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Social media is a key component of an integrated digital marketing strategy. It’s a place where you can create your own space to engage with your target audience in a way that feels less like a sales pitch and more like a natural conversation. However, breaking through the platform’s different algorithms can be tricky, even for seasoned social media marketers! To help your chances, we’re dispelling 5 common B2B social media myths. Myth 1: Social Media Is Only for B2C

While B2C companies may seem to dominate the marketing efforts conducted on social media, it doesn’t mean that a B2B company can’t find success as well. Social media is a key component for a truly integrated marketing strategy for any B2B business. Your social media platforms can help you build brand awareness and can be used as outlets to easily share whitepapers, case studies, webinars and any other lead-generating content with an audience who already has an interest in what you have to say. Many B2B companies have also noticed success by utilizing their social media accounts for public relations and customer service outlets as well.

Myth 2: I Have a Facebook Page, What More Do I Need?

As the popularity of social media marketing began to rise, many B2B companies rushed to create a Facebook page and then stopped there because simply being on social media was enough, right? Wrong! An active and engaged social media presence is critical to both gathering new customers and nurturing existing customers. While many B2B businesses find success on Facebook, platforms like LinkedIn and Twitter can also be important information hubs for engaging with your current and potential customers. You’ll want to have a firm understanding of your buyer personas to determine which social networks are worth your time.

Myth 3: My Customers Aren’t on Social Media

It’s hard to think of someone these days who does not have at least one social media account. That’s why social media has quickly become one of the key channels for B2B companies to reach their target audience. LinkedIn is one of the most valuable platforms for your B2B social media strategy. Many of the business world’s decision makers actively use LinkedIn to find new industry-related content and solutions. LinkedIn says it has over half a billion monthly users, of which 40% are logging in daily. So if you aren’t sharing your content on LinkedIn, you might be missing out on an opportunity to engage customers and establish your company as a source for quality industry information. Twitter is the second most used social media platform for B2B social media marketing behind LinkedIn. It’s the perfect platform to share industry-related news and content offers, connect and engage with influencers and provide excellent customer service. In fact, 75% of B2B businesses market on Twitter, which likely includes your competitors. And, of Twitter’s over 300 million monthly users, 80% are not American, which makes Twitter a key platform for connecting with a global audience.

Myth 4: We Should Only Be Posting About Our Company

While posting frequently about your business’s new and exciting offerings is a critical aspect of a well-rounded social media strategy, it is not the only component. Direct marketing posts should be carefully balanced with other, relevant industry-related news. These “general interest” types of posts help your brand become a thought leader within your industry and build valuable connections with other like-minded businesses, publications, and organizations. General interest posts can also help to break up your messaging so it seems more like a conversation and less like a constant stream of sales pitches.

Myth 5: The More Posts, the Better

Each social media platform has its own algorithm that dictates when and how often to post. Twitter, for example, moves extremely quick. According to Hubspot, a Tweet will get just about all of the engagement it is ever going to get within an hour of the post going out. This means that in order to effectively communicate your message via Twitter you should be tweeting several times per day. Facebook and LinkedIn, on the other hand, have a more viable lifetime for their posts though cracking their algorithms can be challenging. In 2018, Facebook announced a major shift in their algorithm, placing more emphasis on content generated by friends and family and less on businesses. This has challenged B2B marketers to continuously develop highly-engaging content that their audience will find meaningful. Many marketers have integrated a “less is more” Facebook strategy by putting out 2-3 high-quality, engaging posts per week instead of posting daily. There’s no denying that social media has become increasingly competitive to reach your target audience. But with the help of a great strategy and quality content, your social media presence will quickly become a pillar of your integrated digital marketing efforts for your B2B business.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Jackie Oberholtzer is a Digital Content Specialist at Schubert b2b. She received her B.A. in Communication Studies from West Chester University. When she’s not developing creative and engaging content for her clients, Jackie can be found practicing yoga or adventuring with her husband and son.

The post 5 B2B Social Media Myths that Could Be Affecting your Online Presence appeared first on Schubert b2b.

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Whether this is your first time at a trade show or you’re an expo veteran, exhibiting can be a daunting task. The costs associated with just being there mean you need to make sure that your efforts are successful. Fortunately, with some planning, streamlined messaging and a clear goal you can make your next trade show a success. Here are a few tips:

Define Success

Before designing your trade show booth first you must decide WHY you’re taking part in a particular trade show. Are you there to build brand awareness? Promoting a new product? Generating leads? All of the above? Defining success before you even begin to prepare will help give you guidance for not only what you want to showcase but also how to determine if your time was well spent.

