This article provides a history of podcasting and its growth since 2012. Podcasting platforms are ranked based on the number of subscribers on a given platform. (iTunes leads with over one billion subscribers.) The advantages of creating a podcast include greater visibility, increasing website traffic, and building a loyal following. It is predicted that by 2020 there will be $500 million in ad spend on podcasts. This article also provides demographic statistics and information about where most people listen to podcasts.
An effective way for B2B companies to target potential customers is to use social media networks. This article discusses six of the best social media platforms for B2B companies. Different platforms serve different purposes. For content marketing purposes, LinkedIn can assist businesses in reaching a targeted audience and interact with other professionals. Twitter is another effective social media network that businesses can use to engage with followers, with the goal of humanizing their brand.
The majority of B2C companies are early adopters of social media marketing, but B2B companies remain skeptical due to the inability to measure the effectiveness of social marketing activities. This paper focuses on three differences in social media platforms for B2B compared to B2C companies. The first difference lies in format of content. B2C companies focus heavily on casual visual content, but B2B companies pay more attention to professional types of content. Another difference is with the social media channel.
Social media remains an important platform that B2B companies struggle to use effectively for their marketing. However, there is a lot of potential for B2B companies to use social media networks for marketing. LinkedIn, Twitter, Facebook, YouTube, and Pinterest are all social media platforms that B2B companies can use for marketing. This article describes the different applications for marketing on each of these social networks. LinkedIn is very effective for lead generation, while Pinterest is a good source to spread pictures of products and infographics such as data and charts.
This paper describes the differences in social media marketing for B2B compared to B2C companies and provides tips for B2B businesses to build their marketing strategy. First, B2B companies should focus on brand development and lead generation. Facebook and LinkedIn are the top-two marketing channels B2B marketers choose. While B2C companies strive to improve brand awareness by creating unique or different content, B2B companies should focus more on providing content that can help audiences to be more productive and successful with their businesses.
This article provides a step-by-step guide to turning customers into advocates through user-generated content. The first step is to figure out which platform advocates will be best received by a business’s target audience. The second step is to set specific user-generated goals in terms of a content strategy. The third step is to clearly explain what kind of content is desired from the audience. The fourth step is to focus on community building through the content that is collected and posted.
This article uses statistics to explain that brands need to increase their amount of user-generated content. Fifty percent of consumers want a brand to tell them what type of content to create and share; however, only 16% of brands have a process in place to manage UGC. UGC supports many aspects of marketing. UGC-based ads have higher rates of engagement with a lower cost per engagement. On YouTube, UGC content has ten times as many views compared to content created by the brand.
LinkedIn is a valuable social media platform for professionals. Its credibility and establishment in the B2B industry make it an instrumental tool to B2B marketers. LinkedIn allows marketers to choose demographics and industry to better target audiences when promoting their content. Meanwhile, Facebook can help to build brand recognition and solidify authority in the digital marketing and SEO niche. Quora is another platform that B2B marketers can use for social media marketing.
Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content
This article discusses the valuable data that can be collected from user-generated content. The article reviews the valuable information that businesses can utilize in social media and user-generated content about the business. The article also provides a model to measure brand personality, and discusses how to build a consumer profile for those who interact with brands on social media. The authors also discuss how the internal corporate environment relates to brand personality.
This article discusses the use of UGC in the beauty industry. The beauty industry has used the power of YouTube users to create brand awareness, content, and engagement. Videos showcasing the use and application of beauty products make up the bulk, if not all, content. These videos build the trust of the brand, and the organic video comments help to make a brand appear more authentic. However, brands must avoid padding or faking comments, as this can destroy all trust in that brand. Beauty companies are leading the UGC standard in customer and community engagement on YouTube.