Tag Archives: Social Media

Live From New York: Marketing Takeaways

15 Nov

Audiences Crave Experiences, Not Just Data

tonightshow720

On a recent NYC trip, I found myself with a few free hours and couldn’t pass the chance to see the “Saturday Night Live” and “Tonight Show” studios and sound stages. I took a behind-the-scenes tour of NBC Studios for a glimpse of how sets are made, talent hits their marks, copy is written, local feeds come in, and lighting is set up.

But the most impactful part of the tour? That was at the end. We had the chance to be the host of our very own late night show. An announcer chosen, as well as a band, camera operators and the control room team.

Not your typical tourist attraction, right?

The segment was shot and within 10 minutes, all participants had an email with a link to their video segment.

The editing was complete, the laugh tracks in place, credits added, the opening and closing graphics inserted. A complete piece with you as the star – all in just ten short minutes.

Soon after, the NBC pages who were our guides asked tour participants to take a two-minute survey. They wanted our feedback on the tour and insight on how the experience may be improved. The process was immediate and easy so nearly everyone agreed to participate.

The tour wrapped in the gift shop where we were handed a small flyer inviting us to connect with NBC Studios on social media. More importantly, we had immediate access to their social channels so we could quickly and easily share with followers our adventures as a late night host.

I left the studio tour with three takeaways product marketers can apply.

  1. Provide experiences – not just facts. Give your audience an experience so the learning is immersive. As building product marketers, how can we make events more interactive? How can we insert trade show experiences that let audiences be part of the event rather than simply observers? NBC could have handed us a fact sheet full of data. Instead, we were able to experience what it’s really like to produce a show.
  1. The need for speed is real. Receiving the edited video of our late night hosting experience in 10 short minutes sealed the deal for me. And, within 30 minutes of leaving 30 Rock, I’d shared that link with my social channels and raved about the tour. I amplified the experience to my followers and it didn’t cost NBC a dime.
  1. Strike while the audience is hot. Asking for immediate feedback rather than days or weeks later, elicited a totally different response than had my excitement or memory of the event faded.

Chances are, creating an experience for your audience doesn’t require a sound stage, lighting or camera operators. So ignore the urge to create one more piece of collateral jam-packed with data.

Instead, invite your audience to participate in an immersive experience that exceeds their expectations, makes them eager to offer immediate feedback and willing to share with friends and followers.

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Top 5 B2B Social Media Marketing Myths

26 Jul

iStock_000065451201_Large

Social networking is a large part of most people’s lives. But we don’t always know how to make it a part of our lives as B2B marketers. If you are not on social media or if you are not having strong results, you may have fallen prey to one of these common social media myths.

  1. Social media marketing isn’t for B2B. 

There are social networks that are expressly for B2B communication, such as LinkedIn, SlideShare and, to a lesser extent, Quora. There are also social networks that you should consider just because they are a huge part of most people’s day-to-day lives, such as Facebook and Twitter. Remember that businesses are made up of people; go to the networks your people are most likely to be on and you will find a way to connect.

  1. You need to be on every network.

Joining every social network that comes up will lead to burnt out employees, too much money spent networking and not a lot to show for it. Every network is different and has a different audience. LinkedIn is a place where professionals gather. Quora is a good place to hang out if you have a lot of knowledge to share about your industry. YouTube and Instagram are great for sharing visual content. There are many customers for building materials on Pinterest. Pick two or three networks and work on building out robust presences there. Don’t worry about the rest.

  1. It’s never okay to automate.

Automation can give you a chance to connect with people who you might not otherwise reach. If you have an international customer base, automating a few posts to show up while you are in bed and your prospects are up and at the office or job site can mean access to people you might otherwise miss. Automation can also allow you to keep posting consistent even when you are away from the office or otherwise tied up with other tasks.

  1. Automate everything!

It’s easy to go too far in the other direction. Have you ever posted on Twitter and immediately been hit by an @ message from a Twitter bot triggered by a phrase you used? No one else likes this any more than you do.

  1. Social media marketing doesn’t work.

Every year, hundreds of think pieces come out claiming that social media just isn’t the place for business. The figures prove these people wrong. According to HubSpot, two out of three companies with a presence on LinkedIn have gotten a customer from there. Businesses that use Twitter have twice as many leads as those that don’t. The benefits of a social media presence are measurable and powerful.

