If you are wondering as an organisation about B2B marketing on Facebook and asked yourself whether you need a strategy, you should watch this video. In a recent v-blog, our CEO Stephenie Rodriguez shares her response to the commonly asked questions, “Do I need a Facebook Strategy?”

 

It is no surprise that B2B marketing on Facebook is very different that messaging done by B2C companies. Those who are key decision makers in B2B or business to business organisation are highly likely to use Facebook like everyone else  – to connect and share with their friends and family.
What B2B marketers need to do is determine how the pitch and cadence of Facebook articulates their brand’s core values and ethics. Many B2B companies use their Facebook to celebrate their corporate culture, foster recruitment, and share their stories of corporate social responsibility. They use it to showcase the faces on the name badges, rather than beat their chest about their brand.

Rule of Thumb for Facebook: Activities conducted on Facebook by a company should reinforce the brand values however the tone needs to be appropriate for the platform. Treat Facebook like the company picnic in the park. You’ll be dressed in board shorts, let your hair down, play a few team sports and relate to clients and family as people. Save the suits, ties and whiteboard worthy content for LinkedIn.

Think more holistically about your content and messaging. Facebook is an important channel for corporate presence, but not the only one. When planning B2B marketing activities for Facebook, ensure that you’re using the right message, in the right context to build rapport and trust to avoid a #Fail.

 


 

About the Author

Stephenie Rodriguezstephenie rodriguez is the CEO of the Mighty Media Group a digital agency specialising in digital marketing strategy in Australia founded Mighty Media Group, a leading data-driven digital, mobile and social marketing strategy and solutions firm, in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social, emerging and disruptive technology, an evangelist of engagement and has advised companies including SSP – The Food Travel Experts, Club Med Asia Pacific,  Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #Tedx and #SocialBiz.


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Visual Storytelling – A picture is worth a thousand words…to me actually, it is more like a million.

I was reading a brilliant book recently ‘The Power of Visual Storytelling’ by Ekaterina Walter which I received as a gift and was lucky enough to have signed to me by Ekaterina “Data + Visual + AWESOME”. It got me thinking about how we as a culture have changed with regards to sharing our experiences and how visual storytelling is the way to get noticed! If you want a great read and some practical advice on how to do it right – I suggest you grab a copy. I found it inspirational.

As I said earlier, it got me thinking….. and reflecting…..

In the “olden days”, before the invention of camera phones and social media sharing apps such as Instagram whenever I was out walking or just sitting admiring the view that’s really all I was doing…walking or admiring the view. These days, however, armed with my trusty smart phone I am constantly on the lookout for photo opportunities. Once captured I can jazz up my picture with a few carefully selected filters, click, and share images with the world. The image is then showcased in my follower’s Instagram streams or Facebook Page and invites them to engage with me by commenting, liking or sharing. The is the essence of visual storytelling. Jamie Oliver, a “celebrity chef”, understands visual storeytelling and with over 1.7 million followers on Instagram has embraced the power of photos to market the Jamie Oliver brand.

Jamie Oliver

 

Not surprisingly, the better the photo the more it drives engagement. At my Easter lunch over the weekend, I watched my partner take ordinary and average photos and give them that “zing” factor. On the left is the original of our easter bunny table place setting… on the right the “filtered” version. There are a plethora of free and paid apps that allow you to be a photo editor “guru”, in real time, and on your smartphone.

Bunnies before and after

The Age of Visual Culture

We now live in the age of the “camera in everyone’s pocket”. With 5.2 billion mobile phones on the planet for a population of 4.3 billion users (yes, some people have multiple phones), 83% of all phones have cameras, we are all becoming visual storytellers whether we realise it or not!

WITH such an enormous number of camera phones in use we are entering a new dynamic era around image creation and content according to Bob Lisbon from Luminate. Bob explains that this can be broken into three phases as we enter the age of visual culture and language.

Phase One: Massive increase in photo creation

Phase Two: The Rise of Image Centric Social Networks

With photographic images becoming the “universal language” it is no surprise to anyone that the fastest growing social media networks are Facebook, Tumblr and Instagram.

Phase Three: Images become Interactive

Pinterest is one of the first platforms that allows you to interact with static images and Luminate’s image apps (which are used by more than 100 million consumers ) is also an example.

What’s In It for Me?

So now I hear you asking yourself “How and why should you use images in my business communications, marketing, posts and social networks? How can I become a better Visual Storyteller?”

Well consider the following: If you have an online store, issue press releases or even just have a Facebook business “page”, then here are 6 reasons to publish images and photos as part of your business marketing tactics.

Stats infographic 1

Stats infographic 2

So if you have an online store you need to include high definition images to drive higher engagement and sales. If your business issues press releases then include images with your article and finally, ensuring that you include high quality photographs as an important part of your social media marketing strategy, rather than just text and links, will improve engagement rates.

What could you do better?


For more information on anything in relation to social, digital or mobile – or for some advice or assistance with your social media strategy, visual storytelling or how to measure, feel free to contact us at Mighty Media Group for a no obligation chat about how we can help you. Contact@mightymediagroup.com.au.

If you enjoyed this blog – please check out our latest ebook – “The Business Owners Guide to Inbound Marketing

 


About the Author

Bruce GrantBruce Grant is the Chief Integration Officer at Mighty Media Group and has a wealth of expertise and experience with managing people and projects along with data, systems, workflows and technology. He oversees the company’s implementation and technology teams, driving transformation from social media and digital strategy, with a focus on inbound marketing, web development, sales enablement, SEO, social media marketing and campaigns, blogging, content creation, analytics and much more. Follow Bruce on Twitter @BruceJohnGrant or drop him an email anytime on bruce.grant@mightymediagroup.com.au.


