B2B businesses are making significant social media efforts without
generating business ROI. Our customers tell us that the amount of time
and energy that goes into daily social media marketing seems obtuse;
they work hard to share a lot of content on a lot of channels, but that
content does not lead to more sales or more qualified prospects. So
why invest in social media? Most businesses know they should, but do
not know how to do so effectively. According to Dr. Neil Hair of the E.
Philips Saunders College of Business at Rochester Institute of
one in seven companies have a formal process in place for deploying
social networking tools.”
Use social media to become the influential voice of the big issue
that impacts your customers.
Do not just share your content. That’s what everyone is doing and it
is not the advantage for smart B2B businesses. Your prospects want a
dependable, reliable resource to filter out all the irrelevant content
flooding their information searches. In a CNN news column, Pete
Cashmore, CEO of Mashable, a popular blog about social media,
named content curation as one
of the 10 Web trends to watch in 2010.By curating
content online and sharing that content across your integrated
marketing channels, you will attract qualified leads who want to hear
more from you, and you will create a relevant social media presence
that will bring customers to you.
Content curation delivers consistency across your integrated
marketing channels; your prospects can go to any number of resources
online to get the information they need, but they will come to you if
you provide them exactly what they need, when they need it. You must
ensure that your voice is the one resource online where prospects can
browse all relevant information available. Blogs, news, and research
are necessary components of a relevant social media presence – share
from all of these, but share only what is relevant.
Most social media sites do not provide the level of relevance and
precision that B2B businesses need to convert prospects into customers.
Social media channels are just another marketing channel; Twitter
provides a means to tweet, but becoming a brand leader depends on what
you tweet. You need to identify what industry voice you want to own and
use that voice online to create and share resources that validate your
message and educate your prospects effectively. Successful online
brand leaders speak to industry voice with authority, and use social
media as one of many means to do so.
If you are interested in learning more about content curation and
online brand leadership, download our factsheet, “Top 10 Reasons Companies
Struggle to Become Thought Leaders,” and register for our eBook, “Content Curation:
Taming the Flood of B2B Marketing Content.”
Visit www.hivefire.com for all the
relevant information on content curation marketing.