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How Vonigo Uses Snip.ly as a Key Tool in our ABM Strategy

How Vonigo Uses Snip.ly as a Key Tool in our ABM Strategy

By Graham Lee, Marketing Automation Manager at Vonigo , makers of cloud-based field service software.

We have a problem that I’m sure a lot of companies, especially in the B2B software space, can identify with. With an extremely focused niche of potential customers in defined verticals (mobile service businesses), we use account-based marketing to help us gain traction with potential customers.

Whether a lead comes from our inbound marketing efforts, or our ABM outreach, for sales-qualified leads we like to pull out all the stops. For years, we’ve been using Snip.ly to add CTAs to the links we share on social media, with the kind of success that brings us plenty of ROI for the cost of the tool. But it’s a personalized approach that we have had the best success with.

Here’s How We Do It

Using customizable calls to action (CTAs), we’ve seen success with prospects and leads not only engaging with our content and links, but also taking the desired next step to progress through the buyer journey and book a meeting.

By personalizing the CTAs by a lead’s industry, company, and personal information, it impresses prospects and as a result improves our conversion rates. With Sniply, we’re able to add CTAs to almost any link we want (whether the content belongs to us or not), and give our leads a personalized, actionable next step.

We see higher engagement with this method, as the URL is branded with a custom domain, the CTA is branded to Vonigo or to the rep, and we can even customize the shortlink.

And we don’t stop there. Using Snip.ly’s analytics tools, we’re able to test and track what elements are performing well, including the CTA, the shared page, and more.

A Specific Example

Let’s say for example that a large moving franchise is inquiring about how our platform works for moving companies. During our exchanges with that prospect, we can share any number of useful links, including video case studies, customer reviews, or any other relevant information that we think they might find interesting.

Whether those links are to our domain or not, like YouTube for example, we can include a button with a link to book a call or demo with the rep that has already been in contact.

As far as value for our investment goes, it works with devastating impact.

Measurable Results

Many times, particularly, on the ABM side, email will be the first touchpoint with a prospect. Getting them to schedule a meeting or call with minimal effort is the ideal result.

For large accounts that we are targeting, having them book a meeting indicates that they are connecting with the content and see the value in Vonigo. While we may have a greater number of customized CTAs, the personalization aspect is worth it.

We’ve seen many key accounts click through to book a meeting from timely link shares within our personalized (sometimes automated) emails.

If you’re concerned with keeping leads in the loop and helping them progress through the buyer journey, consider using personalized short links with Snip.ly, to help convert more prospects to the next stage in your sales process.

3 Easy Steps to a Successful B2B Strategy

3 Easy Steps to a Successful B2B Strategy

When it comes to B2B social media marketing and what’s considered a success, most people in the field of B2B sales are unlikely to give it any praise. In most cases if you were to ask a B2B company what they thought of the whole process of social media and lead generation, they’ll laugh and say its non-existent (do you have any source or website for this?). I’m going to take a wild bet here and say that they’re social strategy sucks.

Whilst everyone else gives their social strategy the time off, you can be sitting down and getting hyper focused with your approach. Besides if everyone else has a lack of adoption of B2B social strategies that means there’s less clutter out there to try and get over. It’s a win-win situation and all for you.

So firstly we need to get an idea of what the mindset is of someone who is tasked with a B2B social strategy. They’ve probably been told that social will be considered a success when it becomes a viable lead generation tool, one that brings in something more than followers and Likes. So with this mindset the B2B marketer (who in most cases is a member of the sales team and is tasked with dedicating a couple of hours per week on social) then goes about promoting the company and most importantly promoting the products that you offer with an added reminder as to why they’re the best at it.

This style of social strategy is destined to fail, a very slow and long winded failure. All you need is to flip the switch on one or two aspects of your strategy and the difference will be visible right away.

1. Designate Someone:

You should have someone specifically working on the social strategy, it’s not just about a simple update or share of a company topic, it’s about communicating throughout the web (which is huge by the way) to your audience in the hope they become customers.

When you’ve got the social strategy handled by someone else who’s got a whole host of other things on their plate it’s unlikely they will give social  the focus and attention it deserves. Make sure that someone who is designated to the role already has some understanding of your company. Social media should be used as a medium for communications with prospective customers therefore response to key traffic/audience will need to be efficient and quick – there’s rarely enough time out there to be able to go and ask around what the right answer to a question might be.

2. Content Strategy:

Run a keyword research, compile your findings of successful articles that rank well and see how you can add to their content. This will ensure you have an understanding of the content out there and will push you to create your own content strategy.

