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tech 360 conferenceTech marketers must constantly be adapting to the latest technologies and trends. More and more, B2B marketers are made to face the reality that our marketing is not so different from B2C marketing. And the reason is because the people we are marketing to are the same – human beings. They use the latest technology at the office to manage their business, as well as becoming experts at home on their own time. Many of the sessions and keynotes at the Tech Marketing 360 Conference in Dana Point, California last week focused on how tech marketers can use the rapidly changing tech world to their advantage. Read the full entry


5 Insider Tips from OMI’s Special Event: B2B Digital Marketing Essentials for 2014


Business.com Marketing FunnelAs a devoted Netflix aficionado, I love sinking into my leather couch and chowing down on popcorn while I watch an entire season of Breaking Bad or Dexter in the confines of a single day. But yesterday I was able to tune into an all-day marathon series on a topic that’s more vital to my career as a marketer  than anything offered  from the video-on-demand powerhouse (and much more beneficial to my overall health and well-being). On January 28th, the Online Marketing Institute hosted a series of information-packed webinars featuring seven leading experts in the B2B digital marketing sphere. Read the full entry


NYC Offers New Insight – The Business.com Growth Tour of America


Last week we kicked off the Business.com Growth Tour of America. From San Francisco to New York, we initiated the first of a series of meetings with our audiences; leaders in small-to-medium enterprises, our marketing customers and our partners in media, technology, search, social and design that make up our ecosystem. Our goal is to learn, share ideas on digital media marketing and technology and get input on the new Business.com.

Our meetings in New York City illuminated that we are at an inflection point in digital media and marketing. The convergence of marketing automation and media has created a time of complexity and transformation yet also a time of incredible opportunity. Marketers are looking to figure out several key things:

  1. How to balance branding and lead generation marketing initiatives?
  2. How to deal with too many marketing options?
  3. How to shift from pushing products to providing solutions?
  4. How to identify and engage prospects?
  5. How to deal with complex and costly analytics?
  6. How to accurately evaluate campaign effectiveness?

Media partners are also working through several key questions:

  1. How to drive subscriptions and engagement with audiences in an increasingly digital world?
  2. How to balance digital display and brand advertising with lead generation?
  3. How to evaluate the role of ad networks and exchanges?
  4. How to harness the myriad of advertising technology platforms and services?
  5. How to deal with Social, Local and Mobile technologies?
  6. How to better leverage data?

My thanks to our friends at Digitas, iProspect, MEC and Performix, MediaVest as well as Bloomberg, Dow Jones Conde Nast and Penton for their time and input. We learned a ton. We had a blast.

My next stop is the American Business Media Conference where I’ll be leading a panel on “The B-to-B Media Company of the Future.” Clearly I’m biased as I think we’ve already answered that question with the new Business.com. I’ll be learning from my panelists – Bizo, Scount Analytics, Penton, 1105 Media and Desilva Philips – and will share what I learn in a future post.

Simply put our mission is to help people grow their businesses and we feel it’s time to broaden the discussion so we can learn more, share more and ultimately serve our customers better.

We look forward to continuing to work with our customers and partners to help them answer these questions as they continue to grow their businesses. To view the learnings from our Director of User Experience at a recent design conference, click here. And, as always, feel free to offer your thoughts and follow the tour via @b2bonlinemktg.


Business.com Takes the Tour to San Francisco for the Latest in User Experience


Last week, as part of the Business.com Growth Tour of America, I had the pleasure to participate in a design workshop with 30 user experience designers and product managers in downtown San Francisco. The workshop was hosted by Cooper, a design consulting company that serves both big and small companies in Silicon Valley. As a product manager and user experience designer, one of the questions that I’m constantly struggling with is how I can more effectively align teams to design and build better products for our audiences. This workshop provided me with lots of new ideas and practical tips that I can start putting to use in our own business. Here are a few quick takeaways that B2B marketers and user experience designers can benefit from.

