How The Clubhouse Phenomenon Could be Utilized as a Marketing Strategy

If you don’t happen to be familiar with the unique audio-based social network, Clubhouse, don’t worry, you’re not alone. Many haven’t had the chance to use it because they’re either not on an iOS device or they haven’t received an invite. However, it’s likely that marketers will soon wake up en masse to the potential of this platform as a unique opportunity to win new leads and leverage fresh conversions for their business. 

Despite launching in May 2020, by the end of the year Clubhouse was enjoying having over 600,000 registered users, despite a lack of presence on Android devices and online. 

Clunhouse User Growth

(Image: Backlinko)

As we can see, in early 2021 Clubhouse downloads have spiraled past six million thanks in no small part to Elon Musk’s advocacy of the platform. The growth of Clubhouse appears set to continue to spiral due to the network’s unique invite-only framework, where users are unable to simply sign up to the app without first receiving a user invitation. 

Clubhouse non-us markets

(Image: Backlinko)

While the vast majority of Clubhouse users are based in the US, the market is expanding rapidly across Germany, Japan, and the UK. Other English-speaking nations like Canada and Australia are experiencing an increasing number of downloads while Turkey’s relatively young population is among another significant nation of large early adopters. 

But what actually is this new social media network that’s spent the past year steadily embarking towards global domination? And why could Clubhouse provide marketers with a golden opportunity to connect with their audience in a brand new way? Let’s look at how Clubhouse can be utilized as a marketing strategy:

What is Clubhouse

Clubhouse is a social audio chat app where users have the ability to tune into interviews, conversations, and discussions between people on various topics. Think of the platform as a podcast, or a streaming service like Twitch, only the content is live audio. Once the discussion has finished, the content is gone and there are no recordings available afterward. 

For the time being, only existing users are capable of inviting others. This means that to sign up, users will need to know somebody who has already registered to the platform themselves to get in. Meanwhile, anybody can download the app on iOS to reserve a username – and then it’s a case of waiting to get an invite to dive in. 

The reason behind this rather unique approach to Clubhouse stems from the fact that the creators are still developing the platform and working to develop safety features and guidelines ready for more broad adoption. When the app can handle large audiences, plans are in place to open it up for everyone to use. 

This closed-circuit release of Clubhouse may have inadvertently – or indeed deliberately – become an excellent marketing ploy by its creators. The scarcity of invites has created a buzz around the app that may not have existed to the same extent if everybody had the chance to join in and eavesdrop on conversations from the word ‘go’. 

Furthermore, a number of factors like the ongoing COVID-19 pandemic, the sustained popularity of podcasts, the free time that remote work has generated and general widespread video fatigue appear to have combined to make Clubhouse the ideal social app at the ideal time. 

Ray Wang, Constellation Research principal analyst and founder described Clubhouse as “the modern version of AM talk radio democratizing a digital society. The other unwritten part of the business model is a way to reward content creators with a new platform.”

Clubhouse taps into the popularity of podcasts while allowing users to multitask as they engage in the app. Unlike with copy and video, listeners to audio can do tasks like exercising, cleaning, or checking our inboxes as we hear the individuals we follow talk live. 

The Potential That Clubhouse Holds for Marketers

So, what makes Clubhouse a great fit for brands? The answer to this depends on your business, and what you’re looking to achieve from your campaigns. 

At the moment, Clubhouse has displayed significant potential for boosting users as thought leaders and expanding audiences within their respective niche. 

In terms of use cases, it’s been reported that some attorneys have already been able to find new clients via Clubhouse by using the platform as an opportunity to share their expertise and demonstrate their value to followers within dedicated rooms – while some brands have even begun sponsoring discussions on the app and sharing business insights in rooms of their own. 

This appears to be the most significant benefit for brands. The platform is a hub for sharing knowledge and insight through the means of various discussions that can build on community connections. These demonstrators of value could hold significant value too with Clubhouse rooms currently seeing high levels of engaged, active users. 