Plan Ahead

Trade shows require A LOT of planning. Before even choosing whether or not your business should exhibit at a trade show you need to do a little research. Analyze your buyer personas to make sure you choose a trade show that they are likely to attend. We also recommend doing a little research on your competitors to see if they will be there as well.

You will need to have some idea of what you will be showcasing at the trade show. Having no agenda is a surefire way to make your trade show experience fail. You may be tempted to display your entire product line; however, most attendees will find that to be overwhelming. Most shows target a specific industry or market segment so narrow down your product selection by tailoring your displays to that specific buyer persona.

Develop a marketing plan at least six months in advance of a trade show. This gives you time to design the booth, create education materials and giveaways, and develop and schedule any marketing around your presence at the show. In addition to announcing your presence, use this as an opportunity to tease any topics you may be covering or new products you’ll be showcasing. Trade shows make for an excellent opportunity to unveil a brand new product in front of a large audience and generate buzz.

Streamline Your Message

To be successful at a trade show you need to make sure that there is thought behind every banner you display, product you showcase and handout that you offer. First, you should make sure that all of your displays are not only sized appropriately for your booth but provide the right information in a way that is clear and easy to read. Remember, you don’t have to list every bit of information about your company or products, give them a reason to come talk to you!

Next, you need to ensure that all giveaways, one-pagers and brochures are branded. This means all takeaway items are made with the same font, letterhead, logo, color scheme, etc. so that it all has a consistent message and cohesive look. Once you’ve designed your materials and giveaways, be sure to get them to your printer with plenty of turnaround time. Leave yourself a day or two to go through your items to make sure they’re correct and organized for travel.

Track Your Leads

Don’t get so hung up on planning for the show that you forget about what comes after. You want to have a plan for following up with your newly acquired leads BEFORE you even set foot in your booth. This way you can turn around your follow up messaging quickly.

Send a personalized email or phone call within a day or two of the closing of the show to reach your leads while you’re still fresh in their mind. Reaching out via Twitter or LinkedIn is also a great way to keep in touch. Chances are your leads met with a lot of exhibitors while walking the show so be sure to reference the trade show in your correspondence so they remember exactly where they met you.

Once you’re back to the office, don’t just dump your leads into your CRM platform and call it a day. Be sure you organize them into proper segments of the sales funnel so that they continue to receive applicable information to help them convert as soon as they’re ready.

If you’re still overwhelmed about preparing for your next trade show, we’re here to help! Our B2B marketing experts can work with you on an integrated strategy that will deliver the best return on your trade show investment.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Jackie Oberholtzer is a Digital Content Specialist at Schubert b2b. She received her B.A. in Communication Studies from West Chester University. When she’s not developing creative and engaging content for her clients, Jackie can be found practicing yoga or adventuring with her husband and son.

The post How to Get the Most of Out of Exhibiting at a B2B Trade Show appeared first on Schubert b2b.

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Downingtown, Pa- Schubert B2B, a top-tier business-to-business marketing agency in the Philadelphia area, has hired Jackie Oberholtzer as their newest Digital Content Specialist. As Digital Content Specialist, Jackie is responsible for developing creative and engaging content for technology-based B2B clients as part of their integrated marketing communications strategies.

Jackie’s previous agency experience has helped her develop her skills in areas such as content marketing, social media, blogging, and SEO. In addition to her marketing expertise, Jackie has a background in sales and customer service, having worked with pharmaceutical and manufacturing companies such as Kimberly-Clark and Southco.

“Great content is at the heart of the marketing programs we develop for clients,” says Rich Carango, President of Schubert b2b. “So Jackie is a fantastic addition to our team because she not only brings years of experience in content writing, but also strategic account management as well. We’re excited that she’ll be developing messaging strategies for
some of our top clients.”

Jackie is a graduate of West Chester University with a B.A. in Communication Studies with a focus in PR and Marketing.

