The B2B Social Media Book

Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Author: Kipp Bodnar,Jeffrey L. Cohen

Publisher: John Wiley & Sons

ISBN: 1118214307

Category: Business & Economics

Page: 240

View: 5750

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. 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.

The B2B Social Media Book

Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Author: Kipp Bodnar,Jeffrey L. Cohen

Publisher: John Wiley & Sons

ISBN: 1118167767

Category: Business & Economics

Page: 218

View: 4750

Outlines proven social media strategies for advancing B2B marketing plans, demonstrating how specific applications can be leveraged to drive leads and revenue, in a reference that includes coverage of such sites as LinkedIn, Twitter and Facebook.

The B2B Social Media Book

Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Author: Kipp Bodnar,Jeffrey L. Cohen

Publisher: John Wiley & Sons

ISBN: 1118213939

Category: Business & Economics

Page: 240

View: 5260

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. 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.

B2B Digital Marketing

Using the Web to Market Directly to Businesses

Author: Michael Miller

Publisher: Que Publishing

ISBN: 0132811634

Category: Business & Economics

Page: 320

View: 1856

The only 100% B2B-focused guide to high-profit, low-cost digital marketing! Finally, there’s a comprehensive guide to digital marketing specifically for B2B companies. In B2B Digital Marketing, Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market any product or service to your target companies. You’ll start with planning, discovering how to choose your best platforms and strategies for customer acquisition, sales conversion, and retention. Next, master crucial execution skills for web, search, social, and mobile marketing, online advertising, email, blogs, YouTube, online PR, and more. Finally, discover exactly how to measure your effectiveness, refocus based on what you learn, and prepare for the newest developments in B2B digital marketing. Whether you’re a B2B marketer, product manager, sales professional, PR specialist, manager, or entrepreneur, this book will help you use new low-cost techniques to build stronger relationships, close more sales, and earn higher profits—starting today! You’ll Learn How To: • Define realistic, measurable goals for your B2B digital marketing initiative • Segment your audience and identify the best digital platforms and vehicles for connecting with them • Systematically address the entire B2B buying continuum: reach, acquisition, conversion, retention, and loyalty • Create a flexible, actionable B2B digital marketing plan • Design a website that helps B2B buyers quickly find exactly what they need • Optimize your site for today’s search engines and today’s customers • Use tailored, targeted email to reach more customers and prospects at lower cost • Craft online advertising to reinforce organic search, support promotions, and attract web seminar participants • Drive real value from Facebook, LinkedIn, Google+, and Twitter • Effectively utilize blogs, podcasts, and streaming media MICHAEL MILLER has written more than 100 nonfiction books, including The Ultimate Web Marketing Guide; Using Google® AdWords and AdSense; Using Google® Search; The Complete Idiot’s Guide to Search Engine Optimization; Sams Teach Yourself Google Analytics in 10 Minutes; and Facebook for Grown-Ups. Miller’s books have sold more than one million copies worldwide. He has established a reputation for clearly explaining technical subjects to non-technical readers, and offering exceptionally useful real-world advice on complex topics. More information can be found at his website, www.molehillgroup.com.

42 Rules for B2B Social Media Marketing

Learn Proven Strategies and Field-Tested Tactics Through Real World Success

Author: Michael Procopio,Peter Spielvogel,Natascha Thomson

Publisher: Happy About

ISBN: 1607731134

Category: Business & Economics

Page: 152

View: 5068

Social media is changing the way people think about marketing. It's much more than pushing out the same content through new channels. The biggest shift is that communications is now bi-directional; you can (and must) listen to your customers rather than just talking to (at) them. But, with so many social media channels and new rules of engagement, even seasoned marketing professionals sometimes get stuck on where to begin. This book was created for business-to-business (B2B) marketing professionals who need to move quickly towards a marketing mix that now includes social media. While there are many books on social media marketing, there are few that focus on B2B. While B2B marketing is still the commonly used term to differentiate it from business-to-consumer (B2C) marketing, social media -- and the future of marketing -- is about people-to-people (P2P) communications. In this book, social media practitioners Michael Procopio, Peter Spielvogel, and Natascha Thomson share their combined 20 years of hands-on social media experience explaining how you can best leverage social media for your business. Learn how to understand market requirements, engage in conversations with your customers, build awareness for your solutions, and generate targeted leads with social media. Using a combination of proven best practices and real-world stories, the authors describe how to maximize your return on investment with Facebook, YouTube, LinkedIn, and other popular online channels. The focus is on how to engage more effectively with your customers and prospects using social media. The phased approach used in the book enables you to make steady progress as you move into social media without getting overwhelmed by too many options. Instead, the book makes it easy to integrate what you learn into your existing marketing strategy and day-to-day execution, step by step, while avoiding classic mistakes like over-committing resources. Providing small and well-defined chunks, this book will help you define what is right for your business, as taking on too much has caused many failures. If you want to remain relevant as a marketing professional and avoid common mistakes, read this book. The authors are donating all their royalties to the Khan Academy, an organization committed to providing a free world-class education to anyone anywhere. http: //www.khanacademy.org