Use Videos to Tell User Stories

With a little creativity, videos can be produced with very little labor and time. A picture is worth a thousand words and videos are more powerful than pictures. Building good products starts with building empathy with our target users. During the user research phase, user experience designers and product managers go out to the field or learn a lot about our users, but the bottleneck is how to communicate it back to the team and allow the bigger product team to be on the same page of who we are building the products for. Video can be very effective at this stage. In fact, a recent CMI study found that 60% of B2B marketers find videos to be an effective content marketing tactic and the use of video has risen from 52% in 2011 to 70% in 2012. People usually associate videos as labor intensive and expensive projects. They don’t have to be such an investment in order to be successful. Cooper shared a few methods to produce high quality videos with a microphone and simple PowerPoint.

Work like a Team, Share like Wildfire

Building user empathy is no easy task. Deeply involve users in the everyday business routine and in the entire product development cycle without losing focus is no easy task. One of the tactics the Cooper consultants shared with us is “working out loud,” which basically means that artifacts produced in the product design stage, such as personas, design prototypes, user stories, videos, snapshots, should be widely shared within the company. It gets people to be more familiar with the target audience and create an immersive user-centered environment. Team members with distinct business functions are moving towards the same goal: delight the customers.

Participation Leads to Buy-In

Decisions cannot be made in silos. No matter how glorious the product manager’s vision, or how great a user experience designer’s wireframe is, it won’t go anywhere if they are unable to build rapport within the company and get buy-in on that vision. Business buy-in and design decision making involves more people than ever before. Crain’s BtoB magazine found that the 81% of B2B marketers must contend with multiple decision-makers during the sales process. To get everyone involved, conduct workshops and ideation sessions that encourage contributions from different functional teams. Getting insight from different perspectives and departments is a good way to show that you are taking into consideration the opinions of all the business units in the development process. Hearing different perspectives and the rationale behind those opinions pulls the team toward a shared vision.

Think About the Entire Online Ecosystem

For online product offerings, thinking just about the landing page user experience isn’t enough. Marketers would be smart to take the entire online experience into consideration, beginning with where the users come from (SEO, SEM, referral, direct and etc.). You’ll want to ask yourself about the route someone took to get to your page as well as:

  • What other touch points beyond your website – such as email, social media, display ads, and offline interaction – are available and is the prospect using?
  • What kind of customer journey has the prospect been through and what stage are they at in that process?
  • What needs are specific to their background, industry and position within a company?
  • What needs are their more general needs that apply to others as well

Keeping all these questions and collaboration strategies in mind help us as user experience designers, marketers and product managers build a clear mind map on how and where our new offerings and solutions can make the biggest impact.

Stay up-to-date with the Business.com Growth Tour of America!


The Business.com Growth Tour of America – Coming to a City near You!


Our mission is simple. We help people grow their businesses, whether it’s the users who come to our site to find the products and services they need to run their businesses or the >10k advertisers who turn to Business.com every year to connect with this premium audience. While we have some insights into what advertisers want and what buyers are looking for, we are continually looking for ways to better serve all of our customers including the users who come to our site as well as the advertisers.  We are taking it another step forward to figure out just what it is that will help small and medium-sized enterprises all over the country grow.  From visiting sole proprietors to Fortune 500 companies, Business.com is going on tour.

What We Want to Know

During the Business.com Growth Tour of America, we want to learn about the challenges businesses are currently facing as well as where they are seeing success. From what’s working to best practices, we want to gather and share information that other businesses can learn from. Business.com is interested in hearing what you have to say. Speak up and make your voice heard on LinkedIn, Twitter or Facebook.

Where You Can Find Us

We’ll be visiting major cities from coast to coast including New York, Florida, Chicago, Austin,  San Francisco Los Angeles, and of course San Diego. We’ll be kicking off the tour this week in the big apple (stay tuned for more details) and next week our CEO, Tony Uphoff, will be speaking at ABM’s Annual Conference, themed “The B-to-B Company: A Fully Integrated Enterprise.” He’ll be moderating the conference kickoff panel to discuss and debate the emerging role and value proposition of B2B media when it comes to connecting buyers and sellers.

Stay tuned for the latest from The Business.com Growth Tour of America by following the tour tag on our blog.


