With Laura Fitton, Jeffrey L. Cohen and Kipp Bodnar
Using social media for business-to-business marketing can be integral to promoting your company and forging industry contacts. So how do you do that? Jeffrey L. Cohen and Kipp Bodnar, authors of the The B2B Social Media Book, show you how. Watch:
Social media has grown into a marketer’s tool of choice for consumer engagement. But what about communicating with other companies? It turns out there are some distinct advantages that B2B companies have over B2C brands in the social media sphere.
“What we’ve found is that social media is a much better fit for a B2B company. There are a lot of things about B2B sales that make this so,” Marketing and Social Media Strategist Jeffrey L. Cohen told Laura Fitton at SXSW. “The first is it’s all about relationship selling. You also have products that are very complex and very expensive and so often social media supports that.
Related: How You Can Be a Twitter Star
“If you’re looking to get started on social media, it’s really about having the right goals. Too many companies measure how many followers they have when they really need to be just measuring dollars and cents,” said Kipp Bodner, inbound marketing specialist for Hubspot. ”You have to start with the idea you need to generate leads and you do that by creating content, publishing and distributing that content through social media and creating conversion opportunities.”
Still not sure how to achieve marketing super stardom? Check out Bodner and Cohen’s marketing resource guide, The B2B Social Media Book, which provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more to master social media and take their career to the next level.
Click here for more videos from SXSW 2012. Tune in to genConnect.com for updates from SXSWi and follow us on: