The B2B Social Media Book
Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More
(Sprache: Englisch)
Advance your B2B marketing plans with proven social media strategies
Learn social media s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies.
Learn social media s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies.
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Advance your B2B marketing plans with proven social media strategies
Learn social media s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies.
Learn social media s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies.
Klappentext zu „The B2B Social Media Book “
Advance your B2B marketing plans with proven social media strategiesLearn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.
This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.
* Describes a methodology for generating leads using social media
* Details how to create content offers that increase conversion rates and drive leads from social media
* Offers practical advice for incorporating mobile strategies into the marketing mix
* Provides a step-by-step process for measuring the return on investment of B2B social media strategies
The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.
Inhaltsverzeichnis zu „The B2B Social Media Book “
Foreword ANN HANDLEY xiIntroduction We Didn't Wake Up One Day and Write This Book xv
How We Got Here xvi
This Book Is an Offer xvii
You Want More Examples? xvii
What Did We Miss? xviii
Are You Ready to Go? xviii
I The Fundamentals of Social Media Lead Generation 1
1 Why B2B Is Better at Social Media Than B2C 3
The Marketing Status Quo 3
What Your Marketing Could Be 4
Five Reasons B2B Companies Are a Better Fit for Social 4
Media Marketing Than B2C Companies
When Social Media Isn't Right for B2B 6
B2B Social Media as an Annuity 8
Results Independent of Effort 8
Annuities Facilitate Scale 9
Social Media Is Only One Piece 9
Building a Next-Generation B2B Marketing Team 10
Storytelling + Data Analysis = Great Social Media Marketer 10
The Perfect B2B Marketing Leader 11
Three B2B Social Media Steps to Superstardom 11
2 Five-Step Social Media Lead Generation Process 13
Step 1: Getting the Basics Right 14
Step 2: Maximize Content Discovery 17
Step 3: Create Conversion Ubiquity 21
Step 4: Test and Fail Fast 22
Step 5: Optimize for Maximum Lead Flow 25
Three B2B Social Media Lead Generation Steps to Superstardom 27
3 Yes, Chapter 3 in a Social Media Book Is about Search (It's That Important!) 29
Evolution of Search 29
Context as the Foundation of Search 29
Four On-Page Optimization Opportunities 30
Authority Drives Ranking 32
Three Strategies for Link Building Success 33
Changing Authority 34
Social Search and B2B 35
Unifi ed Keyword Strategy 35
Rank Is Dead 37
Search Isn't Just Google 38
Three B2B Search Engine Optimization Steps to Superstardom 39
4 How to Close the Loop of Social Media ROI 41
The
... mehr
Math of ROI 42
Calculating COCA 42
Understanding Total Lifetime Value 43
Social Media Is Good for COCA and TLV 46
Intent Is Attribution 47
First- versus Last-Action Attribution 48
Gathering the Data 49
Measuring to Superstardom 50
Integrating Marketing and Sales Databases 50
It Is Math, Not Hugs 51
Three B2B Social Media ROI Steps to Superstardom 52
5 Reach: More Is Always Better 55
Being Targeted Isn't Enough 55
Be Able to Sell Anything 56
Six Time-Tested Methods for Building Reach 57
Remarkable and Frequent Content Fuels Reach 58
Paying for Reach Is Okay 59
Nearsightedness Kills Great Marketing 61
Three B2B Social Media Reach Building Steps to Superstardom 61
II Social Media Lead Generation in Action 63
6 Creating Ebooks and Webinars That Prospects Love 65
Create Ebooks Everyone Wants 66
The 10-Step Blueprint to Ebook Awesomeness 67
Webinars Are Low-Cost Trade Shows 69
Five Steps for an Engaging Webinar 70
Marketing with Existing Sales Tools 71
Storytelling with Video 71
Three Commandments of B2B Video 72
To YouTube or Not to YouTube, That Is the Question 73
Being Interesting Is the New Black 74
Three B2B Social Media Content Offer Steps to Superstardom 74
7 Why You Are Already a Business Blogging Expert 77
The Origins of Corporate Blogging 78
The Thinking Part of Setting Up Your Business Blog 79
The Content Part of Setting Up Your Blog 80
The Nuts and Bol
Calculating COCA 42
Understanding Total Lifetime Value 43
Social Media Is Good for COCA and TLV 46
Intent Is Attribution 47
First- versus Last-Action Attribution 48
Gathering the Data 49
Measuring to Superstardom 50
Integrating Marketing and Sales Databases 50
It Is Math, Not Hugs 51
Three B2B Social Media ROI Steps to Superstardom 52
5 Reach: More Is Always Better 55
Being Targeted Isn't Enough 55
Be Able to Sell Anything 56
Six Time-Tested Methods for Building Reach 57
Remarkable and Frequent Content Fuels Reach 58
Paying for Reach Is Okay 59
Nearsightedness Kills Great Marketing 61
Three B2B Social Media Reach Building Steps to Superstardom 61
II Social Media Lead Generation in Action 63
6 Creating Ebooks and Webinars That Prospects Love 65
Create Ebooks Everyone Wants 66
The 10-Step Blueprint to Ebook Awesomeness 67
Webinars Are Low-Cost Trade Shows 69
Five Steps for an Engaging Webinar 70
Marketing with Existing Sales Tools 71
Storytelling with Video 71
Three Commandments of B2B Video 72
To YouTube or Not to YouTube, That Is the Question 73
Being Interesting Is the New Black 74
Three B2B Social Media Content Offer Steps to Superstardom 74
7 Why You Are Already a Business Blogging Expert 77
The Origins of Corporate Blogging 78
The Thinking Part of Setting Up Your Business Blog 79
The Content Part of Setting Up Your Blog 80
The Nuts and Bol
... weniger
Autoren-Porträt von Kipp Bodnar, Jeffrey L. Cohen
Kipp Bodnar is an Inbound Marketing Strategist at Hubspot, the inbound marketing software leader. He leads HubSpot's inbound marketing content team focusing on top-of-the-funnel lead generation. He is cofounder of SocialMediaB2B.com, the leading online resource for social media's impact on B2B marketing.Jeffrey L. Cohen is a Social Strategist at Radian6, a salesforce.com company. With more than twenty years' marketing experience, Jeff has provided strategic counsel to B2B companies of all sizes. Jeff is cofounder and Managing Editor of SocialMediaB2B.com.
Bibliographische Angaben
- Autoren: Kipp Bodnar , Jeffrey L. Cohen
- 2012, 1. Auflage, 240 Seiten, Masse: 15,7 x 23,5 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 1118167767
- ISBN-13: 9781118167762
- Erscheinungsdatum: 28.02.2012
Sprache:
Englisch
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