The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Overview

Social Media has received a tremendous amount of media coverage over the past few years, but the business-to-business (B2B) approach is usually not included in this coverage. Consumer sales are frequently smaller, easier, and sexier, but come with larger budgets. It is time for B2B marketers to learn that social media is a better fit for their type of relationship-based sales, and how applying this framework to their campaigns can and will accelerate their marketing careers and success. The B2B Social Media Book ...
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The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

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Overview

Social Media has received a tremendous amount of media coverage over the past few years, but the business-to-business (B2B) approach is usually not included in this coverage. Consumer sales are frequently smaller, easier, and sexier, but come with larger budgets. It is time for B2B marketers to learn that social media is a better fit for their type of relationship-based sales, and how applying this framework to their campaigns can and will accelerate their marketing careers and success. The B2B Social Media Book identifies and demonstrates many new and unique ideas including
  • Lead generation using social media
  • How B2B marketers can use social media marketing to meet their business objectives
  • Data and insights for marketers to use and share with executives to empower social media marketing efforts
  • Improving team performance by using Agile methodology to run a marketing team
  • Using this information when building a marketing team and writing business plans
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Product Details

  • ISBN-13: 9781118167762
  • Publisher: Wiley
  • Publication date: 1/24/2012
  • Edition number: 1
  • Pages: 218
  • Sales rank: 441,017
  • Product dimensions: 6.26 (w) x 9.26 (h) x 0.84 (d)

Table of Contents

Foreword

Introduction

We Didn't Wake Up One Day and Write This Book

This Book is an Offer

You Want More Examples?

What Did We Miss?

Part 1: The Fundamentals of Social Media Lead Generation

Chapter 1: Why B2B Is Better At Social Media Than B2C

The Marketing Status Quo

5 Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C

When Social Media Isn't Right for B2B

B2B Social Media As An Annuity

Results Independent of Effort

Annuities Facilitate Scale

Social Media Is Only One Piece

Building a Next Generation B2B Marketing Team

Storytelling + Data Analysis = Great Social Media Marketer

The Perfect B2B Marketing Leader

3 B2B Social Media Steps to Superstardom

Chapter 2: 5 Step Social Media Lead Generation Process

Step 1: Getting The Basics Right

Step 2: Maximizing Content Discovery

Step 3: Create Conversion Ubiquity

Step 4: Test and Fail Fast

Step 5: Optimize For Maximum Lead Flow

3 B2B Social Media Lead Generation Steps to Superstardom:

Chapter 3: Yes, Chapter 3 in a Social Media Book is About Search (It's that important!)

