‘The B2B Social Media Book’ Review
Kipp Bodnar and Jeffrey L. Cohen have penned one of the most comprehensive social media books of the year with The B2B Social Media Book. With so much content out there focused on the B2C side, it’s refreshing to have a social B2B “bible” to reference. The book’s introductory point is that B2B is actually built to be better users of social media than B2C because of specific industry knowledge, content production know-how and relationship-building skills.
This book really covers it all from blogging/eBooks, call-to-action/landing page best practices, various SEO-related topics (with a focus on social search) to social ROI and the mobile web. HubSpot’s influential imprint is all over this book.
E-Mail is the Key
I’m so happy that Bodnar and Cohen dedicated an entire chapter to the importance of e-mail to digital marketing. People who say e-mail is dead are either misinformed or don’t know how to successfully leverage the channel. The authors discuss how e-mail sign-up is the ultimate call-to-action. People sign-up for offers with their e-mail address all the time. The B2B Social Media Book does a great job explaining how to make marketing e-mails more attractive through personalization, subject-line best practices and more. The book also gives a great tip to test subject lines/headlines by sending them out as tweets first.
The Importance of Offline
Bodnar and Cohen don’t strictly focus on the online side of lead gen. They give great tips on how to blend offline with online engagement to make both sides pop. A good tip in the chapter “Making Trade Shows Social” is to launch a social contest giving away an event pass 90 days before a trade show.
They end the book with common roadblocks that business face when implementing social media into their business processes. This is crucial because many social media initiatives are killed before they can get started. The authors do a good job presenting the potential issues and providing tips on resolving them if a business encounters them.
Read The B2B Social Media Book cover to cover and get on your way to becoming a marketing superstar.
Christopher Craftis the CVO/Founder of Nao Media and Consulting, an Atlanta-based social media consultancy. He blogs at The Nao Blog.
**Social Media Club members (Open/Pro/SMB/Corporate) are welcome to participate in a free webinar hosted by Social Media Club featuring Kipp Bodnar and Jeffrey L. Cohen, Authors of The B2B Social Media Book on Thursday, June 21st at 2pm EDT. Register here!**