In the world of B2B digital marketing, nothing is more important to get right than your target audience.

Without knowing who you’re serving, your marketing efforts may very well miss the mark. On that note, B2B marketing is completely different from B2C marketing! 

If you’re interested in learning B2B digital marketing best practices, download our guide today!

Did you know that there are around 5.6 billion Google searches a day? Yep, you heard that right, 5.6 billion searches! SEO

In today’s digitally saturated world, anything you need is one search away. And if you want your website to rank high among those searches, you’ll have to play by Google’s rules. To do this you will need to improve your search engine optimization (SEO) efforts. What is SEO? SEO is the process of increasing the quality and quantity of search engine traffic to a website or a web page through organic or unpaid traffic.

By making small adjustments to your website you can start to improve your search engine ranking so people can find you more easily than your competitors.

If you’re interested in improving your site’s ranking, download our guide to learn the 5 ways you can improve your website’s SEO ranking!

There is a misconception that in the world of B2B marketing, social media is the most ineffective strategy for building trust with your leads. While a social media strategy won’t necessarily convert to revenue, there’s no denying that having a robust social media presence is an important touchpoint for leads to get to know any company. But in the B2B space, it can often be tricky to nurture your leads when your services are extensive or technical. That’s why we put together 9 tips to help you master your B2B social media strategy!

Here they are:

 9 ways to master your b2b social media strategy

1. Align your business goals with your social media strategy

Like with any campaign, your social media strategy should keep your business’s goals in mind. There are so many ways you can use social media, but here are the top ways:

Your B2B social media strategy should be tailored according to what your business’s pain points are. If you need more people to know about you, your posts should focus on brand awareness. If a lot of people already know about you but still don’t know why they need you, you’ll need to educate them. Or, if people already know you and know why you’re valuable, maybe you just need to prove that you’re a reputable company that is better than the competition! Your company’s business goals should come across in the social media strategy.

 

2. Let people know who you are and what you do

Regardless of your strategy, you’ll need to make sure your social media posts have a good mix. It’s essential that you inform your top of funnel prospects about who you are and what you do so that in the event someone completely new who knows nothing about you stumbles on your social media page, they know what your brand is about.

With brand awareness types of posts, you’ll want to outline 1. Who you are 2. What you do 3. What you value as a company and 4. What makes you better than your competitors.

 

3. Educate your audience

Making a big purchase decision requires more than just knowledge of what your company is about. Your prospects will want to know that your company is credible. You can do this by educating your audience on problems specific to the industry you serve. Some of the best ways to educate your audience include blog posts, article shares, PDF downloads, white papers, videos, infographics, and more. Whatever your company can leverage as educational is what you should share on social media. You want your prospects to know you’re the real deal!

 

4. Build trust

When you want to buy a product or service— what types of things let you know that a product or service is worth its salt? Usually reviews, awards, or special recognition.

Make sure to leverage any social proof or institutional recognition your brand has for the work it does on social media! It’s a critical way to show your leads that you’re worth trusting.

 

5. Don’t be dry; be human

You’ll often notice big B2C brands are adopting a more casual, inviting, and informal tone with their brand messaging in things like emails, websites, posts, and more. B2B companies should do the same!

We’ve entered the age of personalized content. People want to feel spoken to, not sold to. Remember, even though your company sells services to other businesses, you’re still trying to reach individual people or decision-makers that have thoughts, feelings, and pain points. Make sure to utilize an engaging and personable tone in your social media messaging, and your B2B social media strategy is sure to turn heads.

 

6. Track your KPIs

It’s often said that you can’t track a return on social media posts.

We challenge this assertion!

Though you may not be able to count your return on investment in dollars with social media, you can track the number of other equally important results like page visitors, clicks, likes, comments, follower count, and more that will allow you to optimize your social media strategy. See what’s working and what isn’t.