As a marketer, you could ensure that your brand sparks the right topic of discussion and use it to draw in a refined and engaged audience – helping, in turn, to boost your presence and maximize audience reach. 

How to Run Campaigns on Clubhouse

While it’s reasonable to expect Clubhouse to introduce some form of advertising opportunities for businesses in the near future as the app grows, there’s real value in creating your own campaigns that are geared towards demonstrating expertise and engaging with a new audience. 

By using Clubhouse to set up a room of your own, you can use the app to grow your own community of followers who are interested in your business’ content and thus more likely to act on their interest and make a purchase. To get started on Clubhouse – assuming that you’ve managed to access an invite – here’s a step-by-step guide to building your own room:

1. Find People, Rooms, and Clubs to Follow

 

 

Start a room

(Image: Social Media Examiner)

One of the most significant things you can do as a marketer on Clubhouse is to be strategic with who and what you follow. Following too many random accounts can lead you to have access to too many rooms that you’re not interested in. Take care in who you follow – the hallway will generally show you only rooms that match your perceived interests. 

2. Begin Building a Vibrant Network of Users

 

 

Network

(Image: Social Media Examiner)

When you enter rooms, you’ll see a breakdown of the individuals around you. The people in the room are broken down into three categories. Firstly, you’ll have the stage which consists of those speaking to the audience. Then, there’s the front row. The front row consists of the individuals in attendance who the speakers themselves follow. Finally, the third section is the audience. 

When you click on the people on the stage and the front row, you can access information about them. This can help you to determine who to follow and how you can build your connections within the app. 

3. Optimize Your Portfolio to Build a Following

Your Clubhouse bio is where you can tell your audience exactly what you want to be known for. What you include in your bio will play a key role in how people find you in the member directory, so be sure to use a healthy array of keywording to get you noticed. 

Rather than a traditional online bio, invest time in creating an extended informational bio, and don’t be afraid to include emojis. Here, you want to stand out. Mention where you work, your title, content channels, and social profiles – as well as any clubs you’ve already launched. 

To build a following, enter rooms that are relevant to your industry and get to know the people who regularly visit them. As you get more active and show up more, the people who host those rooms could invite you to come on stage where your audience will notice you. The more time you get on stage, the more followers you’ll attract

Don’t waste time when you’re talking. Don’t introduce yourself or your field of work, or even your business. Simply ask or answer a question clearly and succinctly and offer value based on your expertise alone. When you effectively engage with your audience, they’ll feel compelled to click on your bio and read more about yourself and your business. 

4. Begin Hosting Your Own Rooms on Your Terms

 

 

Host

(Image: Good Housekeeping)

When you create a room, you automatically become a moderator for that room. As a moderator, you can control who comes up on stage, who gets muted, and who can join you in the role of moderator. 

Here, your goal is to bring order to the room and anticipate what the audience wants and needs. Sometimes that could mean taking a short break, where you can ask your audience to give moderators a follow. When the audio content resumes, you can even suggest listeners ping their contemporaries into the room to listen along. 

Having your own room means that you get to curate your content. You can invite your business’ industry experts to the stage in a bid to demonstrate why their knowledge can be a vital component in earning clients money, or you can tap into the diverse qualities of Clubhouse’s global audience by including voices from all around the world. 

New event

(Image: WikiHow)

To start a room, all you need to do is to create an event and schedule it. There are two caveats to creating your room that need to be addressed. Firstly, it’s important to ensure that you’ve networked enough to begin drawing an audience into your room. Preaching to an empty room can be a waste of valuable time spent on campaigns elsewhere. 

It’s also key to ensure that your room is scheduled well enough in advance and at a convenient time that doesn’t clash with any competitor discussions that could take your audience away from you. 

Building a Vibrant Community With Clubhouse

The explosion of Clubhouse onto the social media scene has come at a time when users are looking to favor companies with authentic and trustworthy branding rather than corporate giants with decades of accumulated brand loyalty. 

