Then there’s the challenge of standing
out in the crowd with content. As Jessica Meher so eloquently put it, “…the great thing about content marketing is that it works. The bad thing about content marketing is that almost everyone else has figured that out, cabo verde telemarketing database and now, there is a deluge of crappy content on the internet.”
On the other hand, while conversion
rates for outbound marketing may be relatively low, time-to-campaign can be fast, with results starting to show up within a few days. CMOs love the immediacy of outbound, even if it can be difficult to measure results without driving leads to landing pages tied to marketing automation systems. Social media is particularly vexing for B2B because buyers don’t generally like to use social channels to research and evaluate products and services.
Most use Google for that. B2B executives use
LinkedIn for networking, problem solving and job promotion (or search). Twitter is basically a news channel, while Facebook is for connecting with family and friends. And Pinterest? Pinterest is a big question mark for B2B.
So Who’s Right?
You’re both right! I think social media is getting a bad rap because it’s been badly misused by marketers in recent years. While advertising sometimes works and works well for B2B, that’s usually not the case. Social media is best used for relationship building, thought leadership and customer service.
LinkedIn, Google+ and Twitter are still
go-to channels for content search and curation. Your content marketers, thought leaders and support people need to be there to get the word out about your brand and answer questions. Really, the marketing channel debate boils down to short-term vs long-term goals.
Short-Term Goals—High Cost Per Lead, Rapid Return
Use targeted outbound campaigns in channels where your buyers are likely to be found
PPC and retargeting ad campaigns designed to con
Have you received a negative review? Do everything in your power to track down that reviewer and offer them an incentive to come back.
Are you struggling to get reviews at all?
A great way to counteract negative reviews online is to bury them with positive reviews. You might choose to send links to your Google Places for Business page and ask for a rating at the bottom of your email newsletter or blog email notification.
Instead of fearing online reputation management, embrace it. It’s simply an extension of the customer service you provide in person and through your services.
What does your business struggle with the most when it comes to online reputation management?