Schubert b2b is Philadelphia’s B2B digital marketing agency that unites the lead-generating power of inbound marketing with the brand-building power of outbound marketing. Schubert b2b develops 100% strategic business-to-business marketing programs that generate leads and grow revenue. For 40 years, Schubert has been creating B2B brand leaders in technology-rich industries as diverse as biotech, chemicals and computer software using integrated marketing communications (IMC) programs. Schubert is a member of ICOM, a global network of marketing communications agencies.

The post Schubert B2B Names New Digital Content Specialist appeared first on Schubert b2b.

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Creating an ongoing supply of B2B marketing content that’s informative, fresh and on-message is challenging. In fact, according to a recent Forrester Research webinar, B2B content often fails to connect with final decision makers because it’s more focused on style than substance. The webinar says that in order to engage buyers, content must be easy to consume, empathetic and interactive.

Here are our tips on how to do just that:

Easy to Consume

One of the complaints from the B2B consumers surveyed is that they receive too much useless material. As we’ve said before, regularly sharing content is a great idea—but only if it has a purpose. The key is to focus on quality over quantity.

In B2B marketing, especially when it targets a technical audience, it’s important that the content provides a solution to buyers’ challenges. If you’re creating content only for the sake of cranking out content, you’re wasting the customer’s time and your own. Effective B2B content turns high-tech information into useful, easily consumable and compelling pieces.

Regarding accessibility, we’re often asked if a B2B company should gate their content. The benefit of gating content is obtaining valuable contact information. But because non-gated content is open access, more people view and share it. Is the piece of content in question worth handing over information for? When in doubt, don’t gate the content.

Empathetic 

According to the webinar, 79% of B2B buyers surveyed value “empathetic” content. We have long recognized that every B2B purchase decision comes down to people who have a need and decide to trust one company over another. They are real people trying to do their jobs as effectively and efficiently as possible. That’s why even in B2B marketing, effective brands should connect with people and build a bond.

We recommend creating customer personas, composite profiles of your buyers, for each of your key markets. Personas include job-related demographics, responsibilities, behavior patterns, motivations, challenges, goals and purchase considerations. And they provide insight into the buyers and what is important to them.

Interactive 

Interactive content helps B2B companies start a two-way business conversation and increase engagement with their brand. Thanks to digital marketing, you can open up the lines of communication between you and your customers and prospects.

Analyze the digital platforms your prospects and customers turn to for industry information. Then focus on sharing your content via the social media platforms, industry websites and trade news sites that matter most to your audience.

One way to increase your engagement is by leveraging user-generated content that’s been created and shared via social media by an unpaid contributor. For example, ask your followers or customers to post a photo of your product or service in action and share it using a unique hashtag in the post. When you share the posts in turn across your social media platforms, you showcase both your customers and your products.

Summing It Up

Developing and sharing effective B2B marketing content takes a lot of background work before you can start creating it. So, if your marketing plan is to generate as much content as possible and scatter it everywhere in every way possible, you risk missing or even alienating your target audience. If you need a hand, we can provide expert tips and create a B2B content marketing strategy that connects with your buyers.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.

The post Tips to Create B2B Marketing Content That Engages Buyers appeared first on Schubert b2b.

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If you’re like most B2B content marketers, you’ve come up against writer’s block at some point in your life. Writer’s block can be incredibly frustrating, especially if you’re facing a tight deadline.

Believe me; I’ve been there. When I need inspiration the most, the creative reserves suddenly run dry. But the good news is there are ways to get the creative juices flowing again.

Here are some proven tips for overcoming writer’s block and keeping up a steady stream of B2B marketing content. Give them a try, and let us know how it goes!

1. Take a break

This may seem obvious, but sometimes the best way to beat writer’s block is to take a break. If you’re staring down a blank screen, stepping away from the computer for a few hours could make all the difference. Your mind may be exhausted from writing for so long.

Try to get a good night’s sleep or take a long walk to let your brain recharge. If you don’t have time to take a break due to a tight deadline, a quick 15-minute walk or a trip to the kitchen for a snack may help clear your mind.

2. Create an outline

I know creating an outline sounds like something you would only do in a high school English class. But an outline is a great way to organize ideas and plan content structure. A good outline also saves you time in the revision process.

We recommend working out a general plan first and then making the outline more detailed. Having your content mapped out ahead of time enables you to improve the quality of your B2B content marketing and drive more engagement.

3. Read–and read often

Reading can be the best cure for writer’s block. Whether you’re reading a book or white paper, reading can inspire you and get you back to writing productively.

