As we were trying to put together some interesting facts about social media for B2B marketers, we discovered this interesting video. Then, we decided why would we tell you something, when we can show you instead. So, enjoy it.
B2B companies are ahead of their B2C rivals when it comes to social media adoption
Source: Business.com – 2009 B2B Social Media Benchmarking Study (http://www.emarketer.com/Article.aspx?R=1007404)
And the FTSE 100 are just plain running scared of Twitter
Source: Virgin Media Business (http://ow.ly/1gDTf)
But CIOs could well be the biggest blocker to social media adoption
Source: Robert Half Technology (http://rht.mediaroom.com/index.php?s=131&item=790)
Use of social media by B2B companies is validated by B2B buyer perspectives
Source: Cone Inc – Social Media in business (http://ow.ly/1dLqJ)
And that’s because the B2B buying process is fundamentally changing
Source: DemandGen Report
Source: Buyersphere ebook, Enquiro (http://ow.ly/YbQm)
Source: Forrester Research, How to take B2B relationships from Indifferent to Engaged: Jan 2009
Yet there are differing opinions as to where search comes into play in the buy cycle
Source: DemandGen Report (http://ow.ly/1d82N)
Source: Marketo (http://bit.ly/9O6pix)
If you think C-level executives aren’t active online, you’re sorely mistaken
Source: Forbes Insight – The Rise of the Digital C-Suite (http://www.forbes.com/forbesinsights/digital_csuite/index.html)
Client marketers are warming to the idea of social media, but many are still to act
Source: The B2B Barometer (http://www.b2bbarometer.co.uk)
The relationship between Marketing and Sales in B2B organisations still remains fractious
Source: 2009 CSO Report (http://bit.ly/7EbaHS)
Source: The New Rules of Sales Enablement (http://tiny.cc/jXRxX)
Source: The B2B Barometer (http://www.b2bbarometer.co.uk)
And if you still don’t get the whole social media thing, it’s worth bearing in mind…
* Note: We have used and abused the above information, as the author insisted. A special thanks for the folks at Earnest Agency.
I’ve only been blogging for a couple of months now but I’ve seen the benefits and I’m definitely a believer. Because we track everything we do, we can directly attribute a significant increase in our web rankings on Google to our blog efforts. Jerry, who manages our Web, IT and SEO and Robin who heads up our Promotional Services are also frequent bloggers on our site.
From my perspective, there is no shortage of marketing related topics to write about. I find it somewhat therapeutic as a matter of fact and enjoy putting my digital pen to paper as a regular part of my weekly ritual. At this point, we haven’t seen direct comments in response to our blogs but they are being read and shared. As we gain more experience in this venue and with time, we hope our efforts will be helpful to others and that eventually we’ll get more interaction and collaboration on the various subject areas posted.
This past 4-day week we had two sales leads that materialized as a direct result of our web marketing. One where we weren’t the right solution (company was looking for canned newsletter content) and one that was right up our alley and turned into an appointment. Not all that significant maybe, except that 1 branding/web appointment for us can turn into 20-50,000 dollars of immediate work and a customer for life.
In the B2B environment, I believe getting your web ranking higher organically is (at a minimum) like having another full time sales person on the road and at a fraction (3%) of the cost. Similar to adding a new sales person it takes time to see the results. In this past economy it can be 6-9 months before you see the benefit…but there are soft benefits in the meantime. Now more than ever, the purchasers of your services are forming opinions of your organization based on your presence on the web. Your message needs to be clear; your look professional and when someone searches, ending up on the first page in your category doesn’t hurt.
CEO’s and other top management, need to understand that a website is an integral part of their company’s marketing efforts on the internet, and in addition, Search Engine Optimization (SEO) is needed to further increase your visibility on the web. Optimizing your website for search engines should be your number one priority after launching or completely redesigning the company site. A well optimized site will allow you to achieve higher positioning in all the major search engines such as Google, Yahoo or Bing. When users search for content using one of those search engines, they will typically only skim through several pages of search results. If your listing doesn’t show up within those pages, you’ll miss out on an opportunity to connect with your target audience.
For example, let’s say you have a potential customer in Ottawa, who sells computer equipment, and needs to ship out a skid load (Less than Truckload or LTL) of computer parts to Toronto. The web savvy customer will type in “LTL Ottawa Toronto” in the search engine, and a bunch of results related to LTL shipping throughout Ontario will show up. Will your company be among them? This is where SEO comes into play. Through the use of strategically placed keywords, well written original copy and other optimizations, your company can achieve a better search result on the web.
Here are some of our Top 10 tips for a successful website, both from a Marketing and a SEO perspective:
Because of the large amount of websites that exist on the Internet, in the past few years many SEO Marketing companies have popped up on the web. A lot of them will claim that they can offer a number one ranking for your website in Google or other search engines. According to Google, this is simply not the case. You cannot buy your way into getting a better search result on Google, but you can however optimize your site so that it has a better chance of showing up near the top of your search results. You can pay to run advertisements on Google through a program called AdWords, but we’ll explore that in a future SEO article.
We’re in the business of creating websites and marketing campaigns that communicate your unique story. Contact us, so that your CEO will get SEO, and that your CFO can LOL.