Often times, peripheral buying considerations become the themes on which a marketer can build community: opportunity, sustainability, safety, patriotism and charity.
There is no single tool or source to answer all your web analytics questions. But quantitative data on bounce rate is easy to find. You can learn how visitors arrive at your site, what they do while there, and a history of your bounce rate per page using Google Analytics or Yahoo Analytics, both free.
You can read all the articles you want about social media marketing for B2B companies, but until you jump in and do it, you probably won’t realize what you need to succeed. As many have found out, hiring a college-age daughter or son to set up your Facebook page or your twitter account isn’t the answer.
If hardly anyone is reading your blog, visiting your Facebook page or following you on Twitter, there is a good chance you may be lacking in at least one of these three success areas.
Success Factor No. 1: Content
You don’t have the foggiest idea what your customers would find interesting or engaging. You find it hard to think beyond what you sell, and you probably don’t enjoy staring at a blank page.
A content strategist can help you plan what you want to say and how you are going to say it. Content strategists know how to find engaging stories about your business or topic area that people actually want to read. And the best part … they never run out of ideas.
Content creators get the work done, creating blog posts, videos, and slide shows. Crafting messages that sound like you or your brand, only better. Content curators select the “best of the best” information and ideas, creating value for your B2B audience.
Success Factor No. 2: Technology
Words like “meta tag,” “API” and “robots” scare you. You’ve never seen or even attempted to find the traffic statistics for your website or blog. You aren’t interested in learning a whole new language.
Without knowing the technology behind social media, the best content in the world can remain lost. And without reviewing your website analytics, content opportunities will be lost.
Boosts in website traffic require link building and that means knowing where on the Web you need to be. Each social media network has its own characteristics. Do you have the patience to listen and learn?
Social media training will shorten the learning curve and let you know where you need to focus first. Mastering the technology skills can help your social media efforts deliver a better ROI from the get-go.
Success Factor No. 3: Time
Once you engage your B-2-B business in social media, you quickly understand the tedium of it all . Day after day, week after week, you need to participate, create content, and promote content. Conversations aren’t all in one place. Information needs to be posted in a lot of places with thoughtful messages targeted to the audience. It’s downright time consuming.
However, the more you are involved in social media, the greater the benefit you are likely to receive. Do you have the time? Do you know the tools that can help you best manage and monitor your efforts? Do you have someone who can do the “grunge” work for you?
Some businesses and business owners want to do social media themselves and they have everything they need to succeed: Content, Technology and Time. That’s terrific. Some may have the content, but lack the time and energy. Others may have the technological skills, but lack content.
The important thing is to not get hung up on what you don’t know.Recognize it and get some help. Hire someone to get you started. Build a team and share your knowledge. Sign up to receive some social media training. Move on. Don’t give up.
What has held back your social media efforts? What kind of help does your business need?
The results are in. Visits to contentforbiz.com more than doubled the week after we sent our first press release. We tested three distribution services: PRWeb.com, PR.com and freepressrelease.com.
On PRWeb we selected the “Most Popular” $200 visibility level. According to the analytics on PRWeb.com, the Content for Biz press release was distributed to 3,321 media outlets via email or feed. It was opened for a full page read on PR Web.com more than 1,100 times and delivered nearly 47,000 impressions across the web over the last nine days. Additionally, based on our site analytics, there were 15 direct links from PRWeb.com.
On PR.com I subsequently found out that there’s not much included in the “free” version – not even a hyperlink. Visibility upgrades range from $30.00 to $100.00, and hyperlinks are $29.95 each. To include an image, you are required to select the $60.00 visibility level. Our budget wouldn’t allow all these extras. To be honest, it really isn’t much of a comparison with PR Web at the free level. As far as visibility, the only way I could find my release on this site was to log in.
Posting on freepressrelease.com was easy. It’s just like uploading a WordPress post. Hyperlinks are free, and there are some social sharing features, but visibility was next to nil. There were no search tools on the site to help a visitor find what they are looking for.
In summary, our little test proved that you get what you pay for. The PR Web Distribution service helped to increase website traffic vs. the prior week by 210 percent, while the free services did not appear to provide any measurable results.
Tip: Check out a free tool called Press Release Grader to optimize the press release for the web. It’s an extra step, but well worth your time.
What’s your favorite B2B press release distribution service?
Stop. Take a hint from a road sign and understand the power of a word. Brevity gets attention. Precious minutes are wasted listing reasons to stop or giving instructions on how to stop. In its aloneness, Stop is powerful.
Brevity ensures that a reader gets the message. This trend is taking hold at companies large and small. On the website of Kraft Foods a five word headline, five short sentences each with a link, and a six-topic menu bar introduces the viewer to the company.
At the Pepper Construction Group, a general contracting construction management firm, the Home page contains a four-word headline and triple menu bars: one at the top by location, near the bottom by topic, and at the bottom with subject icons. News links are included. This information design is ingenious.
Emphasis Gets Lost When Overstated
On these sites nothing is overstated. It appears glamorous in its constraint compared with the glut of information most people see each day. Sensibilities are soothed rather than taxed. Information designed in small chunks like this is functional. A practical reason to limit word count is the click through. When introductory words are of interest to readers they act. Their click through is measurable.
When a not so prominent lawyer’s bio runs 851 words, perspective is needed. MicroSoft’s chairman of legal affairs wrote his bio using 421 words and Chicago’s largest and most prestigious law firm’s chairman uses only 326 words. It is a conversation. Don’t go on and on. Stop.