For B2B marketers, you can’t argue with the growth rate of three top-tier social platforms: LinkedIn, SlideShare and YouTube. The sheer volume of visitors to each network demands that, in order to gain the greatest reach and return on your social investment, you must dedicate time and resources to each.
The good news is that you can repurpose content from one channel to the other, leveraging time and money to explode your share of voice.
#1 – LinkedIn – If you haven’t already, spend one hour searching out LinkedIn Groups that match your industry and your particular area of expertise. With social media, you always want to “give” before you “get” by making yourself useful. In addition to sharing industry news on a daily basis so that you are consistently visible and valuable, stake out a few key groups to ask and answer questions.
If budget allows, you may want to try out HootSuite for the Enterprise or Oktopost paid versions. They simplify finding relevant groups and make posting easy. Their upgraded versions come with robust analytics so that you can determine which links garner the most attention. Otherwise, pay attention to the “Groups You May Like” section to find great group suggestions.
If people like what you say, you can become a top influencer and gain even more visibility for your company and within your area of expertise. Then, it’s just a matter of repurposing your best answers into an Expert Q&A SlideShare deck.
- Upgrade to InMail, giving you the ability to send a direct message to any member, regardless of connection. Response rates are high and guaranteed within seven days.
- Add Outlook Social Connector to manage and build your network directly through Outlook.
- Take advantage of LinkedIn’s Rich Media tool, adding video, presentations, and your blog to your Summary, Experience and Education sections.
#2 – SlideShare – This platform, with its heavy business focus, is listed as one of the top 250 sites in the world (Alexa). This very professional audience boasts more users than even LinkedIn. The six most used tags are business, market, trends, research, social media, and statistics, so when creating your presentation, keep these areas in mind.
For example, once you’ve spent time with your LinkedIn Groups, you could conduct a poll then present it as business intelligence tailored as market research unique to your industry. Remember, the Slideshares that make it to the home page are substantive and feature bold imagery. Don’t skimp on visuals, which play a major role in the popularity of your presentation. Combining charts, graphs, images, and graphics to match your laser-focused topic will give you a leg up in reaching the largest audience possible.
- Promote presentations and make them embeddable on other sites
- Upload white papers, reports or infographics
- Add an interest form for capturing leads
#3 – YouTube – This Google >
As part of the Content Marketing Trends 2013, a recent survey showed that 55% of respondents use video as part of their marketing mix. This figure is only going to go up. Cisco revealed in another report that video traffic will account for 69% of overall Internet traffic in four years’ time up from 57% in 2012.
Just turn your Q&A SlideShare deck into an “Ask the Expert” video series and stagger posts throughout your relevant LinkedIn Groups.
- Video industry events and provide interviews or company sales meetings and offer tips
- Record Google+ hangouts
- Create humorous or less serious videos that customers will enjoy and share
We’ve all heard the saying, “the sum of the parts is greater than the whole.” Integrating content across these channels will help your overall amplification efforts too, expanding your reach exponentially. And, once you’ve become competent in each channel, you’ll have a built-in social media feedback look you can replicate easily!