Last week, more than 2,000 people registered for Wednesday’s webinar Getting Real Business Results with Social Media, and our 15-minute Q&A session with host John Jantsch wasn’t enough to answer everyone’s questions.
So John graciously took the time to answer some audience questions he couldn’t get to. Here are his additional tips on how to enhance your overall marketing strategy with social media.
Missed the webinar? Click now to access the on-demand version!
Q: How would you suggest (or would you suggest) a B2B company to get involved in social media?
A: Absolutely. The strategies and tactics may not be as apparent as those used by, say, M&Ms, but there’s plenty there for B2B. Building trust, enhancing your Search Engine Optimization, building strategic partner networks and mining leads are all very important B2B marketing practices and social media participation allows you to more easily share your content, attract links, find strategic partner opportunities, and even uncover targeted leads.
Q: How do you sell these concepts to senior management?
A: The way you sell social media use to senior management is to stop calling it social media. Your CEO doesn’t get on Facebook, so why would you suggest spending money on such a silly thing? You’ve got to keep your “sales” presentation focused only on the objectives that every manager cares about – the ones they are measured on. If a manager is charged with bringing down lead acquisition cost – sell reduced lead acquisition cost. If a manager’s bonus is tied to reduced customer service complaints – sell a strategy to reduce customer service complaints. Now, you may very well use Facebook to meet these objectives, but as long as you position why they should care, you’ll find the sale will happen.
Q: Would you recommend using Google+ versus Facebook for a B2B company?
A: Actually to some extent it doesn’t really matter what tool you use. There are plenty of businesses on Google+, Facebook, Twitter, and LinkedIn. The more important decision is what you can offer in any network that people value. Figure that out and then you can start to refine your resources to focus on networks that contain more of your target audience. Then my answer will be you need to be on both, because both will be valuable to you.
Q: I’m a handyman contractor and looking at all marketing principles and have presence on Manta, Facebook, etc. for my business and finding no movement in customers. What should be done to improve customer traffic?
A: While traffic might be a nice first step, is it the ultimate goal? I would spend every ounce of time you have on figuring out what makes the very limited traffic you do receive want to become customers, or at least, want to know more. Until you do that no amount of traffic from casual status updates and network profiles is going to matter. Are you producing how to guides? Are you asking and answering questions about fixing stuff? Are you making home improvement videos? Start there and spread this useful information to your networks and see what happens.
Q: Publishing the list of tools on the blog would be GREAT!
A: Ask and you shall receive.
John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.