Social media marketing success does not come overnight. It can take a while to find your niche and your audience on social media. When you have gotten into the groove, you will find that you have better relationships with customers, a better-known brand and more business by using social media well.

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Oh Snap!

30 Jun

Is Snapchat the Next B2B Marketing Tool for Your Brand?

Snapchat-large

For those who aren’t familiar with the mobile app, Snapchat, it is a multimedia app with more than 100 million users, that allows you to send brief digital content for in-the-moment experiences.

The challenge that marketers face today, whether it be B2B or B2C, is that you have to be involved with all of the different social media platforms in order to evolve. Many people fail to see how Snapchat can be another tool for B2B marketers, or do not take it seriously as a mainstream content contender, but they could be seriously missing out. Snapchat is not likely going away anytime soon, so to simply ignore it and say “well, that’s not where my customers are,” is simply an oversight, because whether they are on Snapchat for business or personal reasons, they are still there engaging with your brand. I recently heard the Global CMO for GE, Linda Boff, speak at #BMA16 and loved her point that:

     “Customers don’t log on to a different internet at night.”

With Snapchat being one of the fastest growing platforms out there, it provides your company the opportunity to better understand your audiences’ changing needs and desires and to get a summary on what has happened in the last 24 hours. Just this month, the app released a new API that will not only enable brands to purchase 10-second video slots, but will also allow your business to track who is coming into contact with your brand’s experience on Snapchat.

Now, what can B2B companies utilize it for? Most of the time social media platforms all get lumped together and treated as the same, when in reality, they accomplish and approach things in very different ways. How you communicate on Facebook is different from Pinterest, which is different from Snapchat—and people go to those channels for a different purpose. Facebook is more of a browsing, news and social outlet whereas Pinterest is very purposeful and very niche for different individual interests. Snapchat is a different way for you to communicate who your brand is through creation of stories that will add value to your audience. Understanding how to use the platform will make it easier for you to create appropriate content.

People no longer want bullet points from companies on the features and benefits of your product and why it’s so amazing. With so much parody in products and price, you cannot break through to customers without providing something different and showing that you are a brand that can engage with them.

It is important to recognize that with platforms such as Snapchat, Vine, and Instagram, B2B marketers need to start acting like media companies. Snapchat really isn’t a space for traditional and glossy advertisements, it is a source for creating awareness and experience for your brand because your audience has become more savvy and are aware when they are being “sold to.”

Snapchat is very experiential, very in the moment and therein lies the major opportunity. So, if you’re at a tradeshow, or a conference, or you are doing a demo, you can post behind-the-scene videos and pictures to invite your audience into that experience.

How do people interact with your product? B2B has a lot of manufacturing involved; if you are in that space, seeing how a machine works, how it provides a solution, how it makes somebody’s life easier—you can show that visually with a video, a picture, you could time stamp it, or you could create your own geofilter. If you’re a larger corporation and seeking to humanize your brand, then you can find ways to further build on a relationship with your audience. Is the CEO going to engage in a 10-second Snap that will resonate with who your brand is and create personality for your brand? The options are limitless and the rule book is out the window.

While Snapchat may not be the end-all-be-all for your marketing approach, its strong digital profile can organically create a sense of content urgency like no other platform. Because of the way content disappears after 24 hours, and keeps the length of stories very short, consumers are more likely to keep coming back for more.

Lastly, the assumption that Snapchat is primarily for millennial entertainment purposes does not discount the app’s value from a business standpoint. Millennials are becoming more and more active in the industry and they will continue to seek information and entertainment through channels that they know. A recent survey found that Snapchat is more popular than Facebook among 72 percent of millennials. It is important to play the long-game and plan for the future, because while Millennials may not be your biggest customer segment, they will become that in the future, and what they’ll remember is how your brand’s experience made them feel through its social presence.

Whether your B2B brand is geared toward the building industry, healthcare professionals, or something else entirely, developing and utilizing a consistent Snapchat strategy will create brand loyalty and can generate awareness through engaging your audience with unique content.

