Inbound Marketing Age

How to use social media to grow a B2B business

Written by Keith Errington  |  15, June, 2018  |  0 Comments  Subscribe

For the vast majority of people in the world, social media is an everyday part of their lives.

Here in the UK, 66% of the population are active on social media; in January 2018 that was 44 million people.

And, that figure is still rising, and is up 5% on the previous year.

We all know what a major part the big social apps such as Facebook, YouTube, Instagram, Tumblr, Twitter and LinkedIn play in many people’s personal and private lives – the average time spent on social in January 2018 was nearly two hours a day.

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Photo album inspiration for social marketing on Facebook

Written by Maddy Bogacki  |  13, June, 2018  |  0 Comments  Subscribe

Today, images are a priority when it comes to bulletproof content marketing strategies. Visual content tends to generate more engagement than written content - partially because pictures are so memorable, easy to consume and easy to share. They are perfect for sharing a message that sticks.

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How to use social listening to shape your B2B buyer personas

Written by Nicola Risi  |  13, March, 2018  |  0 Comments  Subscribe

Social listening is the act of analysing conversations that take place on social platforms involving a specific brand or industry.

Not to be confused with social media monitoring, social listening allows brands to hone in on their target audience’s most common frustrations, challenges and values, extracting key insights that help design a more appealing content offering.

Perfectly described by Dan Neely, CEO of Networked Insights, “Monitoring sees trees; listening sees the forest.”

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How to master social monitoring, and the tools you need

Written by Keith Errington  |  2, March, 2018  |  0 Comments  Subscribe

Most businesses now appreciate the importance of social media to promote content and to create engagement.

However, many take a reactive stance, just publishing content and then responding to any engagement that occurs.

But what if you want to go further than this?
What if you want to find out what people are saying?
Where they are saying it, and respond in a proactive approach?

Then you need to consider the many benefits of social monitoring and social listening.

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Instagram marketing for business. What you need to know.

Written by Gemma Rogers  |  15, February, 2018  |  0 Comments  Subscribe

As discussed in a previous post, Instagram marketing is a real opportunity for B2B. In 2017, 70.7% of US Businesses Are Using Instagram, compared to 48.8% in 2016.

People follow businesses on Instagram to get a behind-the-scenes look at what they are up to. They want to be shown your products, but also want a glimpse into everyday life.

If you want to use Instagram for business but are unsure how to get the most from the channel here are some tips.

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Why social media training is important in B2B marketing

Written by Gemma Rogers  |  2, February, 2018  |  0 Comments  Subscribe

Social is something of an anomaly in that it is one of the few marketing tools that embraces both our personal and business lives. This could lull you into a false sense of knowledge and security by assuming your staff know how to ‘do social’, and therefore no formal social media training is required.

However, B2B social is very different to your personal social. And in an increasingly overcrowded space having a clear social strategy is crucial. Without a clear strategy, how can you measure your outcomes? And without formal social media training, how do your staff know how to behave?

Here is a guide to training your staff to use social media for business.

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How to tackle Instagram for B2B marketing

Written by Gemma Rogers  |  17, January, 2018  |  0 Comments  Subscribe

As the popularity of inbound marketing soars so does the competition for audience. In a crowded marketplace, it is getting harder to stand out, and it seems every month a new marketing tool or platform is being launched.

One platform that is rising in the ranks is Instagram.

It is quite staggering to think that in 2012, Instagram had 50 million monthly active users. Now, it has 700 million.

That’s an increase of 1,400% in just five years.

Why? Because it is visual. Language barriers are not an issue. Facebook owns it - and they know a thing or two about social, and it is almost exclusively a mobile platform.

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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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