Janet Peischel

Janet Peischel

Social media belongs in every (business to business) B2B marketing strategy

You don’t have to be a social media junkie to understand that this medium has changed the way we communicate.

We’re sharing our lives—our challenges, successes and failures—with total strangers as we build our online communities. It’s the little things that humanize us and make us accessible.

The totality of our random posts and their accompanying images tell our stories and document our lives. If we’re doing this right, they become compelling.

Social media has contributed to a new marketing paradigm

The new marketing model includes a distinctly personal component, a connection, because people want to know about the people with whom they’re going to be working.

I believe the recession contributed to the rapid growth of social media. People lost their jobs and reinvented themselves by starting their own businesses.

But as anyone who works from his/her home office will tell you, it can be isolating and lonely. They turn to social media to connect.

Now we take Facebook breaks to see what our colleagues are doing rather than gathering around the traditional water cooler.

Social media is where millennials gather consensus

Informed buyers—especially the millennials who are the hot new target audience—do research before purchasing a product or service, and the vehicle of choice is their ever-present cellphone.

Before making a purchase, they’ll review your website and LinkedIn profile; they’ll see what you’re posting on Facebook. They may see what kinds of reviews you’re getting on Yelp.

Millennials apparently don’t make any decisions without first consulting friends or reading reviews.

Forget “not my audience”

Recent research examining buyers in the IT sector found that 86 percent use social media when making a purchasing decision.

Yet many of my clients are in business-to-business environments, and they discount social media as a communication tool for kids—insisting that it’s not relevant for their clients. I get a lot of “not my audience.”

Their single concession consists of a boring profile on LinkedIn. But social media isn’t just for kids anymore; creating a social media presence is a critical part of building a comprehensive online presence.

Increasing your Google authority

Every time your name appears in the online space, it boosts your Google authority. It takes place over a period of time and it’s cumulative.

Consistent with Google’s last few algorithm changes, there’s a renewed emphasis on quality content. Posts should be consistent, thoughtful, timely, well-written and relevant.

Just one channel in an overall marketing plan

Many small business owners think because they don’t have the resources to create a robust presence they should just ignore social media. That’s a mistake.

It’s important to have a steady, consistent message that’s informative, fun and integrated with their other marketing channels.

Create accounts, flesh out the ‘About’ sections and figure out how much time you can commit to social media each week, then own it.

Most important—remember that social media is just one component of your overall marketing plan.

Janet Peischel is a writer, Internet marketing expert, and the owner of Top of Mind Marketing. Contact Janet at 510- 292-1843 or jpeischel@top-mindmarketing.com.

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