B2b Social Media Book - Become a Marketing Superstar By Generating Leads With Blogging,

Informationen zum Autor Kipp Bodnar is an Inbound Marketing Strategist at Hubspot, the inbound marketing software leader. He leads HubSpot's inbound marketing content team focusing on top-of-the-funnel lead generation. He is cofounder of SocialMediaB2B.com, the leading online resource for social media's impact on B2B marketing. Jeffrey L. Cohen is a Social Strategist at Radian6, a salesforce.com company. With more than twenty years' marketing experience, Jeff has provided strategic counsel to B2B companies of all sizes. Jeff is cofounder and Managing Editor of SocialMediaB2B.com. Klappentext Advance your B2B marketing plans with proven social media strategiesLearn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.* Describes a methodology for generating leads using social media* Details how to create content offers that increase conversion rates and drive leads from social media* Offers practical advice for incorporating mobile strategies into the marketing mix* Provides a step-by-step process for measuring the return on investment of B2B social media strategiesThe B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth. Zusammenfassung Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Inhaltsverzeichnis 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 Fou...

List of contents

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 Bol

Product details

• Authors: Bodnar, K Bodnar, Kipp Bodnar, Kipp Cohen Bodnar, Bodnar Kipp, Cohen, Jeffrey L Cohen, Jeffrey L. Cohen, Cohen Jeffrey L.
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 01.02.2012
• EAN: 9781118167762
• ISBN: 978-1-118-16776-2
• No. of pages: 240
• Subjects: Social sciences, law, business > Business > Business administration; Wirtschaft, BUSINESS & ECONOMICS / E-Commerce / General, Business & management, Sales and marketing, Wirtschaft u. Management, Allg. Wirtschaft u. Management