B2B Marketing Blog

John Doe

Architect & Engineer

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How we generate engagement and impact on LinkedIn for b2b companies


Improving on this subject is something we are constantly trying to do. Many times b2b clients reach out and want to build a solid presence on social. But here’s the harsh truth – building a community around a brand is almost impossible. However, positioning personas within the company, and leveraging their influence to grow the company page is way more feasible.

There are the rare examples of companies such as Gong and Zest who are knocking the ball out of the park with a killer company page, but they’re the exception to the rule (and they are also fueled by strong personas that have become authorities).

This post will focus on LinkedIn, however, there’s much to be said for Quora, Reddit and Twitter.

Here are experience-based tips on what works:

  1. When posting make sure all posts are readable with white space out
  2. Linkedin don’t appreciate linking out of the platform. Try to avoid it as much as possible. When you do, paste the link in the first comment (and mention “link in the first comment”)
  3. The more people click on your posts the better – LinkedIn will get an indication of relevancy. So:
    • write texts that are long enough for people to need to click “see more”
    • for the same reason when posting images – aim for more than 5
  4. Speaking about images – it’s always better to show people than scenery
  5. Hashtags are important! – before using them check they have enough followers (hundreds and up)
  6. Use emojis
  7. Post in the morning when people get to work, noon when they’re on a break or afternoon as they head home

On top of the above: wadidigital published this fantastic breakdown on the types of posts the LinkedIn algorithm favors, keep it in mind.

Types of Posts statistics from WADIDIGITAL


Now let’s roll up our sleeves: Here’s a typical breakdown we try to stick to weekly for b2b c-levels who’s presence we manage.

Rule of thumb – we always try to strike emotions/ be controversial in the content, and to ADD VALUE:

  • 1 Conversational type of post – ask a question “what music do you listen to when working”, “do you outsource tech or rely mostly on an inhouse team” etc
  • 1 List type of post that end with a question “these are the top 5 books any tech pro should read, which would you add?”
  • 1 Infographic with insights
  • (at least) 1 Share of a company blog post with a personal angle (we play around with these and sometimes also post entire blog posts as Linkedin articles, the jury is still out regarding the efficiency of this)
  • 1 Viral type of post (the legendary Larry Kim does that so well we actually name those LK posts internally)
  • Daily Engage with peers, like comment and share

I hope this helps, if you have further tips to share, please let me know!

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John Doe

Architect & Engineer

We love that guy

Top 8 DIY Graphic Design Tools for Startups header

Startups are awesome because they have to work miracles with resources that bigger players often take for granted. Yes, they do not have access to big budget software or expensive developers, but they are surely aware of the importance of a visually attractive presentation or an eye-catching Facebook banner or Instagram post. This is why they will find great help in DIY graphic design tools that are readily available at little or no cost, yet come with excellent features that all startups can find useful. Read on to find out about the best tools of this type out there.

1) Canva

Canva is a versatile online tool that allows you to design visually attractive graphics that can adorn your social media posts, event invites, business cards, eBooks or email headers. Canva is designed around a template-based work model that will be equally efficient both in the hands of a layman or an experienced professional! Templates are easily customizable and manipulated by dragging and dropping various objects. In addition, you can change the image’s properties, fonts, and colors on the fly. You can either use your own images or buy Canva’s graphic assets at a fair price.

Canva for Work does the same as Canva, with the focus on collaborative work in group-based graphic design projects. Templates, design elements, and assets can be easily shared along with photo folders.

Price: Subscription to Canva for Work is $9.95 per month when paid annually, or $12.95 per user/month.


helping you navigate your startup to marketing stardom


2) Pablo

Pablo is an excellent choice for socially minded startups that are faced with budgetary constraints. It is used for designing images that are easily shareable on social media. Pablo’s homepage immediately offers you a variety of useful images, while 600,000 additional ones are available from Pablo’s database. If none of those are satisfying to you, you can always upload your own images.

Pablo also makes it easy to combine images with your favorite quotes, which you can combine with any custom background image you want to use. You can easily embellish those with various graphical effects.

Price: Pablo is free to use.