If you’re stuck trying to find a topic to write about, try reading B2B marketing blogs and competitor content. While you don’t want to steal their ideas, the right blog or content piece can open up new ideas. It’s also helpful to read advice from writers and content marketers who have faced the same challenges.

4. Stop being a perfectionist

Perfectionism has its perks. Perfectionists are detail-oriented and are often the first to find errors. However, it can also be your worst enemy, especially when you’re a writer.

Perfectionists can get so wrapped up in the details that they have trouble finishing a content piece. They edit the same section over and over and have trouble moving on. While a couple of rounds of editing are fine, over-editing ruins your productivity and writing.

If you struggle with perfectionism, make sure to set deadlines for yourself. Push yourself to work more quickly to meet the deadline. It might be painful, but it will get easier over time.

5. Eliminate distractions

Constant distractions can make it very difficult to write. Moving to a quiet room can help improve your writing focus. But what about the writing program you’re using?

All the options on your writing screen can keep you from focusing on your writing. I have tried out quite a few distraction-free writing tools to help me stay focused. My favorite so far has been Calmly Writer. It gives you an empty screen with no bells and whistles.

6. Set up brainstorming sessions

When you’re on a deadline, you can’t wait for inspiration to strike. What you can do is set up a brainstorming session with your colleagues. When done effectively, brainstorming sessions boost creativity and generate more B2B content marketing ideas. Don’t be afraid to invite new people from other teams who can provide a new perspective. Customer service and sales reps may not be on the content marketing team, but they know what questions your customers are asking.

7. Keep at it

Often the best solution for writer’s block is to keep writing. Sure, it won’t be easy. It can have you wanting to rip your hair out and bang your head against the keyboard. (Oh, that’s just me? Ok.) But if you keep typing, the storm clouds should eventually clear, and then it’s smooth sailing from there on out.

If you find yourself struggling with writer’s block on a regular basis, consider working with a B2B content marketing agency. They can provide a new perspective on the challenges you encounter.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Courtney Gursky is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her re-reading Harry Potter or taking way too many photos of her 4 cats and 3 dogs.

The post How to Beat Writer’s Block (And Increase Productivity) appeared first on Schubert b2b.

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It’s a great feeling when you first sign up for a marketing automation platform. Finally, you have access to the data you need to improve engagement and move the needle with your B2B digital marketing efforts.

But then you log in. Suddenly, you’re flooded with statistics. Leads. Impressions. Views. Clicks. Opens. Bounces. After years of not having enough marketing data, you find yourself facing the opposite problem–there are too many metrics.

Data can be incredibly valuable and can help guide your marketing strategy, but not all metrics are created equal. The challenge is separating the wheat from the chaff. So, which marketing analytics should you pay attention to?

Here are a few of the metrics every B2B business should be looking out for.

1. Marketing qualified leads

Everyone loves hearing about an increase in leads. Which makes sense, right? More leads mean more people you can contact, nurture and convert into customers. But how do you know which leads are worth following up on? This is the plight many B2B companies face, but marketing qualified leads are the solution.

A marketing qualified lead (MQL) is someone who is more likely to become a customer than other leads. MQLs show a higher level of engagement by taking actions like submitting contact information, opting into a program, downloading content materials or repeatedly visiting your website. The best way to gauge a lead’s level of interest is to set up a lead scoring system using a marketing automation platform like HubSpot or Marketo.

A lead scoring system ranks a lead based on the actions they take. Points can be assigned based on the pages they visit, their frequency of interactions, links clicked, email engagement, downloads, etc. For example, you could assign 5 points for an email click and 10 points for a white paper download. Once a lead reaches a specific score, they become an MQL. Identifying MQLs allows you to hone in on highly qualified leads rather than wasting time pursuing dead-end leads. 

2. Sales qualified leads

A sales qualified lead (or SQL) is the next stage after MQL. Understanding the difference between an SQL and MQL is crucial to effective lead management. An SQL is in the buying stage, while an MQL isn’t ready to make a purchase yet. When an MQL transitions into the SQL stage, that means it’s time for sales to close the deal.

When setting up a lead scoring system, an SQL should have a higher score than an MQL. Only high-interest activities should trigger the transition from MQL to SQL. For instance, someone should be given a higher score if they download a sales guide, fill out a request a quote form or visit product/service spec pages multiple times.

