Kipp Bodnar, Jeffrey L. Cohen

The B2B Social Media Book

Become a Marketing Superstar by Generating Leads with Blogging, Linkedin, Twitter, Facebook, Email, and More

• Gebundenes Buch

Produktbeschreibung

Advance your B2B marketing plans with proven social media strategies

Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.

This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.
Describes a methodology for generating leads using social media
Details how to create content offers that increase conversion rates and drive leads from social media
Offers practical advice for incorporating mobile strategies into the marketing mix
Provides a step-by-step process for measuring the return on investment of B2B social media strategies

The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 1W118167760
• 1. Auflage
• Seitenzahl: 240
• Erscheinungstermin: 24. Januar 2012
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 405g
• ISBN-13: 9781118167762
• ISBN-10: 1118167767
• Artikelnr.: 33875851

Autorenporträt

Kipp Bodnar is an Inbound Marketing Strategist at Hubspot, the inbound marketing software leader. He leads HubSpot's inbound marketing content team focusing on top-of-the-funnel lead generation. He is cofounder of SocialMediaB2B.com, the leading online resource for social media's impact on B2B marketing. Jeffrey L. Cohen is a Social Strategist at Radian6, a salesforce.com company. With more than twenty years' marketing experience, Jeff has provided strategic counsel to B2B companies of all sizes. Jeff is cofounder and Managing Editor of SocialMediaB2B.com.

