B2B Marketing and Social Media

<img data-cke-saved-src="https://cdn2.content.compendiumblog.com/import_uploads//20a59527-c8c5-492a-b888-7d8411053591/e3b44556bbce52e3f32ee3f996c03b37/istock_000001249504xsmall.thumbnail.jpg" src="https://cdn2.content.compendiumblog.com/import_uploads//20a59527-c8c5-492a-b888-7d8411053591/e3b44556bbce52e3f32ee3f996c03b37/istock_000001249504xsmall.thumbnail.jpg" alt="B2B Conneection" 'style="float:left; margin-right:10px; margin-bottom:10px;" border="0">Is the promise of Social Media failing the B2B marketing space? Brian Carroll, on his B2B Lead Generation blog, writes that social media favors trendy marketing mediums because they are easier to link to and popular. Well, this may be true, but social media offers a lot more to B2B than "link love."

As Brian states: "B2B is more complex. Complex things are harder communicate and take more time and effort to build momentum." B2C is glamorous. Consumers are easily swayed by new trends and the "coolness" factor. On the other hand, B2B is about relationship building. Businesses want excellent support and a product that works; they are not swayed by glitzy marketing campaigns.

There is a point here. If you are using B2C social media techniques (viral content, link love) in a B2B environment, you may be disappointed. The strength of social media in the B2B space is in its ability to foster communities and build relationships.

Podcasting with ReadyTalk II: Distribution

In the first part of this series, I described how you can use the ReadyTalk service to make a podcast and generate a feed URL. In this segment, I will give you tips on how to use that URL to distribute your podcast.

The very first thing I recommend you do with your podcast feed URL is to burn it. Without going into too much detail, submit your feed URL to Feedburner and then read about all the things it can do for you here. Feedburner is an essential tool for anyone looking to distribute content and best of all it is free!

After submitting your feed to Feedburner, you will receive a unique URL that will look something like this http://feeds.feedburner.com/nameofyourpodcast. Use this URL on your website and to distribute your podcast to the directories. Podcasting News has a great list of podcast directories available. Each directory is unique in its own way and may cater towards one type of content over another. I suggest you do some research into the different directories and decide which ones you wish to submit your podcast too. As an exercise, I did some research in Google on podcast directories. I got these five from the first page:

  • iTunes
  • Yahoo! Podcasts
  • Podcastdirectory.com
  • Odeo
  • Podcast Alley

 

Do some research on your own and you will never know what you turn up. Remember the more targeted you can be with your distribution the better chance you have of being heard over the noise.

This concludes the second part of the ReadyTalk podcast series. Stay tuned for the third part where I will give you tips on how to promote your podcast.

[tags]iTunes, Yahoo!Podcast, podcasting, Odeo, Podcast Alley, ReadyTalk [/tags]

Web Seminar Series Update

Michael Lenzini and John Burnett from Scenario d are speaking next Thursday at our web seminar series.


June 21st – How to Create an Investment-grade Marketing Plan
Michael Lenzini and John Burnett, Scenario d
This web seminar will focus on the practical issues of creating and implementing a results-oriented marketing program that will also capture the interest of the investment community.

And, as always, all events are complimentary!

[tags]web seminar, web conferencing, web events, webinar [/tags]

Human Customer Service

1to1 Media wrote an excellent article on how Scottrade used customer service to propel themselves to success. Unlike most other brokerage firms, Scottrade does not outsource their customer support. All of its 1,700 employees are customer service representatives. Every call to the 800 number gets routed to the local branch nearest to the caller and the branch employees handle the calls themselves.

At ReadyTalk, we do the same thing. We have a dedicated support staff but everyone in the company is responsible for handling over flow calls – even the CEO has to answer support calls. We have a call manager that routs the call to the next available employee and it is their responsibility to handle the call and resolve any issues the customer may have.

We pride ourselves on our support and it is something upon which we place a great deal of importance. As the article points out, training is an important part of customer support. However, I would also suggest, that hiring properly is of equal importance. At ReadyTalk, we hire people that have a true desire to help people and see them succeed.

[tags]customer service, 1to1 Media [/tags]