3) PicMonkey

If your startup does not have the budget to go with the full-on Photoshop package, yet it needs a quality image editing software, look no further than PicMonkey. It is a powerful tool which allows you to make your images slicker than they already are. PicMonkey works its magic by allowing you to combine graphics or add text, together with options to play with its borders or coloring. The developers pride themselves on the software’s intuitive design, which is an important consideration if graphic design has not been your startup’s strong suit.

Price: PicMonkey’s Premium package costs $7.99 (with monthly billing) or $3.99 per month if billed on yearly basis. Their Supremium plan includes annual billing and costs $8.33 per month.

4) Pixlr

In addition to cheap but quality alternatives to Photoshop, there is a totally free solution for startups that cannot afford to set aside any budget for graphic design purposes. It is Pixlr, as a free tool that will spruce up any image you throw at it in no time. These images can vary in their purpose – you may need to design your startup’s logo or come up with an attractive company calendar design.

Pixlr wants to be as accessible as possible without compromising on the effectiveness of its features. This means that you can approach it without any design skill, yet come up with perfectly satisfying images to be used both on desktop and mobile platforms.

Price: Pixlr is free to use, just like its mobile version.

5) Instapage

And now for something completely different, at least in this tool’s slightly specialized application. Instapage is a graphic design tool focusing on designing quality landing pages for your startup. It’s intuitive and easy to use. Once your landing page is added to your website, you’ll become a part of its worldwide pool of users, currently numbering more than 250,000!

Instapage allows you to focus on designing individual segments of your landing page as well, such as signup forms or pages describing various contests. It is user friendly in the sense that you can easily combine your design with the logo or motto of your startup, together with your custom images or fonts. A/B testing of various page versions is enabled as well, which is great if you are looking for the best conversion performance.

Price: Core version of the platform will cost you $69 per month if billed annually.

6) Pexels

All of the above tools presuppose that you already have access to the images you want to use in your design. Yet, that may not be the case always, either because you do not have access to adequate images, or you cannot be bothered to look for them in each corner of the internet. Stop worrying right now, as Pexels will offer you its library of images/photos under the Creative Commons Zero license at no cost.

This means that you are not obliged to provide links or copyright attributes for the images you use, even for commercial purpose. If you want to avoid problems with copyright without incurring additional costs, Pexels’ library will easily make you happy. Images themselves are of excellent quality and in high-res, making them an excellent choice for adorning your startup’s blog posts or presentations.

Price: Pexels is free to use but, if you are satisfied with its offer, you can always throw it a coin or two via PayPal.


Pexels offers you access to quality free stock photos that you can use for your graphic design
Image Credit: Screenshot

7) WhatFont

Graphic design has many facets and you sometimes need to cater to just to one of them in particular, without having to fire up your trusty graphic design tool. Case in point: fonts can be an important aspect of any graphic presentation and you may have just fallen in love with one of them while browsing online. WhatFont is a Google Chrome extension that allows you to quickly identify the type of font that catches your eye on any webpage you may visit. All you need to do is to hover above the desired font and make a mental note to include it in your next presentation! In addition to Chrome, this tool is available as a Safari Extension or bookmarklet.

Price: WhatFont is free to use.

8) Pictaculous

Color palette plays a key role in our perception of graphic design, particularly if you want to use the color to make it a recognizable segment of your startup’s visual identity! If you are looking for just the right hue or shade, Pictaculous allows you to upload your photo to automatically receive suggestions on the colors you can use with it, together with HEX codes.

Price: Pictaculous is free to use.

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John Doe

Architect & Engineer

We love that guy

The Power of Social Media Groups for Distributing Content header

Since the dawn of time, traditional marketing efforts boiled down to finding where your target audience hangs out, getting there and bombarding them with your marketing messages. With the rise of inbound marketing however, the original principle has gotten a small but important spin. Now it’s all about finding your target audience and engaging in meaningful conversation, providing useful, valuable content with the goal of building trust, brand awareness and gaining the position of an expert and a thought leader.

The obvious choice for those goals, since day one, were social media channels. After all, that’s where everyone’s target audience hangs out.

How businesses use social media platforms to promote their content

How businesses use social media platforms to promote their content [Credit: Heidi Cohen]

But there are quite a few hidden gems on social media, buried deep beneath the vast mountains of cat videos and Donald Trump haters, and those are social media groups.

Why are they powerful?

