it is not enough to have a presence, in fact a neglected or poorly managed social channel can be more damaging than no social at all. Social media takes time and every business knows that time is money. But it also requires thought. If you do jump in without thinking through the consequences, not only will you waste precious time, but you
 may end up doing damage to your organisation’s reputation and bottom line.

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Social Media for SaaS: What you need to know

Written by Keith Errington  |  7, June, 2017  |  0 Comments  Subscribe

Out of all the digital marketing channels available to you, social media is probably the most hyped yet least understood of them all. If well executed, with a solid strategy behind it, social can be a powerful marketing tool for a SaaS company. 

Social media is unlike other marketing channels in that it is not just for marketing; it is more of a two-way conversation and not just a means of distributing content. For SaaS companies, this is a strength and advantage over other channels.

But what can you use it for, and how can you make the most of it?

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Pros and Cons of using the top 7 social media networks for B2B

Written by Keith Errington  |  5, May, 2017  |  0 Comments  Subscribe

With 64% of the UK’s population of over 65 million active on social media – spending an average of 108 minutes a day on one or more social networks – you can’t ignore social as an essential way to connect with people and businesses.

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What are 2017's B2B social media marketing challenges?

Written by Keith Errington  |  25, January, 2017  |  0 Comments  Subscribe

It seems in 2017 the one thing we can be certain of is change. Nowhere is this felt more than in the areas of your business that are reliant on, or intricately tied to, technology. Marketing, in particular, has become more centred around technology in recent years and has been undergoing radical change.

And perhaps the most changeable digital channel for marketing is social media, which is more relevant than ever to B2B businesses. A 2016 B2B Buyer’s Survey shows that more than half (53 percent) of B2B buyers are turning to social media to make buying decisions and more than a third (34 percent) say they are spending more time this year than last, using social media to research vendors and solutions.

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8 proven ways a content writer can get buyers to engage online

Written by Keith Errington  |  29, September, 2016  |  2 Comments  Subscribe

Just recently AOL published the results of an impressive study into what drives engagement with content in social media. This study encompassed 32,000 respondents and an analysis of 55,000 consumer interactions across eight different markets – a pretty generous sampling that gives the survey some real validity. If you are a content writer, take note!

But this is consumer social media, you may be thinking, what can B2B marketers learn from this?

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6 ways to connect online with potential customers

Written by Keith Errington  |  8, August, 2016  |  0 Comments  Subscribe

One of the hardest tasks any company faces is finding and connecting with potential customers, then nurturing those initial contacts until they become actual customers. The development of new marketing channels, the revolution in customer knowledge, and the subsequent changing demands of the customer have made this task simultaneously easier and more challenging. 

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Social media - pros and cons for professional services marketing

Written by Keith Errington  |  18, May, 2016  |  0 Comments  Subscribe

Professional services marketing is not immune to the broader changes transforming the marketing techniques of the current generation of marketers. In every sector, marketing has changed. Older techniques, such as advertising, direct mail, flyers and trade shows, are not producing the same results they did in the past and are proving expensive and uneconomical. And while some traditional techniques, such as business networking, are still delivering new clients, they are time-consuming and require a physical presence that limits their scope and range.

So the newer channels of digital marketing – social media, opt-in newsletters, blogging and the like – are becoming the most effective way for any business to reach new and existing clients.

But these new marketing opportunities are not without their pitfalls; social media, in particular, is a potential minefield for the professional services firm. And even some of the biggest of corporates can get it wrong.  But we know that high-growth professional services firms focus more on social media than average growth firms. So in this post, we will look at the social media pros and cons for professional services marketing.

FREE Checklist: Your common sense guide to getting posts right on social

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How to perform your own social media evaluation

Written by Keith Errington  |  2, February, 2016  |  0 Comments  Subscribe

More than any other communications channel, social media is subject to change – often fast and unpredictable change. As an important part of any Inbound Marketing strategy, it is essential that your use of social media is evaluated on a regular basis. Not only to ensure that your implementation is up to date with the latest techniques and technical changes, but also remains fully aligned with your overall Inbound Marketing strategy.

Profile pages

Start with the basics – are your profile pages up to date?

Circumstances change and so do company logos, colours and corporate messages. So check that all your social media profile pages are up to date with the latest company information and branding.

The format of images and backgrounds on profile pages can change too, check that everything works with any changes that the social networks have introduced. Most of the major social media channels have changed their image sizes or added images – if you don’t keep up with these changes you may be in danger of having an unsightly blank area on your profile.

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Top 10 social media pros and cons

Written by Keith Errington  |  15, January, 2016  |  0 Comments  Subscribe

Nearly every business is now either using social media for marketing or is considering doing so. But like any communications medium, it has its plus points and its negatives.

Here are 10 social media pros and cons to recognise, or remind yourself of, when using social media.

You can use the positive list as a justification to use social media in your organisation, to remind yourself of why you are doing it and to make sure you are not missing out on any of the benefits. And you can use the list of shortcomings as a guide to what to look out for, what to manage and what to avoid when using social media.

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