Evolution of Search

Context As The Foundation of Search

4 On-Page Optimization Opportunities

Authority Drives Ranking

3 Strategies For Link Building Success

Changing Authority

Social Search and B2B

Unified Keyword Strategy

Rank Is Dead

Search Isn't Just Google

3 B2B Search Engine Optimization Steps to Superstardom:

Chapter 4: How To Close The Loop of Social Media ROI

The Math of ROI

Calculating COCA

Understanding Total Lifetime Value

Social Media is Good For COCA and TLV

Intent Is Attribution

First Vs. Last-Action Attribution

Gathering the Data

Measuring To Superstardom

Integrating Marketing and Sales Databases

It Is Math, Not Hugs

3 B2B Social Media ROI Steps to Superstardom

Chapter 5: Reach: More Is Always Better

Being Targeted Isn't Enough

Be Able To Sell Anything

5 Questions For Better Reach Building

6 Time-Tested Methods For Building Reach

Remarkable and Frequent Content Fuels Reach

Paying For Reach Is Okay

Nearsightedness Kills Great Marketing

3 B2B Social Media Reach Building Steps to Superstardom:

Part 2: Social Media Lead Generation in Action

Chapter 6: Creating Ebooks and Webinars Prospects Love

Create Ebooks Everyone Wants

The 10 Step Blueprint to Ebook Awesomeness

Webinars are Low-Cost Trade Shows

5 Steps For an Engaging Webinar

Marketing with Existing Sales Tools

Storytelling with Video

3 Commandments of B2B Video

3 B2B Social Media Content Offer Steps to Superstardom: 1. Become a Title Writing Machine

Chapter 7: Why You Are Already a Business Blogging Expert

The Origins of Corporate Blogging

The Thinking Part of Setting Up Your Business Blog

The Content Part of Setting Up Your Blog

The Nuts and Bolts Part of Setting Up Your Blog

The Ultimate Business Blogging Checklist

Blog Content Drives Leads

3 B2B Blogging Steps to Superstardom:

Chapter 8: Become a LinkedIn Lead Generation Superstar

Profiles are Just the Beginning

Companies Can Get Recommendations Too

Business Sharing is About Caring

Grouping Your Expertise: LinkedIn Groups

Answering the Questions: LinkedIn Answers

Professionals Need Advertising Too

3 B2B LinkedIn Steps to Superstardom:

Chapter 9: Twitter: Leads in 140 Characters

5 Off-Platform Benefits of Twitter

Anatomy of a Tweet

Replies and Mentions

Retweets

Direct Messages

Hashtags

Finding B2B Leads on Twitter

Setting Up a B2B Twitter Account

The 10-4-1 Rule of Social Sharing

14 Ways to Drive Leads with Content on Twitter

5 Ideas for Prospect Engagement for B2B Companies

Pushing the Twitter Envelope

3 B2B Twitter Steps to Superstardom

Chapter 10: Maximizing Facebook Lead Generation Through Engagement

Profiles versus Pages

It Made Sense for Cisco to Join

3 reasons to create a B2B presence on Facebook

Yes, Facebook is for B2B

Understanding the EdgeRank Engagement Algorithm

10 Ways to Drive Leads on Facebook

Facebook Engagement Means Leads

3 B2B Social Media Facebook Steps to Superstardom:

Chapter 11: Email is Social

Opt-In is a Better Call-to-Action

Why Nobody Likes Email

12 Ways to Get More Leads Out of Email

Testing Email Ideas Using Social Media

4 Ways to Socialize A Prospect's Inbox

Social Profiles within the Inbox

3 B2B Social Media Email Steps to Superstardom:

Part 3: Taking Social Media Lead Generation to the Next Level

Chapter 12: Stop Preparing For The Mobile Web, It's Here

Getting Smart About Smartphones

2 Ways to Mobile-Optimize a Web Site

What is the Context of Your Content?

Rethinking the Mobile Landing Page

B2B Mobile Apps Are for Suckers

Location is for Sales, Not Marketing

3 B2B Social Media Mobile Marketing Steps to Superstardom:

Driving Trade Show Leads with Social Media

Treat Trade Shows Like Co-marketing

5 Steps to Instantly Make Your Trade Show More Social

Taking Over Physical and Digital Word of Mouth

Virtual Conference

3 B2B Social Media Trade Show Steps to Superstardom:

Chapter 13: Run a B2B Social Media Marketing Team Like a Startup

It All Starts with Passion

Where Does Passion Come From?

Knowing When To Ship

It Becomes Agile Marketing Anyway

3 Principles of Agile Marketing

When It's Time to Look for Funding

What's the Exit Strategy?

3 B2B Social Media Startup Steps to Superstardom:

Chapter 14: 10 B2B Social Media Roadblocks

1. Negotiating with Legal

2. Social Network Access Blocked

3. Lack of Executive Support

4. Customer Base Not Attuned to Social Media

5. But I Have a Real Job to Do

6. The Myth of Free

7. The Right People for the Task

8. We Have Always Done It THIS Way

9. The Network Admin is a Debbie Downer

10. You Don't Know Where to Start

3 Clearing Roadblock Steps to Superstardom

Chapter 15: The Best Time Ever!

Social Media MARKETING Is About Lead Generation

Be a Storyteller that Uses Data

Second Is The First Loser

Useless Metrics

The Beginning, Not the End

Acknowledgments

About the Authors

Kipp Bodnar

Inbound Marketing Strategist

HubSpot

Jeffrey L. Cohen

Social Strategies

Radian6

Endnotes

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