The expertise and reach of a B2B influencer can prove very valuable beyond the immediate return of a campaign. Influencers come in all shapes and sizes. Some have large followings; some don’t. Others have a significant amount of influence while others, less so. Here’s a look at some ways that B2B brands can benefit from relationships with B2B influencers. Expanding Your Reach Your reach is limited by the size of your immediate audience. To expand a brand’s reach, you must look outward. For example, OpenView features content from a number of influencers, each with a significant audience in their field. This content gets shared with an audience that normally would not be exposed to this material, resulting in new visitors to their site on a regular basis. As Kevin Cain, OpenView’s Director of Content Strategy explains, “By virtue of the fact that these influencers are choosing to publish content on our site, they are effectively signaling their approval of OpenView.” Improved Content Quality While many companies produce in-house content or outsource its generation as a money-saving tactic, Lee Odden suggests working with B2B influencers that already have established authority and status within your target market. Think about it. These people […]
TrackMaven’s recent B2B Industry report revealed drastic differences in the impact and use of social media across different industries. This post looks at those distinctions and how brands can focus their efforts on the right B2b social network. Conventional wisdom holds that LinkedIn is the dominant B2b social network, and TrackMaven’s report supports that notion for B2B overall. When considering audience, LinkedIn is number one followed by Facebook, Twitter, Instagram, and Pinterest. However, it’s important to note that there are distinct differences based on industry. Some of the data might surprise you. Facebook is where Manufacturing brands find their largest audience. Yet the extremely high engagement rates on Instagram make that platform a serious contender for these brands. Aerospace and Defense get their largest audiences on LinkedIn, accounting for over half of their social media following. Yet engagement rates are low with only 1.14 interactions on average per post per 1,000 followers. Instagram, although small in size, is highly active with engagement rates 25 times that of LinkedIn. LinkedIn is the principal channel for building Biotech audiences, accounting for nearly 95% of followers. Although Facebook provides these brands with a smaller audience, it’s a very effective B2B social network, sporting engagement rates 31 […]
Wax Marketing is proud to announce that The Wax Blog has been named to FitSmallBusiness.com’s list of Best Small Business Blogs for 2016, joining other prominent publications including The Harvard Business Review, Duct Tape Marketing and Social Media Examiner as well as prominent influencers like Richard Branson and Brian Solis. The editors at Fit Small Business searched the web for the most helpful blogs for small business. The list is divided into the Best Small Business Blogs, the Best Blogs for Startups & Entrepreneurs, and the Best Digital Marketing Blogs. Fit Small Business writes in-depth reviews and how-to guides for just about every topic related to small businesses. Their aim is to give small business owners exactly the information they need without any hype or jargon. This will be the third year Fit Small Business features the Best Small Business Blogs on their site. This article has served as a go-to resource for readers seeking great small business content, made even more relevant and useful with a round of new additions for 2016.
Your company needs brand ambassadors. It can’t afford not to have them. While brand ambassadors don’t have to be employees—anyone with an Apple sticker on the back of their car is considered a brand ambassador—having them internally makes a huge impact on your business. Brand ambassadors have a word-of-mouth power that marketing dollars can’t buy and they really humanize your brand. Moving back to Apple, if you’re friends with any of their retail employees on social media, then you know how much they “drink the Kool-Aid,” which is a contagious effect that boosts Apple’s cult popularity. Good employees with this passion for your brand will be invaluable to your business. When recruiting the next crop of candidates for your company, use these tactics to find excellent brand ambassadors. 1. Develop Recruiters As Leaders How do you expect to hire great brand ambassadors if your own recruiters don’t lead by example? They need to be the best if they’re going to attract the best, and you should invest in their development as fantastic and outgoing ambassadors: Make sure they meet consistently with the CEO and executive team to hone in on the company culture. Ask them to shadow the sales team […]
After Disney issued extremely conservative predictions for “The Jungle Book,” the live-action film by Jon Favreau obliterated expectations with its massive $103.6 opening weekend. These powerful results make this our IMC Campaign of the Month. Disney made several smart marketing choices during the lead-in to the release of The Jungle Book that helped build hype and buzz for the movie. They combined typical marketing approaches, special opportunities available only to Disney and a few unique techniques and messaging particular to this film. Each of these aspects of the IMC campaign were deployed with terrific skill and a keen eye toward how each part of the plan fit together. The result was maximum marketing impact. Recognizing that the Disney Magic Castle logo is not an automatic plus for the male demo, Disney aggressively and repeatedly pitched the movie to male audiences. Commercials on ESPN created the perception that The Jungle Book movie was not coming from the studio that made Cinderella but from the studio that produced the Pirates of the Caribbean series. An extended 3D trailer for The Jungle Book was played during the showing of Star Wars: The Force Awakens, of which the majority of the audience was male. Disney […]
It’s been two years since Mark Schaefer declared that content shock is here. Since that time B2B brands have continually increased their marketing budgets while technological advances like ad blockers threaten to disrupt the industry. Still the problem of content shock remains. There’s an overwhelming amount of free content on the web – far more than any rational human being can consume. As a result, people have become increasingly selective about the content they consume. Internet users are coping with information overload by scanning faster and reading with less intensity than before. This, in turn, makes it harder for B2B brands to reach their audience. To continue connecting with prospects, marketers will have to continually refine their niche. Yet, they face another problem.
