MARKETING
5 Ways to Improve Your B2B Social Media Marketing Strategy in 2020 [Infographic]

Are you looking to improve the social media marketing approach for your B2B business in 2020?
While much of the general social media marketing advice applies to B2C brands, and how they can maximize reach and results via social channels, it’s worth noting that a lot of the same tactics now apply to B2B organizations as well, with more and more people becoming increasingly accustomed to social outreach methods.
Case in point – in this infographic, the team from HelpSquad have listed a range of ways in which B2B organizations are generating great results on social, and you’ll note that many of these processes are the same as those being utilized by B2Cs.
Influencer marketing, UGC, video content – these tactics are all now seeing broader adoption, both by the platforms themselves and among users. That could open up new opportunities for your B2B outreach strategies – check out the infographic below for some tips and stats on rising B2B trends that you may not yet have considered.
Follow Andrew Hutchinson on Twitter
MARKETING
Martech failure? 50% say loyalty programs don’t offer much value

The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?
Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not.
Get the daily newsletter digital marketers rely on.
The gaps. So what is it customers want and aren’t getting?
- 70% prefer to manage loyalty programs via app.
- 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
- 67% expect surprise gifts.
- 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
- 75% prefer instant discounts/redemptions.
- 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
- 72% expect personalized rewards.
- 48% Retailers and restaurant chains offer some form of personalization.
Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app.
Read next: Leaning on loyalty, Chipotle orchestrates engagement across channels
If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.
Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.
Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount.
The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.
-
SEARCHENGINES4 days ago
Google Search Console Performance Reports Logs Additional Desktop Features
-
PPC3 days ago
Three Key Moments You Can’t Miss at Hero Conf London 2022
-
SEO3 days ago
Google Ads Makes Automation Easier With Scripts Updates
-
MARKETING3 days ago
What is Conversation Intelligence and Facts you didnt know About the Software?