What’s trending this week in B2B on Twitter? Find out as we embark on our weekly journey of discovery through the Twitterverse that we call the Hashtag Team Report.
Utilizing the cutting-edge social data analysis platform Nexalogy, we sift and sort through all the B2B-related tweets out there to bring you news you can use about what’s hot in the world of B2B marketing, social media, big data and more.
This week, we’ll take a look at effective B2B content marketing and lead generation techniques, saving real estate on your company site, the importance of social service for B2B organizations and much more.
— Eloqua (@Eloqua) October 6, 2015
Michael Brenner, strategy chief at leading content marketing platform NewsCred, examines what makes effective B2B content marketing. According to Brenner, fully 55 percent of B2B marketers say it is unclear what effective content marketing looks like at their own organizations. Only 44 percent of B2B marketers say their organizations are clear on what content marketing success looks like. Perhaps most alarming of all, only 30 percent rate their own B2B content marketing as effective. So what are effective content marketers doing differently than the rest? Brenner lists four factors:
They understand what successful content marketing looks like.
- They document their content marketing strategy.
- They develop and document their editorial mission statement.
- They regularly discuss their content marketing strategy and program with their team.
B2B Lead Generation:
ALEA Group founder and CEO Louis Foong lists 9 search marketing tips for effective B2B lead generation, ranging from understanding the new rules of search and research to identifying buyer personas and behaviors. Understanding the “animals in the Google zoo” and realizing that phone calls can still trump FAQ pages are also helpful, as is determining how your company will traverse the social journey. What are some search marketing techniques that your B2B organization successfully uses?
— Marsha Collier (@MarshaCollier) October 5, 2015
Ishmael’s Corner explores the oft-ignored realm of the “About Us” page of your company’s website, lamenting that “the vast majority of B2B storytelling on websites serves up a dreadful ‘About’ section” characterized by a waste of valuable space and an utter lack of imagination and originality. How can B2B companies stand out in a sea of sameness?
Including engaging anecdotes is a key storytelling technique that really draws in visitors to your site. Using conversational language, having a compelling backstory and contrasting your company or service with the competition are a few other ways to increase notice and engagement.
B2B Social Media:
— Jose Javier Garde (@jose_garde) September 30, 2015
Best-selling author social marketing expert Jay Baer explains why social service is so important for B2B companies and admonishes them not to neglect social media. “When your customer approaches you on social media for support, you should be ready,” advises Baer, who adds that companies which “answer every customer, in every channel, every time” are the ones that are doing it right.
If you missed last week’s Hashtag Team report by Sarah Dawley, here’s a link. We’ll see you next week when Sarah once again brings you the week’s top trending B2B tweets.
Photo via Flickr, Creative Commons
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