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I want you to think of the last thing you posted on social media. Got it in your mind? Why did you post it? What was the purpose of the post? If you do not have a clear reason for why you posted something, it may be that you haven't defined the purpose of the content you post on social media. Every social media post needs a call to action and a purpose that relates back to your company’s main objectives. Why is your business on social media in the first place? This may sound like a silly question at first glance, but many businesses spend countless hours posting on social media without defining why. Nebulous answers like “raise brand awareness” and “improve visibility” will fail to produce meaningful results. Instead, get specific about why your business is on social media. Below are a few examples of why a company might choose to be on social media. Most companies will be on social media for more than one reason. We are on social media to: Drive people to a specific resource on our website Grow our email list Sell directly on social media Inspire people to widely share content to expand our reach to new markets Attract the attention of and engage with journalists Provide customer support Build community among a group of people or around a specific cause What reasons can you think of that a company might want to be on social media? Leave your response in the comments below. Knowing why your business is on social media will shape the rest of your social media strategy and content. Now that you know why your business is on social media, consider how each post relates back to that objective. Below is an example of what a company will post on LinkedIn that relates back to the following objectives: Grow their email list as an entry point into the sales pipeline. Expand exposure outside of current network and build credibility among target market. Provide useful content to the target market to establish the company as an expert, encourage people to comment and share. Build relationships with the target market online. You can create a table like this for each social platform your company is on to define what you will post, the call to action and the purpose of each post. Every social media post needs a call to action and a purpose that relates back to your company’s main objectives. Time is valuable. People don’t have time to scroll through content that is aimless and meaningless. Tell people what you can provide that will help them and what next steps to take. Challenge for Marketers: Map out your social media posts and plug in the resources you can provide, the call to action for each post and the purpose of each post. #publicrelations #SGMCtip #marketing #socialmedia #PR #socialmediastrategy #SGMCTips

One sentence BIG IDEA: Modern PR Must Include B2B Influencers Why is this relevant to marketers? When you think of influencer marketing, what comes to mind? For many people, we immediately think of stylish Instagram stars who have built up a significant following around a lifestyle topic, such as fashion, food, jewelry, home decor and the like. While this type of influencer marketing is useful for business-to-consumer (B2C) marketing, is it useful for business-to-business (B2B)? Indeed it is. Influencer marketing has long been associated with B2C marketing, but now it is essential to B2B marketing as well. Influencer marketing focuses on building relationships with key influencers who share your message with their audience, and that is not limited to the B2C world. While traditional media outlets, such as magazines, news publications and trade journals, are still powerful tools to gain exposure, B2B influencers cannot be ignored. If your public relations strategy does not include building relationships with B2B influencers, you are missing out. Influencer marketing is often associated with paid endorsements, but the most valuable influencer marketing comes from unpaid influencer relationships. Signs of a B2B influencer include: Frequent media appearances and interviews Published author Frequent contributor to industry publications Large social media following Content creators (Podcast hosts, bloggers, YouTube hosts, etc.) Speakers Below are three categories of influencers that play a powerful role in the B2B market. Podcast Hosts Podcast hosts are fast becoming a powerful force in the B2B market. Podcasts now reach over 100 million Americans every month. Americans over the age of 12 who have listened to a podcast has grown from 40% in 2017 to 55% in 2020 . While some hosts charge guests to appear on their show, most podcast interviews are not paid placement, which increases the credibility of the content. Below are some examples of B2B podcasters who are influencers in very specific areas of an industry. Look for podcasts like this in the industries you want to target. Actions Prove Podcast - AEC Leadership Today (Industry: Architecture, engineering, and construction) Thrive By Design with Tracy Matthews (Industry: Jewelry and creative brands) She Conquers Capital (Industry: Venture Capital) Shift Happens (Industry: IT and Microsoft 365) Simple Pin Podcast (Industry: Marketing) Making Chips (Industry: Manufacturing) Bloggers It is hard to be an influencer without a blog. Even if the following is not huge, a mention on a B2B influencer’s blog can be valuable if it is the right audience. Look for blogs that promote a single expert instead of industry blogs with multiple authors. Below are some examples of independent bloggers who are thought leaders in their industry. Supply Chain Shaman (Industry: Supply chain logistics) Breakthrough Play (Industry: Human Resources) Retail Prophet (Industry: Retail) YouTube YouTube is not just for entertainment. It is a great resource for business information and insight. B2B influencers can be found all over YouTube. Below are a few examples of B2B influencers on YouTube. Being featured on a YouTube channel like these channels is a great PR win. Lumi (Industry: Packaging) UpFlip (Industry: Business Strategy) The Medical Futurist (Industry: Medical technology) Challenge for Marketers: Create a list of influencers in your industry for each category and include it in your marketing strategy. #publicrelations #SGMCtip #marketing #b2bmarketing #B2Binfluencers #influencermarketing #PR "influencer marketing" by bastamanography is licensed under CC BY-NC-SA 2.0