Business.com’s Tony Uphoff on B2B Companies of the Future


With the rise in technology and marketing automation implementation, the B2B industry is changing. ABM’s Annual Conference (April 28 – May 1) in Florida is themed “The Future of B-to-B Media: Cross-Platform Growth Strategies.” The conference will kick off with a roundtable called, “The B-to-B Company: A Fully Integrated Enterprise,” where Tony Uphoff, the newly named CEO of Business.com, will moderate the panel. This roundtable brings together industry leaders from media and information company operators and marketing experts to investors and bankers. They’ll discuss and debate the emerging role and value proposition of B2B media when it comes to connecting buyers and sellers.

In a recent interview, ABM asked Uphoff to offer a preview of the discussion, including how the rise of marketing automation will affect B2B media, whether the traditional model organized around an editorial enterprise is starting to change and how B2B leaders are addressing company culture.

The Shift in the Buyer-Seller Connection

The purchasing process for B2B buyers has changed. Traditional B2B media is no longer as effective. When ABM asked Uphoff about how the connection between buyers and sellers is changing, he noted that “Reach, Frequency and Awareness, are gone, replaced today by Engagement, Loyalty and Advocacy.” Buyers are able to discover and engage with information that is specific to their needs and “signal their intentions based on their digital body language — whether their intention is the acquisition of more knowledge, social engagement or the actual purchase of products and services.” However, buyers aren’t the only ones making a change. According to Uphoff, “Sellers have made a corresponding shift, from targeting based on demographics to targeting based on intention. Traditional media from B2B publishers that historically connected buyers and sellers has been surrounded by digital, social and community-based media of all sorts. We’re also seeing marketers focus on “direct to the customer” digital media initiatives via their own websites and content marketing initiatives.” Note – I believe ‘direct to the customer’ should be in apostrophes, not quotes because it’s within a quote

From Editorial Enterprises to Engaging Content Creators

We’ve all heard it, read it and seen it. We cover it regularly on this blog. Content marketing is a must. ABM touched on this in their interview with Tony Uphoff. ABM noted that traditionally B2B media companies have been organized as editorial enterprises, but that this is changing. Uphoff agrees, “The rise of content marketing and brands as publishers has changed B2B media forever.” In order for businesses to be relevant and engaging, they need to have content. Uphoff also believes “that in the performance marketing era, marketers simply aren’t willing to subsidize the cost of editorial operations with basic advertising anymore.” Content, according to Uphoff, is what helps a buyer go through the purchase process, including editorials and social research, peer input, advertising and marketing. B2B companies of the future will “learn how to present ‘content’ in all its forms, in a highly contextual way that engages their audiences as they go through their purchase processes.”

A Move towards Marketing Automation

More data and incoming information are causing a change in the marketing landscape. Call it marketing automation if you will, but Uphoff prefers the term performance marketing. He indicates that automation suggests a singular event. However, marketing is ongoing and technology now enables marketers the ability to adjust messaging and strategy on the fly based on performance. Uphoff believes, “We are seeing performance marketing and media converge. As this trend accelerates, we will see B2B media brands offering marketers a series of integrated and ongoing marketing services, ’Marketing as a Service‘ if you will, that range from display advertising, through to lead generation and content marketing.” He also predicts that marketers will begin to see more services that integrate with social media and mobile applications as well as content marketing.

As the buyer landscape and behaviors shift, sellers are acting accordingly. The buyer purchasing process is changing and sellers are taking the steps necessary to meet expectations. This includes content creation and marketing that are more informational and less advertorial. Because marketing is an ongoing and ever-changing area of a business, it’s becoming more crucial for businesses to make decisions based on data and performance. Technologies that supply this will become more important for successful B2B companies.

Find the full interview on abmassociation.com and stay tuned for a post following the conference.


Business.com Visits OMS San Diego 2013 and 3 Reasons Why You Should Too


This week San Diego is being taken over by marketers looking to learn more about digital marketing at the Online Marketing Summit. From digital commerce to more modern marketing strategies, OMS has a lot to offer. We’ll be there (stop by booth #320) and think you should be too. You’ll be given the opportunity to learn about where your business can more acutely develop a competitive advantage, engage and collaborate with marketers, and learn all the best practices to make your marketing campaigns more successful.