The COVID-19 pandemic has brought with it a time of deep financial uncertainty and a steady stream of news events. In this era, consumers want to find confidence in brands that appear to share the values of their consumers. In creating live, uncensored and unscripted rooms through Clubhouse, your brand has the chance to demonstrate genuine value while offering users the chance to benefit from your expertise for free. 

HubSpot’s social media community manager, Krystal Wu explained that “Clubhouse offers a lot of opportunities for connection with celebrities, a vast variety of people in different industries, and even close friends. It opens the door for live conversations allowing people to be vulnerable within a community space. This type of connection is unique to deliver audio content with small to large groups of people. Its unscripted content that anyone can be a part of.”

By setting up rooms to discuss your industry and your brand’s position and potential to deliver leading service, it’s possible to win dedicated fans and followers who are more likely to reward your willingness to share your knowledge by choosing your business to make a purchase. 

As marketers utilize this early and largely untapped market, it’s vital to bring in analytics platforms to observe your progress. Insights provided by Google Analytics and Finteza can map how audiences receive your Clubhouse content and use it to inform their purchasing decisions. You can build a custom funnel that will show you exactly how visitors from Clubhouse navigate and behave on your website, how many of them convert and where they exit. 

Conversion funnel

Through studying the flow of traffic and subsequent conversions, you can make informed decisions on how to approach the market and how much time to commit to the app. 

Brands that use Clubhouse have a brand new opportunity to earn credibility by discussing topics that they’re experts on. However, they could also earn greater trust because they’ve made themselves available to listen and talk candidly with their audiences. 

This level of trust-building with potential customers is a chance that shouldn’t go begging in the value-driven climate of 2021.

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The post How The Clubhouse Phenomenon Could be Utilized as a Marketing Strategy appeared first on Social Media Week.

How to Win Social Media Conversions After The Holiday Rush

If only the world of marketing came with a little respite once in a while. As a chaotic, tumultuous holiday season packed with desperate brainstorming sessions for new holiday slogans, themed ads and special offers draw to a close, marketers find themselves tasked with campaigning their way through the new year lulls. 

While the transitional months from winter into spring are typically quiet for many businesses spanning retail and eCommerce, more companies are assembling marketing campaigns in order to win customers and maximise profits during the spending downturns of January, February and March. 

Retail Sales

(Image: Statista)

As we can see from the chart above, drops in retail sales from the build-up to the festive season into the new year can amount to a 30% fall in purchases among consumers. The chart, which has plotted out the recent history of retail sales in the United Kingdom, shows that while spending has steadily increased, peaks in spending around Christmas time have been consistent until 2020. 

The arrival of the devastating COVID-19 pandemic in early 2020, however, pointed to a significant disruptive influence in retail sales online in the UK. With more citizens facing more time spent indoors while social distancing and isolating away from the pandemic, it appears that more online shoppers chose to spend their money on goods and services.

With the pandemic culminating in a widespread shift towards workers transitioning away from office commutes and towards working-from-home (WFH) and the continued prevalence of the COVID-19 pandemic around much of the world, marketers may be facing a fresh opportunity to create successful marketing campaigns during this traditionally slow period for sales. 

Realizing The Greater Roles of Social Media in the WFH Landscape

The rise of WFH looks as though it’s here to stay, and this could carry significant ramifications for the world of marketing – especially as social media campaigns continue to gain traction among marketers aiming to generate greater brand awareness and loyalty alongside advertising campaigns. 

Social Media Usage

(Image: Marketing Charts)

According to the metrics above, social media usage in the US was set to accelerate significantly in the wake of COVID. With more citizens across the world unable to interact with friends and family in person, social media usage became more prevalent. With one social network, TikTok, experiencing a huge increase in users. 

