Social Media Channels: Do I need to invest in more than one?

Time to read: 3 minutes

A persistent question for B2B companies is whether social media channels have real value. And, if so, which channels are worth the investment. Our social media expert, Simona Cotta Ramusino, shares her views on the best approach.

The outages that have impacted WhatsApp, Facebook, and Instagram in recent years provided an important lesson for social media managers: make sure you are on multiple platforms. However, another reason B2B firms should nurture multiple social media channels is that they fulfil different purposes.

The way I see it, LinkedIn is about describing who you are, Twitter is about doing what you are, and Facebook is about showing who you are.

Let’s hear it for LinkedIn

LinkedIn remains one of the preferred social media channels for our B2B clients.

According to some recent stats, the platform drives 46% of social traffic to B2B sites and is considered the most credible content source. Other numbers supporting the business case for having a LinkedIn presence include:

• 4 out of 5 people on the platform “drive business decisions”
• there are 61 million “senior-level influencers”
• 33% of B2B decision makers use LinkedIn to research purchases

As a fully integrated communications agency, we see LinkedIn management as a key piece of the comms plan.

4 reasons we love LinkedIn

1. You can build your company’s profile within your sector. As your competitors will also likely be on LinkedIn, it is important to be seen and promote your latest company news, updates, and wins.
2. You can promote thought leadership and highlight your company’s experts. This helps put focus on the individuals driving the business as well as your products and services.
3. You can directly engage with peers, clients, and prospects. As with many social media platforms, LinkedIn supports two-way communication, allowing followers to comment on and share your updates. You can also gather their views through polls and posts.
4. You can have a positive impact on employees and attract new hires. Understanding a company’s culture is key when deciding whether it will be the right fit for you. It is no longer a leap of faith or a ‘grass is always greener’ scenario: LinkedIn (and Facebook) can help you understand what it is or would be like working for a certain company.

LinkedIn has also added some interesting new features over the last year to improve user experience and make engagement with followers more interesting:

• LinkedIn Polls
• LinkedIn Live
• Carousels for posts

Also, not quite as new (but still worth noting) is the option to set an event under your company profile, share it with connections, and invite connections to follow your company page.

Is there life beyond LinkedIn for B2B firms?

Yes! Twitter/X is great if you attend virtual or live events and want to share snippets from presentations or keynotes. It also allows you to follow and engage with key influencers in your space, with many analysts and journalists tweeting regularly. However, whether Twitter/X is still an environment in which you want to place your brand is a different question altogether. As content moderation has been all but removed, many brands are leaving the platform.

Facebook is probably the best platform to showcase your culture, the people that make the company a great place to be, and any CSR projects you may be engaged in. It also helps to create a strong feeling of community among employees and is a powerful means of attracting new, like-minded people.

If you are a business that relies more on visual marketing, then Instagram is the place to be. The platform is optimised for videos and images so products and services can be brought to a target audience more engagingly, building trust and increasing traffic to your website. Although Instagram is often disregarded by B2B marketers and viewed mainly as a B2C channel, there are stats and business reasons that support the value of having a presence on the platform:

“B2B companies experience their largest engagement ratios on Instagram—meaning that of the major social sites, Instagram fosters the highest number of interactions per number of followers. Not only does Instagram promote engagement through commenting, but it hosts text, photos, and videos directly on the platform so your followers don’t have to click elsewhere to see the content.”

So, if you are upping your social media game or hiring someone to do it for you, establish what you want to achieve and who you want to reach. Equipped with this knowledge, selecting the right platform or platforms becomes much easier.

Follow us on LinkedIn and Twitter.

Content Writing: A personal story of love and indignation

Time to read: 3 minutes

Comms Crowd content creator Anthony McNamara takes a stand on content writing for your audience – not the algorithms.

Different professions attract people for different reasons. Law, for example, will attract those enticed by the potential earnings as much as it will attract those simply wanting to see justice done. Providing both parties do their jobs well, the motivation isn’t particularly important. Content writing, however, is a different beast.

For the love of words

For most content writers (and I make this claim with no supporting empirical data), the primary motivator is a desire to make a living doing what we love – writing.

The thrill of concocting a clever metaphor or constructing a killer closing paragraph is palpable when I achieve either. More so when I receive an emphatic “good job” from the client.

And yet, as my years penning words for cash pass, I am increasingly motivated by a sense of indignation. I still see so much content that isn’t written for the reader’s enjoyment or enlightenment, and it grinds my gears.

I should pause here to stress that I am not taking a potshot at my content-writing brethren. Most of what I see that infuriates me has not been written by a professional content writer. Or, it has, but clearly under the duress of stringent SEO objectives and anxious marketing managers keen for something – anything – to be published.

SEO at the price of coherency

Much content is still produced with only Google algorithms in mind and not the actual human beings who have to read ‘cheap, reliable laptop’ 17 times in a 400-word blog.

It’s not just SEO, though. Many businesses are shrewd enough to know that regular content output is good. But even when they have nothing much to say, they force their writers to say it anyway.

For example, I once read a blog about resolving office conflicts. One shard of wisdom contained was to “walk away and count to 10” in the event of an argument. Basically, lesson one from ‘Anger Management for Toddlers’ but for grown, professional adults with mortgages, lower back pain, and NutriBullets. If I’d been so enraged by this banality, how many others had been, too? How many of those were potential customers?

It’s true that writing with the algorithms as your target audience will get you high up on the results pages. It’s equally true that regularly updated website content will make you appear committed and active. But if the final destination is a hastily cobbled, anti-climactic piece, it will reflect poorly on your brand.

Of course, this should not be the sole motivation for wanting to produce great content. Motivation should also come from knowing that word will soon get around if you become a reliable repository of well-crafted insight. With the right strategy backing it up, regular quality content can elevate your brand to the position of influencer, aka Content Marketing Shangri-La.

Finding your content is one thing; enjoying it is quite another

The point I’m trying to make (and it’s a fair criticism that I’ve gone around the houses making it) is that your written content should always be an illuminating, engaging read. Even if your content has been written with SEO in mind, or because it’s been a fortnight since your last blog, always assume that someone, somewhere, will take the time to read it.

Speak to that person. Respect their intelligence and try to involve them in the conversation. If you have no new knowledge at that moment to share, revisit something old and put a fresh, entertaining spin on it. And if, for whatever reason, you’re unable to do this, pass it over to someone who can.

I’ll end this semi-rant with some advice: remember the following: When a potential customer is reading your content, you are in dialogue with them at that moment in time. You are giving them reasons why your services (and yours alone) are the ones they need.

The question is, how useful are those reasons, and how well are you getting them across?

The editorial calendar is dead – long live the proactive pitch

Time to read: 1 minute

FinTech PR lead Chanda Shingadia recalls the days of the editorial calendar when features were spoon fed and compares that to how our skills have evolved in order to still be part of the conversation today.

Pitching has evolved in different ways since I started working in PR over 17 years ago. Back when I was a sprightly and eager account executive we spent hours calling and emailing publications at the end of the year to get their upcoming editorial calendars. These editorial calendars were an integral part of our PR programmes and many of us would trawl through these to see which features would be relevant for our clients and ensure we pitched for them in advance of the publication date.

How times have changed. Only a handful of publications now create these editorial calendars and those that still have them chop and change the features around. A lot of this has to do with many print publications moving to online platforms. They are therefore not tied to advertising and can be more flexible with their themes and topics which are more relevant to current market activity and world events.

So if the mountain isn’t coming to the prophet… then we have to get proactive with our pitching.

Reading around the subject, working out where the sweet spot is, where our clients can add value to the debate of the day and then distilling this down to a succinct and compelling pitch – that’s where a decent PR demonstrates their worth.

Proactive pitching and good relationships with journalists are more important now than they have ever been to ensure clients are still getting their spokespeople in upcoming features and articles that the journalists are writing. Relying on forward features lists simply won’t do and speaking to key journalists that are relevant for your clients on a regular basis is imperative. We like to check in with our journalists to see what’s their focus and suggest a proactive topic that might make a good feature or contributed article idea that fits in with their thinking.

As the industry and media landscape evolves, our job as PRs doesn’t get any easier for sure, but being a more intrinsic part of the editorial process is a reward in itself.

Can anyone be a Social Media Manager?

Time to read: 2 minutes

Simona Cotta Ramusino shares her experience and the lessons learned after years of working as a social media manager for several FinTech clients.

