Hashtag Team: Improving social selling on Instagram, B2B referral marketing

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It’s Wednesday, and that means it’s time for B2B News Network’s latest edition of our Hashtag Team report, in which we bring you a summary of the hottest trending tweets in the B2B space.

As we do every week, we sift and sort through countless tweets using the cutting-edge social tool Nexalogy to bring you the best of what’s buzzing in the B2B twittersphere.

This week, we’ll take a look at optimizing your B2B landing page, improving social selling by using Instagram and building better customer relationships, how to effectively utilizing referral marketing and more. We also feature an infographic on the difference in SEO strategies between B2B and B2C companies.

TRENDING TOPICS

B2B Landing Page Optimization

Netta Gal-Oz at Conversioner shares 10 tips on how to optimize your B2B landing page. Landing pages have a huge impact on revenues and leads. Many B2B companies do not enjoy a lot of traffic, making landing pages important because of their direct impact on revenues and conversions. According to Hubspot, businesses that increased the number of landing pages from 10 to 15 saw a whopping 55 percent increase in leads. Gal-Oz’s invaluable tips include developing a marketing persona to establish an emotional strategy, staying consistent with sources, using strong headlines and powerful imagery to grab visitors’ attention and make them stay and creating landing pages that fit the various stages of your sales cycle. Also, don’t forget to pay attention to your registration form and be careful when choosing your links and buttons.

B2B Social Selling

Are you a natural at B2B social selling? Mary Liebowitz at Falcon Social asserts that social selling is all about relationships. B2B sales professionals harness social media monitoring and other data tools to identify relevant communities based on buyer personas and target markets. They then determine which content sources provide relevant and reliable industry content and curate content for distribution that will be a useful resource for their communities.

Establishing personalized connections and eschewing the “spray and pray” approach common among early social marketers can make all the difference in the world—Liebowitz notes that consumers are 77 percent more likely to buy a product when they learn about it from a trusted source. “By establishing relationships with potential customers, salespeople can use this personal relationship to represent their product and make better qualified sales,” she writes.

B2B Social Selling

Instagram might not be the first platform that comes to mind when it comes to social selling, but Margarita Hakobyan at Business.com notes that Instagram is starting to gain a pretty solid lead for sales lately. Turning your photos into prints using services like PrintMePoster and MobilePrints allow you to create print versions of your photos in various sizes, and syncing inventory directly with applications like Shopseen help turn your account into a digital storefront. Also take advantage of platforms like Soldsie, which creates a custom site that looks exactly like your Instagram account to avoid customer confusion and increase conversions.

B2B Marketing

Teena Thach writes on Business 2 Community that the key to success for your business is attracting new customers while maintaining your existing B2B clients. Effective use of B2B referral marketing is key. Tools like Intercom and Smooch allow in-app messaging that can be triggered based on user actions, and satisfaction surveys should be a basic tool in every customer success call. Team collaboration tools like Slack will help you get those answers to the appropriate members of your marketing team.

Proper structuring of your referrals is also crucial. One way to get referrals is by posting on social media sites. If your business has a built-in referral program on its website, use it to refer new customers. Dropbox, for example, allows customers to “invite more friends” to install their product, providing both established and new customers with extra space for referrals.

TOP MEDIA

B2B Infographic

Search engine optimization strategies vary between B2B and B2C companies. This infographic examines five key differences between B2B and B2C SEO that you should know. While B2B SEO campaigns typically sell intangible technology, software and services, B2C campaigns are more targeted toward tangible products and services. While B2C campaigns focus more on monthly sales and revenue figures, B2B SEO campaigns tend to drive a low volume of leads as a key performance indicator.

The focus of content marketing and public relations also varies considerably, with B2C more interested in driving backlinks and increasing rankings while B2B additionally focuses on getting exposure on relevant sites in order to educate prospects on the products or services your company offers. And while B2C campaigns focus on generic keywords, their B2B counterparts typically have industry-specific keywords that require intelligence to mine.

If you missed last week’s edition of Hashtag Team written by Sarah Dawley, head here to check it out. As always, if you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork.

Photo via socialmatt.com

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Brett Wilkins

Brett Wilkins

Brett Wilkins is Digital Journal's Editor-at-Large for U.S. news. Based in San Francisco, he is the editor and publisher of Moral Low Ground and is a Yahoo! Featured Political Contributor.