3. Landing pages

Tracking landing page performance is key to analyzing the success of your marketing campaigns. In a landing page report, you can see how many people viewed your page, how long they typically stay on the page, and whether or not they clicked on a call-to-action. Identifying which landing pages convert the most gives you valuable insight into what’s working and what’s not working. This data can help you decide what types of content are most effective and how you want to structure future campaigns.

4. Traffic sources

Knowing your sources of traffic can help you build a more effective digital marketing strategy. In Google Analytics, you can view a traffic report that gives you a general overview of the different sources that send people to your website. Many marketing automation platforms or software also provide detailed reports for traffic sources. They typically break down website traffic into the following sources:

  • Organic search: visits from search engines like Google, Bing, etc.
  • Social media: visits from social media websites like Facebook and Twitter.
  • Referrals: visits from other websites.
  • Email marketing: visits from your email marketing campaigns.
  • Direct traffic: people who type in your website URL.
  • Paid social: people who visit from paid ads.

It’s important to know what sources are driving the most traffic to your website. If you’re running paid ad campaigns, you want to know how well they’re performing and if they are leading to site visits. Similarly, you can gauge the effectiveness of your email marketing by seeing how many people are clicking on your emails and visiting your website.

5. Bounce rate

Bounce rate is the percentage of visitors who leave your website after viewing only one page. You can use bounce rate as an indicator of the quality of your website and landing pages. A high bounce rate typically means that your site pages aren’t relevant to your visitors. It could also be linked to slow page load times, intrusive ads, hard-to-read pages or poor design.

Generally, you should target a bounce rate in the range of 26 to 40 percent. 41 to 50 percent is average, and 56 to 70 percent is higher than average, but it may not be a cause for concern depending on the page. For instance, an informational page that answers a specific question may have a bounce rate that is as high as 90%. This doesn’t mean the page is poorly designed; it just means the visitor found the answer they were looking for and left your website. 

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Courtney Gursky is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her re-reading Harry Potter or taking way too many photos of her 4 cats and 3 dogs.

The post The Metrics That Matter Most for B2B Digital Marketing appeared first on Schubert b2b.

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Whether you are starting a new B2B marketing program or have been actively executing one for some time, it’s important to clearly identify your customer personas. You might be thinking, “But we already know our customers. We’ve been selling to them for 30 years.” True, but markets, attitudes, perceptions, challenges, companies and people change. To stay in tune with your current customers and win the mindshare of prospects, here are four things to keep in mind about personas:

1. Learn What Makes Them Tick

Customer personas are composite profiles of your buyers. We recommend creating one persona for each of your key markets. Personas include job-related information like demographics (title, education, location, age, income, etc.), responsibilities, behavior patterns, motivations, pain points/challenges, goals and purchase considerations. They provide a keen insight into the buyers and what is important to them. Ideally, you will also uncover switching incentives that would drive buyers away from your competitors and toward your company.

The goal is to identify the key loyalty drivers and expectations of your brand as compared to competitors. Why do customers buy from you? Why might you lose a sale? What makes you unique? What marketing channels do they use to get information and help them do their jobs better?

2. Market to People

Messaging in business-to-consumer marketing is directed right at the person who will eat, drink, drive, watch or use the product. But it’s really no different with B2B marketing. The ones making the purchasing decision (or influencing those who make the buying decision), are people trying to do their jobs as effectively and efficiently as possible.

Every B2B purchase decision comes down to a person who has a need and decides to trust one company over another. Even in B2B marketing, effective brands connect with people and build an emotional bond. B2B buyers want to know that you will make good on your promises and help them do their job better.

3. Obtain Customer Insights

Personas are created through research of customers and prospects and are used to correlate buyer behaviors by outlining what is typical or common. The best way to understand your customers is to contact them directly. Identify and reach out to customers in your key markets who would be interested in providing feedback about what makes them tick, purchase decisions, customer experience and perception of your company and products. Schedule a phone interview or send a survey by email that includes a section for them to write comments.

Internally, consult your sales, marketing managers and customer service reps about customer pain points, goals and behaviors. Also, take a look at the data you’ve collected in your customer relationship management (CRM) system for insightful comments, complements and critiques.

4. Understand the Customer Journey

Understanding your customers’ journey to find a product or solution gives you the best opportunity to make that process as easy as possible—and to steer them to your company.