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Learn Something New from These B2B Marketing Accounts

15 Mar

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Your B2B Crash Course Is Just a Follow Away

Guest Contributor:
Jenee Meyer, Office Administrator

After 15 years building my career in advertising and account service, I took 14 years off to be a stay-at-home mom. Needless to say, my focus changed dramatically. Snacks and play dates became much more important to me than Facebook, Twitter, search engine optimization, and blogs.

Now I’m back in the advertising world as an office administrator at ER Marketing, and it can sometimes be scary teaching myself new things. But in marketing—and especially in ever-changing industries like building—it’s important to always strive to learn and try new things.

While I was a stay-at-home mom, I took my daughter and son to a Google® event called CoderDojo. The kids would sit at long tables and the mentors would write a few words on the whiteboard stating what the goal was for the day. Maybe it was creating a weather page or maybe it was making a simple game. The beginners had some on-line lessons they could work through to get started while the more advanced kids just started working on their projects, asking questions of mentors when they were needed. At the end of three hours, two or three kids would come up to the front and show what they had created.

No elaborate instructions were given. No one was “taught” anything by listening to an instructor standing up front. It was up to kids who were 10+ years old to figure out how they were going to create something. It was amazing to watch how kids aren’t afraid to teach themselves new skills. So why, as adults, are we often afraid to learn new skills ourselves? More importantly—what can we do to learn them?

For me, I’ve turned to content: blogs, tweets, whitepapers, studies—anything I can get my hands on. Admittedly, the amount of content there is on the web can be intimidating. It can feel like everyone is talking and no one is listening. If I want to listen, how do I find the blogs and posts that will nurture my career and mind vs. ones that will leave me feeling like I’ve eaten too much candy? It’s a conundrum.

Here are a few of the Twitter accounts I’ve followed that help teach me new things and give me the B2B marketing information I need to get back in the game:

  • @ERMarketing, @EltonMayfield, @RenaeGonner: Okay, so it’s a bit of a shameless plug, but the founders of ER Marketing, Elton and Renae, are all over this stuff. Their accounts are focused on B2B marketing, with a slant towards the building products industry—but the insights are applicable for any industry.
  • @MarketingB2B: Not only does this account keep you up-to-date with helpful articles and trends, it also tweets helpful news roundups of the latest in B2B marketing.
  • @B2Community: Business 2 Community is all content, all the time. They have an open community of contributors, meaning that you’re getting insights collected from people across industries, careers, and experiences.
  • @MarketingProfs: Run by Ann Handley of Marketing Profs, this account is all about content. What I like about it is that it doesn’t just grab any random article—it’s carefully curated so no matter what you click, you get good, useful content.
  • @CMIContent: This account is great because it gives you a breadth of topics—everything from social media to search engine marketing to paid search. For someone like me, trying to jump in and give myself a crash course on what’s current in the marketing game, it’s very helpful.

Whether you’re new to B2B marketing, trying to jump back in, or just trying to stay current on the latest industry trends, it’s important to remind yourself that there is no right or wrong way to go about this. Just start following blogs and Twitter accounts, and if something isn’t working for you, you can always unsubscribe or unfollow with a simple click.

After taking 14 years to raise my family, I’m back in—and my game plan is to follow more people on Twitter and subscribe to more blogs. But most importantly, I’m going to actually take time to read those tweets and blogs. I can subscribe to everything in the world, but if I’m not reading it, it does me no good.

That’s my game plan. What’s yours?

 

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Lessons From The Builders’ Show

18 Feb

An Open Letter To Trade Show Exhibitors

Dear Friends,

According to the Convention Industry Council, trade shows added more than $280 billion to the U.S. economy in 2012, drawing more than 225 million participants. That’s a staggering set of figures and it underscores the importance these shows play. As marketers, we all know exhibiting at trade shows can be vital to our business—to see and be seen, to market products and services, and to nurture relationships.

Over my career, I’ve had the opportunity to attend a variety of trade shows across numerous industries, the most recent at the building industry’s combined 2016 IBS & KBIS in Las Vegas.

And over the years, I’m struck by one constant of booths, regardless of time, region or industry…

Chances are, your booth sucks. It’s cramped, cluttered, and really boring.