Social media groups are true gems, they are extremely powerful tools because they accumulate highly relevant groups of individuals, which are usually more active and more responsive to various messages, compared to the rest of people on any given social media, at any given time.

By sharing relevant content, and engaging in useful conversation, businesses are able to tap directly into their target audience with filigree precision. This will help them create an image of a business leader in front of a highly desired audience; it will build trust, and consequently help the business move forward. Just don’t bombard them with ads or other form of advertising, it can only be counterproductive.

So you know you ought to be there, but where is “there” exactly?

helping you navigate your startup to marketing stardom

LinkedIn Groups

Starting with the premise that businesses must be extra careful not to be interruptive and to provide value while at it – the obvious first choice are LinkedIn’s groups. You can either look for a group that hosts your target audience, or you can build one yourself. This time, we’ll just discuss joining already existing ones.

Here’s how you look for relevant groups:

You can find groups either by searching for keywords or names, or by browsing LinkedIn’s Group Recommendations.

If you want to search by keyword, enter the desired keyword or name in the search bar and press Search. On the results page, click the Groups tab.

If you are more inclined to look for LinkedIn’s recommendations for groups instead, click the Work icon in the top right side of your LinkedIn homepage (you’ll see nine small squares right next to it), then click Discover to bring up the groups.

To join any group, just press the Ask to Join button, and as soon as you’re approved – you’re good to go.

How to join groups on Linkedin

How to join groups on Linkedin [Image Credit: Screenshot]

Facebook groups

The second important choice is Facebook. With more than two billion active users and some groups raking in more than a million users, every business can find something for themselves here.

It is important to know the difference between Facebook Pages and Groups. People can Like pages to join them, and unless they specifically ask Facebook to send them notifications whenever something is posted, they won’t see most of it. And with the way Facebook hinders views for page-related content, without heavy investing a business can’t expect to get its message across quite successfully.

Groups are different – people need to request access (simply Liking won’t be enough), and whenever something is posted they will get notified, meaning a much larger exposure.

Pair that with the fact that group communities are usually more active and you get a lively, active community that is actually interested in conversing with you, as long as it’s on topic of their interest.

Looking for groups on Facebook is similar to LinkedIn. Use the search bar at the top to enter relevant keywords and search phrases. On the results page, press the Groups tab to bring up relevant groups.

You can also look for groups elsewhere on the internet, as there are many blogs out there curating the best Facebook groups for different niches, like this article.

How to join groups on Facebook

How to join groups on Facebook [Image Credit: Screenshot]

Don’t forget forums

Sure, LinkedIn and Facebook are the two largest and most active communities where businesses can find their desired audience. But that does not mean they should stop there, as there are plenty of other relevant places to be.

Quora, even though not a social media platform in the full sense of the word, still offers an amazing platform for two-way communication with specific audiences.

Reddit, the front page of the internet, is also a great place to be. A true forum, with highly regulated subforums, Reddit is a very active community where every post can get upvoted or downvoted (praised or criticized, essentially). By regularly engaging in discussions on relevant subforums and getting upvoted for contributing, a business can create an image of a leader and opinion-maker among those that matter most – their target audience. It is also a great way to come up with fresh and relevant content ideas, based on other Redditor’s questions and dilemmas.


When looking for subreddits, make sure to double check their age and number of subscribers [Image Credit: Screenshot]

Twitter, another honorable mention, doesn’t have groups, but it has hashtags which work in a similar way and can be quite powerful. Businesses should definitely use them to their advantage to get their message across and talk to their customers. Just think twice before creating hashtags, they’re usually quite cringeworthy.

Every race needs to have a dark horse, and in this race it’s Slack. One of the youngest enterprise-focused chat platforms, it has grown quickly into a formidable player in the corporate communications world, and was even quicker to grow over it. Today, Slack is more than *just* an internal communications tool. It is a public platform where likeminded individuals can come to network, share ideas or just chat. And with a feature like Slack Communities, it is ideal for any business looking to tap into relevant audiences.

Besides being a great tool to use, Slack has other advantages, like not being fully saturated (there’s a total of 1,000 communities – LinkedIn has had more than four million in 2015), being free to use (to a degree), and having a highly engaged, active community.

To start a new community, make sure to follow this link, and to browse existing communities, use this.


