Tag: Marketo Marketing Blog

3 Tips to Successfully Integrate Your Paid and Organic Social Media

When it comes to high growth areas, social media marketing fits the definition in terms of both the percentage of your budget it consumes and in the ROI it generates. But the path isn’t smooth or simple.

All too often, marketing teams are drawn to paid or organic social media strategies based on past successes or failures rather than as part of a comprehensive social strategy. The control of each channel might even rest with separate departments, which sets you on a potentially dangerous path where the messaging isn’t coordinated. Many companies fail to properly integrate their social media marketing strategies.

As investment bankers are often fond of saying, past performance is no guarantee of future success. While a single channel strategy might have worked for you in the past, modern social strategies experience greater social media amplification and ROI benefits because they utilize multiple channels and communication styles. The key to success in your social media marketing is to strike a balance between paid and organic social media efforts.

In this blog, you’ll find three actionable items to help you integrate your paid and organic social strategies successfully.

Know the Purpose Each Channel has for Your Marketing Efforts

Paid social has incredibly powerful targeting options, and it is an amazing tool to have in your lead generation toolbox. However, paid social media alone does not let you maximize the ROI that you can generate from your social media efforts.

On the other hand, organic social media can be an equally powerful tool for reaching your audience and building a community. While not as straightforward as paid social media, organic conversations can lead to deeper engagement and social media amplification with clients and influencers that money can’t buy.

Paid and organic social media both have advantages and drawbacks. Achieving the greatest benefit while minimizing disadvantages requires you to integrate both approaches into a larger, comprehensive social media marketing strategy.

Align Your Messaging

While paid and organic social have different purposes and different advantages, they are still both aspects of social media marketing, and they share the same end goal of growing your business. It is entirely possible that potential clients will encounter both your paid and organic messaging in their customer journey.

Look at social media from the customer’s perspective: While your message may come in the form of an advertisement or in a conversation, your audience is likely to come across varying communications across multiple channels. Your messages should be consistent enough to reflect that they come from a single company.

If your messages conflict, you might undermine your own marketing efforts on one or multiple social media channels. Even if there is no conflict across platforms, failure to align paid and organic social media efforts will waste time, opportunity, and marketing dollars.

Make Your Messages Complement Each Other

Aligning your paid and organic social media efforts is the first step to garnering the maximum advantage from your online efforts. However, the work does not stop there.

Knowing that paid and organic media have their own advantages, you should craft a marketing strategy and messaging for the two methods so that they complement each other. This does not need to be complex—it can be as simple as ma the ching tone and then having complementary messages on paid and organic posts.

This can pay additional dividends, as successful organic posts can be cheaper to promote on social media channels like Facebook because they have been proven to have a higher engagement rate. This makes it easier and more cost effective to achieve the social media amplification you desire.

While paid and organic social media are fundamentally different tools, your prospects should experience each of them as a smooth step in your overall social media marketing funnel.

Integrating your organic and paid social media strategies can help you generate increased social media amplification, fill your marketing funnel, and increase your ROI. Don’t do one or the other. They are both needed for success. I’d love to hear about how you’re integrating organic and paid social media strategies in your own business. Tell me about it in the comments!

The post 3 Tips to Successfully Integrate Your Paid and Organic Social Media appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/3-tips-successfully-integrate-paid-organic-social-media.html

What Personalized Search Results Mean for SEO

Google first introduced personalized search results in 2005 for signed in users with Google accounts. In 2009, personalized search was expanded to all users. However, new research on consumer sentiment on Google shows that 43.5% of respondents do not realize that their search results are personalized.

In this blog, I’ll cover the key factors you need to succeed with personalized SEO results as well as the best way to optimize.

Personalization Factors

In reality, it has been almost ten years since all search results were the same for everyone. There are a number of factors that influence a user’s search engine results page (SERP).

