Wide Open Spaces
One of the best things about social media marketing, besides the fact you reach the largest possible audience ever gathered in one place, is the fact you can do just about anything with it. Whether your business is trying to market directly to customers or trying to reach out to other businesses, there is a social media site available to help you do that.
You just need to find it.
The best way to correctly tailor your social media marketing plan is with a talented social media marketing professional at your side. Someone who understands what you are trying to accomplish with your social media marketing efforts and what you think might be gained when you do. These SMM professionals know which sites work best for which type of marketing. No point in trying to use Facebook to market to other businesses, for instance. Facebook is more about relationship marketing with individuals.
Where Do You Want To Go Today?
Of course, before anyone can help you get where you are going, you need to have a goal in mind. It helps if you already have a marketing plan in place that social media can be integrated into. If you don’t you likely at least have a business plan available which can provide some clue as to what you hope to gain for your business in the long run. This information is crucial for any marketer.
What surprises me is that many B2B companies are still not jumping into the social media landscape. I don’t know if they fully understand the potential available with SMM. Surely they must think social media is all about virtual farms or else they would have started marketing here a long time ago. Apparently they have never heard of sites such as Quora and LinkedIN or they would already be using them to leverage higher revenue.
So, before you turn your back on social media marketing because you think it won’t fit what you do, seek the advice of a social media marketing professional. The results might just surprise you.
Andrea M. Riffle, vice president of marketing at Everest Group, will present case studies outlining how business-to-business companies are gaining benefits through social media campaigns at the Sept. 13 luncheon program of the International Association of Business Communicator’s Dallas chapter.
Although there are many examples of how business-to-consumer companies have adapted new media to their marketing and communications strategy, B2B companies have lagged behind. Riffle’s presentation focuses on how to structure a social media strategy in the B2B environment, including setting goals, managing and measuring, and sustaining a campaign.
“As Andrea puts it, consumer marketers shouldn’t get to have all the fun with social media,” said Melissa Anderson, 2011 programs director, IABC Dallas. “Dallas has a plethora of companies that market to other companies, but social media for B2B marketing has been slower to get in the game. This is an opportunity for those either doing social media in the B2B space or thinking about it to hear best practices and learn how to get started.”
With more than 20 years experience in marketing communications and branding campaigns, Riffle has served in senior-level positions with a variety of B2B firms. In her current position with Everest Group, a leading consulting and research firm focusing on global services, Riffle manages branding, communications, and marketing strategy. She has a master of arts from the University of Miami, a bachelor of arts from Florida International University, and a bachelor of science in journalism/telecommunications from the University of Florida.
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