The debate is over. We no longer wonder if social media is as effective for B2B marketers as it is for B2C. Of course there are many more end-consumer buyers in the world than business buyers, but it seems that B2B social chatter wields disproportionate power, especially on the more B2B-friendly platforms like LinkedIn and Twitter. Research from Buzzsumo and HubSpot even suggests that on two out of the five top social networks for sharing content, B2B items out-perform B2C. LinkedIn’s own research (pdf), moreover, has found that that 77% of B2B buyers turn to their social feeds when they want to know more about the solutions they are evaluating. On the other hand, it’s important to remember that you can’t approach B2B and B2C social media marketing in the same way. While there’s plenty of truth to the “it’s all human-to-human (H2H) nowadays anyway” argument, B2C and B2B audiences do tackle content consumption, social interaction, and buying … [Read more...] about How to Create a B2B Social Media Strategy
Icons social media
You’ve probably seen these new videos and photos on your Facebook app: the ability to flick through someone’s photo as if you were there. You probably wondered how they did it – and thought it was pretty cool. This nifty new feature on your personal Facebook feed could be leveraged by your brand. And the cost? In most cases, free or under $500. How Do 360-Degree Photos and Videos Work? In their simplest form, you can make 360-degree photos on Facebook by taking a photo in panoramic mode on your camera or smartphone and then upload it using the Facebook app. It should automatically detect that it’s a panoramic shot, and you’ll see the globe icon on the right of the screen. However, this is just a long photo, not a true 360-degree shot, like this one. As you can see in this post, you can scroll up, down, and completely around. This image was taken using a 360-degree camera (specifically one from LG that is currently $99 on Amazon). It works by using two … [Read more...] about How to Use 360-Degree Photos and Video in Social Media Marketing
You've likely heard the advice to add visual content to your blog posts whenever possible. Visual content is more than 40 times more likely to get shared on social media. So I added images to blog posts. And I learned there's quite a bit more to it than that. Adding images to blog posts is a great start. You're likely to see increases in social sharing and time on page. Images just make everything more readable and shareable. Adding images also brings with it another checklist of things to look for as you're optimizing and adding - a checklist I'm afraid to say I missed out on for a long time with adding images to the Buffer blog. I'm happy to share with you all the things I did wrong with blog images over the past few months and tell you how I've learned from my mistakes and what I've changed since. I'd love to hear if any of this resonates with you! Mistake #1: We Uploaded Gigantic Images When I take a screenshot on my Macbook, the image size is often 1,500 pixels wide and 2 or more … [Read more...] about Optimize Blog Images for Maximum Social Media Impact
We have been hearing it for years now. Google refused to comment on it and digital marketers keep speculating the “Does it, or doesn’t it?” question from every possible angle. The general consensus has been that social media does, to some extent, affect search rankings for a URL or brand page. All of Google’s reluctance to feature other social networks has finally buckled with the official inclusion of Facebook, Twitter, and other social networks in their Knowledge Graph. Google and other search engines out there purportedly pick up on “social signals” that emanate from links popular on social media, i.e. those that have been liked and shared multiple times. According to SearchMetrics’ annual survey of the various factors that affect search, Google+ sits at number 3, one step ahead of even “large quantity of backlinks” which was once considered the holy grail of SEO. In fact, 6 out of the top 10 factors that this study found to … [Read more...] about Are You Making Social Media Contribute to Your SEO?
Just like email, social media is a communication medium and therefore cannot improve organic search rankings, but why is the SEO industry abuzz with social? A recent article here on SEW correctly discussed the effectiveness of harnessing social media but the article suggested, using Moz’s 2015 search ranking factors report, that we should use correlational reports. However… Correlations are flawed There is a correlation that most of the population wakes up when it’s daylight, this does not mean we cause the sun to rise. Yes there is a correlation but this is not cause and effect. The same applies to social media and organic ranking. Writing awesome, popular, tweets about ‘dresses’ for example, will not allow your site to rank any higher for ‘dresses’. Neither will retweets on Twitter or Facebook Likes help you to rank. Actual, non-correlated, social media and SEO elements Google+ If a searcher is logged on to their Google+ account, Google … [Read more...] about Exploring the correlation between social media and search rankings