Free Marketing

101 Low and No-Cost Ways to Grow Your Business, Online and Off

Author: Jim Cockrum

Publisher: John Wiley & Sons

ISBN: 1118120043

Category: Business & Economics

Page: 352

View: 8443

Simple, powerful marketing strategies every business can afford to implement There's never been a better time to be a marketer or entrepreneur than right now. Thanks to the Internet, a new world of free and inexpensive tactics can help get the word out to the prospects of any business with a limited marketing budget. Free Marketing delivers more than 100 ideas to help any small business owner or marketer generate new revenue—with little or no marketing budget. With both Internet-based and creative offline ideas, you'll discover ways to turn your top customers into your unpaid sales force, get your competitors to help you promote your new products, and other innovative ways to get the word out. Create a "squeeze page," the most powerful one page website you'll ever build Use simple YouTube videos to grow sales Hold an eBay auction for publicity purposes (author Jim Cockrum made $30,000 and earned tons of free publicity from just one auction) and more! Grow a successful business without letting your marketing budget tell you "No." Jim Cockrum has proven that the most powerful marketing strategies are the cheapest.

Monster Loyalty

How Lady Gaga Turns Followers into Fanatics

Author: Jackie Huba

Publisher: Penguin

ISBN: 110163099X

Category: Business & Economics

Page: 224

View: 3346

Famous for her avant-garde outfits, over-the-top performances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans. She's one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her "Little Monsters" - passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community. From the Hardcover edition.

Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever

Author: Ric Dragon

Publisher: McGraw Hill Professional

ISBN: 0071790500

Category: Business & Economics

Page: 224

View: 2050

Manage all your social media marketing efforts with repeatable, improvable processes Winner of a 2013 Small Business Book Award for Social Media “In studying social media we must also embrace social sciences. Sociology, psychology, neuroscience, statistical analysis, ethnography, as well as marketing are at the source of Social Marketology, and Dragon explains how and why it matters to business.” —Brian Solis, author of Then End of Business as Usual “There is no longer any doubt that social media is one of the key digital trends that are reshaping today’s industries, brands, and customer networks. Ric Dragon’s immensely practical guide will help you get the most out of your own social media investment by identifying the processes and best practices that build real and valuable business relationships. Read it, and use it, today!” —David Rogers, bestselling author of The Network is Your Customer “If you think Facebook, Twitter, and the like are simply trends or fads, you’re missing the bigger picture. Consumers are more connected than ever before, and they are highly untethered (thanks to smartphones and tablets). Now that we’re past the whole ‘Do I really need social media for my business?’ Ric is here with Social Marketology, a smart look at how to get social media organized for your business.” —Mitch Joel, President of Twist Image and author, blogger, and podcaster at Six Pixels of Separation About the Book: Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years. What has not been established are the best practices for creating the most ideal social media strategy for your particular needs—and that’s where this book comes in. In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals. Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps: Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics Pinpoint the very smallest segments of your customers Determine the communities to which these microsegments belong Identify the influencers of those communities Create an action plan for your project Measure and constantly improve your efforts The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them. The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118167775

Category: Business & Economics

Page: 243

View: 1545

Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.

Content Rules

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

Author: Ann Handley,C.C. Chapman

Publisher: John Wiley & Sons

ISBN: 9780470948729

Category: Business & Economics

Page: 192

View: 1259

Managing Content Marketing

The Real-World Guide for Creating Passionate Subscribers to Your Brand

Author: Robert Rose,Joe Pulizzi

Publisher: BookBaby

ISBN: 0983330700

Category: Business & Economics

Page: 180

View: 1669

Let’s face it...content marketing is all the rage. Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing. There have been countless books and resources that have covered all aspects of content marketing ...from the why to the what to the where...but oddly enough, rarely the how. Not until now that is. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book will give you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand. World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories, and explains it in a way that can actually be implemented. You’ll Learn How To: - Build the Business Case for Content Marketing - Develop a Content Marketing Strategy that Works for Your Business - Tell a Consistent Story that Engages Your Customers - Determine the Right Marketing Channels to Implement - Create an Internal and External Workfl ow for Content Marketing - Measure Content Marketing and Communicate Results to Internal Stakeholders