Many people presume that because they can curate their own feeds, the same rules apply to managing a corporate feed. I have found that this is rarely the case.

Social media can’t stand alone

Possibly because of my PR background, but for me, social media has to mirror what the PR machine does. It has to communicate a clear profile of the company, its people and its values and use the same key messages to help present a consistent image. It must also promote key spokespeople as industry thought leaders. I am lucky to have often covered both PR and social media consultant roles. This means I can reflect on the tone and type of language used in social media posts.

I know what news a client would be interested in amplifying and what owned content is coming out that we can repurpose for socials. Big global firms may have these two roles fulfilled by more than one person. If that’s the case, ensure you are only a desk or a Skype/Zoom/Microsoft Teams message away from the PR manager so you can work in synergy.

Scheduling is the perfect mix of science and art

Most scheduling tools suggest the best times to schedule a post on different social media platforms. Most of the time, these suggestions are useful. However, don’t let the robots take over. Human intervention still makes the difference.

• Who is the audience for this piece of news?
• Where are they located?
• Which channels do they favour?
• Is it a big piece of insight that may be better to read at the end of the day?
• Or is it a video that should be watched during your lunch break?
• Is this a good blog post to read as you sit at your desk in the morning?
• Where / when is this [virtual] event taking place?

That’s at least what I think when scheduling posts. Choose the right time zone to catch your audience at the right time. Pick the right social channels to post to make sure you reach the right audience.

Talk your audience’s talk

Using the correct language is key. I mainly cover corporate social media accounts, where the audience is comprised of journalists, analysts, entrepreneurs, and senior financial services figures. For me, it is paramount that the language clients use on social channels is appropriate to reach their audience.

Here are my two key rules when writing posts:

• Eats, shoots & leaves. Avoiding grammar mistakes and typos is key, particularly on LinkedIn, because this is where your peers and your clients’ peers are.
• Appropriateness of tone. You will be surprised by how many blunders are made daily, how often a brand (or an individual) has had to backtrack because a tweet thought of as a joke was offensive – see @PureGym post comparing a hard workout to ’12 Years of Slave’.
• Apply a common sense filter. For example, when deciding whether a piece of company news is for internal or external consumption. Does the whole world need to see pictures of the company Christmas party? No. Are you issuing a release about an acquisition? If you are a listed company, you may have some time restraints on when to do this, so ensure you are aligned with your PR Communications Team.

Different platform, same rules

For me, managing corporate social media channels is like any other role in communications. You must build your experience and knowledge, learn from your peers and always follow corporate communications best practices. Maybe not as much fun as you imagined, but it’s effective.

Finding my Place in the Freelancing World

Time to read: 2 minutes

Lauren Bowden, head of FinTech Content Marketing, reflects on following her heart and landing on her feet through freelancing…

It is coming up to 18 months since I took the plunge and left full time employment to start freelancing.

Unable to mentally and physically continue along the corporate path that I thought I was destined to walk, it almost felt like I was in free-fall when I left. It was weird, scary, and completely alien to me. I have been an employee of a company – whether that’s a dry cleaner, an IT helpdesk, or a multinational corporate – since I was 15.

What the hell was I thinking?

My descent into panic was in full flow. That was until I met up with my first ‘proper’ boss, mentor and all round great mate Sam Howard. Meandering around Regent’s Park with her delightful dog Dill on a lovely early summer’s day. Off-loading my stress, sharing war stories and catching up on RuPaul’s Drag Race (as you do), it emerged that Sam could have a spot for me in her Crowd.

I quickly realised the opportunity. The freedom of freelancing with the stability of a trusted team handling a stream of sterling clients, and still able to pay the bills? Obviously, I grabbed it with both hands.

Next task was to find out where I fit

My most recent role as content marketer meant that I was five years out of the journo-PR loop, so I was no use there. I touched analyst relations extremely lightly, mainly as cover for a colleague on maternity leave – also roughly five years ago. No good there either.

Having already made the biggest leap in my career so far, I decided to stick with that approach and dive head-first into wherever I could be of use. That turned out to be as a writer. Who knew? Well, me, a bit. I have always enjoyed writing. And there was obviously plenty of writing throughout both my PR and Marketing jobs. But to be positioned as ‘the writer’ was a little daunting, to say the least.