Social Media During Covid-19

(Image: Marketing Charts)

The height of the pandemic saw more marketers take to tapping into the potential of this huge new network of active social media users. In fact, as much as 84.2% of CMOs looked to use social media to build brand awareness online, while customer retention and acquisition both ranked high. 

While businesses can certainly tap into social media for continued campaigning following the conclusion of the festive season, one of the most significant drawbacks of this time of year amounts to how best marketers can utilize their social media campaigns to draw in new and returning customers. 

With this in mind, let’s explore some of the key ways in which CMOs are looking to keep things fresh when it comes to content in the new year: 

Champion Community Interactions

There are few better ways of entering the new year successfully than to work towards championing community-driven content. By opening your business up to its community, you can not only share their content but also build a significant level of brand loyalty and awareness online. It’s even possible to build a space for dedicated users to interact with each other and share their experiences and ideas using platforms like Mighty Networks or Zapnito

Kristen Baker, a marketing manager at HubSpot explained that “in today’s highly digital and connected society, it’s funny to think people can still feel disconnected from others. This goes for personal relationships as well as business relationships – specifically between brands and their customers as well as brands and their employees. So, what is it that has people feeling a disconnect to others and the companies they do business with? It’s a lack of community.”

One key example of an organisation building a huge cross-platform community through marketing can be found on Netflix. When the company teamed up with content marketing agency, Mustache, the result amounted to a series of new social media accounts using the @NetflixIsAJoke handle to post funny videos, memes and other forms of content. 

The campaign prompted a vibrant community across a range of platforms and generated around 3.5 million new followers for Netflix in the process. 

By spending the quieter months following the festive period working on building a community and engaging more with your social media followers, you could not only establish more brand loyalty but build a deeper understanding of who your customers are and the sort of content they would like to see. You could even invite them to create content on your behalf and share the best entries in return for a prize. 

As marketing budgets tighten following the holiday season, user-generated content can pay dividends in keeping your social media followers engaged and continually clicking on your brand for updates. This, in turn, can lead to a healthy boost to website traffic, conversions, and much more engagement later on when new promotions kick-off. 

Work on More Organic Promotions

There are many reasons why the new year is a good time to start interacting more with your customers. In the age of WFH, it’s likely that they’ll have more time to spend on social media, and in those long drawn out winter months, they may actually crave some interaction with people – even if that ‘someone’ actually turns out to be a brand. 

You can help to foster a sense of loyalty by introducing a more evergreen promotion in the form of a loyalty scheme. As a new year arrives, customers may be looking for new challenges, and a loyalty or referral program could be perfect for keeping them engaged in those early months. 

There are plenty of ways in which you can introduce a loyalty program specific to your business. The classic approach made popular by both coffee shops and bookshops is a stamp card where every purchase equals a stamp. After a pre-determined number of stamps, the customer can receive a free product or service – or a freebie. 

If your business is more heavily dependent on service subscriptions, then it’s possible to run a referral program where customers get discounts for referring friends. You could also introduce tiered loyalty schemes where customers can move through tiers based on the purchases they make. The higher the tier they’re in, the greater the discounts. 

Naturally, these more organic and evergreen promotions encourage customers to convert more often, knowing that they’ll be rewarded for their loyalty. At a time that’s traditionally much more tranquil following the frantic festive season, loyalty rewards can bring a significant boost to conversions. 

Promote Self Improvement

The rise of the pandemic has led to a widespread increase in self-improvement measures. Whether it’s eating healthily, regular exercise or mindfulness, it seems that these trends are likely to continue in the age of WFH. 

This could be a significant opportunity for social media marketers who are looking to increase brand loyalty in the new year. Your social media marketing efforts can resonate with consumers more by promoting self-improvement. 

Be sure to generate trust in your brand by sharing your expertise, creating tutorials to share across social media (these can be video-based or textual), or even creating online courses central to your content. 

These approaches can add value to your business on social media, and followers will feel emboldened in following you and taking on the information that you share. 

