The Inbound and Content Marketing blog

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.


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.


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?


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. 


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.


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.


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.

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.


7 checks for sharing B2B content on social media

Written by Keith Errington  |  14, October, 2015  |  0 Comments  Subscribe

A fundamental part of social media for B2B inbound marketing is sharing others' content - providing useful information to your readership, followers, clients and potential customers. So how do you go about it and what should you be looking for?

The first thing to do is to get a decent search routine going. If you are using HubSpot, the Monitoring section has a facility to search Twitter for key terms, which is a good starting point and should give you some articles to consider for sharing.

I like to supplement this with a couple of other programs. One of my favourites is Feedly, which makes it very easy to create streams of constantly updating articles. You can use it to search for subjects - it will then lists blogs covering those topics and allow you to subscribe to the ones you choose. Adding a blog feed is easy - you don’t have to know anything about RSS or even locate the RSS feed, Feedly finds it for you and adds it to your subscriptions.

On the tablet, I also like FlipBoard, as it’s very visual and makes searching for shareable B2B content a lot more enjoyable - almost like looking through a magazine on your favourite business subjects.

So what sort of content should you be looking for, and what criteria should you be using when considering sharing it with your audience?


The content manager's guide to GIFs

Written by Keith Errington  |  29, July, 2015  |  0 Comments  Subscribe

The GIF image format is making a comeback. While you may not have heard of the format until now, it is, in fact, one of the oldest image formats on the web. If you had noticed it, it was probably when some annoying small, brief animated cartoon popped up on the page you were browsing. But now that Pinterest, Twitter and Facebook have all introduced support for the format it's time to work out what it is and how best to use it.

GIF stands for Graphic Interchange Format – an image format introduced by CompuServe in 1987 for use on their bulletin board system – so it’s nearly 30 years old. There is actually some controversy around how the name GIF is actually pronounced. The creators of the format intended it to be pronounced with a soft g – so "jif" – whereas using a hard g – "gif" – is in widespread use. The GIF format has several features that were fairly unique at the time, and even today they are not found together in any other format:

The ultimate social media checklist before you post [infographic]

Written by Keith Errington  |  21, May, 2015  |  0 Comments  Subscribe

When writing an article for a blog or posting to a social media channel, there are many things you need to think about before you post. And you need to make sure that your post is not going to end up having a negative impact on the organisation or brand.

In fact there are so many things to check, it would be helpful if you had a social media checklist. So we've created one for you. Introducing The Ultimate Social Media Post Checklist.


The power of the employee advocate

Written by Keith Errington  |  21, April, 2015  |  0 Comments  Subscribe

So you want to market your company. You’ve heard about this thing called social media and something else called content publishing and you like the fact that they seem to be pretty much free.

But who’s going to actually do the work?

Well, you could employ or co-opt a young intern who is completely at home with social media, you could outsource the work to an agency, or you could train an existing marketing professional to manage the channels.

Now each of these has potential flaws. But what if you could harness the power of your entire workforce? What if they could all become ambassadors for your company?

Not only does this give you a way to manage your social media marketing and content creation, it massively amplifies your presence and it draws on the DNA that sets your company apart.