By taking time to check your metrics and look deeply into who your followers are you’ll be able to see what content is loved and what doesn’t work so well. The end game here is for you to create exceptionally educational content that helps and guides your audience – become a thought leader in the industry and instantly you’ve got leads – people love to follow the best and smartest in their industry.

Content strategy takes away a lot of trial and error but it helps if you start by looking at who the key influencers in your industry are and what they are working on or writing, and if you can get their input, do it!

Realistically a content strategy is all about knowing what’s coming up, having it all done in good time and being able to build hype, maintain the hype and follow it up with something else from analyzing the data.

3. Give it Time

This is the most crucial aspect of any social strategy. For many companies the seniors just want business and that means leads and sales being a numbers game, managers know that if X calls are made today then the % chance of a lead coming in increases. With social being hard to track and monitor it begins to fall down the rankings for lead generation.

Given time though, most decent social and content strategies can and do begin to work incredibly well. However it’s a case of testing and learning constantly before a single effective and efficient strategy is found.

Most B2B managers need to take a step back and give the social strategy time to see fruition; otherwise their lack of patience will just turn the social strategy into another wasted opportunity. Social is a long term investment so long as the investment is made into the right areas of social.

5 Reasons Content Marketing is a Win-Win

5 Reasons Content Marketing is a Win-Win

5 Reasons Content Marketing is a Win-Win

What if we lived in a world, a bubble, where we didn’t know what was happening outside? We’re constantly shown stuff that we don’t care, and it has no effect on us. Wouldn’t life be boring that way?

Now comes content marketing, pushing all these pieces of content in our faces that are – interestingly enough – of value to us. We see this every day, and many of us don’t actually realize or stop to think about the purpose of it. Now becoming a prominent component of the business landscape, content marketing is everywhere when we turn our heads and even found in the online world. It’s almost like a new space that marketers have infiltrated to get their messages out.

Pushing Social says it best, “Storytelling for Sales.” Through all these layers of content that’s being shared to us, articles, blogs, and videos, there is one last layer standing. That is, getting sales and driving traffic to the creator of the content. Content marketers are constantly pushing new stuff out and consumers (like me) are absorbing it. I believe that the coolest part of content marketing is the value that is delivered and how it’s beneficial for the company brand. Some content is quickly shared while other content will never see the light again. Below, I’ve outlined 5 reasons why content marketing adds value to businesses and the consumers: 

content marketing

1. Branding: This isn’t something new. For centuries organizations have been creating a certain brand they want to resonate with their target market by launching various marketing strategies. If that company had a certain target audience they wanted to cater to, they would make sure the content attracts them. Content marketing is revolutionizing the way businesses brand themselves. One minute you see an article about the ‘benefits of social media’ and the next minute you’ll notice they’ve posted a funny picture that made you laugh. Consumers are often engaged to a certain extent with the brand building and it follows the company. It also helps them recognize the brands they want to align with and prefer.

2. Sharing content: When companies share something they think is cool, you (consumer) either think “That’s amazing!” or “I don’t really care, next.” Each person is unique, and thus the reaction to each piece of content is different. The benefit of sharing online is that you, as a business, reach a wide audience while incurring very low expenses. On the consumers’ side, you get the benefit of viewing new stuff that you didn’t know and you can even share it with your buddies!

3. Learning more: This point was sort of my thought as to why content marketing is good. Both sides essentially benefit from sharing content. When the company decides to engage in content marketing they “retweet” or share content. Consumers will (or not) take notice and read further into the information. Content will either be accepted or rejected, but at least there’s knowledge being spread!

4. Building relationships: Probably the 2nd most important aspect of content marketing or marketing in general, is to build connections with consumers. Some companies lament gravely whenever bridges are burnt with their consumers. Here at Sniply, we take care of our relationships with our users and reply to any questions they have. We want to keep those relationships and reach out to users whenever they voice their opinion. Content Marketing Institute says that you should treat your market as a community. It’s so crucial that as a business, you want those relationships to continue and build that close-knit community. When you see a problem your community is facing, share content that answers it. As a consumer, knowing that the company is trying its best to build the bridge is a good indicator that you can reach out to them one day if you’re stumped on something.

5. Creating value: At its finest, marketing is about delivering value to their audience (community). Content marketing is about pushing relevant, useful content that will benefit everyone: knowledge, a good laugh, even a smile 🙂 What’s so great about content marketing is that you can share articles and posts, and you have that fuzzy feeling knowing that you accomplished your mission if someone learned something from your post. The intrinsic value of any post is judged by each individual person. Understand this, even if you’re promoting your brand people won’t mind if you’re sharing content that is meaningful to them and adds value to their time.