  • Country: Location is a major factor. Users from different countries will see different results for the same search terms. One example often given here is that if a user searches for “football” in the U.K., they will be shown results that relate to what the United States refers to as soccer and the English Premier League. If a person in the United States searches for “football”, they will be presented with results that relate to American Football and the NFL.
  • Locality: Google goes much deeper than simply country level. Results are tailored to the user’s location right down to local city level. Most people will be familiar with searches like “best pizza near me” making it somewhat surprising that our recent research showed nearly half of respondents were unaware that Google personalizes their search results.
  • Web History: The goal of Google’s personalized search results is to provide users with the most relevant and useful information possible. By factoring previous searches and viewing history into account, Google can present users with results from their preferred sites which they are most likely to visit.
  • Device: People who use Google to search on their mobile device will see different results than the same search on desktop. Google uses a different algorithm for mobile ranking with increased focus on user location.

Keyword Tracking

One way personalization has changed SEO is that it makes keyword rank tracking more difficult. Personalized search results mean that tracking where your site ranks for keyword search terms is not always crystal clear. Depending on the personalizing factors we have outlined above, users will see different results for the same search terms. That means you can never really get a 100% accurate representation of your keyword ranking.

Rank tracking your non-personalized search can help you establish a baseline, and this data can help you see how changes on your site have impacted your ranking. However, it is not advisable to spend too much time obsessing over keyword rankings. Your site traffic is a much more important data point than your keyword rankings.

How to Optimize for Personalized Search Results

The fact that 43.5% of respondents to our survey didn’t realize their search results were personalized leads us to believe that many businesses are not optimizing their sites for personalized searches. There are some steps companies can take to give them the best chance of ranking today.

  • Think Local: Make Google’s location settings work in your favor. Take care as you compose your meta descriptions and title tags. If you get onto page one of Google, you have one chance to impress so make it count by using your allotted characters wisely. If you want to dominate the local market, it is a best practice to put the name of your locality into your meta descriptions and/or title tags. You should also make sure that the most up to date and accurate business details are added to all online directories like Yelp and, most importantly, Google My Business (GMB). Claiming your GMB page is easy, but the business owner must claim it. Simply log on and verify your business. Remember to make sure your details are added to all online directories and not just the major players like GMB and Yelp. Bing Places for Business and others are low hanging fruit that can really help your site’s performance in local search rankings.
  • Focus on Long-Tail Keywords: It is estimated that up to 80% of searches are long-tail keywords. The reason that SMBs should focus on long-tail keywords is that competition is lower so they are easier to rank for and user intent is much more targeted. By working out the long-tail keywords that can drive conversions and revenue, you can start to see real ROI from your SEO efforts.
  • Mobile Optimize: It goes without saying that you need to optimize your site for mobile visitors in 2017 and learn to thrive in Google’s mobile search index. Having a low click through rate can harm your ranking. If you manage to get onto page one, you don’t want to undo all your good work with a site that does not meet user expectation on mobile.

How have you used personalization to appeal to your target audience? What do you plan on adding to your SEO to improve your personalization? Tell me about it in the comments!

The post What Personalized Search Results Mean for SEO appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/personalized-search-results-mean-seo.html

How to be a Superstar: Tips to Succeed in a New Role

Whether you’re an intern or a new hire, it’s important to make a name for yourself in your new organization. I had the privilege of interning at Marketo this summer, and it was an incredible experience. I’m heading into my Junior year at NYU, majoring in Business. I’m starting to narrow down exactly where in the business world I want to work. My experience working for a Demand Generation team has been terrific, and I’ve learned a lot about how to succeed in the business world. In this blog, I’ll outline a few key tips that I’ve found can help you succeed in a new role.

Find a Mentor

Right off the bat, I found a mentor who was able to guide me through Marketo during those first few awkward, and somewhat scary, days at a new organization. She gave me a run-down of the marketing department and how things function within the company. Through her guidance, I set-up meetings with all of the marketing team managers to get a better understanding of their role and their experiences in the field of marketing. I highly recommend doing this at the beginning of an internship or new job. It’s a great way to meet the people you’ll be working with, and it helps you to get an understanding of how everything works. For me, it was great to see potential aspects of marketing that I would want to be involved with in a potential future career.