Confidence with my new moniker started to build soon enough

Compliments from discerning clients, minimal edits from some of the best writers I have ever worked with. And then the clincher.

A psychometric test from Comms Crowd client Capp revealed, from assessment of strengths, skills, preferences, cognitive ability, personality, values and experience and using 100m+ data points, revealed that out 60 potential ‘types’, top of the list was, yep you guessed it…a writer.

Specifically, it told me that:

“You enjoy writing, finding a deep fulfilment in writing things for others to read. You have a natural ability to communicate through writing. The act of writing helps you to clarify your thoughts, so you write clearly and easily. Use wisely – you are likely to get pleasure from all types of writing – even emails!”

Overall, I would say that has been my freelancing experience over the last year and a half. Obviously, I have had my fair share of writer’s block, and I have come down to the wire with deadlines more than once. Luckily, I have also been extremely privileged to have interesting clients and incredible proof-readers/sub-editors to help me through it.

It’s also not all been writing

I have continued to create ‘content’ as part of the Crowd and my own clients. Yes, the other C-word that may as well be a swear word these days. I stand with friend-of-the-Crowd Ian Truscott’s view on this, as outlined in his excellent blog: “If you are managing a content process, it’s no different if the piece of content is a PDF datasheet, a YouTube “how-to” video, a set of instructions, or a blog post. It’s a unit of content traveling along a content supply chain from creator to consumer that should be optimised.”

Of course, I can’t be as involved in the strategic plans as I was client-side, but I have been able to use that experience to advise on content marketing pieces across all phases of the sales cycle. And I’ve loved it.

What I have figured out is whatever label we attach to what we do – whether it’s the written word in a thought leadership piece, audio in a podcast, visuals in an infographic – what it comes down to is good story telling delivered in the right place at the right time. That is what the Crowd do best. And I am thrilled to be a part of it.

Social media: why employee advocacy is so important

Time to read: 2 minutes

The past few months have forced us all to re-evaluate our lives at home, at work and beyond. We’re spending more time on video calls, sharing more on social media and taking greater advantage of online learning to expand our skills. So it’s no surprise that we’ve seen a big uptick in messages from clients wanting to boost their online presence and employee advocacy, not least on social media. Requests vary, but most want to elevate their corporate accounts, especially the number of followers and engagement levels on Twitter and LinkedIn. 

Our social media strategist Peter Springett shares his findings from recent audits he’s conducted.

Corporate accounts

• Profile page: most look professional, but solidly corporate. Profile photos and header images are often in line with the overall brand but show little of the ‘softer edge’ you need to stand out on social media.
• Followers: somewhere between 100 and 500 (it tends to be a little higher on LinkedIn).
• Posting frequency: about twice per day (maybe twice a week on LinkedIn).
• Tone of voice/personality: varies, but in many cases this is inconsistent or non-existent.

Personal accounts

During the audit we also look at the personal profiles of the leadership team. That’s when my jaw often hits the ground. A typical CEO has thousands of followers. Thousands! Even when their profile is incomplete. Some even lack a portrait photograph. Impressive? Yes, except that most organisations fail to take advantage of the opportunity. The skill is to turn these passive LinkedIn connections into active networks that promote the business, its offering and the people who make it possible.

With a little more time I usually find at least half-a-dozen employees (at all levels) who are active on social media in a professional capacity. They post and engage regularly, sometimes about their employer, more often about what fascinates them in their industry. Bringing these people into the mix is vital too. By the way, I’m not arguing against having stand-out corporate social media accounts. They matter enormously for the credibility of your business.

The trick is to combine both personal and corporate networks in a virtuous circle that boosts followers, engagement and inbound enquiries.

With one client we assembled and trained an employee advocacy team of 50 people, including the CEO, who were active on LinkedIn and Twitter. Some had thousands of followers, some had hundreds. But with the right training, they became enthusiastic participants, with some even reaching ‘influencer’ status in their industry. At the same time, the number of corporate account followers on Twitter grew from 800 to 7,000 and on LinkedIn from 12,000 to 75,000. The engagement uptick was equally positive. This growth was entirely organic, by the way. We didn’t pay a penny to advertise for followers or sponsor external influencers.

This doesn’t happen overnight.

You need to put a plan and a consistent resource in place to generate momentum on social media. Put it another way: there are no shortcuts, but there is a direct route to social engagement and leads, and we can show you where it lies.

