Tag Archives: B2B

Walter Analytics Insights Resource Roundup 2016

The year 2016 is almost up with just 3 months more to go. Over the past couple of years, we’ve experimented around and tried different ways to deliver valuable content to our readers.

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We’ve come up with a lot of strategies to ensure that our readers are delivered helpful and informative content. With that said, we’ve rounded up some of our popular topics this year. Let’s take a step back and revisit them:

How Growth Hacking Can Help Build a Sustainable Business

Check out our basic intro to growth hacking and how it can add value to your business.

How to Use Social Media Channels for B2B Strategy

Here’s how you can take advantage of the various social media platforms to take your B2B Strategy up a notch!

Why You Need Video In Your Content Marketing

Video content has been increasingly popular and made even more so by social networking platforms due to its ability to engage the audience. If you’re still not convinced or still second-guessing whether to add videos to your content arsenal, we’ve highlighted the reasons for you to think it through with this article.

How To Use Google Analytics To Know Your Customers: 3 Practical Tips

Get to know more about your customers and their behaviour in the purchasing funnel using Google Analytics. We’ve compiled 3 practical tips to guide you.

Marketing Analytics Q&A: How Growth Hacking Improves Customer Acquisition

In case you missed our Growth Hacking Q&A, we’ve compiled some of the best questions during the session!

How to Take Advantage of the New Mobile Advertising Updates

Following Google’s latest update on responsive display ads, separate device bidding, and the Expanded Text ads, we decide to enumerate ways on how you can take advantage of these changes.

Why Mobile Users Matter in Display Advertising

Discover why mobile is always a point to consider in every marketing campaign.

Emerging Trends in Mobile Advertising

If you’re keen on connecting to a continuously evolving and diverse market, mobile is the way to go. Check out the emerging trends in mobile advertising and take advantage of them in your next marketing campaign.

Marketing Analytics Q&A: Analytics Battle Plan for 2016

The year 2016 is nearing its end, but this article still packs quite a punch! Use this as your guide to start planning for the year ahead.

Top 5 Tips to Succeed in Email Marketing

If you’re looking to create an email marketing campaign plan, then be sure to check out this article for tips!

Are there any topics in particular that you would like to be featured on our blog? What would you like to be featured next? Feel free to comment it down or connect with us!

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Marketing Analytics Q&A: Social Media for B2B Communication

Most of the social media channels are a Business to Consumer (B2C), but can they be used for Business to Business (B2B) communications as well? And how efficiently? In our weekly Q&A session with Neil Walter, we talked through the areas of B2B social media communication. If you would like to participate in our next Q&A and ask your questions, please sign up and register here. As some of the issues contain business information, we only show the general ones here as we’re always respecting our clients’ and prospects’ privacy.

Social Media for B2B Communication

Where should I structure my social media team?

Your social media team should be your go-to point for all of your sales people and marketing team. They should be placed horizontally on your wider communication team to get the most out from social media in the benefit of a better marketing.

What’s the main difference between LinkedIn ads and AdWords?

Targeting. With LinkedIn, you can find people and not the people’s interests like in AdWords. You can communicate directly to the decision makers of related companies. This communication can be business/personal through LinkedIn messages or a sponsored story your organisation can share online. This sophisticated targeting though comes with a bigger price cap compared to traditional ads like AdWords.

How should I determine on the platforms?

Don’t determine on them, use as many social platforms as you can maintain with good content. If you are highly sales-led, and you focus on lead generation mainly, focus on LinkedIn first and build up a smooth process to funnel those leads. If you are more into branding, use any other social media channels you would like and those which you can fill up with relevant content.

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Read the posts leading up to this Q&A Session!

The Difference Between B2B and B2C Social Media Analytics

Most of the social media channels are Business to Consumer (B2C) or as many of us think, they are. But can they be used for Business to Business (B2B) communication as well and how effectively? We believe in people, and not companies. Individuals who create organisations and individuals who are communicating on behalf of a business, therefore we don’t think there should be a necessary distinction between the two segment in social media. But there are some general rules. This post is all about these rules and trends.

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Conversions and audience growth

For a consumer brand, it is evident that the most important metric is their brand awareness which is translatable to social media as the size of their audience. The number of followers and fans is the single most important metric that you need to use to measure your success. However, for a B2B brand, the size of the audience is not descriptive as not everyone can be a customer, only the right people at the right companies. Therefore, any conversion that is measurable in social media has more significance than pure audience metrics. How many users clicked out to your website? How many subscribers did you gain from LinkedIn? How many users retweeted your new product announcement?

Analytics and niche targeting instead of customer service focus and brand loyalty

You know your favourite milkshake brand but can’t have the same feelings toward your broadband provider.

