Getting back to the business of B2B marketing

By Susan Muegge

Why are you doing the YourTurnChallenge?

When I had a full-time job, I was a Seth Godin addict--I loved the brevity of his posts and the impact of his ideas in the marketplace. In recent years, I have spent more time Spartan racing and leading missions personally and focusing on employment screening professionally.

It's time to reclaim my personal brand and re-enter the conversation on B2B marketing and content marketing--my first professional love. Somehow, I got recruited into B2B marketing for HR almost 10 years ago with Starr Tincup, now the Starr Conspiracy, and I have remained there professionally since--with the exception of five years of teaching college classes.

Let's get this party started.

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The Social Media Starting Kit (Part 3): Calendars and Management

You've got a profile, you've got ideas for a few posts and images, and now it's time to begin posting. But, how do you bring strategy in? When do you post? Where do you post? How do you keep from becoming a slave to your social media? That's where the next two crucial elements of social media management come in: calendars and management. First off, each social media platform has different needs, and each audience within the platform has different expectations. The average consumer expects a response from a corporation in Twitter, and 72 percent of people who complain on Twitter expect a response within an hour, per the HubSpot blog . Otherwise there are standard best practices for when to post and how often to post on each network. Image courtesy of Fast Company SproutSocial posted earlier this year about the best times to post on each social media network for engagement . It is an incredibly thorough post, and I would recommend reading it to begin charting ...

Storytelling is an Essential Component of Social Media

In 60 seconds, there are 3.3 million Facebook posts, 448,800 tweets, 65,972 Instagram photos uploaded. In 60 seconds. Every hour. Every day. Amid all the noise, how do you ensure your blogposts, your Facebook videos and your Instagram Stories are read and shared by the right audiences? Two elements are essential: list building and storytelling. Article Highlights · AI makes list building easier · Storytelling is a trend in 2018 · Business leaders must participate in their stories Software makes list building easier As social media continues to climb in popularity and profitability, more tools emerge to manage and accelerate it. These tools make list building easier. You can find influencers, join in at-the-minute conversations, and follow new users daily to become part of their conversations. How many users varies with the network, but it’...

The Social Media Starting Kit (Part 2): Choosing Your Network & Beginning the Journey

It's time to start posting, but where? While some assume having a presence everywhere is better, I would argue that a focused and highly social presence in a few places is better than an auto-post everywhere. The key question to ask is... Where is my audience? Each business will have a slightly different answer to this question, and rightly so. Every audience is a bit different, and also how that audience behaves on social media varies. Two audiences, two approaches For example, there is a huge running community on Twitter and Instagram , but their behavior on each platform varies. On Twitter, the runners are incredibly personal, communicating with each other, giving high fives, asking about health and weather conditions. (If you're not familiar with Twitter, this is also non-standard behavior for a Twitter community.) On Instagram, the runners post new pictures of themselves every run. And, these are no beauty selfies. In the winter, the more snow flaked eyelas...

Instagram: Thank you for scheduled posts...and reposts!

After extensive changes that make marketing through Facebook even more difficul t , Instagram marketing and posting (which is also owned by Facebook) is becoming easier. If you use Buffer , Hootsuite , Soci , or any other social media management tool, you #instalife just got easier. Now, instead of posting from your phone to Instagram, you simply schedule and the post becomes live at the preset time, like all other social networks. How does this help you tell your story? We all, as business owners and entrepreneurs, have a story to tell. Instagram allows us to tell it visually, and to reach audiences unavailable on other social networks. With every post, we create a visual storyboard that reaches an increasingly attention-starved world. When you can project your message, your story in seconds, you magnify your reach. How do you tell your story on Instagram? Clarity in your profile, an Instagram aesthetic, tagging and distilled images are the key. My favorite Instagram examp...

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