If you’d like to find out more about how we can support your corporate and employee advocacy social media networks, get in touch with me: peter@commscrowd.com or connect with me on LinkedIn.

Thought leadership, it’s a mindset

Time to read: 2 minutes

Take a step back before embarking on a thought leadership comms programme.

So, you’ve got news …

Which PR consultant hasn’t heard this one before: “Our new [insert latest product name here] is the best/biggest/most efficient/. …”

If it really is, congratulations. You can leave your mark on your industry and be remembered for this innovation.

If it isn’t, you’ll still be able to contribute to the market with a product or service that your customers appreciate. Moreover, one which will, in all likelihood, enhance and complement the market’s existing product offering.

The new product is finally ready

Naturally, you’ll want to give it all the support possible to quickly get sales off the ground. You’ve done your research and know exactly which products you are competing with and who your target audience is. All you need to do now is advertise your product and issue a press release. But is it really that simple?

Rarely.

New technology products and services are launched daily, and marketing messages promising all kinds of benefits flood your audience’s social media channels.

How can you ensure your message is heard and noticed over and above the general chatter?

By leveraging your position as an industry expert and thought leader.

Thought leadership is not created overnight

Take some of the most eminent experts in your field of specialism. What are they known for? How long have you been aware of them as industry experts? Where have you heard about them? Do you know them in connection with one specific product? Probably not.

True thought leadership is based on industry expertise, not just product knowledge. You know your market and how your product range fits. You are probably aware of a number of vertical sectors in which your product is specified and their particular issues. Take advantage of this knowledge, and you will take the first step on the road to thought leadership.

It is critical to be honest with yourself and your communications team about whether your product is a true first. It will harm your thought leadership standing if advertised as such when it really isn’t. If it isn’t unique, concentrate your messaging on other important features and how it fits with existing technology and improves it.

Take a mental step back from your product and the sales target figures it is supposed to achieve soon after launch. Consider the wider industry and your technology’s impact on this environment. Perhaps there are solutions in development that will make a difference in a few months or years. Are you aware of the latest relevant scientific research?

Preparing the ground by establishing thought leadership takes time and effort. But, once a reputation is established, it is much easier to maintain it with regular communication and information and it will benefit you and your team in the long run.

Analysts, Influencers and The Matrix

Time to read: 3 minutes

Eria Odhuba, Head of AR, goes deep into the influencer mix.

Remember this line from Morpheus: “This is your last chance. After this, there is no turning back. You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes.”

In the good old days when I started off in the tech industry, we’d just begun to move away from floppy discs, computers booted up really slowly (at least mine did), mobile phones multi-tasked as house bricks, social media didn’t exist, and organisations that wanted to get an idea of what technology to buy read industry analyst reports – sometimes, very long reports. I should know, because I wrote a few of them.

The role of analysts as THE primary third-party influencers was clear, and they really played an excellent role guiding organisations through complex decision-making processes regarding IT.

Fast forward to today, and while industry analysts still play a major role, they are not the only party in town. At the end of last year I went to an event at which industry analysts were joined by technology journalists (as expected), management consultants, bloggers, storytellers and academics driving student meet-ups.

All these influencers play a huge role in testing messages, driving conversations and amplifying what is great about a vendor’s technology. And they do this across multiple platforms – check out this blog post by our very own Marc Duke on the science of influencer marketing on how to deal with this complexity.

So how do you drive analyst relations programmes given the different influencers making their mark in the industry?

Well, fundamentally, how you view industry analysts should not change (see my white paper on how organisations can ensure AR delivers to the bottom line). Analysts are not irrelevant or losing their influence (just look at their increasing revenues). It is just that AR programmes need to take account of wider influencer relations activities, and organisations just have to be very clear what they want to get out of their engagements with analysts versus the other types of influencers.

So analysts still produce reports for those that want them, but even they have changed the way they get information out to a wider audiences (i.e. those that don’t have subscription seats). Analysts write their own blogs, interact with other industry bloggers, host webinars (many of them free), and speak at or run their own events. And, as I saw at the event, they pretty much know all the relevant journalists in their research areas and happily have drinks with them.