 

7. Make social media-friendly content

Remember, your social media accounts are not your websites. You’ll want to make bite-sized content for your followers that is engaging! Here are some great ways to optimize your content for social media:

  • Experiment with fun captions
  • Try different kinds of posts (pictures, carousels, videos, audiograms, gifs, etc)
  • Make infographics
  • Gamify your content
  • Create company-specific hashtags

And more! The best social media strategy is a creative one where you test, test, test.

 

8. Post relevant content

There’s something new trending on Twitter every day! Make sure to keep your B2B social media strategy topical. If everyone is talking about the same event in the news or something big has happened in your industry, don’t skip a beat and miss an opportunity to make social media content that caters to what people are already talking about!

 

“The best B2B social media strategy is a creative one where you test, test, test.” 

 

9. Cater your content type per channel

Research shows us that B2B marketers spend most of their time on LinkedIn! This makes sense since this is where most key decision-makers spend their time. When building a winning social media strategy, make sure to cater your content type to the channel its being posted on. Here are our recommendations:

  • LinkedIn & Facebook: thought leadership content, employee engagement, brand awareness
  • Twitter: interactive content
  • Instagram: visual content
  • Youtube: how-tos, interviews, presentations, webinars, and more

 

All in all, the worst B2B social media strategy is one that doesn’t exist. If your B2B company doesn’t leverage social media or make any effort in building brand awareness, educating, or building trust with your audience, then you are behind the eight-ball! The good news is, it’s not hard to get started and there are many simple, but effective ways your B2B company can create a touchpoint for your prospects on social media channels like Facebook, Instagram, LinkedIn, Twitter, or more. Try our tips and you’re on your way!

If your business is looking for marketing support or any insights about how to grow your business, schedule a free strategy session with us! 

There are a million different ways you can market your business on and offline. Although that can be a good thing, it’s becoming more and more difficult to be seen and remembered by consumers. Because of this, it’s important to create a clear, concise marketing strategy for the overall success of your business. 

So, what is a marketing strategy? 

A marketing strategy is your business’s overall roadmap. Running a business without a marketing strategy is like driving with a blindfold on. 

Think of it like this: if you don’t know where you’re going, how will you know when you’ve got there?  

Creating a clear plan for your marketing strategy will give you direction in nearly every decision you make in your business. 

The key to a successful marketing strategy is a marketing funnel. Creating a marketing funnel will help you organize and implement your marketing strategy, allowing you to visualize your customer’s purchasing journey from start to finish. 

At Ajax Union, we use a proven 3-step process to create strategies that work.

Step 1: Strategy

Step 2: Assets

Step 3: Execution

Read this article on How Ajax Union Creates B2B Marketing Funnels That Drive Business. to understand how each step plays a vital role in the success of your marketing. 

AUTOMATE YOUR MARKETING

Finding your marketing strategy confusing? 

Understand the keys to create a winning marketing strategy in our free training. 

Watch now to learn proven methods to automate your marketing strategy and improve your ROI using marketing funnels here.

So you’ve already discovered the value of webinars. These online seminars are an incredibly effective way to communicate with your target audience. They’re ready, able and eager to hear what you have to say – what an awesome upsell opportunity!

Before you dive right into your next presentation, take a look at this quick cheat-sheet of tips to help you deliver the greatest webinar the Internet has ever seen.

*Prepare to be BLOWN AWAY*

  • Include a picture of yourself with a short bio on your first slide. This builds trust and adds a human element.
  • Start speaking right away: if not, visitors will think something is wrong with their audio or they logged on at wrong time… #awkward.
  • Start talking off a prepared script: this prevents stutters, stumbles and lost train of thought.
  • Engage, engage, engage: ask questions, encourage comments, create prompts, start a discussion! If not, guests WILL space out.
  • Focus on telling stories about how people use the product, service or idea that you’re selling.
  • Include a quick poll: how many trucks in your fleet? Are you in the NYC area? How many products do you deliver in a month? Ask your audience to respond in the chat section.
  • Get people to take a specific action. Download a handout, Like us on Facebook, raise your hand if you want me to email you a special something.
  • Create a follow-up sequence, like another webinar, email campaign, etc. Always end with a  “What happens next?”
  • Give the participants an opportunity to share the webinar. Use a hashtag. Offer an incentive if they do! (like a mini contest)
  • HAVE FUN! If your webinar is boring, it’s guaranteed that you won’t have visitors for your next one. Keep it light, engaging, informative and short. Attention spans are short – use every second of your guests’ time well!

