4. How Do We Simplify the Approval Process?

B2B marketers who are used to traditional marketing activities like print collateral, full featured websites and trade show booths are usually saddled with complex approval processes where a number of executives must sign off on the copy, the design and even the layout. Everyone operates in an environment where they are scared that the wrong thing will be produced, and in public companies the wrong thing affects the stock price. Blogging needs to be a lightweight process. While you are writing those early posts to get ahead is the time to establish this simple approval process. Share the plan with executives, which should include targets, topics, tone and even a sample article. And let them know that standard approval process will not be happening. It’s just not practical for a blogging program. And if you still need mutliple levels of approval, you are at least working 4 weeks ahead.

5. How Can We Drive More Traffic To Our Blog?

This is a huge question, because some B2B marketers get disappointed that social media is not an “if you build it they will come” activity. Once you start creating compelling content that your prospects and customers would respond to, you need to let them know about it. Social channels work for amplification, but so do internal newsletters, external newsletters and links in email signatures. You need to leverage all available channels and communication touchpoints to let people know about your blog in general and even specific relevant posts.

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At SMMW, Social Media Examiner was able to create a large-scale networking conference with suggested tips and strategies that B2B marketers can use.

Digest...

Here are a few things B2B marketers can begin to use immediately to find greater success on LinkedIn

• Use banners – Your Products/Services section of your company page allows your business to upload three banners.
• Add new audiences – It’s all about relevance and targeting your audience is one way you can deliver the great content your site has to offer to the right people.
• Choose keywords – On your personal page, in URLs and in product descriptions, use keywords so that people conducting searches on LinkedIn can find you and your business easily.

Your business can cultivate communities with:

• Forums or industry-specific communities hosted on your site or by your business on LinkedIn.
• FAQ podcasts and YouTube videos enable your business to address customers and audiences directly.

As different industry leaders and experts discussed their blogging, there were a few trends that kept appearing.

• Add value – Your blog should add value to its readers.
• Fascinate – In the closing keynote of Day 1, Sally Hogshead noted that the average attention span is now 9 second. In order to capture your audience’s attention in that time, you need to fascinate them with your blog’s content.

Online blogging can be a surprising source of high ROI for your business. However, starting a blog or maintaining one already in place takes planning, organization and a clear focus to reach your audiences effectively.

The 8 points...

Point #1: Posting frequency

Point #2: Content value

Point #3: Blog titles

Point #4: Header

Point #5: Right panel

Point #6: Tags and categories

Point #7: Social media integration

Point #8: Author bios