All posts tagged: lead generation

Six ways to increase your twitter following

Six ways to increase your twitter following

If used correctly, Twitter can be an influential tool for businesses. It can generate leads, enhance branding, and help you to form connections with potential clients or people relevant to your company, within your field. For all of this to happen though, you need to build up your followers.

Some B2B businesses suggest Twitter isn’t worth a company’s time and effort but Kelly Jo Horton’s article 10 Things B2B Marketers Should Be doing On Twitter discusses a study of 500 adults who follow small and medium sized business on Twitter that discovered:

72% of followers are more likely to buy something from a business they follow.

86% of followers are more likely to visit a business if a friend recommends it.

86% of followers feel more connected with business after following them.

With these results in mind, it’s easy to argue that Twitter is a useful tool to add into the B2B marketing mix. Here are six ways to quickly and simply increase your Twitter following.

Follow more people

This may seem obvious, but you might be surprised by how many people just expect others to follow them automatically. It’s a simple equation: The more people you follow; the more people will follow you back. Plus, more people will learn about your business. Even if they don’t follow back, they now know about you.

Optimise your Twitter bio

Users want to know who you are and what you’re about. They want to know what type of content you will be adding to their feed. Keep it simple, professional and ensure it fully represents your businesses.

Join a Twitter chat

Twitter chats are relatively new, but they can be very effective at finding relevant people to follow and communicate with within your industry. They allow you to learn new things and even show off your expertise. If you’re interested in learning more, why not check out The top 13 Twitter Chats for B2B professionals.  

Follow users who follow your followers

Your followers are interested in your content. Therefore, there is a high chance that their followers will be too. So why not follow them?

You can do this manually, but it can take time, so you can also invest in a range of tools which can quickly do this for you. Tweepi is just one example. For a small fee a month, it will search for followers interested in your topic and engage with users by mentioning them in posts.

This can be a lot quicker than doing it manually and, especially if you work in a fast pace environment, it can be a life saver. Tweepi offers a free package for first time users.

Time relevant content

There is a lot of pressure today to relentlessly come up with ideas that result in interesting content. Twitter also helps in this area, as news breaks on Twitter. To achieve great results with your content you need to be able to embrace in an agile way. Don’t stick to a strict plan of content. Respond, engage and adapt to the latest trends and topics on a day to day basics.

Clean out your list!

It may sound silly but it is important. If the number of people that you follow is higher than the number of people that follow you, then it’s time to clean out your list!

This means getting rid of old accounts, and making sure the ones you follow are actually still active/relevant. If they haven’t tweeted in over three months, I would advise you to unfollow. If you have followed an account which is not relevant to your industry, unfollow them. They are no use to you.

Overall, clearing out your list means getting rid of anyone who hasn’t or won’t take interest in your content. It’s also a good idea to unfollow anyone who hasn’t bothered to follow you back after a notice period of about three weeks. If they don’t want you, you don’t want them.

Once you’ve finished, look for new people that may be of interest and follow them. But try and keep the number of followers you have, higher than the number of accounts that you are following.

To summarise my top six tips that will help you to maximise your Twitter following:

  1. Tweet a lot
  2. Follow relevant accounts
  3. Use great content
  4. Unfollow when needed
  5. Time relevant content
  6. Be active.

It won’t take long and will make a big difference. Twitter has been proven to be an extremely useful tool for B2B marketers, so don’t miss out on it.

Contact the Bright Team to see how we can help you to further optimise your social channels for best results.

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Zoe MerchantSix ways to increase your twitter following
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8 tips for growing your email sign-ups

8 tips for growing your email sign-ups

Email marketing is well established as a key part of any marketing strategy, providing measurable results and a reliable platform for communication. However, according to a recent survey conducted by Econsultancy, 54% of respondents stated a top barrier to conducting effective email marketing is the quality of the company database.

We’ve put together our top eight tips all businesses can implement to increase their database with engaged and quality contacts.

1. Building the database

Having established that email marketing is important and all businesses should do it, the first step in starting your email marketing is to build a database.

2. Use other channel to promote sign up

  • Most businesses will already have a network of contacts which are easy picking to convert into email subscribers
  • Use your corporate email signature to direct attention towards the sign up form
  • Promote newsletters on social media and, where appropriate, printed material can be a great source of data collection.

3. Embed a data capture form

Instead of linking to a sign up page, embedding the form keeps your readers on the page and engaged with the main website content.

4. Placement of the sign up form a/b testing

  • Using the concept of Minimal Viable Marketing™, set the sign up form live and then test it
  • Only test one variable at a time in order to draw actionable conclusions.

5. Keep the form short

  • Don’t put all your work into researching clients/prospects. A simple name, address and company should be enough information for you to work on categorising the contact
  • Remaining contact information can usually be found with an online search, where you will be able to identify job title, industry sector and influence level
  • This is about making it as easy as possible to sign up.

6. Highlight benefits

Tell them what value they will get for signing up and how often it will be received. Are there events, news or industry insight? Remember, this is about the recipients perceived value, so it should be more detailed that ‘what we’ve been up to’.

7. Use the sign-up as a call-to-action

…after a blog post or case study. You’ve written lots of great content that is hopefully delivering people to your site. Use the sign up to capture their information and encourage future engagement with the business.

8. Vary content

Depending on where on the site the sign up form is, content should be varied. Placing the form on the case study page will call for a more corporate tone of voice. Therefore, the sign up form should show that more insights will come from emails rather than shorter blog posts.

A blog post reviewing your last events lends itself well to a call to actions to sign up – so you don’t miss out on future events.