Ways to use Contest Marketing to increase reach AND engagement. While followers and likes are a good statistic to measure your company’s social reach, it’s engagement that truly leaves an impact on your social media channels. Shares, retweets, clicks, and comments are what drive traffic to your company and generate leads, and contest marketing via social media is one of the most popular ways to increase engagement. So what is a social media contest? It’s anything from a caption contest to posting a prize winning picture using a company hash tag, but the promotion is always fueled through social channels. Dove Soap is well known for its “Real Beauty” campaign where the company aims to change the conversation about female beauty. It promoted a social contest on Facebook where people were encouraged to post a picture of a friend or family member and caption what they thought made them beautiful. The contest was a huge success—thousands participated—and it helped heighten the popularity of an already popular campaign. A social media contest is a great way to get your campaign moving, but it could fall flat on its face if you miss some of the key ingredients that have made others so […]
As marketers, we’re all talking about adaptive messaging, cross-channel communication, and understanding personas. We want to find to find the best ways to meet and engage our customers in every channel they frequent. And that’s a noble pursuit. Yet, I’ve found that most marketers are trying to find a new media solution by using old-school thinking. Psychographics, demographics, values, and personas are all important elements of defining your customer. But to truly understand your customer and explode your brand, you’ve got to put those aside. Forget about their age, where they went to college, and whether they rent an apartment or own a house in the suburbs. To find and engage potential customers you have to really, truly, understand what they DO. You must understand customer behavior. Knowing that you need to identify common customer behavior is much easier said than done of course. What most marketers don’t realize is that the information is right there in front of them, but it involves much more than Google Analytics. You can find those crucial, common behaviors if you start thinking about it with an integrated mindset. Here are a few ways to apply integrated marketing concepts to understand customer behavior: UNDERSTAND YOUR […]
Buyer personas can work very well, but they’re not everyone’s cup of tea. Instead of focusing on the consumer, jobs-to-be-done (JBTD) emphasizes the reason behind consumer behavior. Clay Christensen of Harvard Business School first proposed this framework in a MIT Sloan Management Review article in 2007, Finding the Right Job for Your Product. JTBD Definition According to Christensen, job-to-be-done “is a tool for evaluating the circumstances that arise in customers’ lives.” People buy products and services because they have a problem they need to solve, not because of who they are. This holds true for both B2B and B2C markets. Traditional marketing uses attributes like age, ethnicity, and marital status to create a profile of a customer that can be sold a company’s products. JTBD, on the other hand, looks at the “job” for which consumers want to “hire” a product or service. JTBD Example Christensen provides a good example in his 2007 article about fast food chain customers “hiring” milkshakes to do a job, namely feed their stomach during a long early-morning commute. By focusing, not on the consumer, but on what they’re trying to accomplish, the company can optimize the product for that function. JTBD also helps in […]
TrackMaven measures the impact of social media on a B2B brand. You can learn a great deal by studying the best. Digital marketing software provider TrackMaven released its 2016 Social Media Impact Report: B2B Industry Edition in late March, revealing some key statistics in the world of B2B brand media. The organizations analyzed 12 months of content from 316 leading B2B brands in 17 industries on five key social networks – Facebook, Instagram, LinkedIn, Pinterest, and Twitter. The report provides insight into what generates the most impact on specific industries, letting brands see how they measure up against industry benchmarks. TrackMaven also uncovered that there are absolutes when it comes to social media. There is a broad range in the use and impact of social media for B2B brand marketers. Follower Growth and Engagement Rates Two important metrics for social media marketers are follower growth and level of engagement. According to TrackMaven, biotech, engineering and financial services are in enviable positions with high engagement ratios and percentage of fan growth. This implies that these brands are growing their audience with meaningful content. Overall, biotech brands have the highest engaged audience on social media at a rate of 1.25%. Machinery manufacturers, on the other hand, actually […]