The notion of self-improvement can be a significant tool for businesses to use in their marketing campaigns in January and February, where New Year’s resolutions remain fresh in the minds of consumers online. Position your online self-improvement materials on your social media accounts as a means of offering your followers the opportunity to learn through your company’s expertise. 

This social media marketing approach can be created as a freebie or as a paid service, but as long as it demonstrates value to your customers, it’s an effective way of resonating with their mindsets following on from the festive period. This boost in loyalty and awareness among your social media follower will lead to more click-throughs on to your landing page and subsequently more conversions from users who were content with your self-improvement content. 

Content Trial and Error

Of course, it’s vital at this time of year to continually monitor the performance of your campaigns. Raw metrics are likely to show drops in the number of conversions being made with your company, so it’s important to look elsewhere for key indicators surrounding how your campaigns are taking shape. 

By running links to your website’s landing pages from social media, you can actively review each step of your sales funnel through dedicated analytics engines like Google Analytics and Finteza. Both platforms are capable of providing rich insights into the causes of page and cart abandonment and various bouncebacks. 

Google Analytics

(Image: EasyAutoTagging)

At a time of year where consumer spending is largely frantic, it’s more important than ever to ensure that your funnels are kept squeaky clean and free of any potential sticking points for non-committal visitors. 

Be sure to regularly monitor your social media links and posts, and always compare and contrast your performance by looking into the various impressions you’re getting and the click-through rate that they’re generating. 

It may even be worth setting up different landing pages for each social media platform so you can better identify the best-optimised campaign for each network. 

As the frantic festive period and the huge marketing pushes of companies become a memory, it can be much more difficult to generate campaigns that can see similar levels of traction. In markets with a little less consumer spending power, the process of trial and error can really pay dividends in spotting newly emerging trends and capitalizing on them.

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The post How to Win Social Media Conversions After The Holiday Rush appeared first on Social Media Week.

Best Of Social Media Marketing: Fuel Your 2021 With Our Top 10 SMM Posts

Business professionals around table from above image.

Business professionals around table from above image.

In 2020 B2B marketers continued to find new and creative uses of social media marketing during a pandemic year unlike any other, and we’ve been fortunate to feature many excellent articles on our blog over the year that explore how marketers are pushing social media marketing to fuel new levels of success.

We’re lucky to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 18th year in 2021 — including our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the author of this post, and Alexis Hall, among others.

The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure a variety of marketing programs has often made it here to our blog. To help our blog community grow their social media marketing knowledge, we’re delighted to offer our annual list of the most popular social media marketing posts of 2020.

The social media marketing posts that proved to be our most popular of 2020 based on web analytics and social media data are listed below. We hope that they will help you ask the right questions and provide best-answer solutions to some of the most important challenges we’ll all be facing anew in 2021.

We give many thanks to all of our blog authors for their work in advocating social media marketing best practices, and especially to our dedicated readers for continuing to make the TopRank Marketing blog a go-to B2B marketing resource.

Our Most Popular Social Media Marketing Posts in 2020:

1. Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls Lane R. Ellis

Smiling business-woman at computer image.

Data from social media polls shows what customers are thinking about when it comes to a variety of important subjects, and in the most popular social media marketing post of 2020 on our blog, I took a look at how B2B brands Microsoft, Olive Communications UK, Redis Labs, LinkedIn News, Dell, and RateLinx are winning with LinkedIn polls.

Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a powerful interactive social media marketing element.

This post examines the year’s changes in online polls, and gives examines of how B2B marketers and brands are using social media polls in innovative ways, including six B2B brands winning with LinkedIn polls.

You can check out all of my posts here, and follow me on Twitter and LinkedIn.

[bctt tweet=”“Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.” — Lane R. Ellis @lanerellis” username=”toprank”]

2. Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube — Lane R. Ellis

Smiling man against a creative colorful background image.

In our second most popular social media marketing post of the year, I share the latest from YouTube, and how B2B marketers are using the video platform to power creative and engaging campaigns.