The somewhat earlier days of marketing used the spray and pray techniques to try and tap into their desired audiences by being everywhere. Nowadays, this is seen mostly as interruptive, annoying and hurtful to the consumers’ overall user experience.

Nowadays, it is all about providing value, through content, for a smaller, specific audience. And that value does not manifest itself just through the blog posts you write, or videos you produce. It is also about how successful you are at engaging in two-way communication with your audience.

That is why social media groups are an ideal solution:

  • They let businesses share their content
  • They let businesses engage in immediate conversation with their audience
  • They let businesses find precise, relevant audiences

While some groups are bigger and more popular, other might be smaller and harder to find. So make sure to invest some time in scouring through the vast planes of social media – your business will thank you for it.


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John Doe

Architect & Engineer

We love that guy

Social Media Reporting header

Introduction – Social Media Reporting

It’s often believed that social media marketers just spend time on Twitter and Facebook posting memes or watching YouTube videos of cute cats. However, this is not the case, or at least not all of the time. Social media in this day and age is a tremendous asset for digital marketers, and marketing through this channel is a profession, not a hobby. (OK, sometimes it can be both).

The greatest roadblock to social media reporting is that there is a lot to measure, as social media campaigns can involve lots of KPIs to be studied and reported. Remember, not all KPIs are created equal – for example, while your company may have several social media accounts, depending upon industry and your buyer personas, some social media platforms will be used more frequently than others, and thus need to be studied accordingly.

You need to understand which stats matter the most to your campaign, but also at which point in your brand’s lifetime.

What I mean is that if you are a newer company, then the number of Facebook likes each month will matter more than how many blog article shares you receive. On the flipside, if you are an established company, the number of shared blog posts will matter more than the number of new Facebook users liking your company’s page, because you have likely built up enough likes that a steady stream of likes each day will be nothing new to you. However, sharing a blog post takes an investment on behalf of the reader, and shows that they approve of your content and value it enough to share it. So, the KPIs that are reported need to be taken into context with regards to where you are at, but also the stage you are at.

Every step of the way social media KPIs will differ in level of importance, In this post I’ll go over the best process for generating a social media report.

Starting big and finishing small

When it comes to social media marketing reporting it is wisest to start by presenting an overview or “snapshot” first – the number of social media accounts your company has and the number of followers, fans or friends each account contains, etc. Also, each month there should be a report of the percentage of increase or decrease of audience engagement. Following a general overview the report should move on to a study of the specifics, such as the amount of resources spent on social media campaigning compared to ROI.

Social media reporting with a purpose

It may certainly be well and good to present an overview of the past month’s social media health, but the data that social media marketers report, needs to be distilled each month to reflect on how the online social marketing reflects on your company’s specific goals for that period.

The marketing team’s goal should be to deliver a report that balances between being comprehensive enough to inform you, yet concise enough to not waste anybody’s time and addresses the top priorities of the enterprise.

Following the overview, which gives a general impression of the scope of social media efforts, the KPIs discussed should only be relevant to the goals set out by the previous meetings or discussions between the sales, marketing, and executive staff with your team. If there was a deliberate plan to start an Instagram account in addition to the pre-existing Facebook account, then the first KPIs to report would be the number of new followers and number of shares on Instagram – essentially what the progress was for that month.

If the goal was to increase your brand awareness, then tracking the number of new likes or followers on social media is highly useful to show you that the marketing efforts were a success. If the goal is to drive traffic to your website, then the number of URL-linked clicks is one of the metrics that you should hear about.

Each month will have differing campaign goals, so make sure that there is clear communication between your team and your marketing agency. A media website may want to know how many celebrity or high-profile followers they have gained on Twitter in addition to overall followers, whereas a car company may be more curious about the number of YouTube shares their new model’s promo video receives.

Whatever the case may be, the marketing team needs to be on the same page with you to identify which are the priority goals for social media campaigning. After addressing the success (or, hopefully not, failure) of social campaigns as reported by the KPIs, you can move forward with the rest of the monthly report.


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Looking to the future by learning from the past

Social media reporting can easily be misunderstood as only reporting on what has been working and what is working. However, marketing agencies should also be reporting what can help a digital marketing campaign with regards to social media. This is especially important if you are a new brand trying to make a name for yourself.