The crucial thing is that the core messages you deliver to industry analysts should be consistent to other influencers and across all the platforms (sure, you may give analysts some information under NDA). Ultimately the intermingling of various influencer types means it is easier to get caught out if your strategy or messages have holes in them.

Mapping this matrix of influencers, messages and engagement takes time and, more importantly, needs executive sponsorship. Board-level buy-in is necessary to develop the consistency in messaging to all influencers despite the engagement models with each, and it also means more employees are willing to take ownership of contributing to the developments of great relationships with influencers – including industry analysts.

Considerations for balancing AR programmes with wider influencer marketing or PR strategies:

• Focus on the core messages you want to deliver to ALL influencers, but tailor the delivery to match the different types of influencer;
• Point analysts to great work that other influencers may have produced (e.g. academics may have some data that would be useful to analysts as they build a picture of market trends and technology barriers/uptake);
• Identify the analysts relevant to you that use social media:
  • read their blog posts and contribute to discussions they have started (sometimes, the exchanges are worth more than a 60 minute briefing);
  • follow them on Twitter and comment on their posts etc;
  • If you’ve connected with an analyst, make sure you also connect on LinkedIn and follow their posts – opportunities to commend them, comment or refer to others then become possible – just don’t use this as a platform to sell!
  • THEN – use the picture you have built of analysts on social media to plan for and engage with them as part of the briefing / consultative process – bring all the various strands together but remain focused on the consistent message you are trying to deliver to them;
• Think about the conversations you have had with industry analysts – how can the information shared be used to drive engagements with other influencers? If you’ve used an analyst for message-testing, get that message out to customers and drive conversations with other influencers so they can amplify or provide feedback from an even wider audience.

Your plan should be to get industry analysts, technology journalists, management consultants, bloggers, storytellers and academics all telling your story – the way you want it.

So, why reference to the movie, The Matrix?

Blue pill = you have a very narrow view of industry analysts – just brief them, see them as people who simply churn out reports or pay expensive subscriptions to access reports which, while valuable, may not be balanced with output from the wider influencer audience.

Red pill = you start to do all the above and realise you are just beginning a journey that will spin faster and faster. This requires a new way of managing the various influencers and measuring the impact each has on sales or market perception, and figuring out how AR can drive engagements with analysts so that the final output is a consistent message that resonates in the market – and across all the influencers.

Which pill do you want to take?

Influencer Marketing – why should you consider peer review sites?

Time to read: 2 minutes

Marc Duke, head of influencer engagement, takes an in-depth look at why, in B2B circles, peer review sites still matter.

Influencer Marketing, as the name suggests, is about influencing the people, groups, and organisations that buyers or decision-makers trust when purchasing products or services. One such group is Peer Review websites. Here, customers leave reviews of recent purchases, and their importance is growing.

A couple of statistics to back this up:

• Nearly 95% of shoppers read online reviews before making a purchase (Spiegel Research Center, 2017)
• 92% of B2B buyers are more likely to purchase after reading a trusted review (G2 and Heinz Marketing, 2017).

You may have read about fake Amazon reviews or friends and family gushing about a holiday chalet on TripAdvisor. For B2B peer review sites, there is much more in the way of regulation, and the process of working with influencer sites is clearer.

Who are peer review websites most relevant to?

Peer review sites are most relevant to software providers that target businesses. For example, the adoption of cloud software has increased beyond all recognition in the last decade.

The Software as Service (or SaaS) market has become mainstream, and with it, the importance of reading and relying upon peer reviews to inform purchasing decisions has grown. The reason for this is simple: it’s great to get a free trial of a piece of software, but it’s even better if you can read about your peers’ experiences (positive and negative).

So, what peer review sites are we talking about?

Four major sites are:

• G2
• Trust Radius
• Peer Insight
• Capterra

Before you start to target peer review sites, you need to ask yourself a few questions:

• What categories do they cover?
• Are my competitors listed?
• Are my markets covered?
• Do the sites just generate traffic or also provide leads?
• Do I have the resources to create accurate product and company profiles?
• Do I have the resources to handle negative reviews?
• Does my marketing process enable me to maximise positive reviews/endorsements?

Assuming you can answer all of these questions, you can then look at working with Peer Review sites. The first step is to create a profile of your company and product/s. Once you have a company and product profile, you can then source customer reviews.

