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Nine Days of B2B Social Media Benefits, Day 9: SEO

Uncategorized Posted on: Apr 03, 2011 By: jsaunders | 0 Comments

I’ll let you in on a secret.

Blog posts, social media profiles, YouTube videos, Flickr photos… they are all ranked by the search engines.

To get the scoop, I spoke with Peg McDermott, founder and president of COGO Interactive, an internet marketing company located in Northern VA. Here’s what Peg had to say:

“It’s fairly well known that a solid social media strategy is very effective in raising awareness around a brand. What is less known, is that social media also serves as a powerful tool in search engine optimization. Today, search engines can index or “crawl” and rank a Facebook fan page, a LinkedIn professional profile, blog posts, even your tweets! The more content you publish to the “social wire” the better the chance that your brand will show up in first page search results.”

Speaking of search engines, Twitter and YouTube are two of the largest search engines, behind Google! So the takeaway is, folks, the more active a company is on social media, the higher it will rank in search results. Here’s how the social media/SEO cycle works:

1.           Create and promote optimized content and assets

2.           Content is noticed, shared and voted on. Awareness grows.

3.           Increased exposure attracts more subscribers, fans, friends, followers and links

4.           Increased links and social media exposure grow search and referral traffic

5.           Traffic and community help research, develop and further grow social networks for content and SEO

There you have it. Nine reasons (and nine blog posts) why your company must take social media seriously NOW… as a highly effective way to reach your B2B audience.

What do YOU get out of social media? How has it helped your business connect?

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Nine Days of B2B Social Media Benefits. Day 6, Extend Marketing Reach

Uncategorized Posted on: Mar 15, 2011 By: jsaunders | 0 Comments

Soapbox presents nine reasons to embrace B2B social media. Today’s installment:

Extend Marketing Reach

Social media is one more avenue for sharing your marketing message. Social media allows you to reach a segment of your customers and prospects in the way they want to be reached.

We know that having an integrated marketing strategy is important because not every customer or prospect interacts with the same medium.

I, for example, will never act favorably to an uninvited sales call. If I download a white paper and you call me to follow up, you will not succeed at engaging me in conversation about what I thought about the paper. And I write phone sales scripts! The only comment you may wrench out of me is that it took too long to download, I didn’t like the layout, or some other innocuous and very unhelpful comment to the poor lead qualifier who has no say or control over either. I’m just being difficult because I don’t like being interrupted.

There are those who will never open an email unless they know the sender. Others toss direct mail as soon as they separate it from the invoices and magazines. And some professionals will never venture on Facebook unless it’s to connect with family or Twitter because they “don’t get it.”

So why use social media to reach your audience?

How about the 35 million people who use LinkedIn*, the 50 million who use Twitter* (most of whom don’t Tweet, they merely follow. That’s cool; you Tweet, they follow!). According to Facebook, there are 500 million active users. YouTube is considered to be the 3rd largest search engine behind Google and Bing, making viewer comments foolish to ignore for any brand manager.

*According to Answers.com

While it’s true that many customers will never engage via social media, millions upon millions of others use it to gather information, perform research and exchange ideas and opinions. Businesses simply cannot afford to ignore it.

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Two Kinds of Companies

Complaints, General, Uncategorized Posted on: Dec 20, 2010 By: jsaunders | 0 Comments

Since I seem to be on the topic of resumes and jobs lately, I’d like to share an experience and a lesson learned (I’ve been dishing those out as well… think of this blog as The Brady Bunch for the marketing set).

Recently, someone asked me if there was some defining incident that caused me to take the leap and start my own marketing company. The answer is “yes”, and here it is:

About three years ago, I was interviewing at a technology company for a VP Marketing job. This company had never had a marketing team, or person on staff, and relied on ad hoc marketing consultants. Up until now, they had managed to do well via the Rolodex of contacts that the CEO and others had made in their previous positions at major player companies, but the head of sales was pressuring the very hands-on CEO to hire a marketing team.

As the interview progressed, I was getting the distinct impression that this CEO wasn’t too high on the idea of having anyone other than himself call the shots on marketing his company. He peppered the conversation with “Bill thinks… ,” and “the CFO tells me we should… .” I wasn’t feeling all warm and fuzzy about this guy, or his company.

The clincher was when he said, “If I hire you, you’ll need to prove to me that I need a vice president of marketing.” Uh-oh.

Seriously?

You’re going to go through the time and expense of hiring a department head so they can prove that you need the department? No way. That job would have been an exercise in hitting my head against a cinder block, 10 hours a day. I decided then and there to take the leap and go out on my own.

My philosophy is this: There are two kinds of companies. Those who see the value of marketing, and those that don’t. I prefer to work for the latter. I get less headaches that way: no cinder blocks.

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