Posts Tagged ‘LinkedIn’
Though “social media” broadly encompasses a variety of platforms including blogs (WordPress, Medium, Tumblr), content sharing (YouTube, SlideShare, Instagram), and content curation (Scoop.It, Triberr, Paper.li), the term is nearly synonymous to many for the big social networks.
Here are a few highlights from the social networks stats and facts below:
- • Everyone’s on Facebook–except CEOs? Facebook is of course (by far) the largest social network. It drives more than one-fifth of all social media referral traffic to websites; 30% of the U.S. population gets its daily news there; and 77% of B2C companies have acquired a customer through Facebook. Yet just 8% of Fortune 500 CEOs have a Facebook account–a lower adoption level than American grandparents.
- • Twitter can’t get no respect. Though 85% of B2B marketers distribute content on Twitter, only half view it as an effective social media channel, and just 42 Fortune 500 CEOs have a Twitter account (and a third of those haven’t posted anything in the last 100 days). Yet 75% of journalists use Twitter to build their personal brands, and Twitter drives more web visits than StumbleUpon, Reddit, Google+, YouTube, and LinkedIn–combined.
- • And LinkedIn means business… 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 65% of B2b companies have acquired a customer through LinkedIn; and 91% of B2B marketers distribute content there. The most popular type of content is industry insights.
- • …while Pinterest means shopping. Pinterest drives 25% of all retail website referral traffic. Consumer brands are noticing: 36% of Fortune 500 companies had a presence in 2014, up from 9% in 2013 and just 2% in 2012.
Find these and many more nuggets of information in these nearly three dozen stupendous social networking facts and stats.
12 Facebook Statistics and Facts
1. Each day on Facebook, there are 350 million photos uploaded; 45 billion “Like” buttons clicked; and 10 billion messages sent. (The Wonder of Tech)
2. Facebook accounts for 21% of all social media referral traffic to websites. (TechCrunch)
3. 81% of B2B marketers use Facebook to distribute content. (Digital Marketing Philippines)
4. Worldwide digital ad spending topped $140 billion in 2014. Facebook accounted for 7.8% of that total. (eMarketer)
5. 8.3% of Fortune 500 CEOs have a Facebook account, putting them firmly behind America’s grandparents in terms of adoption. 2.6% of CEOs have Instagram accounts. (MediaPost)
6. While 55% of SMBs maintain a Facebook Page, just 20% have run a Facebook ad or promoted post. (MediaPost)
7. 77% of B2C companies have acquired customers through Facebook. (Ber|Art)
8. In an average month, 1.28 billion users are active on Facebook. (Convince & Convert)
9. In the United States, average click-through rate (CTR) for Facebook advertising increased by better than 50% last year, from .09% to .14%. But the average Facebook CTR in the U.K. is nearly twice that, at 0.27%. (Convince & Convert)
10. Facebook drives 23% of all website traffic. (Shareaholic)
11. 81% of millennials are on Facebook and their median friend count is 250. (Heidi Cohen)
12. 30% of the U.S. population gets its daily news on Facebook. (BentoBox Media)
8 Twitter Facts and Stats
13. 85% of B2B marketers use Twitter to distribute content. (Digital Marketing Philippines)
14. Or 74% of them do, depending on whose stats you believe. (Biznology)
15. And yet – only half of B2B marketers view Twitter as an effective social media channel. (Ber|Art)
16. Twitter offers more referral traffic per share than Facebook. (Social Media Today)
17. 42 Fortune 500 CEOs (8.4%) have a Twitter account, though nearly a third haven’t posted anything in the last 100 days. Those who do post send an average of 0.48 tweets per day. Roughly half tweet once a month or less, and less than a quarter tweet daily. (MediaPost)
18. Twitter drives just over 1% of all website traffic. While that’s considerably less than Facebook or Pinterest, it’s more visits than are driven by StumbleUpon, Reddit, Google+, YouTube, and LinkedIn–combined. (Shareaholic)
19. Twitter is where millennials turn for business and financial information as well as sports. (Heidi Cohen)
20. 75% of journalists say they use Twitter to build their personal brands. (BentoBox Media)
10 LinkedIn Statistics and Facts
21. 91% of B2B marketers use LinkedIn to distribute content. (TopRank)
