Social Media B2B

There has been lots of discussion around B2B social media as a means to build brand awareness. This awareness translates into leads, or sales, by keeping the company’s brand in your mind so that when you make purchase recommendations or decisions, the company comes to mind. This level of brand awareness is not built overnight. It takes time and money, and traditionally included expensive advertising, which is not always available for B2B companies. Here’s how the social web automates that process of building top of mind awareness.

What does Google want to do?
It wants to return the most relevant search results to every person. While previous Google search algorithms were based on things like the popularity of a page, as determined by its page rank, or the number incoming links a page had, Google’s more recent determination of relevance takes a person’s web surfing history much more into account.

What is the point of creating blog content and distributing it out across the social web?
The point is to provide relevant and valuable content to your prospects and customers through your social profiles to drive them back to your blog or web site. This means that a social media presence creates visits to your site.

Now here comes the chocolate and peanut butter part of the post.
Because your prospects and customers visited your company website, Google now sees the site as relevant, and is more likely to include the site in search results. So when they begin the purchasing process for your products or services, you can see what will happen, especially since more than 80% of B2B purchasing begins with search. Your prospects enter in their search terms and your site comes up as a top result, because Google views it as relevant to that person.

This means your prospects don’t have to remember the name of your company because Google does it for them.

Have you created a social web content strategy that drives traffic back to your site so Google can view your site as relevant to your prospects?

By the way, there is a candy called Reese’s Peanut Butter Cups that in its advertising used to show someone eating chocolate and someone eating peanut butter, and they always managed to bump into each other getting peanut butter on the chocolate, or getting chocolate in the peanut butter, depending on your perspective. And it turned out that they were better together than on their own. Let me know if you think I stretched the analogy too far.

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