Taking a look at YouTube Shorts and other features adding in 2020, we also share five creative examples of successful B2B marketing on the platform from:

  • HP
  • Adobe*
  • Constant Contact
  • Deloitte
  • Ernst & Young

[bctt tweet=”“YouTube’s orbit casts a wide swath in the B2B marketing universe, and 64 percent of B2B buyers have increased their use of online video during the pandemic.” — Lane R. Ellis @lanerellis” username=”toprank”]

3. 32 Top Social Media Marketing Influencers To Follow — Lane R. Ellis

32 Top Social Media Marketing Influencers To Follow

With a powerful group of 32 top social media marketing professionals to follow and learn from, our third most popular social media marketing article highlights how the SMM industry is bursting with innovative B2B marketing professionals — people who push the boundaries of existing social platforms, embrace new ones, and ditch low-performers.

We’ve put together a list of 32 top social media marketers that includes a number of fantastic folks who may not already be on your Twitter “following” list, in addition to some industry stalwarts who those new to social media marketing would be wise to follow and learn from.

We’ve also added a quote, tip, or short lesson from each of these 32 subject matter experts, to help inspire your own social media marketing efforts.

[bctt tweet=”“With unprecedented targeting via the social media platforms, it is essential brands and media companies not take a one size fits all approach with their social video strategy.” — Caitlin Angeloff @caitlinangeloff” username=”toprank”]

4. 5 Things to Know About Building Trust in the Age of Social Media — Nick Nelson

Man Looking at Tablet Amid Storm

In the fourth most popular social media marketing post of 2020, our content marketing manager Nick Nelson shares five items to help build trust in the age of social media.

Nick also explores the roles that trust and transparency play in developing an effective B2B social media strategy during this unprecedented time, along with examining how brands can best reach the crucial objective of trust-building using social media today.

You can check out all of Nick’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“The worst stand any brand can take is standing still.” @NickNelsonMN #SocialMediaMarketing #PurposeDriven #B2B” username=”toprank”]

5. Active Social Media Listening: Tips for a New Era of COVID-19 — Debbie Friez

Active social media listening

Now is the time to listen beyond your basic brand searches, and in our fifth most popular social media marketing post of the year, our influencer marketing strategist Debbie Friez helps you dive into the many insights B2B marketers can gain from social media listening, along with tips for better social marketing during times of crisis.

Debbie shares insight from Meltwater’s Lance Concannon, Brandwatch’s Joshua Boyd, Sprout Social’s Kristin Johnson, Sprinklr’s Ragy Thomas, and other subject matter experts.

Social media listening requires marketers to move beyond monitoring to analyzing the full situation, which can often be a moving target, and Debbie takes a close look in this insightful piece.

You can check out all of Debbie’s posts here, and follow her on Twitter and LinkedIn.

[bctt tweet=”“Social listening tools move beyond the top level of monitoring and help hone your strategy with deeper insights into the sentiment, regional differences, and understanding of the conversation.” — Debbie Friez @dfriez” username=”toprank”]

6. 10 Fresh Social Media Marketing Tools To Boost Brand Storytelling — Lane R. Ellis

Man’s hands working with tools.

Have you tried all 10 of these fresh social media marketing tools? In our sixth most popular post of the year, I show how to refine and expand your brand storytelling with 10 of the year’s latest social media tools.

Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip most of the research queue and get right into useful tools for helping you tell marketing stories in new ways through social media.

Learn from our collection of 10 fresh tools to boost your social media marketing experiences, including image and video manipulation tools, headline analysis utilities, social media monitoring apps, and more.

[bctt tweet=”“Sifting through thousands of available tools can be a hit and miss proposition, making reviews and vetted lists of truly useful utilities more useful than ever for helping you tell marketing stories in new ways.” @lanerellis” username=”toprank”]

7. 8 Things B2B Marketers Need To Know About Reddit in 2021 — Lane R. Ellis

Professional business-woman smiling image.

