B2b Marketing | Small Business Marketing & Business Acceleration

Building B2B Online Communities – Why, How & Where to Start

Posted on 04. Apr, 2012 by Jolina Pettice in B2B, b2b marketing, B2B Social Media, Blog, community building, Online Communities, PR Conferences, public relations, Small Business Internet Marketing, Small Business Marketing

B2B Online Community Member Matrix This week at the PRSA Digital Impact Conference Vanessa DiMauro, CEO of Leader Networks talked to attendees about the benefits of online communities as part of a B2B social media strategy.

According to DiMauro, nearly 2/3 of organizations surveyed are engaged in private, online communities hosted by companies that sell them computer hardware, software or services.

The average visit in an online B2B community is 10 minutes, with 1 visit every 5-7 days.

What B2B organization wouldn’t want roughly 40 minutes of time per month with members to help solve problems, learn how they are using tools and what topics they are most interested in?

Building an online community gives organizations an opportunity to strategically connect with its audience in meaningful and sometimes deeper ways through private interactions.

Many companies continue to respond chaotically to social chatter. With this, they can end up with what Vanessa calls social media muddle.

Part of that muddle is due to baseline measurement such as number of fans/followers. Vanessa recommends going beyond such measurements and make sure someone in the organization is responsible for reviewing social interactions so that they can be strategically brought back to the organization and impact future marketing decisions.

Online communities can help companies shift from chaos to focus. Specifically moving from a set of discrete interactions to a dynamic, meaningful relationship which can impact business outcomes.

Benefits of online communities can include deepening customer relationships, building greater brand equity, providing better customer care, shortening product innovation cycles, extending and accelerating product and service delivery and delivering improved financial returns.

Which companies need online customer communities the most?

Those where customers are:

open to sharing information with other customers
purchasing a platform product and need to communicate with each other about how to capitalize
willing to participate in off-line user groups or in-person customer summits

And where customer problems are:

critical, ongoing and ever-changing
such that knowledge for solving problems becomes obsolete quickly
those where other customers can gain major value by learning from the experiences of other customers
urgent

Here are 3 models for communities:
1. Gated

select, narrow target audience
acceptance criteria established
protected dialog
managed topical agenda
supported by the organization

2. Public

open call, all interested
member directed
public forum
ad generated support

3. Hybrid

tiered membership
consensus/trend driven
public forum with private areas
thought leadership
hybrid revenue

An example online community is the Palladium Group’s Execution Premium Community. The audience includes senior strategy professionals from organizations worldwide.

The case for the community included; helping increase customer intimacy, raising awareness of products and services, tapping into leading trends in strategy execution and creating a new revenue-generating service line.

Results to-date include more than 50% of the membership from non-US countries and its ongoing revenue, which it started generating at month 6.

Then she reviewed the online community LexisNexis Investigators Network (LNIN). The audience includes federal, state and local law enforcement and currently has more than 7,000 registered members.

This site aimed to bridge the gap between different law enforcement agencies.

Results to-date include over 4,000 members in the first year, members from all 50 states and 3 new product enhancements implemented.

The following are 3 Operations Processes communities need to succeed:

1. Expert community facilitation
2. A healthy balance of Institutional Content and User Generated Content
3. Persistent and programmatic outreach

For B2B communities to work, they need to solve a problem, accelerate a process and/or make something easier.

To get members interacting, know the types of members and what motivates them.

Fame Seekers – seek opportunities to grow reputation and showcase thought leadership
Motivators – seeks opportunity to be valued. Connect people with each other and with content
Problem Solvers – reticent participant but overcomes this in order to get answers to their questions

A member who uploads a photo of his/herself is 7x more likely to post a comment. Be sure to pay attention to the members who join and upload a photo first. These people are likely fame-seekers and can be encouraged by member spotlights, shout-outs or in discussions.

Understanding the members of the community, their individual goals and what drives them to share and engage are all critical to building a successful community.

Online communities may be the right next step for organization’s who want and need to connect with customers who have persistent needs and can learn from the collective wisdom of others.