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Salesman-300x300

What do you think of when you hear the words “Sales Enablement“? It would be quite natural to think of the muscle and force that your good looking sales people dish out, quota numbers and number of leads in the pipeline.
Companies who truly appreciate the power of the internet, search engines and authority are best positioned to take advantage of the benefits of discovery and how the sales process has changed in the advent of smart phones, tablets and easier access to information.
Lean in, and I will explain how some smart insights from a study by McKinsey & Co support this, and give you three ways to improve your sales funnel in the digital ecosystem.

 

No qualms about it…when you think about building valuable relationships with clients, your sales team are critical players on the front lines. But are the sales guys getting the basics right? Your customer want to be contacted just enough, not spammed to death. Your sales team should know your products or services comprehensively and how your business’s offer measures up with those of their competitors.
Clients need information on exactly how a product or service will make them more successful. And while they may say price is one of their biggest concerns a satisfying sales experience is ultimately or greater importance.

 

In 2010 McKinsey & Co conducted a survey of more than twelve hundred purchasing decision makers in small, medium, and large companies throughout the USA and Europe who are responsible for buying high-tech products.
The insights were consistent across simple to complex products and apply readily to most B2B organisations which also have robust, layered sales processes involving both those who will use the product and purchasing managers.

 

McKinsey’s report identifies that there is a big difference between what customers said was important and what actually drove their behaviour. The report also stated the following “Customers insisted price and product aspects were the dominant factors that influenced their opinion of a supplier’s performance and, as a result, their purchasing decisions.
Yet when we examined what actually determined how customers rated a vendor’s overall performance, the most important factors were product or service features and the overall sales experience. The upside of getting these two elements right is significant: a primary supplier seen as having a high-performing sales force can boost its share of a customer’s business by an average of 8 to 15 percentage points.”

 

That makes the next finding most remarkable. Of the many habits that undermine the sales experience, two that are relatively easy to fix accounted for 55% of the behaviour customers described as “most destructive”: Failing to have adequate product knowledge and contacting customers too frequently. Only 3% said they weren’t contacted enough, suggesting customers are open to less frequent but more relevant communication.

 

Both destructive habits are not irreparable. B2B businesses can address a lack of product knowledge by centralising content development to guarantee a uniform message and creation of compelling value propositions for customers. To ensure deep understanding, those in your sales department can receive experiential training and on-the-job coaching, preferably side by side with those crafting the stories in your business. Finally, sales reps don’t need to know everything.
When it comes to specifics, the McKinsey report found customers were more than happy to use self-serve or online tools and will in fact self educate on your offer.

 

Recently one of our clients received complaints on their Facebook page for nagging prospects and making too many sales calls for those in their funnel not yet ready to purchase.
When we reviewed their sales process and online presence, we revealed that this company gave little insight as to the benefit of the products or features on their very limited content website. Instead, it offered a “FREE 30 Day Trial” as a means to get those chasing free information into their CRM.
As the software helps customers organise their share portfolios once the prospect had use of the tool for 30 days and during that free trial, the prospect was contacted more than five times and spammed twice a week with email inviting them to attend webinars and pod casts.
What this client should have offered instead is holistic and detailed overviews of key aspects of the solution that solve a particular pain point likely to queried on Google, encouraging live demos and selling actively during those calls.

 

Striking the right balance between contacting customers too much and too little requires understanding their stated and actual needs. There should be a clear strategy for reaching out to customers based on needs and profit potential, with nurture campaigns dictating how frequent is best.
When you think about building valuable relationships with your customers, your sales reps are critical players on the front lines. But are they getting the basics right? Your future customers want to be contacted just enough, not spammed to death.
Your team of sales representatives should know your products or services comprehensively and how your offering stacks up with those of their competitors.
Clients need information on exactly how a product or service will make them more successful. And while they may say price is one of their biggest concerns a satisfying sales experience is ultimately more important.

 

Here are three way you can improve your customer experience during the sales process:

1. Enable Your Prospect.

Can your prospect self educate, learning about your features and benefits at 3am in their sweatpants in seat 3B flying somewhere over Islamabad on Etihad on their IPad? Is your website mobile friendly? Does it deliver value 24 hours per day, 7 days per week? Consider that  50% of consumer time online is spent engaging with custom content. (Source:HubSpot). If you don’t have answers on your website, your competitor will. 

 

2. Practice “Youtility”. 

Youtility

Be genuinely helpful by answering common pain point questions and organically become the most credible and trusted expert in your field earning the right to attention and relationship.

 

 

 

 

 

 

 

3. Personalise the Process. 

Make your marketing memorable to the end user. Create online buyer personas, identify what each of your customer types need to move through your sales funnel and take the next step. Then develop scenarios or ‘click paths’ so that you can elegantly guide your customer towards the solutions they need. Treat your customers like individuals, and make your message sound like a lovers voice, not a douchebag.

 

For your potential customers  your online sales activities should be as good or better than those they would experience in real life. The connected consumer expects you to be open and available to help them solve their problems 24/7 – 365 days a year. Consolidate your sales process by bridging the chasm between your on and offline sales to experience increased revenue and create nurture campaigns that make buying from you more pleasant.

Got a tip to increasing online sales? Share it with me in the comments!

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About the Author

Stephenie RodriguezStephenie Rodriguez founded Mighty Media Group in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social technology, an evangelist of engagement, and has advised companies including ClubMed Asia/Pacific, SSP – The Food Travel Experts, Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, ClubMed, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #Tedx and #SocialBiz.