B2B New Media Essentials by Designated Editor at Swissnex Boston, Cambridge Innovation Center

New Media Essentials for B2B Success

Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

[email protected]

swissnex Boston & Cambridge Innovation Center

@Sue_DesigEditor

mailto:[email protected]

www.designatededitor.com 2

6 years Page 1

Masters in Journalism & Mass Communications BA in Journalism

Social Media Strategies professor

suzanne’s experience


Paid media vs. owned media

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92% of B2B prospects almost never book a meeting from a cold call

or email.

Sales executives will first seek connectionsthrough social media networks, and thenincrease response rates with warm introductions.

— UNC’s Kenan-Flagler School of Business study


Challenges we’ll address

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o How to integrate new media

o How to get your team to adapt

o How to tell if it’s working


4 stages to activate new media

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Stage 1 Your website

Stage 2 Your blog & email

Stage 3 Social media integration

Stage 4 Social media optimization & metrics


Stage 1 Your website

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Who is your audience?

Who might be your best advocates? What are their defining characteristics? What are they looking for? Are you using the right vocabulary?


Keywords: Your prospects’ vocabulary

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Keywords: Include in Titles and Descriptions


who is your audience?

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Stage 2 Blog & email Google & search engines <3 fresh content

Activate keywords & make multimedia

Offers a glimpse inside your brand

Enable and moderate comments

Leverage blog posts to feed email

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Blogs cited as least expensive for B2C & B2B


Editorial calendars

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Tools to drive blogs & content


B2B blog: helpful, not boring, multimedia

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Easy-to-act-on Email

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email

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

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Stage 3 Social Media integration

‘The growth in social media marketing will be exponential: Smaller companies — with revenues under $25 million —

in particular will increasingly rely on social media outlets

To market their products and services.’— Duke University's Fuqua School of Business

& American Marketing Association

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http://www.fuqua.duke.edu/news_events/releases/cmo_survey_optimism/#.T4RXZY5XJ_k


tactics

Discover major companies with Search

Categorize prospects with Tags

Participate in Groups specific to your industry

Contribute your expertise with Answers

Find and Connect with key influencers

Host or attend an Event and share it

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Skills & Expertise page

Auto-suggestions


How’s the industry faring?

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Bottom of the page: Groups worth joining?

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• Towns & cities• Education • Gender• Marital status

• Interests & Likes• Age

Targeting ads

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Lingering questions

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www.emarketer.com/Article.aspx?R=1008929

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B2B channel on

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Show your expertise visually or curate others’

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Other tools to consider

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Stage 4 How are we doing?

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Google Analytics: soon + social

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New media success for B2Bs

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Longer-lasting vs. paid media

Now you’ll know what’s working

Reduced customer service costs

Understand & relate to clients

Your clients see your team as experts

Broader brand-building boosts awareness

Website + Blog + Email + Social media

Questions?

Designated Editor Speaking Series

Happy to help!

New Media Essentials for B2B Success

Suzanne McDonald | Content & Social Strategist

[email protected]

@Sue_DesigEditor

mailto:[email protected]

B2B New Media Essentials by Designated Editor at Swissnex Boston, Cambridge Innovation Center

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