Supporting users as they transition to customers, and across the customer life cycle, is a key message in TopRank Online Marketing CEO Lee Odden’s new book Optimize available in for Kindle and Nook now, with hard cover copies shipping starting on April 17th.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
Building B2B Online Communities – Why, How & Where to Start | http://www.toprankblog.com

A-to-Z Internet Marketing News: Bloggers Beware, Google Trust, Mobile SEO, New Twitter, SMBs Heart SEO

Posted on 09. Dec, 2011 by Ashley Zeckman in B2B, b2b marketing, Blog, content marketing, mobile seo, News, report, Search Industry News, Small Business Internet Marketing, Small Business Marketing

B2B Content Marketing Report

New Report on B2B Content Marketing for 2012:

This week started off right with the new report (pdf) from Content Marketing Institute and MarketingProfs: ”B2B Content Marketing: 2012 Benchmarks, Budgets & Trends”. The report offers a great mix of insight into most and least effective content marketing tactics, social media tools, measurement, budgets and compelling data points like:

9 in 10 organizations market with content
Content marketers use 8 different content marketing tactics (on average) in their mix
The most popular content marketing tactics included social media, blogs, newsletters, case studies and events
The least effective content marketing tactics: podcasts, mobile content, digital magazines

While SEO is mentioned in the context of measurement, “SEO Ranking”, there is no other mention of the role of search engine optimization in relation to content marketing in the entire report. Either questions were not asked that allowed SEO to be indicated as a response or this is further evidence of the disconnect between content marketers and the role of search optimization as a key traffic driver for content. Either way, it reinforces our evangelism at TopRank for companies to invest in content creation as well as optimization and promotion. #optimize

Bloggers Beware:

“Crystal Cox, Oregon Blogger, Isn’t a Journalist, Concludes U.S. Court –Imposes $2.5 Million Judgement on Her” Cox’s interview with Seattle Weekly sheds some light on a sticky situation. One of Crystal Cox blogs contained highly critical information about a particular financial company and it’s co-founder. The prosecution was able to convince the court that because Cox is not affiliated with a specific newspaper, magazine, news service, or network she is not covered under Oregon’s media shield law and therefore can be fined. Via Seattle Weekly.

Brands New Twitter:

“The New Twitter: Everything You Need to Know” Twitter has revealed a slew of new features and design including Brand pages (like Google+ and Facebook). New features and labeling include: Home (news feed), Connect (Your @replies), Discover (Personalized news stream), Me (Your profile). Along with these revisions are brand pages which are customizable and the ability to embed individual tweets in web pages. Verdict? Did we ask for these changes Twitter? Via Mashable and Twitter.

In Google We Trust: But Does Google Trust You?

“Are You Trusted by Google?” Determining how Google calculates reputation scores has long been a mystery. This article provides resources that give some teasers into how Google might use these scores but there is still no information provided on how exactly reputation scores are calculated. Google’s new Agent Rank provides some clarification when it comes to +1 scores and as predicted, they are not all created equal. Via SEO by the Sea.

Mobile is Your Daddy:

“How the Mobile Web Changes the SEO Landscape” Mobile Internet usage is said to surpass desktop usage by 2014. Something worth noting is that the way that users search using their mobile devices is also very different. This presents a threat as well as an excellent opportunity for marketers to optimize for mobile. This article provides some interesting insights into some of the ways that Internet usage is about to change. Via Forbes.

Dodging Social Media Risk:

“Too Many Wrong Messages on Social Media? Try Leadership, Not Control” Many organizations have found that the type of information their employees are sharing on social media reflects poorly on their brand and may have severe consequences. The question many companies face is should they control the way that their employees share? This article shares some great tips for educating employees on the do’s and don’ts of social media. Via Social Business News.

SEO is the Bomb for SMBs:

“Survey Says SEO the Single Most Important Marketing Channel for SMBs” A recent study by MerchantCircle/Reply.com surveyed 2,500 small business owners with some surprising results. Search Engine Optimization is the marketing channel 32.9% of marketers would use if they had to choose just one making it the front runner by a landslide. Facebook also ranked high as the most common marketing tool being used to promote their business online. Via Search Engine Land.

Nominate TopRank’s Online Marketing Blog

“Nominate Your Favorite Social Media Blog: 3rd Annual Top 10 Social Media Blog Contest” Social Media Examiner is taking nominations for your favorite blogs that cover social media topics. Online Marketing Blog ranked #2 in this list of prestigious blogs along with Brian Solis, Jay Baer, Mitch Joel, Jason Falls, Olivier Blanchard, Gini Dietrich and many others. Please take a moment to nominate TopRankBlog.com for the 2012 list Via Social Media Examiner.

Was there any news this week that you think would be of interest to our readers? As always we welcome any feedback that you have regarding our blog and what you would like to see more of. Have a great weekend and we hope to see you again next week.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
A-to-Z Internet Marketing News: Bloggers Beware, Google Trust, Mobile SEO, New Twitter, SMBs Heart SEO | http://www.toprankblog.com

Build a Better Buyer Experience with Marketing Content #cmworld

Posted on 09. Sep, 2011 by Lee Odden in B2B, b2b marketing, Blog, content marketing, Small Business Internet Marketing, Small Business Marketing

One of the sessions I was most looking forward to at Content Marketing World was one given by Ardath Albee @ardath421 CEO of Marketing Interactions (blog) and Author of eMarketing Strategies for the Complex Sale.