Take on a Variety of Projects

After getting a better understanding of how marketing works at Marketo, I was open to any and all projects given to me. I think the best thing to do when you’re just starting out is to take on a variety of projects. It not only expedites the learning process, it allows you to showcase your talents and strengths to a wide variety of people and makes you a reliable and multi-faceted employee. And perhaps most importantly, it helps to build trust; your team knows they can trust you with any type of project. This increases your credibility and allows you to work on projects that aren’t mundane or boring. I did just this, and before I knew it, I started owning certain tasks and started completing high-impact projects that were for the head of my department.

Meet with your Managers

Since Marketo is a big company and my managers were busy, it seemed tough to schedule any time to meet with them. It’s very important to not ignore this problem; make sure to have weekly or bi-weekly 1:1 meetings with your managers. If you reach out and ask to schedule these, they won’t say no. They want to see you take the initiative. 1:1 meetings are useful to go over expectations, new projects, and review the work you’ve already completed. It’s also an opportunity to get to know your managers a bit better.

Go for Coffee

When it comes to getting to know your colleagues better, don’t be afraid to reach out and schedule coffee or lunch. I found that everyone was incredibly receptive to meeting with me for coffee or lunch. It allows you to get to know others on a more personal level and gives others a chance to see the real you, as cliché as that may sound. You never know when you’ll need help from your colleagues or work with them on a project, so it’s a good idea to get to know them before that happens. You truly get what you put into it, and that can be applied to relationships and the overall experience in your new role.

Work Hard but Enjoy the Experience

I followed this motto religiously during my time at Marketo, and it paid dividends. My team really valued my work and time and came to see that I was committed to the company and the internship. It was sad for them to see me go and sad for me to leave. But I end my internship knowing that I’ve learned more than any year-long college classes could have taught me, and I know that I have made contacts who can help me in future pursuits.

I’d love to hear what you’ve done to be a rock star at your new job or internship in the comments below!

The post How to be a Superstar: Tips to Succeed in a New Role appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/superstar-tips-succeed-new-role.html

How Inside Sales Enablement Can Help Increase Revenues

Are you tired of the ups and downs of sales? You likely want to be able to forecast future revenues predictably, but sometimes have a hard time getting a handle on what’s driving success and failure.

No doubt, it’s frustrating.

Sales leaders’ lack of clarity around what drives sales performance is partially due to a large number of variables, both in their business and in the market, that affect conversion rates. How do you gain more control of them?

That’s what sales enablement is all about.

By providing the training, coaching, processes, content, and tools sales people need to do their jobs, sales enablement makes it easier for them to close more deals. It also makes it simpler to foresee sales results. Sales enablement takes away all the constraints to success, creating a predictable process, and empowering reps to do what they do best—sell. So whether you have a team dedicated to sales enablement or it’s a tight partnership between sales and marketing, you stand to gain by enabling your sales team.

Here are five essential building blocks of inside sales enablement that can put your team on track to make or exceed their quotas.

1. Training—Knowledge Transfer

Sales training is foundational for providing reps with the skills and confidence they need to do their jobs. Your reps must have a solid understanding of the market, your customer, and product knowledge as well as knowledge of sales best practices.

Fortunately, because inside sales people are generally centrally located, you don’t have to fly them in from all corners of the country or globe to attend the training function. That means you can set up a training program that delivers information in bite-sized chunks. To maximize your impact, serve lessons one at a time and reinforce as necessary, making it easier for your salespeople to digest what they learn.

Today, online learning-management systems provide course builders that simplify e-learning program set up and enable you to present information that’s visually appealing. Such solutions make it easier to scale your inside sales team as necessary while also ensuring that everyone receives the same training.

2. Coaching—Knowledge Enhancement

Just providing an inside salesperson with the knowledge they need to do their job is not enough to help them to maximize their performance. Yes, practice will help, but to accelerate their learning curve, they need tips and tricks from an expert.