22. Just 30% of executive directors at the top 100 companies in NASDAQ are active on social networks. LinkedIn led the way, with 23% of executives maintaining a profile on the professional site, followed by Twitter with 11%. (MediaPost)
23. Nearly two-thirds (65%) of B2B companies have acquired a customer through LinkedIn. (Ber|Art)
24. 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase. (Ber|Art)
25. 97% of the Fortune 500 companies have a company profile on LinkedIn. Yeah, I’m thinking the same thing–how is it possible this isn’t 100%? (Sword and the Script)
26. 98% of sales reps with 5000+ LinkedIn connections achieve quota. (Biznology)
27. You are almost 5X more likely to schedule a first meeting if you have a personal LinkedIn connection. (Biznology)
28. Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source. LinkedIn accounts for 64% of social media-driven visits to corporate home pages, vs. 17% from Facebook and 14% from Twitter. (Buffer)
29. The three most popular types of content on LinkedIn are industry insights (favored by 60% of users), followed by company news (53% – likely popular with job seekers) and new products/services (43%). (Buffer)
30. To optimize reach, post at least 20 times per month on LinkedIn. But keep in mind that “LinkedIn’s best-in-class marketers post 3-4 updates per day, which could mean up to 80 posts per month” (though only if your content supports this). (Buffer)
5 Pinterest Facts and Stats
31. Women account for 69% of all users but 92% of all pins on Pinterest. (Ber|Art)
32. Pinterest accounts for 25% of all retail website referral traffic. (Ber|Art)
33. 36% of Fortune 500 companies had a presence on Pinterest in 2014, up dramatically from 9% in 2013 and just 2% in 2012. (Sword and the Script)
34. According to data from Shareaholic, Pinterest drives nearly 6% of all website traffic–5X as much as Twitter (does that sound right?). (Shareaholic)
35. Pinterest is where millennials shop. (Heidi Cohen)
This was the eighth and penultimate post of Marketing Stats Summer (#statssummer) on Webbiquity.
#8: 35 Stupendous Social Networking Facts and Stats
Guest post by Dave Landry.
Nothing promotes event marketing as well as social media. Many marketers use social media regularly, whether for networking or business purposes. As a result, social platforms are a great way to publicize events in real time.
In order to generate social media buzz on your business’s upcoming event, create and share content in the weeks leading up to it. Connect with other event attendees on social media. Find event pages on Facebook or Google Plus and join in conversations.
During the event, post updates with photography or prepared graphics. Let those not present at the event know what your business is doing and generate additional interest for those who are.
Content is extremely important for social event marketing. When appealing to other businesses, it’s necessary to choose your presentation and share it optimally.
Blog posts covering events either before or after the actual event date are a great way to keep your audience informed. They give an overall picture of your business’s activities as well as the important details. Event wrap-ups also serve to close the loop with new or existing clients or partners who weren’t able to attend the event.
Marketing your events with LinkedIn reaches out to the right people including peers, partners, and current as well as prospective clients. It’s important to post company updates of upcoming events, and include updates from important trade shows or industry summits.
In order to reach users who don’t follow your company, join groups on LinkedIn related to industries and even specific events themselves. In the first case, join the MJSA LinkedIn group and post about your company’s attendance. For the latter, it may be very helpful to join a jewelry designer group and post information about tradeshows like MJSA.
If there isn’t an event page, create one. Whatever your company’s level of involvement in an event, groups facilitate connecting with those from other participating organizations.
Twitter is perhaps the most important tool for communicating about events in real time. Your business presence on Twitter is crucial not only for presenting a specific side of your company through microblogging and thought leadership, it also serves as a platform for real-time events. Be sure to post new content regularly ramping up to the event date, and mention your partners and other influencers who may be attending the show.