It’s one thing to create a content marketing strategy, it’s another thing to execute it in a way that works out the way you planned.

Buyer experience is important! 43.7% of buyers say they’re taking more time to research purchases. (DemandGen Report) Each person receives 5,000 messages each day (and that stat is 2 years old) imagine what it is today. The amount of information that confronts each person online every day is overwhelming, so people begin to shut down or become better filters of information.

66% of buyers say the vendor’s website influenced their purchase decision (DemandGen Report). However, a problem exists when people SEO their website content so much that it’s not a compelling or useful user experience. Being found doesn’t mean much if the content doesn’t engage prospects.

Content is marketing currency

Attention is a capacity to maintain selective or sustained concentration. Instead of chasing a quantity of fans, friends and followers, focus on creating the best match between brand and social connections. Look at metrics like time on site, return visits, CTR on calls to action vs only how many Twitter followers or Facebook fans there are.

Cursory Attention: I might be interested
Misleading Attention: Thinking of your content but also 10 other things
Voluntary Attention: Every time I read their stuff I learn something useful. You need to cultivate these connections. They will not become buyers unless their attention becomes:
Intentional Attention: This information will help me solve a problem I’m dealing with. I wonder what else they can help me with…

The only way to guide prospects through these levels of attention is if you connect your content marketing to guide them through the experience.

Most marketers focus on pre marketing qualified leads and do not nurture. Most prospects don’t contact vendors until they’ve formed their shortlist.

The buying cycle starts with interest and attention, but it’s no longer a proper funnel. Especially in the middle where other people from the buying committee are brought in. Then it narrows again as the shortlist is narrowed.

B2B Buying Process: Status Quo, Priority, Research, Options, Step Back, Validation, Choice

Buyer Experience Funnel: Interest, Attention, Value, Engagement, Buying Committee Involvement, Conversation, Purchase

Ardath is big on marketing automation. Software is critical for nurturing and handling scale.

A key question when developing a content marketing strategy is: “What could cause the prospect to kill the deal?” When the buyer committee members that have not been involved in the buying process come in and start asking questions. When executing our content strategy, we need to have answers to those questions and potential objections. We need to empower the buyer champion so they can provide confidence to their peers.

The secrets to a better buyer experience: Questions, Conversations & Stories

Questions initiate conversations. When prospects initiate their search for a solution, they often search. It’s essential to understand the overlay between Buyer Experience and Buying Stage. Anticipate corresponding Buyer Questions. Think of the questions your prospects will have in the varying stages of their experience and the stages they go through during the process.

Those questions will help you formulate meaningful content that stimulates conversations with prospects. Content can Simulate sales dialog, ask/answer questions and counter objections. Always remember what you want the prospect to do next.

The story companies tell:

Beginning: You need our products, we’re the leading provider
Middle: Look at our feeds and speeds. You looked – you want to buy?
End: FUD – You’ll perish without us. We can beat that price.

A lot of companies tell this story and nobody cares. Compare it to:

Beginning: We know the buyer. We educate the buyer that there’s a problem. Pain escalates.
Middle: The buyer seeks a resolution. They will encounter obstacles, so help them. They will seek to find expertise (hopefully yours).
End: Overcome challenges. Solve the problem. Buyer is the hero.

It’s not about your company. It’s about the buyer.

Content that builds a better buyer experience:

Education: Where, What, When, Why How (not about the product, about the problem that they’re solving)

Expertise: Industry Trends, Methodology, Strategic Insights, Futuristic. (Add your take on general trends – what does this mean to your customers and what they care about) Show that you have more to offer than the product. Are you a partner or a vendor? Give enough actionable information for prospects to implement and see an effect so they come back for the “rest of it”.

Evidence: Customer Stories, Analysts, Earned Media, Reputation, Credibility. Build trust – people buy from people they trust.

Mix up your format choices because it’s not so much the format, but the content.

Content Hubs Keep You On Track and help you get the most out of your content. Example: Webinar

Pre Event:

Registration page
Email invites
Tweets
LinkedIn
Press Release
BlogPosts

Post Event:

Slideshare
Email Archive Link
Q & A Blog Post
White Paper
Article Series
Podcast(s)

Build in Momentum Accelerators

Connected Content
Follow-on Offers
Calls to Action
Conversational Takeaways

If you answer a question with your content, make sure there’s a takeaway. This is how you get your ideas in conversations where you’re not present. If you can do that, you can facilitate the sales process.