When you coach, you provide ongoing feedback to your reps individually. For example, perhaps you’ve listened to some of the calls and have some advice based on what you’ve heard. Alternatively, you might just stop by and ask what challenges a rep is facing and how you can help.

The best way to coach is to deliver it frequently, once or more a week, but just a small dose at a time. For instance, you might chat with a salesperson for five minutes to offer a suggestion on how they could have overcome an objection on a call they just completed. Because the information is relevant to an experience that’s fresh in their mind, the information is more likely to stick with the rep.

Another learning opportunity is to have reps listen to their own calls. When they’re not actively involved in the call, they can reflect and determine what they could have done better. The bonus is that it doesn’t take up any of the manager’s time.

3. A Proven Sales Process

Sales should not be a hit-or-miss activity. Take the time to design, use, and optimize a marketing and sales process that gives your reps the opportunity for peak performance. A sales process provides a map from the first contact with a prospect to when you close the sale. It should lay out how you’re going to generate leads, qualify them, convince them how you can help, overcome objections, and close the sale.

When you first develop a process, it likely won’t be the ideal one; however, you have to start somewhere.

The magic for perfecting your sales process is to use marketing automation and a customer relationship management solution to track, measure, and optimize your process so it delivers the best results.

4. Use Tools

Technology is a powerful enabler for inside sales, which can help you maximize your team’s results. Here are some tools, or solutions you may want to consider:

  • Marketing Automation to orchestrate, track, and optimize campaigns that support sales
  • Market Intelligence Software, which provides information on markets and companies, helping reps to connect with the right people
  • Business Directories that give details on businesses by size, industry, and geographic segments.
  • Virtual Conferencing to connect and communicate with prospects around the globe and share product demonstrations
  • Automatic Dialing to sequence calls, ensure frequent follow-ups and relieve reps from the busy work of dialing
  • Customer Relationship Management to manage customer data and record reps’ interactions with them
  • Online Learning Management to, as mentioned previously, provide a customized and scalable e-learning solution

All of these tools empower reps to spend more of their time engaging with prospects and moving them through the buying cycle, more professionally and more quickly.

5. Content that Answers Buying Questions

Your salespeople should not have to do all the communicating themselves. In many cases, it’s more efficient and effective to have content at their fingertips that answers the questions buyers ask as they move through the buying cycle. This content includes information that helps prospects to solve a problem and to build a business case internally.

Formats for content that reps can send to customers include ebooks, white papers, case studies, blog posts, videos, webinars, data sheets, infographics and more.

Also, salespeople should have access to information that they can use in their conversations and direct communications. These can comprise of:

  • Talking points for structuring phone conversations
  • Statistics that add credibility
  • Answers to frequently asked questions
  • At-a-glance competitor comparisons
  • Guidelines on how to overcome objections
  • Customizable sales email templates for personal outreach

As you can see, there are many aspects to enabling an inside sales team to produce sales predictably day after day. Don’t expect to be able to conquer them all at once. Start by developing your priorities which should include a formal training program, coaching guidelines, and sales process that you can shape over time. Then empower your reps with tools that make them smarter, and more efficient and effective. Finally, give them the content they need to answer buyers’ questions and reinforce your message.

I’d love to hear about how you’re enabling your sales team. Be sure to comment below!

The post How Inside Sales Enablement Can Help Increase Revenues appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/inside-sales-enablement-can-help-increase-revenues.html

How Facebook Watch Will Change the Game for Marketers

Facebook’s recently announced (Wednesday, August 9) that the company is expanding their already robust platform by adding an episodic streaming video platform—Facebook Watch. Unlike the company’s venture into related video content, which launched in 2015, Watch seems to initially compete directly with YouTube, with the potential to creep into Netflix’s original series market share.

This blog will explain the details of Facebook Watch and explore the potential impact it may have for marketers and advertisers.