Again, each case will be unique. However, it is vital for the agency to use social media reporting to identify opportunities for your company on social media and not solely whether or not a specific plan of action has reaped results.

Following the reporting on the goals’ progress for each month,  your agency should report what new opportunities are available for your company. This can happen in the form of reporting the greatest performing KPI which has had the highest ROI, but it can also come in the form of new social media technology that has proven popular. Consider that ten years ago very few musicians were on Facebook, but now it is practically a necessity for every musician to have a Facebook page. Some bands even start a Facebook page before they even write their first song!

In the same way, Snapchat,  is now becoming an increasingly popular platform for brands to connect with their target audience.

Your company’s agency should make sure that opportunities are showcased to you to further brand awareness and find new ways to reach your target audience.

Delivering the truth, even if it is hard to do so

In an ideal marketing world, every single campaign and the effort put into social media marketing would be a grand success. However, this is not always the case, numbers do not lie. If there are efforts that are not returning high KPIs, whether they are primary company goals or not, wasted efforts should be addressed.

If for whatever reason things may not go as planned, you need to work together with your agency and modify the campaign strategies.

If, for example, branded hashtags are not catching on and trending, perhaps the content is misaligned with the hashtag, or if videos are not getting shared perhaps the production should change. Either way, you need to have metrics available to identify which components of a social media campaign are failing, and why. The report needs to include a plan, whether it is modification of a strategy or even abandoning it altogether to focus on winning efforts.

Keeping it as concise as possible

In social media marketing, campaigns move almost at the speed of light, so the monthly report should accordingly not last for hours. Keep in mind that this report needs to happen every month. Reporting is aimed to inform and update you, while strategic planning, execution and monitoring progress are for every other day of the month.

Between the overview, goal achievements, issues/problems, plans for the following month and discussion, your company should gain an understanding of how well the social media campaign has been performing, and what to expect the following month. Especially if running a marketing campaign across several social media channels, there will be dozens of metrics that are measured month after month. Getting into all of the details is unnecessary for you and may very well become confusing.

The key metrics that need to be measured each month for social media reporting:

  • Click-through with bounce rate (how many people click a link to your page and quickly leave)
  • Percentage of website traffic driven by social media campaigns
  • Share of industry voice (number of mentions vs competitors on social media)
  • Total Followers, New Followers, Growth Rate
  • Engagement Rate and Distribution (number of likes/shares/comments on posts compared to number of total followers)

Conclusion – Social Media Reporting

Make sure you are evaluating your KPIs and measuring for ROI. A comprehensive understanding of the social media aspect of digital marketing reporting is crucial in order to be able to know where you stand and understand where you’d like to be.

If you found this useful, I invite you to download our Digital Marketing MUST Reports and Measures eBook. This is your guide to start measuring what truly matters in your campaigns and take control of your spendGet your FREE copy now >>

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John Doe

Architect & Engineer

We love that guy

creating a brand following on Snapchat header

Introduction – brand following on Snapchat

The first time I used Snapchat, the words “generation gap” painfully sprang to mind. Nothing was intuitive and I found myself googling basic features, not understanding how to upload an image or who sees it. Apparently that’s intentional – Snapchat’s “user-unfriendly” interface is intended to make you feel old.  It’s an app for teens, and as that it hides an opportunity. With over 60% of Americans between the ages of 13 and 38 (most under the age of 24) these eager Snapchatters generate more daily views than Facebook! So if your buyer personas are within that age group, read Snapchat’s “getting strated” instructions and then dive in to these 15 quick tips to help you create a brand following on Snapchat.

1. Promote your profile on other channels

Spread the word about your brand’s profile and invite people to follow you on:

  • other social networks where you are already present
  • website
  • email signature
  • newsletters
  • events

2. Make it easy to follow you by using your Snapcode

This is code that users can scan and follow your effortlessly. To find your code:

  • open Snapchat
  • click the ghost icon at the top of the screen
  • click on your profile pic
  • take a screenshot of your code

snapcode screenshot


Your potential followers already know this but FYI, in order to follow a user using snapcodes, take a screenshot of their code –> click on “add friends”–>  “add by snapcode” –> choose the screenshot from your image library.