Networking

We won’t be the only ones at the event! Attending this summit is a great opportunity for businesses, large or small, to connect with others. By stopping by the various booths, attending interesting keynote speeches and speaking with other marketers, you’ll be able to connect with new companies and colleagues for possible business together in the future. Connect on social media, via email, or exchange contact information for future outreach.

  • Find and connect with those attending using the official event hashtag: #omsummit. We’ll be live tweeting during some of the seminars to keep you in the loop. Find the streams from our team at @b2bonlinemktg.

Education

Engage with the leading providers of digital marketing services and technologies, such as Business.com, by tuning into a seminar or two and popping by more than a few booths. At OMS, you’ll be given the opportunity to receive in-person demos in the expo hall, attend sessions that provide the best practices with case studies for support, and gain education that can be put to use at your business in little to no time at all.

  • Be sure to stop by the Business.com booth (located at booth 320). You’ll have a chance to enter to win an iPad and get a sneak peek of our upcoming site enhancements. You can also speak to a marketing consultant and learn about special OMS offers.

Inspiration

With a new network and new information from OMS, you’re sure to feel inspired as you leave each day. Whether it’s a random conversation about how to better segment your email marketing database or one of the takeaways from a keynote speech, you’ll be surround with inspiring ideas for more effectively marketing your business. This summit is aimed at collaborative engagement and education so that marketers can immediately impact their organizations. You should be feeling very inspired by the end of the week.

  • Whether it’s a lead generation campaign or how to incorporate calls to action more successfully on social media networks, take what you learned and consider what can be applied to your strategies now or in the near future.

 

The details:

What: Online Marketing Summit, San Diego

When: Monday, February 11 to Wednesday, February 13, 2013

Where: San Diego Convention Center, 111 West Harbor Drive, San Diego, CA 92101

Who: Business.com will be located at booth 320 and will be tweeting from @b2bonlinemktg. Be sure to stop by and say hi!

If you’ll be there, leave us a comment and let us know!


Your B2B Search Marketing & Social Media Marketing Questions Answered


This is part two of a two-part blog post – Recapping the Business.com and BtoB Webinar, ‘Finding B2B Marketing Success Integrating Social Media and Search’

As promised, we’ll address many of the additional questions asked during Thursday’s webinar that we were unable to answer during the Q&A. To view the on-demand version of the webinar, click here.

In reviewing the questions, we evidenced a common desire among marketers to understand more clearly how they can measure social media and better integrate it with their search marketing efforts, a trend supported by the responses of more than 450 marketers in our recent co-sponsored survey.

In fact, our survey revealed more than half of B2B marketers currently do not use a social media monitoring tool to measure their social media efforts, even though three-quarters of marketers are currently using social media to enhance their search marketing efforts.

It’s clear marketers understand that (1) social media is an important part of an online marketing program and (2) that social media can be used to enhance search marketing efforts. However, when it comes to truly executing on the measurement of efforts, many marketers are unclear how to proceed. Our in-webinar poll reaffirmed this assumption in showing that 41% of marketers are currently not measuring their social media efforts; only 27% are using a social media monitoring tool.

Many attendees asked us similar questions surrounding the measurement of social media and the integration of social with search; to better educate our attendees and B2B online marketers, check back in the coming weeks for our upcoming solution guide detailing the top social media monitoring tools available for B2B marketers.

In the interim, we’ve addressed some of the main questions asked during the webinar. If you have additional questions on this webinar, feel free to contact us directly or comment on this blog post.

Q: How did you define/determine ‘The Best’ and ‘The Rest’?

A: The two groups, ‘The Best’ and ‘The Rest’ were a result of respondent segmentation on this within the Business.com and BtoB Survey: “What has been the overall impact of social media channels on the search performance of your business website(s)?”

Respondents who answered as having a positive impact (either ‘very positive’ or ‘positive’) were grouped into the segment ‘The Best’ (n = 205). Respondents answering anything other than these two choices (neutral, negative, very negative or don’t know) were grouped into ‘The Rest’ (n = 259). Data was then rerun for each segment and statistical significance was analyzed.

