Yesterday I listened to Jay Baer‘s free 30-minute Webinar on B2B Social Media Success Secrets and wanted to share some of his presentation on social media. If you aren’t familiar with Jay’s work, check out his blog Convince and Convert.
Thirty minutes is not a long time to cover what is obviously a complex topic, but Jay highlighted some key points that any business needs to know when considering adding social media to their marketing mix.
Create a Brand Community – get those customers who like you to love you. Your customers are your strongest advocates. Focus on them first. Managing a brand community is a great way to get customer feedback and learn about social media along the way.
Building Outposts – Chris Brogan was one of the first people to describe outposts and home base. You have a company web site and you might have a blog, Linkedin page, Twitter page and/or Facebook page among other pages (home bases). These are all places that prospects go to actively find you.
But they have to already be looking for you and in many cases, they aren’t. These prospects are seeking information in your industry at other web sites – outposts. You need to be sure that you appear in these outposts as an expert and provide valuable content.
Content marketing – create FAQs and share the same content in different ways. Take a presentation and make a series of blog posts, publish it on Slideshare.net, create an ebook – there are many options. Baer listed a few places that are great for content sharing:
Build social profiles of customers and prospects with social media tools.
The social media success equation:
Know why you need to be there.
Create a brand community.
Find and participate in relevant outposts. (participate, not sell)
Create social FAQ to convert sales.
Measure success that works for you.
Jay uses blog stats such as how long someone was at his site, if they visited his speaking and consulting pages, tracks referrers and is always looking at the search terms that people are using to find his site.
Some great dashboard management tools for social media:
Free social media listening tools:
It was a quick and informative webinar and I wish there was more time to hear Baer’s advice on social media. I recommend checking out his book that will be coming out in February 2011.
A new study indicates that 15% of traffic to B2B websites is generated from social media. For many businesses, this means that they need to take a harder look at their marketing plan and identify areas where social media could be integrated.
Where to start? My post the 30 Day Social Media Challenge for Businesses Looking to Make the Plunge can point you in the right direction. Identify where your customers go when they are online. Then go there!
At the very least, set up a listening post. Create a free company page in LinkedIn. If you have a blog and great content, set up a Twitter account and join the community. Share information that your customers find valuable. Don’t sell – that is a big turnoff. Find and follow people in your industry. Check message boards and forums for your industry. See what’s out there.
I have a feeling that this is just the beginning. The internet is changing the way we communicate personally and professionally. Be sure that your company is there and know what is being said about you, your industry, and your competitors before anyone else does.
Paid Search Partners, a new search engine marketing consultancy, is collecting marketers’ PPC questions for their upcoming guest spot on Gravity Free Radio in Atlanta.
Looking for Google Adwords advice? Need strategic insight on your overall SEM program? Paid Search Partners will answer your questions and give expert counsel for businesses working on their own or with agencies to manage their paid search programs. Submit your paid search questions on the Paid Search Partners web site.
Paid Search Partners also offers a free ebook at their web site titled the “7 Sins of Paid Search Marketing”. Check it out!