3. Be authentic

Snapchat users are looking for the real deal. They don’t want photoshopped images and edited videos. They’re interested in what’s truly happening, uncensored, uncut. Be prepared to provide that by sharing behind the scenes videos, and day to day images in order to gain your followers respect and engagement.

4. Publish exclusive product sneak peeks

Snapchat content has a short life span. Create a sense of secrecy by adding sneak peeks to new upcoming products. Your Snapchat following should provide a members only experience and a sense of elusiveness. Here’s a great example from McDonalds:

mcdonalds meal



5. Give out exclusive coupons

Provide your Snapchat followers with member perks such as coupons and freebies. Be sure to create a sense of urgency. Look at this great example by OAK – “think and you’ll miss it”.


coupon on snapchat


6. Conduct contests

Create contests encouraging people to create snaps that include your brand. If you have an offline location, you can set up images that must be included in snaps in order to participate. Online you can still get people to take selfies with a website image of yours or an offline representation of your brand. You can use Snapchat stories to explain how the contest works. You can even combine between two social networks as in this great example:

snapchat contest event


Consider this: Try to leverage contests to associate your brand with a trigger. if you create cues that will make people think about your brand when stumbling upon something that’s around them in their natural habitat – you’ve created grounds for virality. Checkout these examples of triggers used in marketing and then think how you can leverage contests to create your own.

7. Create short videos with tips and useful info

As with any other channel, make sure you are providing value and educating your followers. When on Snapchat your followers are in an impatient state of mind so make sure to cut to the point or else you will lose their attention.

8. Use your followers content in your stories

People love to see themselves and get credit. Include your followers’ content within your stories to boost your engagement and grow your following.

9. Get your entire team on board

Encourage your team to contribute, spread the word and engage.

10. Keep your stories no longer than 90 seconds

11. Keep your videos no longer than 60 seconds

12. Newsjack

Notice a trending topic that can be tied down to your content? Snap about it. Make sure to do so within this timeframe:

newsjacking chart



13. Follow other brands to get inspired

Here are some recommended brands to follow:

  • Taco Bell – @tacobell
  • Karmaloop – @karmaloop.com
  • DJ Khaled – @djkhaled305
  • General Electric – @generalelectric
  • The New York Times – @thenytimes
  • Domino’s Pizza UK – @DOMINOS_UK
  • The Ellen Show – @ellen
  • Amazon.com – @amazon
  • Marriot Hotels – @marriotthotels

14. Reach out to influencers

Find the influencers in your industry, follow them, reach out to them, invite them to follow you and try to cooperate with them. Mind that these guys are getting approached constantly, so make sure to offer something of value to them in order to get them on board. Don’t be discouraged if you hear “no”. That no could at some stage turn into a yes, and in any case, judging by results, not trying is as good as getting turned down yet you’re raising the chances of hearing a “yes” by trying.

15. Evaluate your response rate

Check what content performs better among your followers.



Note that this evaluation needs to happen within a 24 hour timeframe after sharing your story’s first snap. You can track this by clicking on “see who viewed my story”

Bottom line

Snapchat can be intimidating at first yet if you’re willing to be authentic and creative, there’s great potential there that’s worth exploring.


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John Doe

Architect & Engineer

We love that guy

ways to take advantage of Twitter's new 140 character


Twitter have been discussing changes to their 140 character restriction policy for a few months now. It appears that it’s now official that photos, videos, GIFs, polls, quote Tweets and @names in replies will no longer count toward your 140 characters.

These are the details officially published by Twitter:


The following diagram published on Twitter’s dev blog displays the new structure of Tweets:



Here are 4 ways to make the most of Twitter’s new 140 character update

1. Repeat yourself to extent a longer message

Instead of breaking a message into two sections, reTweet your original Tweet, quote it and then add then elaborate using 140 more characters. This is almost the same as having 280 characters instead of 140. For users it will be easy to read your full message as it will not require scrolling down your timeline and searching for the original Tweet.

How To Create An Effective Inbound Marketing Strategy Call to Action

2. Add more content using images

When low on characters, you can add an image with an additional message, it could be as default as “thanks for reaching out!”

