The B2B social media book: become a marketing superstar by generating leads with blogging, linkedin, twitter, facebook, email, and more

Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveragedto 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 strategiesinto the marketing mix* Provides a step-by-step process for measuring the return on investment of B2B social media strategies The 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. INDICE: Foreword Introduction We Didn't Wake Up One Day and Write This Book This Book is an Offer You Want More Examples? What Did We Miss? Part 1: The Fundamentals of Social Media Lead Generation Chapter 1: Why B2B Is Better At Social Media Than B2C The Marketing Status Quo 5 Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C When Social Media Isn't Right forB2B B2B Social Media As An Annuity Results Independent of Effort Annuities Facilitate Scale Social Media Is Only One Piece Building a Next Generation B2B Marketing Team Storytelling + Data Analysis = Great Social Media Marketer The Perfect B2B Marketing Leader 3 B2B Social Media Steps to Superstardom Chapter 2: 5 Step Social Media Lead Generation Process Step 1: Getting The Basics RightStep 2: Maximizing Content Discovery Step 3: Create Conversion Ubiquity Step 4: Test and Fail Fast Step 5: Optimize For Maximum Lead Flow 3 B2B Social Media Lead Generation Steps to Superstardom: Chapter 3: Yes, Chapter 3 in a SocialMedia Book is About Search (It's that important!) Evolution of Search ContextAs The Foundation of Search 4 On-Page Optimization Opportunities Authority Drives Ranking 3 Strategies For Link Building Success Changing Authority Social Search and B2B Unified Keyword Strategy Rank Is Dead Search Isn't Just Google 3 B2B Search Engine Optimization Steps to Superstardom: Chapter 4: How To Close The Loop of Social Media ROI The Math of ROI Calculating COCA Understanding Total Lifetime Value Social Media is Good For COCA and TLV Intent Is Attribution First Vs. Last-Action Attribution Gathering the Data Measuring To Superstardom Integrating Marketing and Sales Databases It Is Math, Not Hugs 3 B2B Social Media ROI Steps to Superstardom Chapter 5: Reach: More Is Always Better Being Targeted Isn't Enough Be Able To Sell Anything 5 Questions For Better Reach Building 6 Time-Tested Methods For Building Reach Remarkable and Frequent Content Fuels Reach Paying For Reach Is Okay Nearsightedness Kills Great Marketing3 B2B Social Media Reach Building Steps to Superstardom: Part 2: Social MediaLead Generation in Action Chapter 6: Creating Ebooks and Webinars Prospects Love Create Ebooks Everyone Wants The 10 Step Blueprint to Ebook Awesomeness Webinars are Low-Cost Trade Shows 5 Steps For an Engaging Webinar Marketing withExisting Sales Tools Storytelling with Video 3 Commandments of B2B Video 3 B2B Social Media Content Offer Steps to Superstardom: 1. Become a Title Writing Machine Chapter 7: Why You Are Already a Business Blogging Expert The Origins of Corporate Blogging The Thinking Part of Setting Up Your Business Blog The Content Part of Setting Up Your Blog The Nuts and Bolts Part of Setting Up YourBlog The Ultimate Business Blogging Checklist Blog Content Drives Leads 3 B2BBlogging Steps to Superstardom: Chapter 8: Become a LinkedIn Lead Generation Superstar Profiles are Just the Beginning Companies Can Get Recommendations Too Business Sharing is About Caring Grouping Your Expertise: LinkedIn Groups Answering the Questions: LinkedIn Answers Professionals Need Advertising Too 3 B2B LinkedIn Steps to Superstardom: Chapter 9: Twitter: Leads in 140 Characters5 Off-Platform Benefits of Twitter Anatomy of a Tweet Replies and Mentions Retweets Direct Messages Hashtags Finding B2B Leads on Twitter Setting Up a B2B Twitter Account The 10-4-1 Rule of Social Sharing 14 Ways to Drive Leads with Content on Twitter 5 Ideas for Prospect Engagement for B2B Companies Pushing the Twitter Envelope 3 B2B Twitter Steps to Superstardom Chapter 10: MaximizingFacebook Lead Generation Through Engagement Profiles versus Pages It Made Sense for Cisco to Join 3 reasons to create a B2B presence on Facebook Yes, Facebook is for B2B Understanding the EdgeRank Engagement Algorithm 10 Ways to Drive Leads on Facebook Facebook Engagement Means Leads 3 B2B Social Media Facebook Steps to Superstardom: Chapter 11: Email is Social Opt-In is a Better Call-to-Action Why Nobody Likes Email 12 Ways to Get More Leads Out of Email TestingEmail Ideas Using Social Media 4 Ways to Socialize A Prospect's Inbox Social Profiles within the Inbox 3 B2B Social Media Email Steps to Superstardom: Part3: Taking Social Media Lead Generation to the Next Level Chapter 12: Stop Preparing For The Mobile Web, It's Here Getting Smart About Smartphones 2 Ways toMobile-Optimize a Web Site What is the Context of Your Content? Rethinking the Mobile Landing Page B2B Mobile Apps Are for Suckers Location is for Sales, Not Marketing 3 B2B Social Media Mobile Marketing Steps to Superstardom: Driving Trade Show Leads with Social Media Treat Trade Shows Like Co-marketing 5 Steps to Instantly Make Your Trade Show More Social Taking Over Physical and Digital Word of Mouth Virtual Conference 3 B2B Social Media Trade Show Steps to Superstardom: Chapter 13: Run a B2B Social Media Marketing Team Like a Startup It All Starts with Passion Where Does Passion Come From? Knowing When To Ship It Becomes Agile Marketing Anyway 3 Principles of Agile Marketing When It's Time to Look for Funding What's the Exit Strategy? 3 B2B Social Media Startup Steps to Superstardom: Chapter 14: 10 B2B Social Media Roadblocks 1. Negotiating with Legal 2. Social Network Access Blocked 3. Lack of Executive Support 4. Customer Base Not Attuned to Social Media 5. But I Have a Real Job to Do 6. The Myth of Free 7. The Right People for the Task 8. We Have Always Done It THIS Way 9. The Network Admin is a Debbie Downer 10. You Don't Know Where to Start 3Clearing Roadblock Steps to Superstardom Chapter 15: The Best Time Ever! Social Media MARKETING Is About Lead Generation Be a Storyteller that Uses Data Second Is The First Loser Useless Metrics The Beginning, Not the End Acknowledgments About the Authors Kipp Bodnar Inbound Marketing Strategist HubSpot Jeffrey L. Cohen Social Strategies Radian6 Endnotes

• ISBN: 978-1-118-16776-2
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 08/02/2012
• Nº Volúmenes: 1
• Idioma: Inglés