Certainly, hashtagging is a fast and convenient way of cataloging information. Twitter’s instant and continual format has aided in breaking news, from uprisings to elections; this quality also lends itself to the purposes of planners and organizers who instate a Twitter hashtag for events. Take advantage of event hashtags by informing everyone at an event—such as, say, the recent Consumer Electronics Show—of where to find your company and why. Simply using #CES2015 grabs the attention of other marketers and representatives scrolling a trending hashtag for the latest pertinent news.
Using social networks for events is one application for which such platforms are ideally suited. See the infographic below on how to round out your event marketing strategy with strong social media activity.
About the author: Dave LJ is a financial expert who also studies and writes about social media’s use in business and marketing efforts. He is very excited to contribute to Webbiquity.
Guest post by Gary Dek.
Social media is an integral component of any successful digital marketing strategy. With 74 percent of adults using social networking sites, the opportunity to increase your site’s online exposure to new customers cannot be ignored.
While the ROI of social media marketing remains hotly debated, there is no doubt that it can be a great tool for optimizing your web presence—or total nightmare experience depending on the execution of your strategy. Here is a list of social media marketing mistakes to avoid, and ways to ensure your campaign’s success.
- Paying for fans and followers.
Having thousands of fans, followers, and likes leverages the power of validation and social proof, especially since visitors tend to take positive action when they see others have already shared the page.
However, social media sites have algorithms that track and analyze user engagement and interaction, including the number of people interested in an account’s updates as a percentage of total followers. When businesses have low engagement rates, platforms limit the reach of certain accounts because the numbers indicate low relevance and interest among followers. Therefore, fake followers only serve to hurt brands in the long run.
Instead of wasting money on paid fans, spend more time on creating your strategy and increasing your fan base organically. Considerations include:
- Having specific, measurable goals with timelines.
- Creating a system or set of policies for updates, such as the types of posts allowed and how employees should respond to feedback, criticism, or suggestions.
- Identifying the appropriate corporate persona and tone via social media.
- Using too many social networks.
Research shows that marketers generally focus on three social networks: LinkedIn (91%), Twitter (85%), and Facebook (81%). However, the three social networks you should focus on depend on your niche or industry.
Recent research shows that the largest social platforms of 2014 were:
- Facebook, 1.28 billion active users
- Google Plus, 540 million active users
- Twitter, 255 million active users
- Instagram, 200 million active users
- LinkedIn, 187 million active users
- Pinterest, 40 million active users
If your primary demographic is women and your site relies heavily on images and graphics, you should allocate resources to Facebook, Instagram, and Pinterest. If you offer professional advice, services or products, LinkedIn and Twitter will yield the best results. The networks you dedicate time to should yield the highest ROI for your niche and target demographic; otherwise, your time, money, and resources would be better spent elsewhere.
- Failing to use (or optimize) hashtags.
Harness the power of hashtags by creating your own. If your own hashtag gets picked up, then you’ll have a viral thing going. It is critical that you create a hashtag that has a specific message, one that’s interesting, engaging and free of ambiguity.
Examples: #TweetFromTheSeat by Charmin (the toilet paper company) and #SFBatKid (remember Miles, the 5-year-old kid who had cancer and wanted to become a superhero for a day? He even caught the attention of President Obama!).
Brands should also be using trending hashtags. This can help spike your reach and inject your brand into trending conversations. So, how do you find trending hashtags that you can use effectively?
- Use tools such as Hashtagify.me to identify hashtags that are related to your business.
- Then use RiteTag.com to tell you when a hashtag is overused, and that you should choose another hashtag to piggyback off of. This way, your content won’t get lost in the sea of tweets and posts.
- Isolating social media marketing from other activities.
The focus on social media marketing is so high that some marketers forget the other assets of the business. In order for social media marketing to reach its full potential, it has to be tied in with a business’s website, blog, product pages, and other digital platforms—the essence of the web presence optimization (WPO) framework.
Setting up and growing a business blog is critical to your brand’s long-term success. After all, followers don’t want to click-through to product pages from Twitter, but are more than willing to check out interesting news, tips, advice, or guides.