While harsh, it’s also probably true. Worst of all, you probably know it. But take heart because you’re most certainly not alone in this. Everywhere, at every show, are long swaths of cluttered and uninspired landscape—overwhelming collections of shapes and colors, fixtures and messages, all masquerading as brand. It’s as pervasive and inescapable as it is predictable.

Why? When did this happen? When did it become okay to develop a trade show booth as if someone pitched the idea “You know what people will want to do after spending thousands of dollars and traveling hundreds of miles? To stand inside our 4×9 brochure!

Sure, it sounds ridiculous, but it’s the reality we’ve all seen time and again—and sadly, what we’ve come to expect and attendees to accept. Throngs of people shuffling past a booth, each scanning over it and moving on. And that’s after you’ve spent—what?—tens if not hundreds of thousands of dollars of marketing budget, ostensibly to get exactly their attention.

So now that I’ve pointed out the obvious problem, let me point out the not-so-obvious remedy. The secret, the greatest missed opportunity, comes down to a simple idea that the majority of exhibitors overlook which is…want a hint? Here you go: International Builders’ Show, Kitchen & Bath Industry Show, International Consumer Electronics Show, SHOT Show, Club Industry Show, Nightclub & Bar Convention & Trade Show…

Notice anything in common? They’re trade shows. And what is a show? It’s an event, a spectacle, something to witness and enjoy. It’s active, not passive—and that’s the key. If you were invited to “dinner and a show” you’d naturally expect to be entertained, and yet at trade shows, we invite people to come see us and then reward them with opportunities to stand around and read something. Where’s the spectacle? Where’s the pizazz?

Face it, contemporary trade shows are overgrown ice trays of bland inactivity. But there is hope, bright morsels of brilliance among the milquetoast masses.

As recently as the IBS/KBIS in Las Vegas, I found a few who got it right and as a result, got noticed—some with every chair filled and some with onlookers clogging the aisle (drawing even more to come and see what the buzz is about). Others would do well to follow their lead.

CertainTeed

IBS Certainteed

If you have the budget, go big and use celebrities. CertainTeed brought in HGTV star Mike Holmes for an appearance and photo opp, plus constructed a climbing wall. What does a climbing wall have to do with their products? It was lost on a lot of people. But see the woman in the foreground…she’s capturing it on her phone, probably sharing it with others. She’s sharing images of a B2B trade show booth unsolicited. Money shot, indeed.

GAF

IBS GAF

Don’t have big budgets for big talent? Go traditional and use models and simple RTW giveaways. Your own team is paid to be productive experts, but hired talent is paid to be charming, inviting, and generally attractive. At the GAF booth—just inside a major entry point—a smiling woman with a bubbly personality was getting grown men to register to win stuffed animals. And it worked; in the few moments it took for me to grab this picture, two men asked where to sign up.

Plastpro

IBS plastpro

I walked by the Plastpro booth a few times and each time I did, people were standing-room-only to watch a pro install a door. To most people, this would be a punchline, but to attendees it was interesting, valuable, and yes, entertaining. The presenter was upbeat and personable…and he presented, not simply talked. I’ll admit, I stuck around and learned how to square a door much easier than I used to (and I’m not even the target audience).

Okay, so it’s great if you have the resources for a 30×40 booth with big events and headline talent and boxes of prizes. But what about the 10×10 along the back wall? What about those who spent a third of their marketing budget just to get it all to the show?

Bad Dog Tools

IB baddog

For more than 10 minutes, I watched two men at Bad Dog Tools do nothing but demo their product and answer questions. No brochures, no giveaways, no models. Yet people were constantly lined up on two sides of the booth to watch drill bits bore through everything from rasps to brake discs. Bad Dog Tools could have made a video of it and had it looping while two of their salespeople sat on bar stools and watched attendees shuffle by and not stop, but instead they made the product the show. Brilliant.

What’s the takeaway? Don’t settle, make a spectacle. Create a booth that’s a destination, or at the very least, an interruption. Remember that people can get information about your products or services at your website, so use your trade show booth to interact with them in a way you can’t otherwise—and in a manner that doesn’t feel like you’re pressuring them to buy a timeshare.

And here’s one final thought to consider…

“People will pay more to be entertained than educated.” –Johnny Carson

So come on, marketers. Show us what you’re made of.

Sincerely,

Matt Hillman

ER Marketing, Creative Director

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