Inhaltsangabe

Foreword ANN HANDLEY xi Introduction We Didn't Wake Up One Day and Write
This Book xv How We Got Here xvi This Book Is an Offer xvii You Want More
Examples? xvii What Did We Miss? xviii Are You Ready to Go? xviii I The
Fundamentals of Social Media Lead Generation 1 1 Why B2B Is Better at
Social Media Than B2C 3 The Marketing Status Quo 3 What Your Marketing
Could Be 4 Five Reasons B2B Companies Are a Better Fit for Social 4 Media
Marketing Than B2C Companies When Social Media Isn't Right for B2B 6 B2B
Social Media as an Annuity 8 Results Independent of Effort 8 Annuities
Facilitate Scale 9 Social Media Is Only One Piece 9 Building a
Next-Generation B2B Marketing Team 10 Storytelling + Data Analysis = Great
Social Media Marketer 10 The Perfect B2B Marketing Leader 11 Three B2B
Social Media Steps to Superstardom 11 2 Five-Step Social Media Lead
Generation Process 13 Step 1: Getting the Basics Right 14 Step 2: Maximize
Content Discovery 17 Step 3: Create Conversion Ubiquity 21 Step 4: Test and
Fail Fast 22 Step 5: Optimize for Maximum Lead Flow 25 Three B2B Social
Media Lead Generation Steps to Superstardom 27 3 Yes, Chapter 3 in a Social
Media Book Is about Search (It's That Important!) 29 Evolution of Search 29
Context as the Foundation of Search 29 Four On-Page Optimization
Opportunities 30 Authority Drives Ranking 32 Three Strategies for Link
Building Success 33 Changing Authority 34 Social Search and B2B 35 Unifi ed
Keyword Strategy 35 Rank Is Dead 37 Search Isn't Just Google 38 Three B2B
Search Engine Optimization Steps to Superstardom 39 4 How to Close the Loop
of Social Media ROI 41 The Math of ROI 42 Calculating COCA 42 Understanding
Total Lifetime Value 43 Social Media Is Good for COCA and TLV 46 Intent Is
Attribution 47 First- versus Last-Action Attribution 48 Gathering the Data
49 Measuring to Superstardom 50 Integrating Marketing and Sales Databases
50 It Is Math, Not Hugs 51 Three B2B Social Media ROI Steps to Superstardom
52 5 Reach: More Is Always Better 55 Being Targeted Isn't Enough 55 Be Able
to Sell Anything 56 Six Time-Tested Methods for Building Reach 57
Remarkable and Frequent Content Fuels Reach 58 Paying for Reach Is Okay 59
Nearsightedness Kills Great Marketing 61 Three B2B Social Media Reach
Building Steps to Superstardom 61 II Social Media Lead Generation in Action
63 6 Creating Ebooks and Webinars That Prospects Love 65 Create Ebooks
Everyone Wants 66 The 10-Step Blueprint to Ebook Awesomeness 67 Webinars
Are Low-Cost Trade Shows 69 Five Steps for an Engaging Webinar 70 Marketing
with Existing Sales Tools 71 Storytelling with Video 71 Three Commandments
of B2B Video 72 To YouTube or Not to YouTube, That Is the Question 73 Being
Interesting Is the New Black 74 Three B2B Social Media Content Offer Steps
to Superstardom 74 7 Why You Are Already a Business Blogging Expert 77 The
Origins of Corporate Blogging 78 The Thinking Part of Setting Up Your
Business Blog 79 The Content Part of Setting Up Your Blog 80 The Nuts and
Bolts Part of Setting Up Your Blog 82 The Ultimate Business Blogging
Checklist 84 Blog Content Drives Leads 95 Three B2B Blogging Steps to
Superstardom 96 8 Become a LinkedIn Lead Generation Superstar 97 Profi les
Are Just the Beginning 97 Companies Can Get Recommendations Too 100
Business Value Through Sharing 102 Grouping Your Expertise: LinkedIn Groups
103 Answering the Questions: LinkedIn Answers 105 Professionals Need
Advertising Too 106 Three B2B LinkedIn Steps to Superstardom 108 9 Twitter:
Leads in 140 Characters 109 Five Off-Platform Benefi ts of Twitter 110
Anatomy of a Tweet 111 Replies and Mentions 112 Retweets 113 Direct
Messages 114 Hashtags 114 Finding B2B Leads on Twitter 115 Setting Up a B2B
Twitter Account 116 The 10-4-1 Rule of Social Sharing 117 14 Ways to Drive
Leads with Content on Twitter 118 Five Ideas for Prospect Engagement for
B2B Companies 123 Pushing the Twitter Envelope 124 Three B2B Twitter Steps
to Superstardom 126 10 Maximizing Facebook Lead Generation through
Engagement 127 Profiles versus Pages 127 It Made Sense for Cisco to Join
128 Three Reasons to Create a B2B Presence on Facebook 128 Yes, Facebook Is
for B2B 129 Understanding the EdgeRank Engagement Algorithm 130 10 Ways to
Drive Leads on Facebook 131 Facebook Engagement Means Leads 138 Three B2B
Social Media Facebook Steps to Superstardom 141 11 E-Mail Is Social 143
Opt-In Is a Better Call to Action 143 Why Nobody Likes E-Mail 145 12 Ways
to Get More Leads Out of E-Mail 145 Testing E-Mail Ideas Using Social Media
148 Four Ways to Socialize a Prospect's Inbox 149 Social Profiles within
the Inbox 150 Three B2B Social Media E-Mail Steps to Superstardom 151 III
Taking Social Media Lead Generation to the Next Level 153 12 Stop Preparing
for the Mobile Web; It's Here 155 Getting Smart about Smartphones 155 Two
Ways to Mobile-Optimize a Website 157 On the Go with Mobile Content 159
What Is the Context of Your Content? 161 Rethinking the Mobile Landing Page
161 B2B Mobile Apps Are for Suckers 163 Location Is for Sales, Not
Marketing 164 Three B2B Social Media Mobile Marketing Steps to Superstardom
165 13 Making Trade Shows Social 167 Driving Trade Show Leads with Social
Media 167 Treat Trade Shows Like Comarketing 168 Five Steps to Instantly
Make Your Trade Show More Social 169 Taking Over Physical and Digital Word
of Mouth 170 Three Trade Show Takeaways from "DNS Is Sexy" 172 Using
Location to Become the Best "Party" at a Trade Show 172 Virtual Conference
173 Three B2B Social Media Trade Show Steps to Superstardom 175 14 Run a
B2B Social Media Marketing Team Like a Start-Up 177 It All Starts with
Passion 177 Where Does Passion Come From? 179 Knowing When to Ship 180 It
Becomes Agile Marketing Anyway 181 Three Principles of Agile Marketing 181
When It's Time to Look for Funding 182 What's the Exit Strategy? 183 Three
B2B Social Media Start-Up Steps to Superstardom 184 15 10 B2B Social Media
Roadblocks 185 1. Legal Wants Full Approval--Of Everything 185 2. Social
Network Access Is Blocked 186 3. Executive Support Is Lacking 187 4. The
Customer Base Is Not Attuned to Social Media 187 5. But I Have a Real Job
to Do 188 6. It Is Free, Right? 188 7. We Need the Right People for the
Task 189 8. We Have Always Done It This Way 190 9. The Network Admin Is a
Debbie Downer 190 10. You Don't Know Where to Start 191 Three Clearing
Roadblock Steps to Superstardom 193 16 The Best Time Ever! 195 Social Media
Marketing Is about Lead Generation 196 Be a Storyteller Who Uses Data 196
Second Is the First Loser 197 Useless Metrics 197 The Beginning, Not the
End 198 Acknowledgments 201 About the Authors 203 Notes 205 Index 209