You have the website. You have the blog. You're on Facebook. Some of your sales people even tweet. But where's the magic? Frankly, you often feel like your social-media outreach consists of—just going through the motions. Well, take heart: You're not alone. As Ann Handley notes in a recent post at the Daily Fix blog, "B2B marketers + social = lots of room for improvement."

Lucky for us, Handley offers tips gleaned from the expert speakers at SocialTech 2010 to help B2B marketers become more authentically social. Here are three:

Develop unique content. "B2B companies have to produce the right kind of content: Web content that is honestly empathetic, seeded with utility for your customers, and that reflects your business's core values and is inspired by your unique perspective and authentic voice," she notes.

Create 'social objects' that set you apart. According to Handley, a social object "might be a cool digital tool or other kind of content (an interesting infographic, a compelling SlideShare presentation, a video, etc.) that your customers take and can share on their own blogs, Facebook pages, or other social platforms." Or it can even be a stuffed animal or other silly object (think Flat Stanley) that people share through photos.

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