In our seventh most popular social media marketing post of the year, I take a look at whether B2B marketers should be using Reddit, and share eight things B2B marketers need to know, including how businesses are using it, the latest news from the social media platform, and why more firms than ever will be using it in 2021 and beyond.

We also take a look at just how effective Reddit is for advertising and organic marketing communication, and dig in to some of the top tips and advice for B2B marketers new to Reddit or those looking to expand their presence on the social media platform.

While Reddit may no longer be the wild west for B2B marketers, incorporating it into your strategy doesn’t have to be a shootout at high noon if you take to heart the information explored in this article.

[bctt tweet=”“Reddit has also been a popular platform for hosting ask-me-anything (AMA) events, which can be a good way for B2B firms to begin utilizing the service if the interviewee is especially relevant to a particular topic.” @lanerellis” username=”toprank”]

8. Our 10 Top Social Media Marketing Posts of 2019 — Lane R. Ellis

Top Social Media Marketing Posts of 2019 Image

In our eighth most popular social media marketing article of the year, I examine some of the writing that resonated with B2B marketers over the year, offering a variety of approaches to social media marketing success.

From top-notch B2B marketers to follow lists, under-the-radar LinkedIn* features, social media statistics to the subtleties of Twitter lists and B2B social video, these practical and helpful posts offer a glimpse at many aspects of successful social strategy.

[bctt tweet=”“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @lanerellis” username=”toprank”]

9. 5 Ways to Make Brand Social Media Profiles More Compelling — Joshua Nite

Optimize Brand Social Media Profiles

In our ninth most-popular B2B social media marketing post of the year, our senior content marketing manager Joshua Nite shares five ways to make brand social media profiles more compelling.

“Brands have never had such rich opportunities to interact with customers and potential customers. They’ve never been able to so easily display what the brand is about, what it stands for, and how it can bring value to people,” Josh noted in this insightful and popular piece, in which he shows how savvy B2B marketers can:

  • Ditch the Corporate-Speak
  • Eliminate Problematic Language
  • Say Why You’re Here
  • Focus on What You Do for Your Audience
  • Include a Call to Action

You can check out all of Josh’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“There’s still a real possibility to engage with your audience on social, start conversations, and build relationships. And it all starts with making sure your profile invites people in and gives them a next step to take.” @NiteWrites” username=”toprank”]

10. 5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn — Lee Odden

LinkedIn Influencer Engagement

How are B2B brands successfully working with influencers to achieve marketing goals using professional social media platform LinkedIn? In the tenth most popular social media marketing article of the year, our CEO Lee Odden shares five helpful case studies showing how to successfully engage B2B influencers on LinkedIn.

“While there are robust opportunities to connect with potential customers on LinkedIn, the platform is busier than ever, making it hard to stand out,” Lee noted. “There are also challenges in terms of reduced organic visibility and the trend towards distrust of sales outreach and what brands publish directly. With so much information, many buyers are suffering what I call Content Attention Deficit,” Lee explained — a deficit he explores in detail in this insight-filled article.

You can check out all of Lee’s 2,600+ posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“Before you get started with B2B influencer engagement on LinkedIn, it’s essential that you have a documented influencer marketing strategy.” — Lee Odden @LeeOdden” username=”toprank”]

Thanks TopRank Marketing Writers & Readers

There you have it — an especially strong array of our 10 most popular social media marketing posts from the particularly unusual year of 2020.

Additionally, we publish several social media influencer lists every year, and we wanted to share them here as a helpful way to find and follow some of the leading digital marketing influencers:

Another helpful resource for B2B marketers to learn about crafting a successful B2B influencer marketing program is our recently-launched Inside Influence series, featuring interviews with top industry experts such as the latest episode with Marshall Kirkpatrick of Sprinklr.

We published dozens of posts this year specifically about social media marketing, a tradition we’ll continue in 2021, so stay tuned.

Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2021 — we’d love to hear your suggestions.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

*Dell, RateLinx, Adobe, and LinkedIn are TopRank Marketing clients.

The post Best Of Social Media Marketing: Fuel Your 2021 With Our Top 10 SMM Posts appeared first on B2B Marketing Blog – TopRank®.

5 Insights to Boost Your Brand’s Social Presence in 2021 and Beyond

It’s been a whirlwind of a year and anticipating what lies ahead is no easier to navigate. Our friends at Hootsuite launched their 5th annual Social Trends report illuminating the top trends set to shape brands in 2021 and how to adapt and thrive. You can download the full report here, but here’s a peek at some of the high-level insights backed by the brightest minds in marketing and data.

A shift to short-term ROI

This year saw a rush to deliver a short-term return on investment (ROI) to recoup lost sales from the upheaval of the pandemic. In fact, 73 percent of all marketers ranked “increased acquisition of new customers” as their top outcome for social in 2021, compared to only 46% last year, marking a 58 percent year-over-year increase. This has led to a very transaction-focused year.

But transactions alone don’t create memorable brands or long-term growth.

That’s why you need to innovate to win long-term loyalty and engagement. How? By bringing back the fun to the buying process, making shopping more social and using social as a way to connect with customers, foster loyalty, and prevent disjointed experiences.


Finding your place in social conversations


The uptick in social media use in 2020 translated into numerous opportunities for brands. Unfortunately, many faltered by jumping in too soon instead of taking crucial time to listen to their audiences. The reality is, many people want to engage with each other, not brands. Those that let their audiences guide them were able to find spaces where they could fit into the conversation in a meaningful and authentic way. 



Brands who will find success in 2021 are not necessarily the ones leading the conversation, but rather finding creative avenues to fit into it and break through the walls of indifference.

To join the conversation instead of just interrupting, lean into user-generated content (UGC) in lieu of costly content production, bolster social listening to find where you fit, and pick your time and place for engagement and participation. 



The tipping point for baby boomers

Baby boomers are spending even more time on social platforms now as a result of the pandemic, yet marketers still overlook and under-represent this lucrative group in favor of targeting younger demographics.

Why? For one, we have a tendency to fall prey to the irresistible chase of newness—rather than pursuing effectiveness. To capitalize on boomers’ growing tech enthusiasm, look to smart segmentation and thoughtful representation. That’s how savvy brands like yours will leapfrog over companies still stereotyping. 




Tying engagement data to identity

Social media isn’t simply about racking up likes, those are just a means to an end. You want to make sure your social efforts drive real results for your business. To do it, move beyond reactions and dig deeper to see how social data can help you understand your customers better.

Linking social media engagement to identity is more critical than ever for marketers. After so many traditional approaches fell by the wayside, it’s become the strongest bridge between brands and customers. To achieve this, look to establish a solid UTM framework for both paid and organic ads and integrate your data into your CRMs. This will ensure greater visibility into customer touchpoints and untapped opportunities.

Success will boil down to taking steps — big or small — to gather key insights from quantifiable data. Be sure to map these back to your broader marketing objectives to avoid getting lost in a pit of attribution or stuck measuring social in a silo.

Becoming a purpose-driven brand

While 2020 wasn’t the beginning of the shift towards purpose-driven marketing, it kicked things into high gear.

Now 53 percent of people say they want brands to proactively make the world a better place.

Becoming a purpose-driven brand isn’t something you can fake or simply mimic on social media. You can’t tick a box and be done. Brands must be cognizant of what is going on in the world and take into consideration the conversations already unfolding. If you’re going to take a stance, make sure your actions back it up.

In 2021, the strongest brands will balance the twin demands of building a better business and better world. This strategy must start in your boardroom and should use social listening to learn and gain intelligence.

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The post 5 Insights to Boost Your Brand’s Social Presence in 2021 and Beyond appeared first on Social Media Week.