In a nutshell

  • Raise profile
  • Make content targeted
  • Don’t make your subscribers do the work

As the email database grow, businesses are able to take advantage of segmentation, delivering more targeted and personalised campaigns to recipients.

This is the future of email marketing. If you’re looking for advice on how to develop an integrated B2B marketing strategy, get in touch. 

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Lydia Kirby8 tips for growing your email sign-ups
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Three ways to promote your B2B business on LinkedIn

Three ways to promote your B2B business on LinkedIn

LinkedIn is by far the most important social network for reaching out to prospective clients and connecting with professionals. Therefore, one needs to have a strong process in place in order to establish thought leadership, conduct market research and build online communities.

According to the ‘State of B2B Social Media Marketing 2015,’ not only do 91% of B2B marketers use LinkedIn, but 80% of all B2B social media leads come from the social network itself. It’s important that businesses keep these statistics in mind, and give LinkedIn the attention it demands. But what is the best way to promote your B2B business on LinkedIn?

You will need to have created a separate business profile in order to showcase your company (rather than just a single employee). Your company page represents your organisation as a brand and helps in building and establishing your credibility – it is also vital for talent requirement.

Having tried and tested various methods over the past 4 months, I have chosen my favourite 3 top tips to promote your B2B business, which I think are the most beneficial:

1. Update frequently

I would recommend using your company LinkedIn page more frequently than expected, I suggest posting 1 to 2 times a week. Any special news or completions of projects should be shared with the LinkedIn network as soon as possible to display that your business is moving forward.

Keeping potential customers updated with the progression of your company will help to reassure them that you are worth putting their money into.

2. Encourage employee interaction

There is nothing worse than spending time and energy creating a LinkedIn post that gets minimal likes, comments or shares. In order to increase the influence of your company page, you need get your staff members on board.

It is very important for employees to interact with the posts that are being sent out each week. They should share the articles and push them out to their own connections.

If a potential lead sees that your company page is followed by professionals with skills and experience, then your credibility will become more solid, increasing the potential of a new client.

Ensure that your team know how important their engagement is and encourage them to like and share relevant content.

3. Build a multimedia profile

Have you ever looked at a LinkedIn profile and lost interest the moment you laid eyes on it due to the huge chunk of text the user expects you to read? To instantly stand out, you need to build a visual profile.

Your personal page is just as important as your business page, LinkedIn allows you to include photos, videos and even presentations to set you apart from your competitors. Add in any projects you are currently working on, or, if possible, publish the work you have written to show off your talents. This will provide prospective clients with visual examples of what your company has to offer.

Not only does this tactic showcase your business, it also makes your profile look far better and makes you seem like a more approachable person. Win win.

The example is from our very own, Zoë Merchant, Managing Director of Bright, she displays a good example of how to engage your prospects through LinkedIn.

There are many ways to promote your business using LinkedIn, the three methods mentioned are tips to get you started that will not take long.

Contact the Bright Team to see how we can help you further optimise your social platforms for best results.

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Zoe MerchantThree ways to promote your B2B business on LinkedIn
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With social media, let’s take over the world

With social media, let’s take over the world

Pinky: Gee, Brain, what do you want to do tonight? Brain: The same thing we do every night, Pinky – try to take over the world!

This could be a typical conversation between two B2C marketers, anywhere in the world, who are primed and ready to use every weapon at their disposal to reach their audience. This is pretty much what the likes of Coca-Cola, Nike and other giant consumer brands have done –– taken over the world.

But what if this could also be true for B2B companies? You’re probably not buying it – so let me explain.

Since the emergence of Social Media channels, some B2B companies have spotted the opportunity to reach their audiences – LinkedIn, SlideShare and Twitter are examples of where B2B brands have begun to take the space. There seems to be an unwritten agreement that only the so-called “professional” Social Media channels are valuable or – fit for purpose – for B2B brands.

Although this statement probably held some weight when B2B content was limited to serious content, we certainly have the right to challenge this status-quo and question its validity.

Bring your audience where you want them to be

Most people will tell you that you need to be where your audience is, but it is equally important to be able to take your audience to places that they haven’t yet been. On the so-called professional Social Media channels, you can find both serious and story-telling content. But why not use non-professional Social Media channels as a chance to connect with customers on a deeper emotional level?

Many of us would be annoyed by a B2B white paper pop-up promotion on Facebook or a 6 second salesy B2B promotional video on Instagram. But that does not mean that we cannot use these channels to offer something different, something fitting, to connect with the audiences accessing these platforms. It is not to say that we should all-together abandon the so-called professional platforms – but we should complement them with other social media channels. The end goal is to create a strategy that encourages the creation of a personalised digital ecosystem, to further fulfil economic and branded goals.

This no doubt comes with great challenges for B2B companies because you will need to have a pretty strong Social Media strategy to do so. But some socalled “un-sexy B2B industries” have already succeeded.

Social Media is like playing Jazz

Maersk is one of the best examples of a successful brand on social media. Jonathan Wichmann, the Social Media leader has managed to make the shipping industry ‘sexy’ and has created a very strong brand. They have created a fine balance juggling between professional and non-professional platforms, to create different experiences for different audiences. And to avoid straying into the territory of dry, boring and safe posts on Social Media, remember his quote:

“As a jazz musician you respond to the moment and the vibe. Great jazz musicians play a new version every time. You get closer to the audience. Continuing the jazz analogy: There is a lot of improvisation in it. You just need a clearly defined structure. You must not try to control it just as you cannot control the rhythm of jazz. It evolves with the situation and the audience’s feedback, like the most advanced kind of rhythmical music.”

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Zoe MerchantWith social media, let’s take over the world
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