Q: For the BtoB/Business.com Survey, you said that the survey consisted of 464 people. Was that a random sample? How did you find the participants?

A: Participants were recruited through multiple BtoB Online E-mails that went out from July 1 – 16. Recipients were asked to complete the survey and were provided with an incentive to be entered into a raffle to win an iPad.

Q: Also for the BtoB/Business.com survey, what types of businesses participated and what industries were represented?

A: Respondents were primarily B2B decision-makers in an executive or managerial role that were overseeing or managing directly both paid search and social media marketing.  Responses on key variables were not significantly different between B2B and B2C respondents so that data was pooled for analysis purposes.  Although there were some specialty marketers, many (33%) were general B2B marketers and had cross-channel roles and responsibilities.  Most companies had fewer than 250 employees (59%) and were from a variety of industries, including high/tech, advertising and media.

 

Q: Must you post on multiple social sites, or is it beneficial to focus on Facebook and Twitter? Is it necessary to also go to Digg and others? Or should you stick to one venue?

A: Again, it all depends on what your overall goals are for your social media efforts – let your objectives determine the appropriate social media channels. We found within the study that The Best marketers were using, on average, more social media channels than the rest, so definitely don’t be afraid to use more than one social media channel and continue to try out and test new channels that might fit with your overall goals.

Q: What is another option besides CTR that will help track views/sales?

A: Some social media monitoring tools like Radian6 or Viralheat are CRM compatible and will allow you to link social media activity to clients and prospects, better allowing you to capture the influence of your social media programs. The majority of CRMs (like Salesforce.com) will allow you to then pull reporting that can show activity impact among these contacts and revenue generation.

Q: In today’s economy, how can a company approach the resource issue of social media ($ or people) within the confines of existing resources… without more budget or staff (or agency expense)?

A: A few suggestions for increasing your social media footprint without increasing resource allocation are:

  1. Will work for free – Check out your local community college or university to recruit interns to come on board at no cost to you in exchange for class credits.
  2. Clearly define your social media goals – Companies who set up Twitter and Facebook accounts because they feel like it’s a “must” can easily waste valuable time and resources. Consider your social media efforts as an extension of your overarching online marketing goals to clearly understand which social media accounts are the most right for you.
  3. Get other marketers on board – Now that you know what you want to accomplish with social media, let other team members know how you can use social media to assist with their marketing programs.
  4. Establish KPIs for your efforts – Work with your colleagues to establish measurable KPIs for your social media programs.
  5. Set up a free social media monitoring tool – There are many free and easy-to-use social media monitoring tools that take minutes to set up like SocialMention or Google Alerts to help you measure the success of your social media efforts. They are great resources for monitoring all the major social media channels for conversations and mentions about your brand, product or a competitor’s product.
  6. You have a social media army – use it! – We hear you on the resource front – realistically, many companies are still lacking in a dedicated social media manager.

One way to lessen the load (or reallocate, in a way) is to educate all employees on your social media efforts and encourage them to participate. Train sales to share the latest press releases, news and product updates across their social networks; show them how to monitor the major social media channels for potential customers looking for your product or service. Let engineering or product departments serve as the ‘field experts’ for any feature and functionality conversations or questions raised in online communities and forums where they’re most likely already participating. You’ll quickly find you’re able to make a bigger impact with less stress on your end. It make take some up-front work to establish company ‘best practices’ for social media use and train employees, but the investment will pay off.

Q: How can I train for myself for social media without paying big bucks?

A: Start by using social media to find what you’re looking for! Webinars are great (and usually free) educational tools. I’d also recommend doing a quick search in YouTube to see if anyone has set up an instructional video you can watch.

 Some channels and monitoring tools also offer free demonstrations and information on their Web sites for getting started, so make sure to look there; finally, consider asking around in community forums like Business.com Answers or other online communities to see if anyone has additional advice for the best ways to get started, given what you’re looking for.

