A great piece of content could literally go around the world but it’s most likely to remain a little closer to home. By growing your own immediate networks you are making your content or opinions more visible – if you post new content, photos or videos with direct links to download pages on your website you can capture the details of visitors and track engagement with them.
On a more realistic level, unless you come up with a video which has great comic value, it’s most likely to remain a little closer to home, but it is great for identifying and engaging with journalists, industry influencers, customers and key prospects. By working on your own immediate networks you can post new content, photos or videos, direct links to download pages on your website and capture the details of new prospects.
There are many social media platforms out there. Although platforms like Facebook and Instagram predominantly target consumers, LinkedIn and Twitter work well for the vast majority of B2B organisations. Google+ was a contender for a while and most of us are unwittingly using the platform, but not many businesses are actively engaging with it.
Although you can only compose tweets of 140 characters or less, this microblogging, social media phenomenon is a fantastic way to get your messages out there. Using Twitter you can identify and engage with journalists, industry influencers, customers and key prospects, share the content on your website or comment on topics that are trending.
LinkedIn is a fantastic research tool for sales teams – but it can also be used as a central content resource for marketing. Primarily LinkedIn is a tool for individuals, only individuals can join groups and send messages, so it is vital that all employees are briefed in on how to use it properly to protect the values of your company. What marketing can do is to set-up a company page and post content, images and links back to the content download pages on your website. Employees within your company can then share and re-post content to their own much wider networks, as well as contributing to discussions in relevant groups.
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