January 10

How can I use social media for B2B marketing?




If you work in a professional services or consulting organisation, what you are essentially selling is your knowledge. The good news is that social media provides the perfect platform for you to promote your expertise and showcase that knowledge.

Two companies that are doing a great job of this are Avanade and HP.

Avanade have integrated Twitter and YouTube. Just tweet your question with the hashtag #AskAvanade and Avanade respond via their YouTube channel.

HP have a similar concept. They have created the HP Business Answers blog, along with the @HPBizAnswersTwitter account and a LinkedIn group.

There are two great things about this kind of approach. Firstly, each of those people asking questions are leads that your sales team can follow-up with. Secondly, by answering real questions that people have you are providing a great deal of search engine optimized content for your website. In other words, other people with similar questions will be able to find you too.

Now these are two global corporations, but there is nothing particularly sophisticated about what they are doing. In fact, there is nothing here that couldn’t be replicated by lawyers, accounting firms, consultants etc. (regardless of their size) at a very low cost.

If you’re a CubeSocial user, we can help too… we make it super-easy to capture questions from Twitter and respond to them later. Just set up a Social Search to record all the Twitter activity for the hashtag or @name you want to monitor. When you are ready, log into CubeSocial and we’ll have all the information stored that you need to respond to the queries or write your blog posts.

About the author 

Mark Bower

Co-founder of Basingstoke startup @CubeSocial. Windows Azure developer, some-time blogger, social media geek & northerner down south. Google Profile

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