Social Media Is Bullshit

Author: B. J. Mendelson

Publisher: St. Martin's Press

ISBN: 1250017505

Category: Business & Economics

Page: 240

View: 3644

A provocative look at social media that dispels the hype and tells you all you need to know about using the Web to expand your business If you listen to the pundits, Internet gurus, marketing consultants, and even the mainstream media, you could think social media was the second coming. When it comes to business, they declare that it's revolutionizing advertising, PR, customer relations—everything. And they all agree: it is here to stay. In this lively, insightful guide, journalist and social critic B.J. Mendelson skillfully debunks the myths of social media. He illustrates how the notion of "social media" first came to prominence, why it has become such a powerful presence in the marketing field, and who stands to benefit each time it's touted in the press. He shows you why all the Facebook friends and Twitter followers in the world mean nothing to you and your business without old-fashioned, real-world connections. He examines popular tales of social media "success," and reveals some unsettling truths behind the surface. And he tells you how to best harness the potential of the Internet—without spending a fortune in the process. Social media is bullshit. This book gives the knowledge and tools you really need to connect with customers and grow your brand.

Social Marketing to the Business Customer

Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships

Author: Paul Gillin,Eric Schwartzman

Publisher: John Wiley & Sons

ISBN: 0470939737

Category: Business & Economics

Page: 256

View: 9691

The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next. Features plentiful examples, case studies, and best practices Focuses on the channels that are most effective for B2B marketers Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!

Social Commerce

Marketing, Technology and Management

Author: Efraim Turban,Judy Strauss,Linda Lai

Publisher: Springer

ISBN: 3319170287

Category: Business & Economics

Page: 320

View: 7907

This is a multidisciplinary textbook on social commerce by leading authors of e-commerce and e-marketing textbooks, with contributions by several industry experts. It is effectively the first true textbook on this topic and can be used in one of the following ways: Textbook for a standalone elective course at the undergraduate or graduate levels (including MBA and executive MBA programs) Supplementary text in marketing, management or Information Systems disciplines Training courses in industry Support resources for researchers and practitioners in the fields of marketing, management and information management The book examines the latest trends in e-commerce, including social businesses, social networking, social collaboration, innovations and mobility. Individual chapters cover tools and platforms for social commerce; supporting theories and concepts; marketing communications; customer engagement and metrics; social shopping; social customer service and CRM contents; the social enterprise; innovative applications; strategy and performance management; and implementing social commerce systems. Each chapter also includes a real-world example as an opening case; application cases and examples; exhibits; a chapter summary; review questions and end-of-chapter exercises. The book also includes a glossary and key terms, as well as supplementary materials that include PowerPoint lecture notes, an Instructor’s Manual, a test bank and five online tutorials.

The Fundamentals of Business-to-Business Sales & Marketing

Author: John M. Coe,John Coe

Publisher: McGraw Hill Professional

ISBN: 0071408797

Category: Business & Economics

Page: 208

View: 9861

This guide shows sales and marketing executive how to revamp their sales and marketing model and fully integrate the traditional methods of the salesman approach with the most effective and proven new technologies in order to meet the increasing revenue and margin demands.

Project Management Pocketbook

2nd Edition

Author: Keith Posner

Publisher: Management Pocketbooks

ISBN: 1908284013

Category: Self-Help

Page: 128

View: 7829

The Project Management Pocketbook is a practical, step-by-step guide to managing a project through to completion. It looks at each key stage and identifies the management techniques that can be applied. From objective-setting through to implementation, the book stresses the importance of good communication, teamworking and influencing skills. All too often, books on this subject cover the process of project management and not the people aspects. This Pocketbook addresses both. "Project management requires a multitude of skills - from vision and planning, to monitoring, communication, leadership and, of course, delivery. This pocketbook pulls together best practice from these diverse areas into one simple, easy-to-read booklet. Refreshingly, it has been written from a general business perspective (rather than I.T.), and is therefore applicable to anyone managing change."Adrian Guttridge, Vice President UK & Ireland, EDS "A lively guide based on real events that any of us may encounter in our everyday life at work or (as I found out after reading this) at home."Johann de Waal, Director, International SOS Insurance Services Ltd