The Facebook Watch Launch

In their press release, Facebook teased content categories and partnerships such as Major League Baseball, Nas Daily, Gabby Berstein, and Tastemade’s Kitchen Little. Watch is expected to release to the mass market on August 28 with roughly 40 shows in the first roll out. BuzzFeed, Condè Nast Entertainment, and ATTN are all expected to launch shows. Facebook will allegedly pay millions for exclusive rights to premium, longer content but the initial rollout will feature shorter shows more in the $5000-$20,000 range according to Business Insider.

Initially, content creation will only be available to select publishers and creators in the U.S. however, it is expected to eventually open to a wider audience. Currently, those interested in creating a Show Page are able to fill out an inquiry form on Facebook’s help platform.

Additionally, creators will be able to monetize their shows through Ad Breaks. TechCrunch reports that content partners will be able to keep 55% of the revenue from mid-roll video ads. This could potentially change the game for marketers in the same way that live video and instant articles have increased brands delivery of content to users.

What Facebook Watch Could Mean For Marketers

Facebook Watch & Social Media

Video is only getting bigger. While Facebook is not necessarily diving into the unknown, they are combining several facets of engagement through video that have previously been segmented. What will be interesting to see is how Facebook users will embrace video not only as bite-sized segments, but also as long form Livestreams and original content. Most Facebook users are there to gather news and connect with friends, whereas, YouTube has an audience looking for “how to’s videos.” This will provide an amazing opportunity for social media marketers to shift the content they’re producing within the platform to meet user expectations and define a new “normal” in engagement. You have to go where your users are to stay relevant, so if Watch is something that users flock to, marketers will need to as well.” Lisa Marcyes, Senior Social Media Marketing Manager

Facebook Watch & Content

Ellen Gomes, Senior Content Marketing Manager says, “With over a billion users, Facebook has continued to find engaging ways to keep users on their platform and Facebook Watch is no different. If, but let’s be honest, when Facebook opens Facebook Watch to brands, and influencers it will become yet another to deliver content to one of the largest captive audiences. As a content marketer, it will be interesting to see how the select pilot users create content and the user interaction with it and reaction to it. For example, do people bounce out, or consume episode after episode? Are users engaging with branded content? Does it need to be high-quality? Looking forward, like Live Video, it makes sense for brands to prepare to engage in this new way with this new capability.”

Facebook Watch & Advertising

“Facebook has the most mature advertising platform of any social network, which makes the addition of Watch very interesting. For B2B marketers, in particular, engaging a very specific audience is the essential to success on any channel. I will be watching audience targeting closely to learn more as I think it will be very valuable. At the end of the day, success for advertisers will be determined by the adoption of this new platform by both content creators and users.” Mike Tomita, Director of Online Marketing.

What future do you see for Facebook Watch? How will this impact your social media strategy if it becomes available for your brand? We’d love to hear your thoughts and opinions in the comments below.

The post How Facebook Watch Will Change the Game for Marketers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/facebook-watch-will-change-game-marketers.html

4 Tools to Make You a Content Curating Master

Content curation provides a direct path to thought leadership for brands and individuals. As you curate and share high-quality content, you’ll generate awareness and gain credibility. You’ll be respected for your knowledge since you’re finding just the right content your target audience needs.

My content curation used to be 100% manual. I’d finish reading an interesting article, then head to Twitter, LinkedIn or Facebook and share it. Today, I use a set of tools that automate these steps. The tools not only save me time, they also surface content I otherwise would have missed.

In this blog, I’ll cover the tools that I use as well as best practices for content curation.

Content Curation Best Practices

Let’s cover some best practices. I keep it to three steps:

  1. Identify your target audience (i.e. for whom are you curating and sharing?)
  2. Read the entire article or post. I repeat, read the entire article or post.
  3. Be picky in what you share.

Especially when you’re starting out with curation, a niche (vs. broad) target audience works well. A target audience of marketers may be too broad, while B2B marketers in life sciences doing ABM may be too narrow. B2B marketers doing ABM may be just right.

Manual Curation via Feedly

Feedly enables me to subscribe to websites and blogs via RSS. As I find interesting sites, I’ll grab the URL and add it to Feedly. I subscribe to over 200 sites, so I organize them into categorized folders: Content Marketing, Social Media, SEO, etc.

