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Business-to-business Blogging: Your "social Media Boomerang"
Let us examine your business's website. When trying to optimize your site, you are in competition with thousands of other sites. Your blog is no different. Simply posting new content will not generate a surge of new traffic. Rather, there are a few steps you must follow for a successful B2B blogging process: 1. Create a new blog post 2. Tweet the headline of your blog post 3. Upload the new blog post to your Facebook fan page. 4. Show the new post in LinkedIn 5. Add a video clip to your YouTube channel Automation is key! If this seems like a lot of work, don't worry. Twitter, Facebook, and LinkedIn all have tools and plug-ins that aid in automation. Here a few of these tools: • SocialOomph.com • HootSuite.com • TwitterFeed.com • Ping.fm • TweetBeep.com Currently, the YouTube process is less automated and will require a few more tools of the trade. Because of this, many firms do not automate updates to their YouTube channel. That said, YouTube is now the 2nd largest search engine in the world, above Yahoo and Bing, so don't assume it's not worth your time and effort to include YouTube in your B2B social media strategy. Make it easy to share, bookmark & discuss content There are many search marketing experts that do a fantastic job of allowing their users to bookmark, discuss, and share content from their website. When surfing the web look for icons such as Like, Buzz, Share and Tweet. If you were to click on Tweet for example, the article is sent to your friends and followers on your Social Media network; all that with 1 click of a button! B2B marketers should follow this approach and make it easy for those following your blog to share with their friends, business associates and online network. Developing a viral marketing network. As defined by Wikipedia: "...viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet." So, although every blog post may not "go viral" in the sense that most of us think of it, blog content is indeed spread and shared if you've spent the time and effort to build out your social media network.Instead of waiting for new prospects to visit your site and stumble upon (no pun intended) your blog, be proactive by sharing content with your target audience who in turn will share with others in their network if they find the information unique, compelling and engaging. Throwing the "Social Media Boomerang" While developing social media strategies for B2B marketers, Barry Bowman has coined the term "Social Media Boomerang." The idea is simple enough: 1. Make a post to your company's blog, 2. Promoting the content via LinkedIn, Facebook, and Twitter is considered "tossing the boomerang" 3. The boomerang returns when new visitors come to your site to read the whole post and jump into the conversation. Benefits of this full circle approach Use Social Media to gather interest, find new customers, help increase links to your site and more. However, make sure you also bring prospects back to your site and capture their information by offering valuable information and assets. Most prospects are willing to complete a basic registration form in order to receive a whitepaper, eBook, industry research, webinar, demos, or a discount on services. Remember that networks like Facebook and LinkedIn are used to gather interest, but you want the prospect to register via your website instead of a network. This search marketing strategy is particularly effective in B2B lead generation. Start reaping the benefits of your social media boomerang today: 1. Post unique, engaging content to your blog 2. Promote this post through your social media networks 3. Drive prospects back to your website 4. Get information about prospects by having them fill out a registration form 5. Engage! Article Directory: http://www.articledashboard.com SmartSearch Marketing is an agency focused exclusively on search engine marketing solutions including: Search Marketing Strategy, Search Engine Optimization (SEO), Pay-Per-Click (PPC) Advertising, Website Usability, Conversion Improvement and Web Analytics. The company’s strategic approach transforms website visitors into leads and sal |
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