The B2B Social Media Book

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