It’s easy for me to fall behind with so much content out there, so I check Feedly a few times per week. I’ll scan the list of article headlines for a site, then decide which ones to read. I’ll skim my selections, then save some of the articles to read in their entirety later. I then mark all as read and move on to the next site.

HOW IT HELPS:

To visit these 200+ sites individually would add several hours to my day, or several days to my week. Because I scan each site individually, I better understand the topics, publishing frequency, and priorities for some of the key websites in my industry.

COST:

Free with paid plans available.

Quick-Hit Curation with Nuzzel

I follow over 10,000 people on Twitter. When I open my Twitter feed, it can feel like the whole world is talking to me at once. It can be hard to separate the wheat from the chaff.

That’s where Nuzzel comes in. Once I connect it to my Twitter account, it checks the users I’m following and finds the content most often shared by them. It then lists the article headline and description, along with the users’ tweets that included that article.

I fire up Nuzzel in the morning. Of the ten articles it lists on my personalized homepage, I’ll often read five of them. And once I read those, I’ll decide which ones to share to my social networks. While I may spend more time reading the articles, five minutes is all it takes to find them.

HOW IT HELPS:

It’s hard to find high-quality content, but the five minutes I spend each morning is golden. Also, Nuzzel helps me extract value out of Twitter, finding articles I otherwise would have missed.

COST:

Free with paid plans available.

Timely and Interesting Discoveries with Flipboard

While you can use Flipboard via its website, I spend 95% of my time in their iPhone app. I love swiping my index finger up to “flip” to the next article. I also love reading content within the app.

While Twitter is good to see breaking news unfold, Flipboard helps me find recent or timely content that I often don’t see on Twitter. I have a set of Smart Magazines, each based on a specific topic. To create the Smart Magazine, I select from a list of sub-topics to narrow my interest profile. This helps Flipboard find content that’s best aligned with my interests.

I check Flipboard a few times a day. When I see an article with an interesting headline, I’ll add the article to a private Magazine. Later, I’ll read articles and decide which I’d like to share to my social networks. When I’m done reading the article, I’ll delete it from that Magazine.

In addition to surfacing content via its algorithms, Flipboard produces “10 for Today,” a daily email and Magazine of 10 featured articles that are curated (7 days a week!) by an in-house editorial team.

HOW IT HELPS:

A nice complementary tool: I find content on Flipboard that doesn’t surface via the other tools. Also, it helps me stay current on other interests, such as my favorite sports teams.

COST:

Free.

Social Scheduling via Buffer

While Buffer connects to a wide range of social networks, I use it to schedule posts on Twitter. With my current schedule, I tweet 12 times per day on weekdays and 8 times per day on weekends.

Buffer tracks metrics for each tweet, including retweets, likes, mentions, and clicks. I scan the Analytics tab in Buffer to quickly see which tweets and by association, which topics, are getting a good response. Since it’s easy for people to miss a tweet, I “re-buffer” a lot of tweets, scheduling them for a different day or time.

Word of caution: don’t try and automate 100% of your social media. I monitor comments, likes, and retweets frequently. When someone replies to a scheduled tweet, I reply back quickly.

HOW IT HELPS:

I used to manually submit tweets at Twitter.com, which meant that I was online at the time. With Buffer (and tools like it), I spread my tweets throughout the day, helping me find and interest people who are online when I’m not.

COST:

Free with paid plans available.

These tools help me curate content and have helped bring me to where I am as a thought leader. What tools do you use personally and professionally? What tools might you implement into your strategy?

The post 4 Tools to Make You a Content Curating Master appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/4-tools-make-content-curating-master.html

How to Increase Your B2B Social Media Engagement with Neal Schaffer

A few weeks ago, on #marketochat, we discussed How to Increase Your B2B Social Media Engagement with Social Media Influencer, Neal Shaffer. Today, having social media presence is a necessity for any B2B organization. So how can organizations not only participate in social media but succeed and drive social media engagement? In this blog, we’ll cover Neal Shaffer’s answers to five critical questions on how brands can increase social engagement across the variety of social media channels.