Customer journey maps provide insight into what a persona is doing at every step of the sales cycle and what they are thinking and feeling—from awareness of your products, to consideration, to purchase. Armed with this insight, you can better control the interaction with customers and prospects and create deeper engagement with the messaging.

As you can see, accurately identifying customer personas is at the heart of B2B marketing. Personas help you to understand your target audience and build the most compelling messaging and effective tactics to engage them. If you want to learn more, download our eBook, How to Create Buyer Personas for Your Business.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.

The post Effective B2B Marketing Starts with Customer Personas appeared first on Schubert b2b.

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B2B PR covers more than press releases and articles; it is about maintaining a favorable image for your company through your ongoing interactions with the media and public. That includes online reviews. Hopefully, most of your reviews are good, but since the invention of the internet, negative reviews come with the territory.

And even in B2B, online reviews carry a lot of weight. People will generally trust other people more than a corporation, so a negative review can really do some damage to your sales. They could be genuine reviews from customers who’ve had a bad experience or even fake reviewers who just get a kick out of it. But in either case, the part that matters the most is how you handle each situation.  

Fake Reviews

If your business is successful, you’re unfortunately prone for someone to leave a fake negative review. Whether it is an actual attack or they accidentally mistook your business for another company, it can be fixed.

Many review platforms allow you to report a review that is false and has malicious intent. So, if you believe the review is fake, act quickly by reporting it and be prepared as they may ask for verification or additional information. The whole process could take a few days and, depending on the review platform, there is a chance your claim might get denied. In the meantime, see below and address the issue as if it was genuine.

Genuine Reviews

You goofed up. It happens, but the way you respond can turn a bad situation into good B2B PR. Just like a fake review, it is important to handle it quickly, but calmly and in a professional manner. Take responsibility for the mistake that occurred and address their concerns. You can even thank them for bringing them to your attention. Empathy goes a long way, so be authentic and personal when you are remedying the problem. Also, try to take it offline. Leave a sincere exchange that the public can see, but look to solve the situation offline or in a private thread.

Taking ownership of the mistake and looking to reconcile is always the right move. It humanizes a company. Taking pride in your business and genuinely wanting to do good work is something people remember. That might even be better than a standard positive review.  

If someone leaves a negative review, don’t ignore it. Even the best B2B companies are bound to slip up eventually. Mess-ups happen, but you should not take them lightly. Online reviews can mean the difference between someone making a purchase or going to a competitor. Using your B2B PR skills to respond respectfully and professionally can go a long way.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Mitch Mathern is a public relations executive at Schubert b2b. Mitch graduated from Rutgers University with a B.A. in Marketing. When not at the office, Mitch enjoys spending time at the beach with his surfboard, or catching up on the latest Philadelphia sports.

The post How to Handle Negative (Genuine and Fake) Customer Reviews appeared first on Schubert b2b.

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You’ve read many times on the Schubert b2b blog why it’s important to use an integrated strategy for your B2B marketing. That means tactics should be thought of as parts of a larger whole, all working seamlessly together to make your marketing program more effective and cost-efficient. With that advice in mind, here are 3 ways your public relations and social media tactics can work together to boost your B2B marketing:

1. Increase Your Mileage

You’ve written a press release announcing a new product and emailed it to select editors of targeted B2B trade publications. Now you wait. Often, you’ll start to see your news posted on trade pub sites by later that day or the next. But it will take weeks before it appears in print, depending on publication schedules.

To get more immediate mileage out of your release, share the news on your social media platforms. Be sure to change the tone from the formal press release to something more conversational to fit each outlet. Because sharing the news via social media is different than sharing it with editors, you’ll want to write posts that focus on your followers and how your new product is a solution to their challenges. Add the release to your news page and include the link in your posts.

2. Share the Love

If a trade publication picks up your release and shares your news on its social accounts, jump in and engage with those posts. Share the mention on your social media platforms and thank the journal—using the appropriate social handles and hashtags—for covering your news. Include the link to your release on the trade pub’s site.

Monitor your posts to see if any followers—yours or the trade pub’s—comment or share. Then, engage with your audience. When you are mentioned, interact with these social peers and remember that people want to connect with people, even in B2B. Humanize your content and make it obvious that a person is behind the posts while staying true to your brand identity and messaging platform.

