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b2b-social-ut-2017

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B2B Social Media - How to leverage Facebook, Twitter, and LinkedIn to generate B2B leads

Published in: Marketing
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b2b-social-ut-2017

  1. 1. B2B SOCIAL MEDIA Ryan Deiss, CEO of DigitalMarketer
  2. 2. #tcs2017 | @ryandeiss
  3. 3. IMPORTANT! WHEN IT COMES TO SOCIAL, WHAT WORKS IN B2C USUALLY WORKS IN B2B
  4. 4. H2H
  5. 5. 1 2 3 INCREASE AWARENESS ACQUIRE LEADS & SALES ENGAGE EXISTING CUSTOMERS & CLIENTS THE 3 GOALS OF MARKETING
  6. 6. 1 2 3 INCREASE AWARENESS ACQUIRE LEADS & SALES ENGAGE EXISTING CUSTOMERS & CLIENTS THE 3 GOALS OF MARKETING
  7. 7. FIRST, LET’S TALK ABOUT WHAT DOESN’T WORK…
  8. 8. Spamming Your Brand’s Feed With Offers…Doesn’t Work CENSORED
  9. 9. Like, It Really Doesn’t Work… CENSORED
  10. 10. Being “Personal” (Even When It’s Nice)…Doesn’t Work
  11. 11. Social Listening Alone…Doesn’t Work
  12. 12. Posting And Praying…Doesn’t Work + =
  13. 13. Branding Alone…Doesn’t Work
  14. 14. HERE’S WHAT DOES WORK…
  15. 15. CONTENT AMPLIFICATION
  16. 16. Start with Amazing Content STEP 1:
  17. 17. Content Ideas Answer Their #1 Question Give Them a List of Resources Specific Case Studies Templates, Examples and Swipe Files
  18. 18. 1
  19. 19. SOURCE: http://www.digitalmarketer.com/blog-post-ideas/
  20. 20. Promote Through Social STEP 2:
  21. 21. Which Social Channels Are Best For B2B? Source: MediaBistro.com
  22. 22. Which Social Channels Are Best For B2B? Source: Bad data mixed with Ryan Deiss’ bad photoshop efforts…
  23. 23. Amplify with Advertising STEP 3:
  24. 24. RETARGETING MAKES THIS POSSIBLE…
  25. 25. How Content Amplification Works…
  26. 26. AND THE GOAL ISN’T TO CONVERT…
  27. 27. …THE GOAL IS TO ENGAGE AND AMAZE.
  28. 28. The Conversion Happens Later…
  29. 29. SO GOAL #1 IS TO BUILD A PIXELED AUDIENCE…
  30. 30. “Followup” without an email address…
  31. 31. And you can segment just like an email list…
  32. 32. SO HOW DO YOU DO IT?
  33. 33. ANSWER: Facebook Custom Audiences
  34. 34. And it’s not just Facebook…
  35. 35. The future of traffic isn’t about who can get the most clicks the cheapest. It’s who has the most people pixeled. BIG LESSON:
  36. 36. Retargeting Links Resources https://www.facebook.com/business/learn/facebook- ads-website-custom-audiences https://www.facebook.com/business/a/online-sales/ custom-audiences-website http://www.digitalmarketer.com/facebook-new-pixel/ http://www.digitalmarketer.com/facebook-advertising- targeting-options-social/
  37. 37. Offer a Specific and Compelling Lead Magnet STEP 4:
  38. 38. The Conversion Happens Later…
  39. 39. REMEMBER… THE JOB OF SOCIAL IS NOT TO CONVERT A SALE. THE JOB OF SOCIAL IS TO CAPTURE LEADS THAT CAN THEN BE NURTURED AND SOLD VIA EMAIL OR THE PHONE.
  40. 40. KEYTAKEAWAYS Remember the “3 Goals” and know YOUR campaign’s goal Businesses are still humans Give value FIRST (before you even ask for the lead) Use social to build your pixels audience…NOT to sell directly
  41. 41. Thank You! :) Ryan Deiss Co-Founder and CEO, DigitalMarketer.com @ryandeiss ryan@digitalmarketer.com

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