What Are the Core Elements in Any Good Social Engagement Strategy?

Screen shot of #marketochat ft Neal Schaffer

People like to be heard and want to know that their thoughts and opinions matter. This is the case with social media as well, it is critical that you listen to your audience and understand what they are looking for in order to achieve greater engagement.

When looking at interactions with your audience on Twitter, it is more important to care about the quality of the engagement rather than the quantity especially since the different types of engagement do different things for your business.

Are There Certain Social Channels You Recommend B2B Marketers Focus on More Than Others? If So, Why or Why Not?

Screen shot of #marketochat ft Neal Schaffer 

First and foremost, it is important to be where your customers are. With so many different social media channels, customers are everywhere and you have to determine which channels receive the most engagement and interaction from your targeted audience. It is essential to spend the time and do the research about each channel. Before you determine if it’s right for your audience you should learn the lay of the land, including the rules of engagement—because each channel has its own language.

What Tips Can You Give B2B Marketers Trying to Build Their Twitter Following?

#marketochat featuring Neal Schaffer

The best way to represent your own brand is through your own content or by curating content. This gives your audience a sense of where your company stands within a particular industry and what type of followers you are trying to reach.

It is also important to remember to engage with others you want to follow. Twitter magic can work, but only after you engage and make those connections to form relationships. These relationships that you establish can also be beneficial in the sharing of content and ideas.

In addition, hosting weekly or monthly tweet chats are a great way to interact with your audience. It gives you an opportunity to connect with your followers or new users who are joining into your chat for the first time. Through chats, you can find out what your audience is interested in and what topics they engage with more.

What Are the Most Effective Ways for B2B Marketers to Increase Facebook Engagement?

 #marketochat featuring Neal Schaffer

Paid social, groups, videos, and Livestream are the most effective ways to increase Facebook engagement. Facebook has so many different ways for you to target very specific groups of people with paid advertisements. This allows you to more effectively target leads, as you can focus your paid advertisements on the people who will likely respond and interact with it.

How Can B2B Marketers Leverage LinkedIn for Engagement?

#marketochat featuring Neal Schaffer 

Marketers can publish posts to gain credibility and a position as an expert in your industry. You can do this through sharing your own content as well as relevant articles to your industry and what you are interested in.

It is also a great place for employee advocacy opportunities as you can have your employees share the content you are creating to reach even greater audiences.

What Metrics Do You Think Are Most Relevant for B2B Marketers to Track?

#marketochat featuring Neal Schaffer

When looking at engagement, you should look at the ratio of engagement and followers. This will allow you to figure out if you are reaching a broader audience outside of your followers or see if you are potentially only reaching your follower base. It is important to know this information so that you can change your social media strategy according to your needs whether that is a need to focus on reaching more people outside your following or trying to maintain your current follower base.

You can also look at click through rates to determine, which content your audience engages with compared to the content they do not. This will give you insight into the type of content you should create more of and what content you should revise to appeal more to your audience.

Final Thoughts

No matter what your end objective is, whether it is to achieve more engagement or learn how to use a different channel to better fit the needs of your customers, the first step is to research that channel and become familiar with the language used. After acquainting yourself with the channel, develop a strategy for curating and sharing content. Once you start receiving engagement and build a following, pay attention to what posts work and don’t work because the more your content is shared the more potential you have to reach new audiences and maybe go viral.

Interested in learning more from thought leaders? Be sure to join us on Periscope and Facebook Live Thursday, August 10 at 1 pm PST for Best Practices for Building and Maintaining a Marketing and Sales Partnership with guest Hally Pinaud, Principal Product Marketing Manager for Marketo.

August 10 #marketochat with Hally Pinaud

The post How to Increase Your B2B Social Media Engagement with Neal Schaffer appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog http://blog.marketo.com/2017/08/increase-b2b-social-media-engagement-neal-schaffer.html