Q: I have heard that Facebook may not be as key a component of social media for B2B organizations with a niche market. Is that true, or should we have a Facebook page and post updates even if we only have 5 “friends”?

A: You need to start somewhere, right? Every company out there probably had just a few Facebook “friends” at the beginning stages of their Facebook efforts. As to whether or not Facebook is the place for you to focus your social media efforts, it depends on where your audience is and how they are using that channel. If your product has a viral element and your brand has a personality that matches that of habits and behaviors on Facebook, then it makes sense to continue there. However, if your business is more conservative and thought leadership is a key element of your marketing strategy, you may want to consider starting off with a blog or Twitter account.

Take some time to really think about the end goal for reaching your market with social media, and that will help dictate your use of social media channel. You may find you’re better served engaging in a tight-knit online forum or community where your audience has established itself.

Q: How do you build a Twitter following without a “personality” to drive the content?

A: Share really, really relevant and quality content. Twitter users follow other users who are sharing information they’re interested in. Share links to the latest articles, blog posts and videos you find or create that you think your target audience would find valuable.

You should also engage with industry thought leaders and other key influencers on Twitter who are sharing content your audience values. Follow them and publicly thank them and retweet their articles and content you find valuable. Just make sure to keep a healthy mix of what you’re sending out and what you’re retweeting of others.

Q: For B2B videos and webinars- is it better to cover products & services, or simply share expertise?

A: Both can be effective, as long as you know when and which to use. Webinars are powerful thought leadership vehicles and are a great way to share your expertise with a large group of potential customers and current clients.  And, since the majority of webinars can be archived and accessed on-demand, this thought leadership content can easily be incorporated into your Web site.

Product and service videos are a great addition to your Web site or YouTube. They allow clients and potential customers to gather information about your product and maximize the use of your services. If you have an upcoming product release or enhancement to share, you could consider a webinar to showcase the new release and give a quick tutorial of what clients and future clients can expect. Just make sure to be clear about the webinar content up front – don’t lead attendees in under false pretenses of thought leadership only to be presented with a product pitch or demo.

Q: How much do the social media theories apply to non-retail businesses? e.g. Selling technical software to financial institutions or specialized equipment to manufacturers.

A: Consumers aren’t the only ones turning online for purchasing information. According to an Enquiro Study, 83% of business purchasers first locate a vendor online. Furthermore, a recent Coremetrics whitepaper indicated 67% of Twitter users who become followers of a brand are more likely to buy that brand products, and 60% of Facebook users who become a fan of a brand a more likely to recommend that brand to friends.

In the end, a business purchaser is still a single person looking to gather information and make an informed decision. With the majority of people turning online to conduct that research and locate vendors, missing out on the social media conversation can mean missing out in general. By knowing your target audience and how they search for and interact with your product, you’ll best be equipped to determine the social media channels that are right for you.

Q: Is there a tool for tracking mentions/text for such “social” networks like Flickr?

A: Yes, there are many. Some of the free tools mentioned above are SocialMention and Google Alerts. There are also paid tools like Alterian’s SM2, Sysomos’ Heartbeat and Viralheat. Check out Chris Rawlinson’s blog post for 21 Free Social Media Tracking tools for more information, and stay tuned for the upcoming Business.com whitepaper detailing the top social media monitoring tools.

Q: Is there any point of setting up a Twitter or Facebook account if it is not frequently updated? And how often should these accounts be updated?

A: Would you be inclined to follow or engage with a stagnant account? If you’re going to invest the time into setting up these accounts, you should make sure you’re maximizing the use of Twitter and Facebook to achieve your goals. These accounts should be updated as often as you have something new or valuable to share with your audience. News? Discounts? Interesting research? It’s all worth sharing.


Recapping the Business.com and BtoB Webinar, ‘Finding B2B Marketing Success Integrating Social Media and Search’


This is Part One of a two-part post.

Thank you to everyone who attended yesterday’s Business.com-sponsored webinar, ‘Finding B2B Marketing Success Integrating Social Media and Search.’ We’re grateful to have had such a successful turnout and appreciative to Kate Maddox of BtoB Online and Ryan DeShazer of Gyro:HSR for such great content.

