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WSI Pro Marketing Blog

Check back often to get the latest tips and strategies on
making the internet work for your business.  More leads,
More Sales ...


Apr
21

Tips for Using Twitter for B2B Marketing Success

By: Joseph Coupal - Thursday, April 21, 2011

B2B marketing involves a recipe, planned and orchestrated across multiple channels in order to build credibility and generate an increase in leads. To gauge the effectiveness of your marketing plan or recipe, it’s important to regularly evaluate your marketing initiatives against the overall sales and business goals you are trying to achieve. You can then  calculate the  ROI of those marketing efforts.

When using Twitter as part of your B2B social media marketing plan, in order to ensure the greatest return, consider the following tips:

1. Have multiple employees as users – One way to ensure a steady flow of messages from your company Twitter account is to have many users represent your business and brand. This expands the amount of content, the style of that content, and the amount of conversations. This shows multiple people’s (employees) views and ideas rather than just one.

2. Understand the timing of your tweets – Review the analytics and get an understanding of the specific days and times your company’s messages are more likely to be read and shared.  If your followers retweet and share content more frequently at lunchtime or early in the week, be sure that your most compelling content hits during those times.

3. The information must have value to your existing or  potential customers –Twitter adds to your effective B2B marketing campaign because it is able to share your message with a large number of people in a short amount of time.  Instantly, your message can be shared with a community. And the more valuable the content, the more likely it is to get passed along.

4. Encourage your employees to tweet – Encourage your employees to create their own personal Twitter accounts and share news about the company, its goods and/or services, and its culture. Your companies Twitter strategy needs to incorporate the use of brand messaging, which gives personal value to prospects and existing customers.

Remember, and this is very important, B2B social media policies and training need to be in place before your employees begin to tweet personally about the company.

5. Optimize – At search.twitter.com it’s easy to find out who is tweeting about a particular topic and how frequently that topic is mentioned.    Here you can quickly size up the market and the level of interest for your top keywords, therefore this is a smart place to begin your B2B Twitter strategy.

You should use a similar keyword research strategy for Twitter as you would for creating web content. Obviously the keywords and phrases should be relevant to your industry; and you should target those keywords. Who are your biggest competitors and what are they doing? Who’s part of their conversation?

However, also use lay person terminology; include popular keywords or industry trends in your tweets.

6. Hashtags – The # sign is a hashtag and it is used to mark keywords or topics in a Tweet. People use the hashtag symbol before relevant keywords in their Tweet to categorize those Tweets to show more easily in Twitter Search. These tags build a targeted search and they are powerful ways to find, and send out content to a wider audience, not just your own followers.

Research current hashtags in your industry or create a new hashtag to promote your updates. Many B2B consumers start with a simple hashtag search on Twitter.

Keep in mind, when your employees are at an industry event or trade show, they should participate in the hashtag stream, most every event has one.  They can tweet about the event, retweet other people’s experiences and, tweet links to your company’s blog posts, promotions and booth information.

7. Proper URL length – The maximum amount of characters you can have on a Twitter update is 140. So leave out non-essential information. For optimal social messaging with Twitter, there are web tools, such as bit.ly that are URL shorteners.

8. Become an information resourceSharing content, information and news from sources and companies other than your own provides additional value to your followers, increases your credibility, and increases the chances that your tweets will be shared. One of the keys to an effective B2B social media program is sharing.

9. Use the right tools – There are many Twitter tools that can help your existing marketing strategy. Industry knowledge and a well thought out B2B social media strategy are essential elements to increasing your brand recognition and presence. Combined with the right tools, you can achieve optimal results and reach your projected business goals.


Aug
13

Posting blogs: Eliminate commas, colons, semicolons, and exclamation points in eFusion!

By: Darren Kincaid - Friday, August 13, 2010

One of the things we've learned about blogging, syndicating blog posts, and WSI eFusion in general is that having punctuation in URLs other than dashes and underscores is generally a bad idea.  Where does the punctuation come from?  The blog Title is the culprit. In blogging platforms like WordPress, URLs are automatically stripped of punctuation but in eFusion, the punctuation has to be edited out.  Fortunately, this is very easy to do in eFusion as you'll see in the video below:


Jul
15

Blogs and Syndication: Why They Are Important

By: Darren Kincaid - Thursday, July 15, 2010

Writing a blog about your website is a key factor in generating the greatest amount of traffic to your site possible. With so many social media outlooks, it is very easy to have your blog posted and have thousands of people see it. Word of mouth travels fast and the same could not be truer on the internet. Syndication will become your greatest ally in promoting your website. Here are the steps that we here at WSI take to help your site generate as much traffic as possible:

  • First the blog is actually written about the website, such as what the products offer, or about the company itself.
  • We then add back links to the interior pages in the site are hyperlinked to key words or phrases, which in turn provide value to other pages of the site.
  • The blog is posted through the most popular social media outlooks around such as:
   Twitter
   Facebook
   Digg
   Stumble Upon

               Ping-o-Matic
  • This is what is called syndication and in doing this it ensures the page gets the greatest amount of penetration in the internet.
  • Through content syndication you will increase brand awareness, improve rankings in the SEO, and generate more traffic your site
  • The result of this is that your increased traffic will be more qualified and more targeted, which will eventually convert into sales and high-quality inbound links that lead to other pages on your website.


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