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Posts by Lisa Zone

3 easy ways B2Bs can optimize social media efforts

How can you make the most of your social media efforts when you don’t have a dedicated resource or budget? In B2B organizations, the role of social media owner or community manager is often simply added to someone’s existing responsibilities, not carved out as a separate function. And often, there is little to no budget assigned to support such activities. So what can B2B marketers do to advance their social media efforts when they have competing priorities and a modest investment to work with? Surprisingly, a lot.

I recently came across this post and infographic by Bob Hutchins on the topic, which has some really useful and enlightening data to help B2B marketers optimize the scarce social media resources they may have. While I’d encourage you to check out the…

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5 places to audit your B2B brand’s digital health

If your B2B organization is like many companies, you probably spent months (sometimes years) and thousands (sometimes millions) of dollars to develop and launch your corporate brand. And if you haven’t embarked on a branding initiative – even a small “refresh” project – in, say, the last five to seven years, chances are your brand’s digital health may not be an accurate reflection of who you are or want to be. Is your B2B brand keeping up in today’s increasingly digital landscape? Even in the B2B space, brands must continue reinventing themselves online to remain relevant and competitive.

Consider this: If your brand position is “nimble and easy to work with,” yet customers can’t figure out where anything is on your website, is your digital footprint really aligned…

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Fantasy Social: Draft the right platforms for your team

Are your B2B social media efforts going the extra yard for your business? Or are you pulling a Hail Mary and just praying that what you’re doing gets you across the goal line?

(Are my football references too much of a stretch? Probably. But stick with me here.)

Welcome to the first post in our new Fantasy Social blog series, where we’ll pit two social media platforms against each other in a weekly fantasy football-style matchup to help you determine which one(s) might work best for your B2B business.

Starting next week, we’ll evaluate head-to-head matchups based on the same criteria:

  • Fan Base – Who’s using each platform? What’s the demographic profile, audience size and, ultimately, reach to a B2B audience?
  • Social Skills – Does the platform require a…
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B2B or not B2B: Should your B2B brand consider influencer marketing?

If you’re a marketer or communicator at a B2B organization, chances are you’ve heard the phrase “influencer marketing” but may not have investigated it – or even considered it – for your business. In its simplest form, influencer marketing is about using a small group of people with a wide and established network to spread your story for you. Many consumer brands have embraced this concept, but B2B companies have been slow to adopt.

In an era of continuous partial attention, should your B2B brand consider influencer marketing as part of its marketing mix? I’m not here to make that decision for you (though if you’d like to start a conversation, I’m always happy to chat). But I would offer these three considerations as you contemplate whether influencer marketing is…

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Bouquets & Branding: 3 things you can learn about customer loyalty from daisies

I’ve had “write blog post” on my to-do list for several weeks now. Trouble is, I’ve had little inspiration for said post, which made it easy to keep hitting “dismiss” on that calendar appointment. That is, until I got into work the other day to discover unexpected flowers in my office. And this blog post was born.

As I arranged the bouquet in its vase, I realized the act of giving (and receiving) flowers can be a metaphor for how brands can create loyalty among their customer base. Am I suggesting you send flowers to your top customers? Certainly not. But I AM suggesting you think about what the act of giving flowers represents – surprise, delight and thanks – and how it can apply to your brand:

  • SURPRISE – As I learned when I found the flowers in my office, good…
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