 

When’s YOUR next webinar? Send us an invite! Until then, comment below with tips we may have missed, or email your questions about the cheat sheet above to amazing@ajaxunion.com. Looking forward to hearing you slay your next webinar!

When it comes to social media channels, over 70% of people in the United States have at least one profile on social media. New users are constantly joining the virtual world on various platforms such as Facebook, Twitter, Instagram, Pinterest and Snapchat. We all know social media allows us to connect, share and communicate with others that hold similar interests and social circles.

Businesses of all backgrounds are capitalizing on social media’s popularity. With ever-expanding opportunities to find their ideal customers, social media bridges a very intimate gap between the consumer and the seller, connecting with them in relatable, specific and organic aspects. How can a business wade the waters between sales-forward advertising and establishing lasting relationships? The answer is 2 words, Brand Advocacy.

What Is Brand Advocacy?

Brand advocacy is about pooling resources together, such as people with a large fanbase and following, to share a brand, product or message on their social channels. In other words, it’s a way to spread the love with those who would otherwise miss out or look past the opportunity when presented to them. By sharing a message with fans who trust and interact with you, the results are of higher quality. People who leave comments and product reviews on a company or host site like TripAdvisor, Yelp and Houzz are indirect advocates. They are sharing honest feedback without an incentive.

How Does Brand Advocacy Function?

Brand advocacy is a successful organic way to gain results for a new startup company, feature product or a simple blog post. You don’t need to wait on promoting something important until your page reaches your fan goal of 50,000 followers (which of course takes longer that expected). Instead announce it to your employees, family and friends. Ask them to share the post or create their own content to discuss what you want to share. Send them a link to leave a review on a third party site. It’s amazing to see how far one Facebook post or tweet can travel. It just might even go viral!

Find Your Brand Advocates

First, you must identify what kind of content or information you want to share with the virtual world. Once that is mapped out, it’s time to do some digging. Find people with large followings on social media who share an interest in what your business or startup has to offer. Connecting with people in your niche is the most valuable, so everyone can benefit from the relationship. You can also reach out to top customers, employees, family and anyone in between. Go all out; you can never have too many friends on Facebook and followers on Instagram.

Everyone Loves Candy

The last step is providing an incentive. Of course asking for favors is an acceptable method, but the best brand advocates are ones who feel loyal to you and understand that they are appreciated. Offering them a complimentary service, gift certificate or treating them to a nice dinner, are all modest ways of making a trade without putting a price on it. Sending an email with a redeemable coupon code to anyone who rates your brand or leaves a product review is another viable option. The little steps go a long way with building up brand awareness and solidifying the brand persona.

Surprise Them

When it comes to adding value to any startup or business, both large and small, brand advocates can be very influential without the wasteful advertising costs. Add in an element of surprise to your customer service, like putting a small gadget into every delivery or shoot a behind the scenes video and send it to your email lists.

Real Brands, Real Brand Advocates

Give people something to talk about. Make them brand advocates without even asking. And be sure to stay active on all social channels (especially on Twitter and Snapchat) to scout out natives who can support you and join the community. Remember, happy people are the ones who spend money and keep you in business. #StartAdvocating

Need Help With Your Social Strategy?

Our team at Ajax Union is here to help you make an amazing social media campaign. Get in contact with us so we can walk you through the realm of online marketing!