3. ICYMI

Unlike a press release, which is a one-and-done tactic, unless an editor wants to feature your new technology in an article, the social sharing of your news can grow and build. In these “in case you missed it” posts, you don’t want to beat your followers over the head with the same verbiage and continue to link to the press release. Videos, animatics and infographics that highlight the benefits of your new product are great ways to keep your social audience consuming your content in different ways. Because they are visually interesting, these pieces will keep your followers from scrolling past the posts.

Together, public relations and social media take your message far and are key players within your integrated B2B marketing strategy. Public relations encourages industry and customer confidence because your appearance in trade publications is earned and relies on editors to approve and publish your news. Social media gives you the power to engage with trade publications and their followers. It also delivers relevant content about your products to your own social audience in a variety of interesting formats.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.

The post 3 Ways PR and Social Media Work Together to Boost B2B Marketing appeared first on Schubert b2b.

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These days, almost everyone is drowning in emails. Take a look at anyone’s inbox and you’re bound to see an assortment of emails–from spam and discount codes to newsletters and messages from friends and colleagues. With all of these emails vying for your readers’ attention, how can you rise above the clutter?

A compelling subject line can mean the difference between someone opening your B2B marketing email, deleting it or, even worse, marking it as spam. Take this statistic for example–47% of email recipients open emails based on the subject line alone. With this in mind, you need to know how to create more effective and engaging email subject lines.

We’re sharing a few tips for writing subject lines that convince your prospects to open, read and click on your emails:

1. Focus on their pain points

Before you can create effective email subject lines, you need to know your target audience’s biggest pain points. You can then offer a solution to these challenges in your subject line.

Here are some examples of email subject lines that address specific pain points someone may be experiencing with marketing:

  • What’s holding back your marketing strategy?
  • 5 marketing mistakes and how you can avoid them
  • Want to improve your content marketing? Read this.
  • Steal these 4 content marketing ideas
  • How to plan a marketing strategy on a small budget
2. Watch your subject line length

Keep in mind that your readers are using a variety of different email clients and devices. More emails are being opened on mobile devices, which typically show fewer characters of a subject line than a desktop. According to Return Path, a typical desktop inbox displays about 60 characters of an email subject line, while mobile devices show only 25-30 characters.

Before you can determine the best subject line length, you need to know what percent of your subscribers open your emails on a mobile phone vs. desktop vs. tablet. Depending on what email marketing tool or marketing automation platform you use, you should be able to find this information in your email reports.

If you’re having trouble keeping your subject lines short, think about what words will matter most to your readers. Don’t waste space with unnecessary words like “newsletter” or “update.” Your subject lines should contain words that will pique their interest and elicit an emotional response.

3. Take out anything spammy

Subjects lines that are overly salesy have a higher chance of getting marked as spam. In fact, 69% of email recipients report email as spam based solely on the subject line. That means you should avoid using spam trigger words like free, no cost, bargain, buy now, act now, best price, incredible deal and so on. (For more email spam words to avoid, check out this list from HubSpot.)

Instead of focusing on a promotion, why not focus on your expertise or share useful information? If you’re sending them a link to download an eBook or a whitepaper, the subject line could be the title of the content piece or what they will learn after reading the eBook. For example, you could send an email with the subject line, “5 Ways to Increase B2B Marketing ROI.” It’s short and sweet, triggers a pain point and delivers a clear message.

4. Use personalization

Personalization is key to boosting engagement and improving the results of your B2B email marketing. One way you can personalize your emails is to add the recipient’s first name to your email subject line. This is easy to do in many marketing automation platforms and email marketing services. For example, you could send an email with the subject line, “Eric, thanks for being a loyal customer.”

Adding a person’s name to the subject line can give the email a more personal tone and feel. It also helps your email stand out in a crowded inbox. I know my eyes are immediately drawn to any email with a subject line that addresses me by name, even if it is a promotional email from a company I’ve never heard of.

Before you send out a personalized email, it’s a good idea to proofread your contact list. Make sure their first name is spelled correctly and only the first letter is capitalized. No one wants to see an email with this subject line: “Hi AMY, thanks for downloading the eBook.”

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Courtney Gursky is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her re-reading Harry Potter or taking way too many photos of her 4 cats and 3 dogs.

The post 4 Tips for Creating Powerful Email Subject Lines appeared first on Schubert b2b.

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