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4 Steps to a Great B2B Social Media Strategy

Posted by Greg Cawood on October 12, 2017 at 8:34 AM

Read enough blogs about social media and marketing for business-to-business companies, and you’ll see the same point coming up again and again: If you’re a B2B firm, you need to be on LinkedIn. 

It’s true. It’s the ideal social network for the B2B world, allowing you to make connections and share ideas. Most B2B marketers – 91 percent of them – say they are on LinkedIn, while 65 percent of B2B firms have picked up a customer using the platform. Another 50 percent say they consider LinkedIn an important research tool.

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Why Should I Link to Other Websites?

Posted by Greg Cawood on September 14, 2017 at 10:11 AM

A lot of us grew up believing things that were later debunked.

We now know that you don’t get a cold by going outside in cold weather. If we swallow chewing gum, it won’t take seven years to digest. And you don’t need to wait an hour after eating to go swimming.

The world of digital marketing has its own superstitions, including this one:

You shouldn’t link to other websites.

And on one hand, we can understand this concern. You’ve put a lot of effort getting people to your site, so why give them an opportunity to leave?

Yet there are some good reasons for linking to other websites:

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The Relevance of Social Media to Your Business

Posted by Greg Cawood on July 28, 2017 at 8:02 AM

More businesses these days have social media account than not.

Here’s an experiment: Think of the three businesses closest to where you are, and search for them online. How many of them had a social media presence?

These days, a business without a Facebook or Twitter account is the exception, not the rule. But there are far better arguments for being on social media than “everyone else is doing it.”

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Are You Having a Conversation on Social Media?

Posted by Greg Cawood on April 20, 2017 at 8:00 AM

Think about all the things that have changed because of social media.

Dating. The news. Staying in touch with classmates. Being famous.

Add marketing to that list. According to Hubspot, social media marketing can produce nearly twice the leads than you would see from traditional outbound methods.

But this doesn’t mean that your company can post its news on Facebook a few times a week and wait for customers to line up. Social media marketing requires you to have a conversation with your customers. Let’s look at the why and the how of making that happen.

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An Entrepreneur’s Guide to Business Growth - PART 3

Posted by Greg Cawood on October 26, 2016 at 8:27 AM

Part 3 – Business Development

Over the past few weeks, we’ve looked at how you can use inbound marketing tactics to help a new business grow.

We outlined the steps you could take to implement an inbound marketing plan, and we looked at ways to launch your sales strategy.

Today we’ll conclude by exploring some of the things you should do in the early days of your business, and how inbound marketing can help you get them done.

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Linking In With Your Customer Base

Posted by Greg Cawood on March 8, 2016 at 8:00 AM

Like a lot of 21st century professionals, you might have turned to LinkedIn when hunting for a job. But what about when you were hunting for customers?

Social media can play a key role when it comes to sharing information and engaging with your ideal customers. Nowhere is this truer than with LinkedIn. The platform lets you connect with groups, start your own groups, and share content that people will pass along and comment on. You can build relationships without needing to break out an aggressive sales pitch.

Writing on the LinkedIn Sales Solutions blog in 2014, Lilly Chen talked about the way the world has changed for B2B buyers:

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A Social Approach to Industrial Marketing

Posted by Greg Cawood on March 1, 2016 at 8:00 AM

In January, the Harvard Business Review published a story about three different companies that don’t seem to have much in common.

Maersk Line is a global shipping container giant. IBM Security provides IT protection for businesses. Omniture is a marketing analytics company owned by Adobe.

So what ties these three businesses together? From a marketing standpoint, they all share one important trait: They’re examples of B2B companies that excel at social media marketing.

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Does Social Media Marketing Work For Manufacturers?

Posted by Greg Cawood on February 4, 2016 at 8:30 AM

In past blog entries, we’ve talked about how inbound marketing can work for manufacturers.

If social media marketing is a part of inbound – and it is – then the rest is basic logic: Social media marketing can also work for manufacturers.

Let’s take a look at how the people in your industry – engineers and other technical professionals – use the various social media platforms:

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