For instance, if you manage a skincare product company, linking to a page selling acne medicine won’t get you many visits. On the other hand, blog posts titled “Top Skin Care Experts Reveal Secrets” or “How To Feel Confident In Your Own Skin” will get tons of engagement. The added benefit is that consumers will also develop positive associations with your brand.
One of the biggest mistakes marketers often make is pushing their brand too hard. Don’t be overly promotional and forget to share some value-added content. This means brands shouldn’t only broadcast their own posts, products, and company-specific information. Showing the consumer you care about their well-being, regardless of whether they buy your product, is critical to developing a loyal fan base.
- Not using visuals to drive engagement.
The power of visual content cannot be overstated. For example, on Twitter:
- Photos average 35% more Retweets
- Videos earn 28% more
- Famous quotes get 19% more
- Tweets with numbers achieve 17% more
- Hashtags receive 16% more
With a high volume strategy, the boost you can achieve with a visual aid is too good to past up.
- Including the full URL in the description.
When you paste a link in the status field, Facebook generates a clickable image/excerpt. The link you’ve pasted is thus redundant, should be removed and a catchy description should be incorporated. The bare link should never take the place of your description.
An expansion of this concept can be applied to Twitter—don’t use long, full URLs in your Tweets. Marketers should leverage URL shorteners (including Twitter’s own) to leave space for other users to respond or share. Also, URL shorteners such as Bit.ly or Google can help you track the number of click-backs.
- Sharing too much at once and overwhelming your followers’ feeds/streams.
Sharing posts one after another within a few minutes time is a good way to get people to unfollow you or overlook all your posts. Businesses should use scheduling tools such as Buffer and Hootsuite to space out tweets and posts for optimal sharing times. For Facebook, marketers can visit “Insights” then “Posts” to see what times most fans are online.
On the other end of the spectrum, sharing infrequently or irregularly will make your followers forget you. Create a regular posting schedule so your readers know when to expect new content from you.
- Ignoring comments/tweets.
Whoever is responsible for your social media marketing strategy and message should be responsive to customers by replying to comments on Facebook, tweeting to customers on Twitter, thanking followers for Retweets, and proactively engaging with others, including influencers.
Similarly, brands must deal with negative messages as quickly as possible. If you ignore this aspect of your marketing efforts, you’re bound to lose credibility and followers. Sometimes turning a negative experience into a positive one by rectifying issues can earn a company life-long customers.
- Not measuring results.
To optimize results, businesses need to analyze their social media marketing efforts. Is your reach growing? Are you engaging more followers month after month, or are your engagement stats decreasing? Is your social message consistent with your mission statement and branding? If possible, can you calculate an ROI? What metrics are important to you?
Whether you’re getting positive or negative results, analyzing and understanding your performance is crucial to a successful marketing campaign. But remember, it’s not just about getting more followers, comments, likes, etc. You can be growing your account every month, but if your effort isn’t translating into sales revenue, lead generation, growing your email subscriber list or whatever your goal is, you are wasting your time.
While the idea of going viral and earning thousands of shares and likes is exciting, businesses should always keep in mind that social media is a tool within a broad, overall marketing strategy—every aspect of which must be laser focused and executed. By avoiding these social media marketing mistakes, marketers can prevent setbacks and further grow their online presence.
What mistakes have you avoided or committed and learned from?
Gary Dek is a professional blogger, writer and SEO expert. He helps new and experienced bloggers grow their online businesses at StartABlog123.com.
Imagine that you walk into a restaurant and there’s no one there to take your order. You can’t even find anyone working in the place. Or you are waited on and place your order, but have to repeat it to three different people, because the servers won’t talk to each other. Or you’re told shortly after placing your order that you’ll need to choose a different item, because the menu has changed in the last five minutes. Twice.
You’d probably rip the place on every review site you can think of and then never return to that establishment. Yet we tolerate exactly that type of behavior from leading search and social media sites every day, and even reward them with growing traffic and more of our precious time. Why?