B2B companies shouldn’t focus on measuring brand loyalty on social by the number of engagements, shares, and comments. Also, as the audience is much smaller than traditional large B2C brands have on social; investing in a cutting-edge social media customer service process might not be a priority. However, profound understanding of how your smaller audience acts on social with analytics is more important for you. Also spending a bigger ad budget to tailor your ads to a small niche audience is also a must. Proper growth hacking and PPC management are highly valuable for B2B companies in social.

Monitoring and listening are highly relevant

We have talked about how you can use monitoring and listening tools online to know more about what your customers are talking about. Investing in these tools will also gain you the option to discover their needs. There’s nothing better than assistance for lead generation when you know exactly whom and where you need to sell your product. With social media listening, you can get an in-depth understanding of your would-be leads’ needs and demands.

This week we will show you the latest trends in B2B social media. Please join our weekly Q&A where we answer all of your questions.

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How to Use Social Media Channels for B2B Strategy

Most social media channels focus on business to consumer (B2C), but can they be used for business to business (B2B) communication effectively? We believe in people, and not companies. Individuals who create organisations and individuals who are communicating on behalf of a company, therefore we don’t think there should be a necessary distinction between the two segments in social media. But there are some general rules. This post is all about these rules and trends.

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Not just LinkedIn

If anyone mentions B2B and social media, the first thing to come to mind is LinkedIn. The reason is that B2B marketers only think of leads and LinkedIn is the most useful tool to generate leads. But social media marketing is not – just – about generating leads, it is also about pulling consumers into your communication. It’s longer term branding, rather than sales. Facebook is great for community building and instant communication, Twitter can spread your news and Instagram, and YouTube can help you in visual branding. Once you’ve mastered social media communication, the old cold calls, and cold sales will seem too traditional. The best leads are those that come to you before you even reach out to them, this is also known as inbound marketing.

Your company – your personality 

The tone of voice is highly important. As you are a company, you have company values. Same as people, who also have values. Creating an efficient tone of voice is a must, that reflects your company’s values and effectively creates a company personality. Use this tone of voice every time you engage on social media, and it makes your company more human, more approachable, more open. Consider creating a style guide if you haven’t already, that helps define your brand personality.

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Personalities, like people, are nothing without good connections to others.

Don’t be afraid to engage with other users on social media personally with your company accounts.  Just remember, social media is not a presentation of your company values –it’s a table for two (or more) people having a conversation.

Create a process and find the right person

It’s a rare thing when your traditional direct marketer or sales team can be as productive on social media as a tailored social media manager or digital marketer. Hire someone who has an already established reputation on social media, in any field.

Writing down your social media strategy and the processes you need to implement it, is also beneficial. This should contain the platforms you use and how, your written tone of voice guidelines, your preferred metrics, KPIs and goals for social media and the internal processes to implement the strategy successfully.

TIP: Consider hiring a social media agency for a short period of time to get best practices implemented for your business.

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Using Social Media for B2B Communications

Most of the social media channels are a business to consumer (B2C), or as many of us think, they are. But can they be used for business to business (B2B) communication as well and how effectively? We believe in people, and not companies. Individuals who create organisations and individuals who are communicating on behalf of a company, therefore we don’t think there should be a necessary distinction between the two segment in social media. But there are some general rules. This post is all about these rules and trends.

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Companies are people

Remember the time when companies created their first Twitter account and started to communicate like that of a PR agency? Those times are over, and it didn’t work out well at that point either. People make companies and companies are people, a human voice is necessary. We still hear claims like We are a B2B company; we are not interested in Facebook communication.That cannot be farther from the truth.

Setting the right goals

For a B2B company, setting the right goals is highly relevant for social media. For example, while a business with promoting consumer products as a goal might be to have a significant amount of following on a Facebook page; a B2B company’s goal should be greater engagement and other drives. A massive social network like Facebook is still the best tool you can use to find new audiences and reach out to millions of would-be consumers, even if you’re in the B2B space.

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Everyone has a human story – companies have it too

So you are a printing company, and your primary target is to form business transactions with other small businesses. Even though finding personal consumers is not your aim, you still need trading partners. Find your story then; every company has a human touch that can be communicated through social media, even on Facebook, no matter what type of business.

Your business partners are people too – with their particular needs and interests

There are no companies as a target group. There are decision makers at companies whom you need to persuade to become your business partner. These decision makers are also humans. If you can find out what are they interested in, on a personal level as well, you can target them on more consumer-focused social media channels too. Everyone wants to have fun in their work too, a little humor and personality don’t hurt in your marketing campaigns.

This week we will show you the latest trends in B2B social media. Please join our weekly Q&A where we answer all of your questions.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!