Social Media Marketing

Social media for manufacturing: Are you still wasting time on Facebook?

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With a whopping 2.3million+ active users, Facebook has grown to become of the largest connective platforms in history.

Everybody’s heard of it and, if stats like the one above are anything to go by, everybody’s using it.

social media

So, why did we start off this post by asking you that somewhat contentious question about how much time you’re wasting on it?

By ‘you’ we mean manufacturing businesses, who we’ve been providing proven lead generation sales pipeline and marketing services for, for more than 15 years.

And in our vast experience of leading and developing new B2B business opportunities for this amount of time, we know that (as much as we hate to say it) if you’re a manufacturer who’s putting all of their social media eggs into the Facebook basket, you’re most probably getting little ROI from it.

You see, plainly speaking, Facebook isn’t set up for B2B businesses. It’s great at showing you what your friends get up to at the weekend, who’s got married, who’s expecting and whose birthday it is, but from a B2B perspective, it’s not a B2B marketing platform.

What’s more, due to sophisticated algorithm updates, Facebook no longer shows all posts to all followers, which means it can be difficult to scale your efforts unless you use boosted posts or paid for advertising campaigns, which obviously come at a cost. You could try these options, but let’s face it, the chances of the likes of JCB’s chief buyer engaging with you on Facebook is highly unlikely.

But you don’t have to rip up your social media strategies right away, you just need to tweak them, so they’re more in line with the world in which you operate. And the good news is that it is possible to deliver social media for manufacturing companies that does make a difference.

For instance, you could focus on using a B2B platform, such as LinkedIn, instead. You’ll certainly see a marked difference in your results.

LinkedIn is great for researching job titles, but, of course, not everybody’s profile will show up unless you’re connected to them or subscribe to paid versions, which also have their limitations. Yes, there are automated systems out there that can help you with the LinkedIn legwork, but won’t guarantee the top buyers within the top companies are going to engage with you.

So, what’s the solution for amplifying your LinkedIn lead gen efforts? In fact, is there a solution at all? Yes, there is, and it involves building your LinkedIn activity around these three key areas:

  1. Proposition

Before you even start to put your LinkedIn wheels, or any other social media wheels, in action you need to nail your proposition, which involves asking yourself – why should companies choose you over the competition? What’s unique about your offering? How does your expertise stand out from the rest? What’s so impressive about your resources/service/delivery etc?

  1. Digital inbound marketing

How does your company perform in online searches? The best attraction marketing campaigns hone in on the decision-makers who have a challenge/issue they need to overcome now, hence the reason why they’re hitting the search engines. The question is – are your products/services guaranteed to show up within their search results, which are becoming increasingly sophisticated due to many factors including GoogleAds, artificial intelligence and voice-activated search, which is a whole world in itself away from traditional SEO?

  1. Outbound

Support your digital inbound marketing efforts with direct marketing campaigns that target the buyers and budget holders who don’t know and trust you yet, as well as those who’ve found you within their online searches.

Your outbound activity should involve carrying out desk research into identifying the right companies, using the telephone and LinkedIn to find the name of the right person to approach and asking permission to market to them. You’ll also need to deliver the right information at the right frequency in the right formats (words, graphics, emails, posted mail, case studies and videos), to encourage prospects to know you, like you and trust you. And this needs to be implemented using an integrated approach, which includes generating relevant tailored content on a regular basis.

Got any questions or need help with any of the three areas above? We have significant experience in creating and delivering highly successful social media for manufacturing strategies and can do the same for your business. Contact us on 01827 69772 or you can use the form on this page for more information.

RIP Google+: The battle’s over, but the social media marketing war has only just begun…

By | Social Media Marketing | No Comments

In January 2019, everybody with a Google+ account received an email informing them of something many of us didn’t see coming…time’s up for Google+.

Google has closed the social network it set up to take on Facebook. On April 2, every single Google+ page and all photos and videos stored in Google+ archive albums were supposedly erased, never to be seen again.

However, while the total shutdown may run on a little while off yet, users are already being prevented from creating any new Google+ profiles, pages, communities and events.

According to Google, their decision is based on ‘low usage and challenges involved in maintaining a successful product that meets consumers’ expectations.’

The announcement has been the subject of much speculation and debate since it was revealed, sparking many a story centred around failure.

But if only that were true….

Yes, Google may have lost the battle against Facebook, but by no means has it lost the war. Facebook, Twitter and Instagram may be streets ahead, but who’s the one that dominates the search market? Google!

However, this doesn’t mean it should be taking down its guard anytime soon. The search engine giant is facing a new, up-and-coming challenge – how to safeguard its long-term future against voice-activated search on the likes of Siri, Alexa and other voice-activated apps.

The rise of voice search has caused new ripples through the world of SEO, with many questioning whether adverts on social media platforms will take over from conventional search. For instance, people are already increasingly turning to YouTube and Google images for search.

And will direct advertising on Messenger, WhatsApp and Instagram reign supreme? Where the masses go, the advertisers follow, creating a cycle that’s continuously evolving over time.

Our conclusion? Social media channels and digital marketing platforms are morphing. They are merging and lines are becoming blurred.  SEO may well have had its day as a scalable national and international form of lead generation however, content marketing can still be effective in driving targeted traffic to websites.

Artificial intelligence will play an increasingly valuable role in helping marketing professionals profile B2B prospects on wider parameters than ever before. Social media marketing organisations know who these people are, where they go, what their beliefs and motivations are and will continue to grow in popularity and effectiveness as the market fragments and matures.

As for Google+, some will miss you, I am sure that Google has learned a lot whilst it has been testing and measuring.  In the words of Winston Churchill, ‘Success is not final, failure is not fatal: it is the courage to continue that counts.’

Got any questions or want to find out more about our industry-leading B2B social media marketing strategies? Contact us on 01827 69772 or fill in the contact form on this page.