One of the biggest complaints about Facebook is of course its constantly changing interface, and its convoluted privacy settings have also repeatedly come under fire (as have changes to its privacy settings). The constant changes are a problem for brands not only due to the expense of keeping up to date, but also because the newest (Timeline) layout has reduced tab engagement.But the most appalling shortcoming of the world’s most popular social network may be how un-social it is.
Granted, even with its never-ending UI changes, Facebook is easy enough to use even for technophobic grandmas. But imagine that you did have a question, or something wasn’t working quite right, and you wanted to contact Facebook for assistance. Try this: go to Facebook and see how long it takes you to find any way to contact the company: phone number, email address, even a fax number. I’ll wait. Let us know in the comments below how long it took.
Given these issues, it’s little wonder that Facebook has the lowest user satisfaction rating of all the major social media sites. And Facebook’s size may be no defense against ultimate demise; it wasn’t all that long ago the MySpace was the largest social network, and the experience of social news site Digg—once valued at $100 million but sold recently for just 5% of that—is a cautionary tale.
Google not only accounts for 85% of all web searches but controls an astounding 44% of the global online advertising market. It’s the 800-pound gorilla of the web, and acts like it with increasing frequency.
The search giant has annoyed everyday users with moves like dropping popular tools (Picnik, Knol, Gears) and presenting search challenges when it sees an “excessive” volume of searches from a single IP address (yes, this was designed to thwart automated rank-checking tools—though it isn’t clear why those are a problem—but can be triggered by a much lower volume of searches; my daughter has had these thrown up while doing research for high school English papers).
Google has thumbed its nose at businesses, advertisers and SEO professionals as well through a series of recent moves like hiding a significant share of keyword data in the “not provided” category within Google Analytics, eliminating the Website Optimizer tool in AdWords, and the recent Panda and Penguin algorithm updates, which were designed to eliminate webspam but caught a lot of innocent sites in their wake.
The leading micro-blogging tool isn’t as friendly to other web services as its cute little bluebird icon would make it appear. Last year it stopped sharing tweet data with Google (bad for the SEO results of Twitter users) and more recently the company eliminated the ability to automatically share tweets on LinkedIn. And after six years, the platform still doesn’t offer simple and obvious functions like the ability to download one’s followers and tweet history.
These web giants are assuming we’re so addicted to their services that we won’t quit or go elsewhere, no matter what they do, change, or eliminate. But the next Google killer or Facebook killer may very well not be a better search engine or social network, but simply one that treats its users with respect. And listens.
Last week’s Online Marketing Summit in Minneapolis drew an intense crowd of local agency and corporate attendees focused on learning the latest strategies for SEO and search, conversion rate optimization (CRO), QR codes, PPC, social video marketing, integrated analytics, social media measurement and more. It was three days of drinking from a firehose of expertise from an impressive lineup of speakers, but did the conference deliver the goods? Here’s a recap of a few of the key sessions and conversations from the summit.
Steve Woods, Eloqua
Steve is one of the most brilliant marketing strategists I know, and co-author of a new book, Revenue Engine. Among Steve’s observations and insights from the summit:
- • The buying process is now 1) online, 2) all about the buyer, and 3) complex (multiple stakeholders).
- • The sales “discovery” call, where a sales rep spent an hour learning about a prospect’s issues and pains, is extinct. 78% of executives report that they are spending less time with sales reps than ever before. Research, through social media, has to fill in much of this gap.
- • Social media killed newspapers; anyone can now publish to the world. The most important users of social media are Google and Bing, who are attempting to create “social filters” to identify the most relevant content.
- • QR codes marry social media with traditional direct marketing.
- • With marketing moving online, everything is measurable now. The days of not knowing which 50% of your marketing dollars you’re wasting are over.
- • “Sales and marketing” has to be one budget, with dollars flowing back and forth based on measurable value. But few companies have sufficiently sophisticated analytics in place today to do this properly.
- • The trick in using social media monitoring tools is not to automate “fast, shi**y answers” as Steve put it, but rather to find the right person to respond. Even in fairly large organizations, the actual number of social media mentions that really require any kind of detailed response tends to be fairly small.
