Yes, I did just write about Mastering B2B Social Media. And yes, that webinar was also with Jeffrey Cohen. But this event was LIVE. This event was also the launch of the book tour for The B2B Social Media Book.
Cohen still had much to share that either wasn’t covered – or at least wasn’t caught by my ears – during last week’s webinar. One of these items was the thought that social media gives you the opportunity to share your expertise and shine.
Regardless of the fact that we’re talking about B2B social media, it’s still person-to-person. There’s still an individual on the receiving end of your message. To leverage this, you must understand what keywords people are searching to find you. Cohen suggested using the Google Keyword Tool.
Your call-to-action is also key in your messaging. Again, by remembering you’re talking to an individual not a corporation, you’ll be able to target better and bring those people into your sales funnel. Once they’re in the sales funnel, you’ll want to test the required fields on your lead generation forms. Just having one too many required field may be costing you tons of leads.
One last piece to monitor is your engagement. You need to understand how people are sharing your content, how people are interacting with it. Once you understand that, you’ll be able to share more information that your fans/followers engage with and do less of what doesn’t attract them.
How do you use your B2B social media outlets? How do you decide who to target? Do you monitor engagement?