If you have happy customers, it’s a case of asking them to review your product in much the same way you would ask a connection to endorse you on LinkedIn. If you don’t have a large bank of customers, you might find that some users will discover your profile.

You also have the option of contacting the account management staff at these sites, who will be happy to discuss how to run a reviews programme (how to get reviews on your product page) and ways in which to generate branded collateral with reviews left by your customers to help with your sales process.

You will need a budget for this, so you have to weigh the benefits compared to the costs. Just remember that all of these sites want to cover every vendor in the market. Getting set up will cost you some time and information so even a start-up should consider peer review sites.

The main benefits of working with peer review sites include:

• Traffic – people can click from the review page to your site or landing page
• Endorsement – some reviewers are happy to be referenced and to be used in customer reference programmes
• Leads – some sites offer ‘click to trial’ so a prospect reading a review can request a demo
• Insight – there is a lot you can learn about your competition.

One thing is for certain – businesses can’t ignore peer review sites as they are increasingly becoming a decision-making tool of choice for some customers, and a positive review can help move a prospect from the top of the funnel to the bottom. However you look to engage with peer review sites, they are certainly worth considering as part of your marketing strategy.

What Does a Great Blog look like?

Time to read: 3 minutes

So you’re a B2B Tech firm and your marketing team has agreed that a blog is the way forward (and indeed it is). This is the blog you need to read next. Sandra Vogel, who heads up tech content for The Crowd and ghost blogs for a range of firms, passes on her advice.

So what does a great blog look like? The answer depends on what you want to get out of a blog, so for the sake of argument let’s say you run a business that sells goods or services. There’s a lot of competition for whatever it is you do, and you need to remind people you exist. You use a range of different methods to do this – a blog on your web site is part of the mix.

To meet the requirements of your business, your blog needs to keep people coming back. It’s a tool for you to deliver useful information to existing and potential customers or clients. It’s a way of showing off your organisational personality. And it’s a way of helping people understand more about your products, new launches, upgrades, exciting ideas and plans you have for the business.

That’s a lot for a blog to do. Here are some guidelines for better blogging:

• Keep it short. In general try for no more than 600 to 700 words. People will get bored if they have to read more than that, and you might easily stray off the topic at hand.
• Keep it simple. Don’t try to cram all your wisdom into a single blog. Have a point to make, make it, expand a little, maybe give some examples. Develop your point of course, but be careful not to make things too complex.
• Do you need a call to action? I see some blogs that include a call to action every single time. As a reader I know how the blog will end – it’ll be ‘now go and look at our great product’. If that happens every time readers know a blog is a glorified advertisement. They’ll get bored, go away, and maybe never come back. Calls to action are important. But you probably don’t need one in every blog.
• Connect well with the rest of the site. Do you publish white papers, news releases, new product updates? Of course you do. Tie blogs in so that there is continuity, and so you can link to other resources where possible. Don’t leave the blog out on a limb.
• It’s a good idea to have a forward plan so that you don’t get to ‘blog day’ and sit staring at a blank screen wondering what to write. If you work with an agency – and that’s a really sensible idea – then they’ll help with this.
• Be regular. It’s a good idea to have a schedule. Perhaps you want to put a new post online every two weeks. If that’s what you want to do, stick to it. When you make your plan (above), make your schedule too. Both plan and schedule can change in the light of events, but if they’re not in place a blog is the kind of thing that an organisation can let slip if it is busy. A blog that’s not up to date is arguably worse than no blog at all.
• Look from the outside in. Visitors might not use your product or service, might not know your business at all, might just be passing by. Think about it from their point of view. This can be hard to do in-house. It’s another area where an agency can be really helpful.

There’s another guideline that’s overarching on all of the above. It’s about the writing quality. The tone, writing style, grammatical accuracy and readability of your blog speaks volumes – it’s probably more important than the content. Really. You might have the most fantastic point to make, but if the message is garbled, nobody is going to get to the bottom of the screen.

If a blog is going to work for you, you need to put energy, effort and expertise into it. Writing a blog is hard work, and it is a skill people learn and hone through years of experience. Ensuring that the blog plan and schedule are well managed and that topics are spot-on can also be tricky in a busy business. There is no shame in lacking the skills or the time that’s needed in-house. Bringing them in from outside can take your business blog to the next level.