- • The best social media managers will work themselves out of their jobs by making their organizations social media proficient. Social media will ultimately be another tool, like email, but it will take some time to reach that stage.
- • Online buyers discover information in three ways, which require three different approaches to capitalize on: active search (use SEM), passive search (use content marketing and SEO), and influence (social media).
- • A common issue for B2B vendors: how do you sell “boring stuff” online? Don’t be boring! Find a tie between your “boring” product and something interesting and capitalize on it. For example, gaskets are boring. But they may be used in race cars, and race cars are not boring.
- • Tap your internal subject matter experts and help them create personal brands. Answer questions and establish expertise. Don’t explicitly sell products, rather solve problems. The revenue team is no longer just sales and marketing.
- • Facebook is better for B2B than many businesses realize (the one point of Steve’s on which I remain skeptical).
- • Don’t try to talk to everyone; this drives people away. Buyers are open to sales conversations when 1) they are the right buyer and 2) their “digital body language” indicates they are actively engaged in looking for a solution right now. Use data–intuition often leads down the wrong path.
- • Buy his new book!
Lee Odden, TopRank Online Marketing
Lee presented a session on search and social media. Highlights:
- • SEO is dead, social media is sexy? No, SEO is still not dead yet. As technology and buying processes change, SEO evolves. The top priority in SEO this year should be search and social integration, as the search engines seek to incorporate more social signals into search results.
- • 92% of b2b buying cycles start with search. It’s not enough just to produce great content, it has to be made “findable.”
- • Every two days, we now (collectively) create as much information as was created from the dawn of time through 2003 (according to Eric Schmidt)–5 exabytes of data.
- • Make your customer service content searchable, and extend the customer relationship to build loyalty and recommendations. Google does a good job of this with the help information for their various tools.
- • To scale content creation, use of a mix of original content and content curation–select the good stuff and add value to it.
- • To optimize time spend on social networking, allocate about 15 minutes per day per network, with perhaps a bit more time spent on the 2-3 most important sites.
- • Use Knowem.com to claim your (and your company’s) profile across social networks; you don’t have to be active on all of them (only the ones where your customers and prospects are).
- • Use keyword research to coordinate content creation, SEO and social media efforts.
- • SEMrush is a valuable tool for analyzing your competition in SEO and SEM, search traffic, and keywords that work today.
- • Use knowledge gleaned from analytics to scale up what works and kill what doesn’t.
Angie did a phenomenal job of communicating a highly visual topic largely without the use of visuals, thanks to technical glitches with the hotel’s equipment.
- • When evaluating 2D barcode readers (mobile apps), look for support for multiple barcode types as well as autoscan capability. BeeTag is her favorite.
- • There are numerous free 2D barcode generators available online. Some also serve as management platforms, which is helpful. Delivr is a good option, particularly for local retail businesses, due to its mapping functionality.
- • Minimize the data stored in the barcode by using a shortened URL.
- • Brainstorm ways to add value to the user when using QR codes. Don’t just send them to your mobile site home page. Try to deliver exclusive content.
- • When it comes to QR codes, size matters. Bigger images are better (easier to scan with a wider range of phones). 1″ x 1″ is considered a reasonable minimum, but go a bit larger than that if possible. Also, always include a URL just in case someone’s phone can’t read your barcode.
- • Tell users what will happen when they scan! It’s okay to “tease” a little, but don’t try to be too mysterious; that will reduce scan rates. Make it a strong call to action.
- • Link to a smartphone-friendly destination (e.g. NOT just to a standard web page or to a high-definition video). Ideally, apps should take advantage of smartphone features.
- • B2C use of QR codes is about selling, B2B use is about branding: provide the visitor with some kind of value (e.g. tracking a shipment) or send to a (low resolution) video, for example.
Jennifer Kane, Kane Consulting
Jennifer braved a displaced neck disc (ouch!) and tag-teamed with Kary Delaria to deliver an excellent presentation on tools for measuring online media effectiveness. I have to say, I expected Jennifer to be smart (which she certainly is) but wasn’t expecting her to be funny, especially given the neck issue. But her presentation was the best of the day at combing humor with valuable information.