Electronic Commerce

A Managerial and Social Networks Perspective

Author: Efraim Turban,David King,Jae Kyu Lee,Ting-Peng Liang,Deborrah C. Turban

Publisher: Springer

ISBN: 3319100912

Category: Business & Economics

Page: 791

View: 7949

Throughout the book, theoretical foundations necessary for understanding Electronic Commerce (EC) are presented, ranging from consumer behavior to the economic theory of competition. Furthermore, this book presents the most current topics relating to EC as described by a diversified team of experts in a variety of fields, including a senior vice president of an e-commerce-related company. The authors provide website resources, numerous exercises, and extensive references to supplement the theoretical presentations. At the end of each chapter, a list of online resources with links to the websites is also provided. Additionally, extensive, vivid examples from large corporations, small businesses from different industries, and services, governments, and nonprofit agencies from all over the world make concepts come alive in Electronic Commerce. These examples, which were collected by both academicians and practitioners, show the reader the capabilities of EC, its cost and justification, and the innovative ways corporations are using EC in their operations. In this edition (previous editions published by Pearson/Prentice Hall), the authors bring forth the latest trends in e-commerce, including social businesses, social networking, social collaboration, innovations, and mobility.

Introduction to Electronic Commerce and Social Commerce

Author: Efraim Turban,Judy Whiteside,David King,Jon Outland

Publisher: Springer

ISBN: 3319500910

Category: Business & Economics

Page: 435

View: 9767

This is a complete update of the best-selling undergraduate textbook on Electronic Commerce (EC). New to this 4th Edition is the addition of material on Social Commerce (two chapters); a new tutorial on the major EC support technologies, including cloud computing, RFID, and EDI; ten new learning outcomes; and video exercises added to most chapters. Wherever appropriate, material on Social Commerce has been added to existing chapters. Supplementary material includes an Instructor’s Manual; Test Bank questions for each chapter; Powerpoint Lecture Notes; and a Companion Website that includes EC support technologies as well as online files. The book is organized into 12 chapters grouped into 6 parts. Part 1 is an Introduction to E-Commerce and E-Marketplaces. Part 2 focuses on EC Applications, while Part 3 looks at Emerging EC Platforms, with two new chapters on Social Commerce and Enterprise Social Networks. Part 4 examines EC Support Services, and Part 5 looks at E-Commerce Strategy and Implementation. Part 6 is a collection of online tutorials on Launching Online Businesses and EC Projects, with tutorials focusing on e-CRM; EC Technology; Business Intelligence, including Data-, Text-, and Web Mining; E-Collaboration; and Competition in Cyberspace. the following="" tutorials="" are="" not="" related="" to="" any="" specific="" chapter.="" they="" cover="" the="" essentials="" ec="" technologies="" and="" provide="" a="" guide="" relevant="" resources.="" p

Digital Leader: 5 Simple Keys to Success and Influence

Author: Erik Qualman

Publisher: McGraw Hill Professional

ISBN: 0071792449

Category: Business & Economics

Page: 288

View: 5365

Digital Leaders are Made—Not Born "Fail forward, fail fast, fail better is a winning concept from Qualman's latest book, Digital Leader." -- Tony Hsieh, New York Times bestselling author and CEO of Zappos.com, Inc. "People with a passion for something can be infectious. It's obvious that Erik Qualman's passion is social media." -- Dan Heath, New York Times bestselling author of Made to Stick and Switch "Qualman is to social media what Deming is to quality and Drucker to management." -- Scott Galloway, professor, Stern School of Business, NYU "Erik Qualman is a Digital Dale Carnegie." -- Todd Young, CEO, ProspX About the Book: "Digital footprints are what we post about ourselves. Digital shadows are what others upload about us. Collectively, they have changed the world forever. As leaders and future leaders we need to adapt to this new world." -- from Digital Leader Digital leaders are made, not born--you have it within you to become an effective digital leader. As a leader in the digital age, your reach is boundless. With advanced technologies, you can exert more direct and indirect influence than ever before--anywhere at any time. And everything you do, fail to do, and wish you didn't do is documented forever in the digital universe. Digital Leader explains how to take full advantage of everything the digital age has to offer, while avoiding common pitfalls that can damage your "digital legacy." Bestselling author Erik Qualman explains what modern leadership means and describes how to be an effective leader in the digital world. In order to succeed, you need to adjust your leadership skills to adapt to today's digitally open world--and you need to start today. Qualman breaks the process down into five powerful truths you can use to establish your leadership "stamp": Simple: success is the result of simplification and focus True: be true to your passion Act: nothing happens without action--take the first step Map: goals and visions are needed to get where you want to be People: success doesn't happen alone Basing his conclusions on a wide range of research and resources, Qualman provides an abundance of real-world examples and tips to help you create a path to success while leading others to achieve their best.