If you missed the webinar, check out the on-demand version.

What You Missed

Thursday’s webinar, ‘Finding B2B Marketing Success Integrating Social Media and Search’ showcased findings from Business.com and BtoB Online’s recent study of more than 450 B2B marketers, detailing how  marketers are using social media to enhance search marketing and what success metrics they’re using.

Kate Maddox, BtoB’s executive editor, began by detailing the current use of social media among B2B marketers, as found in the study. While it’s clear the use of social media is an understood ‘must’ for B2B marketers, its evident many marketers struggle to capture the impact of their social media programs in general, and the resulting potential for positive impact on online marketing efforts like search marketing.

Business.com’s Patricia Neuray, VP Sales and Marketing, focused on the key highlighted differences among B2B marketers who are currently seeing a positive impact on their search marketing efforts as a result of their social media efforts versus those who are not seeing a positive impact or are unsure of their impact. Neuray respectively labeled these groups ‘The Best’ and ‘The Rest.’

Neuray explored the reported ways The Best use social media to enhance paid search and search-engine-optimization (SEO) efforts. She capitalized on The Best’s best practices by sharing a few top tips for integrating social and search efforts, including keeping measurement simple and making sure measurement reflects set goals. Neuray also urged the audience to take the best of both social and search marketing.

For example, use keywords, phrases and terms discovered through monitoring social media conversations to enhance your SEO and paid search, and use paid search as a springboard to drive traffic to your social media efforts by including links to social media accounts and profiles in your paid search ads.

Yes, marketers love a good list of best practices, but they love the execution of best practices even more. Therefore, it’s not surprising Gyro:HSR’s Ryan DeShazer, Vice President, Global Practice Leader – Search, captivated the audience for the remainder of the webinar with real-life examples of how Gyro:HSR is currently leveraging social media to enhance search marketing for clients.

DeShazer shared four methods for effective search and social integration and illuminated each method with a client case study. According to DeShazer, marketers can best integrate social media and search by discerning the value of social media, uncovering the lingo, influencing the conversion and the new link graph.

To check out DeShazer’s case studies and learn more about his four methods for integration, download the on-demand version of the webinar.

Business.com encourages you to share your highlights, thoughts and feedback with us by commenting on this post.

We were overwhelmed by the great questions asked during the question-and-answer (Q&A) portion of the webinar. To see our answers to additional questions, make sure to check back on Monday for our Part-Two post.


Business.com is turning 10 and we want to celebrate with you!


Business.com is turning 10 and to celebrate, we are giving away 10 iPads over 10 weeks. Enter to win an iPad here. And that’s not all. We’d like to offer you special deals and discounts to save money for your business from partners like Dell, Intuit, Branders.com, NorthAmerican Bancard, Vistaprint, Bidz.com, TelecomRush, Biztree and more. Access these offers today and begin saving money for your business. 

Over the past 10 years, the B2B online marketing space has greatly evolved. Business.com has not only survived 10 years within this volatile industry, but has emerged as the premier B2B resource on the web. While many other Internet companies rose and fell with the Internet boom and bust, Business.com remained true to its core mission of helping businesses find solutions to solve their most pressing challenges. Business.com continues to evolve by providing new and innovative user and advertiser offerings, including social media tools, the largest repository of B2B content on the web and an enhanced search experience to enable users to more easily find solutions for their businesses. We now help B2B marketers connect with 40 million monthly unique visitors.

The past 10 years hasn’t been easy. Over the past year we have been working to launch social features for business users and advertisers, expanded the What Works for Business blog and launched Business.com Answers, a B2B question-and-answer community.

“At Business.com we recognize that starting and running a business are no easy tasks, and we strive to make that process simpler and seamless,” said Patricia Neuray, vice president, sales and marketing, Business.com.  “Business.com has evolved a great deal over the last 10 years and will remain focused on providing small businesses with critical tools and connecting b-to-b advertisers with active business buyers searching for products and services across all stages of the buying process.”

We would like to extend a special thank you to all of you who have stayed with us over the past 10 years and those of you who are just now discovering what Business.com can do for your business.