Are you dealing with limited resources?
Then you’ll want to study what Microsoft Dynamics did.
How is a giant like Microsoft the same as everybody else when it comes to social media marketing?
They have the same challenges as any company. They have to figure out:
- Whom they’re talking to
- What their needs are
- Where and how to talk to them
And even though they’re Microsoft, they still have limited resources to do it all. So how does Microsoft do social media? They start by trial and error, and then see what works and what needs changing. Sound familiar?
Over the past two years, Microsoft Dynamics, a business group of Microsoft, pruned their social channels by half, but now reaches more customers.
I spoke with Kelly Rigotti, senior marketing communication manager of social media for Microsoft Dynamics, to learn how they did it.
“You can use any social media channel for B2B,” said Erica Ayotte, social media marketing manager at Constant Contact.
“Anyone who says you can’t is not being creative enough.”
She should know. Her team has grown their Pinterest following to over 18,000 in less than two years.
How does a company that is not retail and not inherently visual use Pinterest to reach a B2B target audience?
The keys are to expand your idea of what your brand is, think visually and have a curating mindset. Here’s how Constant Contact appeals to their small-business market on Pinterest.
Are you B2B in a niche market and wondering if social media is relevant to your audience?
Drillinginfo, a software as a service (SaaS) company serving the global oil and gas industry, is a B2B provider in a very specialized niche market, which has been actively using social media since September 2012.
Their goals are to emphasize their role as an oil and gas intelligence company and boost the perception of the company as a thought leader in the industry.
Since September 2012, they have increased their blog readership by over 2000% and developed relationships with influential industry leaders through social media.
Current and potential customers have indicated that the Drillinginfo blog is a premier source of information in the oil and gas industry, which is exactly what the company wants.
Today, she runs her own rapidly growing destination, drawing nearly three million page views every month.
Successful professional bloggers aren’t hard to find, but a few things are remarkable about White’s success:
- She writes a do-it-yourself carpentry blog. With White’s help, droves of women are discovering they can build beautiful, stylish things.
- She started with dial-up Internet and does it all from her home in the Alaskan interior (where record-smashing temps recently hit -40° F).
- White succeeded accidentally. She never expected that simply sharing what she loves could support her entire family.
This self-described “homemaker” has an innate knack not only for woodworking but for business as well.
But LinkedIn? The stodgier cousin of the group? Not so much.
Yet for PostcardMania, a fast-growing, Florida-based postcard marketing company, unlocking LinkedIn has been a bottom-line booster. It’s not just for job searchers anymore.
Every week, the company consistently counts at least two dozen fresh leads coming directly from LinkedIn – more than Facebook and Twitter deliver.
How can a little spare change possibly help fund the organization’s global network of hundreds of houses, family rooms and care mobiles (mobile care centers)?
A little change adds up – to nearly $25 million in donations last year with the help of social media. Donation boxes are the single largest ongoing fundraiser for RMHC, helping the charity serve 4.5 million children and families every year.
Logos Bible Software has worked hard to build its email list of 300,000. So choosing to shun that email list for its Black Friday promotion says a lot for the chosen alternative – social media.
Practically every other online retailer – and Logos is 100% online – blasted customers with their post-Thanksgiving email promotions.
But this software company solely relied on social media, from testing its ideas to launching the promotion to letting the resulting word of mouth do the work for them.
In response, Logos generated $300,000 in sales in those few days – three times what it brought in during the same period the year before. Not only did it add to the bottom line, but also Logos significantly expanded its fans, followers and customer connections to support future efforts.
These loyal fans now have an arguably easier way of showing their support—and connecting with each other—through Foursquare.
In a pilot for the 2010 football season, the NFL team rolled out Foursquare as a way to reward fans for attending home games or rallies during out-of-town games.
If you’re reading this, you likely understand the importance of good content. You know the formula: valuable content = influence = social reach = traffic = more reach… and so on. But do you know the secret to great content?
As marketers, we often look for the next big tool to differentiate ourselves. But did you know the most powerful content-creative tool was invented long before social media? It doesn’t involve keeping a Kodak Zi8 in your pocket, either. And you don’t need a fancy new Twitter strategy or some snazzy FBML.
The most powerful content tool is also the oldest. It’s the tool that brought us some of the most compelling moments in history—from fallen leaders to pop-culture confessions. It’s the tool that made Oprah arguably one of the most powerful brands on the planet. And the same one that Barbara Walters used to reach the most influential people of our time.