Most of us in the B2B industry like to think that we’re savvy marketers. (Social media? Pshaw! Of course we’re going after those channels.) But before you go thinking you’ve got all your bases covered, it’s important to take a look not at where you’re posting content (whether that’s Facebook, LinkedIn, YouTube, etc), but how you’re leveraging these web sites as well.
Marketo’s Maria Pergolino recently wrote about this topic, in a blog post titled, “7 Ways All B2B Marketers Should be Using Social Media (But Probably Aren’t).” At the top of her list was social sharing links—those little tweet or Facebook buttons that allow you to share an interesting link with a simple click—which she recommends placing in emails and landing pages to boost the chance of content pass-around.
We couldn’t agree more with this tactic, and MarketingSherpa even has some metrics to back it up, highlighted in a case briefing from its 2011B2B Marketing Benchmark Report. According to this study, when a B2B newsletter publishing company incorporated social sharing buttons into its email newsletters, they saw:
- Subscriber interaction with newsletter content increase 25%
- Visits from Twitter increase 1,680%
- Visits from LinkedIn increase 2,070%
- Visits from Facebook increase 1,351%
Think that’s impressive? Try amplifying these kinds of results even further by placing content-sharing buttons in places beyond emails and landing pages—like directly in your collateral pieces. If you have a white paper with an interesting stat or factoid, highlight the sentence and put a tweet button next to it. Or maybe you have a case study with an awesome customer quote? Give readers (or the person it’s coming from) the option to share it with their social group.
We’ve noticed that embedded social media buttons in collateral are becoming an increasingly popular trend with our clients. So why not give it a try? And while you’re at it, don’t forget to share this post by clicking that Tweet button down below!
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