Partners posed a variety of great questions from our recent channel social media webinar, which focused on such topics as integrating traditional marketing and social elements, tailoring your content and amplifying your message through social media. You can read about the agenda from my last blog Replay our webinar, “Using Social Media to Bolster Your Marketing Success”. This webinar was the second in our series and was led by channel marketing expert Heather K. Margolis of IPED, an education division of UBM Channel. If any partners want a refresher, please replay the recording from Partner Central, where you will also find several resources including the presentations.

Webinar Q&A

Q. What is Google+ (pronounced Google Plus)?

A.  Google+ is a platform similar to Facebook in a lot of ways created by Google. While not a lot of people are using Google+ for B2B as of yet, there are great reasons to post onto Google+ for SEO benefits. Google’s algorithm for Search Engine Optimization (SEO) includes posting onto social platforms using your keywords. Obviously their platform is one of the social platforms that they are measuring.  Since you will already be posting valuable content to your LinkedIn profile, company page and twitter, you should post the same content to Google+ as well.

Q. Regarding LinkedIn, what is the benefit to posting updates regularly? Also, how often should I post something and what kinds of topics should I post?

A.  When posting to LinkedIn, keep in mind the content and conversations your business contacts will be interested in. The more connections you have, the more people will see your posts and the more they will keep you in mind when they have a pain point you can solve. By posting regularly, you are also reminding those people who worked with you in the past about all the ways that you could help them now.  You may even alert people to new solutions you provide. You should post at least once per week.

Q. What are some tips for managing a personal and company LinkedIn account? How should I treat them differently?

A. While LinkedIn is for business, your personal LinkedIn account and your company LinkedIn account should actually post the same content. Your company page is a place where people can see all of your services and see all the people who work there. Your personal page only lists your expertise, not the rest of your company’s service offerings.

Q: If I am managing a corporate social media account, how many web visits should I aim to have?

A:  It’s less about number of visits and more about the RIGHT kind of visitors. As you gather data over your first few months, your goal should be an increase over time. Also, make note of which types of content bring you the most visitors, how long they’re staying and what else they are looking at. The content that first drew visitors to your site is the type of content you want to replicate.

Q. Why have a Facebook account for business purposes? What is the benefit/value?

A. Consider having a Facebook company page for business, but do not share your account. People are less likely to connect with your account but will “Like” your page if they conducted business with you. Chances are, if people have not worked with your company before, they are not going to “Like” your page but it’s a great place to keep in touch with current customers. Keep your customers aware of interesting trends in the industry, new solutions offered by your company and any events or promotions.

Q. If I am the group manager, can I download group contacts via LinkedIn?

A.  Unfortunately, you’re only allowed to download the contacts from your personal account, not from a group or your company account.

Q. You advised to blog twice per week and offer a valuable piece of content once per quarter. Considering multiple posts, should I link between my blogs? Will this increase SEO for all blogs that are linked?

A.  To start, you should at least try to blog twice per month, then as you get more involved or have more people from your company blogging, increase your postings once or twice per week. Yes, linking back and forth from different blogs is helpful to build a case for the current blog and get more visibility for the current blog. Just be sure that the blogs you are linking between are relevant to one another – this way, you can build your overall story and maintain a consistent message.

Q.  What are ideal social ways to drive traffic to my blog posts?

A.  Social, social, social.  Take that blog post and push it out on Twitter, Facebook, LinkedIn (all accounts at your company), LinkedIn Groups, LinkedIn Company page and Google+. Encourage your sales people to post to their accounts as well. Also, putting SEO behind each and every blog post will help to improve the number of people that find your blog when they’re looking to solve their pain points.

Q. You referenced “anchor text” and mentioned this is very important. Please elaborate what this is and how this affects SEO.

A.  Anchor text is simply the text you choose to hyperlink from one place online to another. In the past, the term “click here” was used quite often but now we know that the anchor text can actually help to improve your SEO ranking. Choose to link from actual keywords like “workshifting” in order to better rank for that term on your page.

Q. Regarding key words, besides using Google Ad Words, are there other resources/tools that I can use to look up key words and understand which ones are used most often and therefore too competitive? Can you provide your top three resources/tools?

A.  A paid service tool for keyword searching is HubSpot. Free tools are SEMrush and WebCrawler.