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Social Media Marketing

Social media has received great attention and exposure in the marketing community. It has a place in industrial marketing but not in isolation. Social media must be part of Internet marketing mix along with Search Engine Optimization (SEO), Vertical Search Engine (VSE) placements, and Pay per Click (PPC).

For B2B marketing the first priority is to have a blog owned by your own company not a third party. Twitter and facebook and Linkedin are all good social media channels, but your own company blog is top priority.

There are lots of posts and articles about why adopting a blog for your business is a good idea. How it's good for customer retention, lead generation, and serves as a very effective way to build links and rankings in the search engines. The thought of launching that blog may be a bit intimidating. Where do you start? How much content should you have stored up? What do you do the first few days after your launch?


Study:  Study the other bloggers in your niche, learn about the hot topics in your community, figure out where your customers are hanging out, identify who the leaders are, and read up on some of your favorite writers and people's whose voices you'd like to emulate. You'll find that a lot of your write is affected by what you read. Seek out the good people and follow them.

Start building buzz: From the moment you decide you'll be starting a blog, you want to start creating buzz around it. Put teasers in your email newsletter. Start mentioning it to clients and prospects, etc. Everyone should know that a blog is coming or up . Get to know the top 15-20 blogs and bloggers in your space and start commenting on their sites to get you on their radar. Introduce yourself and ask for advice on getting started. People/Companuies love talking about themselves.

Secure the appropriate accounts: I mean the sites that are going to help you create necessary benchmarks to help you track your blog's growth. Yes, you'll want to use a service like to take care of your social media presence, but you'll also want to get your blog set up with analytics.

Get your house in order: Take advantage of the influx of readers. Make sure your RSS button is in plain sight so that people can subscribe when they land on it. Put up a compelling call-to-action is you're looking to secure emails for a newsletter. Take steps to make it easy for users to share your content, both via email and the social networks. It should be easy to leave a comment and easy enough for people to figure out how to do so. All this needs to be set up before you get that first visitor on your site.


Create a content strategy: Important for a new blogger to have content laid out for the first month, two months of the blog. Doing so takes away the panic of having to come up with great content on the fly and allows you to control what you're publishing, how often you're publishing, and what audiences you're going after. You should also be planning linkbait-type pieces to complement whatever type of link strategy you'll be running for the blog. It's a lot easier to promote a new blog when you don't have to balance that with the actual writing.

Seed content: Along the same lines, you want to have some seed content (no less than three posts) already up before you officially launch your blog. If you're an establish blogger or person in your community, this may not be necessity, but otherwise, it is. You need to have quality and engaging content up when you first announce your blog. Something that tells people who you are, sets the tone for posts to come, and engages their interest enough that they'll want to subscribe. There's a quiet before the storm right before a blog launch, use it.

Decide: Ads or No Ads?: If you're a corporate blog, you need to be about the content and nothing but the content. Don't let people question why you're here and your motives. Make it clear that you're about the community, sharing information, and letting people know what you're about. Don't turn off potential readers (and customers) by throwing AdSense all over your site.


Build your promotional team: Once you've launched your site, share your news, start talking to people on your niche social media sites, start guest posting on other blogs to drive traffic back to yours, form partnerships within your business communities.

Comment on other blogs, message boards and forums: The best way to promote your new blog is to realize that no man is an island. Let people know you exist by going out into the business community. Comment on other industry blogs and link your name back to your own to encourage people to follow it back (don't ask them to do this!). Participate industry forums and message boards and be helpful when you can. Get active in social media. Be as visible as you can without tiring yourself out and diluting your efforts.

Respond to comments on your own blog: While you're out there being active in the community, don't forget to nurse your own garden. When someone comments on your blog, respond to it. Maybe follow back to their blog and leave a comment (if it warrants it) on one of their posts. If you see someone retweeting one of your posts, say thank you and maybe retweet theirs the next time around. Being a good citizen provides a lot of karmic benefits that you won't immediately realize. But they're there, so keep doing it.