This session was rich with great ideas and I wish I’d been able to get a few of the process and content hub slides. However, I did capture a ton of information as you’ve read above. The practical approach and attention to approaching content from a customer needs perspective.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
Build a Better Buyer Experience with Marketing Content #cmworld | http://www.toprankblog.com

Intel Inside Out: How to Globalize Your Editorial Planning #cmworld

Posted on 08. Sep, 2011 by Lee Odden in B2B, b2b marketing, Blog, content marketing, Small Business Internet Marketing, Small Business Marketing

Pam Didner Intel Day one of Content Marketing World was a great mix of catching up with old friends, making new ones and of course, great content. On the BtoB track I sat in on a session including speakers with two different presentations from SAS and Intel. Since they were so different, I split them into 2 posts. This is part two of that session.

Speaker: Pam Didner @pdidner Global Integrated Marketing Manager, Intel
Presentation: Intel Inside Out: How to Globalize Your Editorial Planning

Pam’s presentation covered her journey over the past year and a half to “try” and globalize Intel’s editorial planning.

Intel’s 2011 Marketing Objectives and Strategy:
- Objective: Increase Intel’s brand relevance
- The Hero (Product): Intel Core Processors (i3, i5, i7)
- Audience: IT Managers
- Communications Strategy: Signal business advantages, Stimulate interests, Engage with IT.

The challenge is engagement, because Intel is an ingredient brand. Consumers cannot touch or feel their product directly, so how is Intel supposed to engage? Intel promotes with new product launches but afterwards, their promotion machine “goes dark” – no engagement.

Social and Search are rewriting the rules of audience engagement.

A Scalable Editorial Planning Process

The Holy Grail: Tight collaboration between HQ (Corporate Marketing) and the Geo (Geo is how Intel defines areas of business in other parts of the world)

1. Prioritize countries and topics (HQ w/geo feedback)
2. Finalize editorial timeline (HQ)
3. Create Geo editorial collatoral (HQ + Geo)
4a. Create topics marketing kit (HQ)
4b. Craft engagement plan (Geo)
5. Share engagement results (Geo)
6. Refine Editorial Planning, Marketing Kit (HQ w/geo feedback)

Once you develop a list of topics, you can consolidate, especially at a higher level.

Global Editorial Calendar:
Planned topics, Product launches
Geos should have the discretion at to which topics they want to focus on.

Real-time marketing is great, but planning is also very important. At Intel, the Global Editorial Calendar is established 6 months in advance.

Who owns content, Headquarters or Geographies? The answer is, “it depends”. For a small company, it might make more sense for the Geo to control content. For a big company like Intel, HQ needs to drive content, but with Geo collaboration.

Topic Maketing Kit
- What’s the Intel story? What does Intel have to say about the topic? (Legal approved)
Geos can take that story, copy and paste as they need to.
- Messaging and positioning: Long and short form, sound bites
- Search terms – what are the search phrases relevant and popular to the topic?
- A list of content pieces – Case studies, webinar, social media conversation guide

The kit is pretty comprehensive for the Geo it’s created for.

HQ creates the top level content but the Geos are responsible for localizing and marketing execution.

Topic Marketing Kit is the Hub, surrounded by engagement tactics: Search Optimization, Targeted Ads, Public Realtions, Landing Pages, Local Marketing, Direct Marketing, Co-Marketing

Key Learnings from Intel:
- There’s a long lead time necessary for producing a Topic Marketing Kit (12-14 weeks). Three topics is ideal.
- Get up and personal with all Geos. There need to be clear roles and responsibilities between HQ and the Geos
- Content is King and creative is the Queen. That means storytelling with simple creative that is headline driven. If you use people shots, understand you’ll need to customize for the region. Try to create compelling content that does not require a lot of customization.

The Geo’s job is to create an implementation plan and to execute, measure results.

Challenges:
- Getting Geos to customize content is difficult.
- How do you scale an editorial board to 5 geos? For U.S. the editorial board is working, but getting it to scale globally is not – yet.
- The marketing kit takes 12-14 weeks, so good luck with “real-time” marketing. When PR monitors social media and reaches out in certain situations, that’s real time marketing. But for marketing to monitor for opportunities and to react in a global fashion, it’s a lot more difficult.

These were some great Global or International Content Marketing insights from Pam. I think this is a huge area of growth as content marketing becomes a bigger part of mainstream online marketing in international markets.

Pam showed her quick wit and sense of humor when the projector showed double images, her reaction was that this was a 3D presentation and that we should have brought our 3D glasses. :) Great job Pam!

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2011. |
Intel Inside Out: How to Globalize Your Editorial Planning #cmworld | http://www.toprankblog.com