- • Start with what you think social media success looks like. Measurements must have meaning, or else they are just data.
- • To define the “return” on your social media efforts, ask people to do specific things (e.g. visit a link, download a report)–then measure how many people do it.
- • The “big three” KPIs for social media success are 1) increase brand awareness, 2) drive sales, and 3) build brand loyalty.
- • Basic metrics include reach (who reads your content and where), sentiment and conversion. When looking at sentiment in social media monitoring tools, always double check the results. To use Jennifer’s example, if someone writes that your product “kicks ass,” that is likely a positive, though many social media monitoring tools will tag this as a negative sentiment because “getting your ass kicked is generally a bad thing.”
- • It takes 10,000 brand mentions at a minimum to get statistically relevant sentiment tracking from a social media monitoring tool.
- • Social media ROI can’t be measured directly. But you can measure “tons of stuff” and find correlations. And correlations are good data.
- • The best social monitoring tools are “Excel and your own eyes.” Don’t overlook the value of native searches on LinkedIn, Twitter, YouTube and Technorati.
- • Tools like Klout and PeerIndex are good for measuring your “cool factor” but not really business results or the quality of your content or interactions. They can be gamed. However, when paired with other data, results from these tools can be interesting.
- • Tools such as TwentyFeet, Trackur and Unilyzer don’t provide competitor data but are useful for showing all of your data in one place on a single dashboard.
- • HootSuite rocks.
- • Even the best paid tools only find, on average, about 65% of your global brand mentions.
Greg Ott, Demandbase
Greg presented on conversion rate optimization. Much of his presentation reflected, indirectly, the capabilities of the Demandbase tool. That’s not necessarily a bad thing as it’s a pretty cool product, though it is in my view grossly overpriced at $2,500 per month. I think there could be a huge marketing opportunity for the product in the $500-1,000 per month price range.
- • All marketing is now online marketing. Online sources provide 50% of all B2B leads now (sounds low to me) and that figure is projected to rise to 70% within two years.
- • Most b2b websites are still static and one-dimensional. Companies spend 9X as much on attracting visitors to their websites as they do on converting those visitors once they arrive.
- • Most websites are “leaky buckets.” They lose half of all visitors at each additional click.
- • Key is to determine who the visitor is as quickly as possible, then serve up relevant content and offers.
- • Think about visitors in terms of company size and industry, then optimize forms and offers for each.
- • To optimize conversions, keep forms as short as possible and test everything: content, offers, specific calls to action, etc.
Kim Albee, Genoo
Kim Albee is the fascinating, high energy leader of Genoo, a marketing automation system for small to midsize companies. Though both Genoo and Eloqua provide marketing automation software, they fit at opposite ends of the market in terms of company size, so they rarely compete. Genoo is more similar to something like ePROneur; both offer hosting, robust CMS capabilities and forms builders. Genoo is stronger in marketing email automation and suitable for smaller companies with reasonably sophisticated internal marketing capabilities. ePROneur on the other hand includes an integrated CRM application is ideal for sales-focused companies who outsource more of their marketing functions.
A few notes from our between-sessions conversation as well as the end-of-day panel session in which Kim participated (along with Greg Ott, Maria Lettman – Director of Social Media at Cargill, and others).
- • Employees need to understand the “rules of the game” for business social media participation; everything from etiquette and strategy to simple things like not including “#in” when posting something in LinkedIn.
- • Lots of agencies offer social media marketing services, but companies are having a hard time right now finding agencies with the bandwidth to do the work.
- • Data is important–but it won’t help you to be creative or “think outside the box.”
- • In social media, be a voice not an echo. Add value when you pass along information from others.
- • LinkedIn profiles should reflect personality; they should like they are written by individuals, not by the marketing department (though they should all contain some important keywords for consistency).
- • Infuse personality into social media efforts; don’t be afraid to “pi** people off.” Hmm, be careful with that one.
- • Balance value added vs. selling: help buyers solve problems or think about how to solve them. Share relevant content, even (or particularly) content that isn’t your own. Be interesting!
Got anything to add?