On my blog we have discussed various angles related to B2B social media—everything from how to simplify social ROI to the top social media skills for marketing executives to building a sustainable social strategy, and so much more. What still seems to elude us in a concrete form is how to drive measurable B2B conversion using social media.
I have often thought about this, particularly in the last year or so—if I were to build the “perfect” B2B social conversion machine, it would do the following…
For those with an interest in cars, I thought I would compare the ultimate B2B social conversion machine to the ideal car. However, I promise this is interesting even if you are not a fan of all things gas-driven.
- First of all, when looking to achieve conversions in the B2B space, it is important to be noticed by the folks that matter. So my B2B social conversion machine will have a fabulous paintjob (social branding) and look professional from all angles. You may have heard of two tone paint which shows a different colour from each angle. I will have multi-tone paint with a very special property – it will be the favorite color of each person viewing it! Nothing to beat personalization—give people what they really want and love, and they will become your real fans, not just another number in your Facebook fan count.
- Then, in case you cannot see me, you will definitely hear me coming with a big, fat exhaust pipe creating a buzz around the neighborhood. Through this pipe will be spewing the most thought-provoking, mind-blowing, incredibly interesting content, so you can’t help but turn to look. And once I’ve stopped, everyone will come to talk to me about this special machine. Because I cannot talk to everyone at once, there will be QR codes on the tank to lead to much more information, easily accessible by everyone interested, until I can respond to them personally. Those batch and blast, spray and pray techniques won’t work for my mean machine. It’s a special baby meant to make very special heads turn. And not just turn and look away, but keep on looking!
- If my audience, a.k.a. fan club needs to leave, the contact details will be collected and my onboard computer will remind me to call, send an email, connect via LinkedIn and follow on SlideShare as soon as I am able to. More importantly, I will reach out when I have something extra to share with them which they will find valuable. That secret, under-the-hood stuff I could not display in public.
- There would be at least six seats. Not only for possible partners and joint ventures, but to allow collaboration, team work and co-operation. And to offer a ride for anyone who needs it. You see, while people turn to look at a fancy car, they also pay attention to who is driving it. I’ve got that classy, salt-and-pepper wisdom look (or so I’ve been told), but occasionally, I will also seat a big research company, a leading business publication, a scholarly whitepaper, and other such “glamorous” passengers in the car with me. My fans are important and intelligent people; they want to see that I keep the right company because that’s one of the reasons I can continue to add value to these fans.
- There will be big fat tires, to make deep and wide in-roads on the paths my followers are interested in, and to leave a clear trail for anyone following me.
- This amazing set of wheels will run on all types of fuel, because there is never just one right tool (or fuel) for the job.
- It will also have a changeable engine – single cylinder, two stroke, four stroke, V8, just whatever it takes. Because sometimes there is a big budget which needs more oomph, and sometimes a smaller budget that just needs to putter along.
- And finally, instead of a license plate at the back, there will be a big ‘Thank you’ sign to everyone I pass.
To sum up (and to put it into social language):
- Get noticed and create a buzz
- Be professional at all times
- Suit your audience
- Create in-depth information that is easily accessible by the user
- Automate contact harvesting
- Return all your calls / social contacts /emails, etc. in a timely manner
- Look for opportunities that will benefit all parties
- Use the right social tool for the right audience
- Understand your customers – personalize your social content to add specific value and suit their needs
I would love to hear your thoughts and expectations from the ultimate B2B social conversion machine. Please leave me a comment.
Image credit: Shutterstock