3. Engage in richer conversations

Twitter stated that they want to encourage a whole lot more conversation. Now, even when maximized, 140 characters will still force you to be brief and to the point when engaging in a conversion on Twitter. BUT, it’s more than what you had before and let’s face it – you were doing just fine so this has to be an upgrade.  Usernames can take up to 20 characters (sometimes even more) making conversations challenging. By freeing up characters that were previously used for usernames, you will be able to fully use all of the 140 characters to convey your message and express yourself better.

4. Publish publicly never worrying about having to remember to add the strange .@ at the beginning of Tweets

Up until this update, when you posted a Tweet beginning with a username, only users who followed both you and the tagged person would be able to see the Tweet.

In order to bypass this, users added “.” before the @username, making the Tweet public. Not all users were even aware of this solution. Now, with this confusion out of the way, Tweet away publicly.


Twitter’s DNA is aligned with the speed and intensity of the online pace of information flowing. That hasn’t changed and probably won’t. Still, Twitter realized that some restriction are limiting and making their users lives difficult. They listened and the result is this latest update, which is a convenient one. We like it and plan on making the most of it, we hope you do too!

If you found this useful, and you’re curious to learn more and find out how to step up your marketing we invite you to download our How-To guide for creating an inbound marketing strategy

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John Doe

Architect & Engineer

We love that guy

Facebook For a B2B Business header

Introduction – Facebook for a B2B Business

Facebook is known as one of the major ad networks available today. Since the social network is mainly for recreational and personal uses, B2B businesses tend to leave this channel low-touched or not touched at all. This of course is a terrible mistake since B2B buyers are also human and use Facebook just like any other user. The trick is too truly understand your buyer personas and to promote the content they want to read according to their stage in the buyer’s journey.

It is important to understand that this post demonstrates one example. Each business is unique and has different buyer personas and different buying cycles. What is right for one business will not always work for another. This post will hopefully get your brain juices flowing and inspire you to try and test different approaches until you find what works best for your business.


The challenge B2B Business need to deal with

Since the buying cycle of a B2B buyer compared to B2C buyer is longer and more complex – using Facebook as TOFU only channel is not recommended and will result in frustration and rough cash-flow for your business since it will generate costly low-quality (not sales ready) leads. Getting sales on the phone to call those leads and pitch will most likely result in disappointment.

Quality B2B Leads are hard to generate.B2B buyers are rarely ready to buy on the spot. The trick is to attract relevant potential prospects even when they are not ready to buy and to nurture them to the point that not only they are ready to buy, but they are specifically interested at buying from you.

Before proceeding with this post make sure that you understand what the buyer’s journey is, this it is crucial in order to understand the remains of this post and in order to actually generate sales using Facebook for a B2B Business.

Custom Audiences are you best friend

Facebooks custom audiences is one of their best advertising tool. The ability to use your own data (website, App, CRM, Facebook Engagement) to target specific users in their buying journey is a great opportunity to drive them down the funnel and nurture them to the point they are ready to buy from you.

Using the Custom Audiences wisely will reduce your advertising spend and increase your overall performance and ROI.

You can read my post on how to use Facebook Custom Audiences to get a more profound understanding of the tool.

Getting the leads flowing

Facebook has many types of campaign objectives. Choosing the objective that directly corresponds with your business goals is usually the best practice. While using Facebook to generate leads for a B2B business, sometime the effective method is a bit different. Of course your primary objective is to generate leads or sales, nevertheless, using Website Conversion at some stages would be wrong. The reason is that trying to cold sell to a B2B buyer will mostly result a failure – don’t try to sell in your ads until they are ready to buy.

Ready to Step up your marketing?

Use “Post Engagement” or “Website Clicks” campaigns in order to drive relevant traffic to your best performing blog posts. Choose the posts that pushes the right buttons on your potential B2B Buyer.
I’ll demonstrate this by giving a fictitious example that will lead us through the remaining of this post.

“AWD” (Awesome Web Developers) is a web development company that specializes in creating custom complex web applications to businesses.

One of their buyer personas is “Product Dave”. Dave  is a VP Product at a post round A startup company. While working on developing and understanding Dave’s persona AWD realize that one of Dave’s biggest challenges is to scale a web product.

Therefore, they write a blog post titled: “How to make your web product scalable”.

This would be a post I would try to promote at the awareness stage of the potential buyers.

In the post I would place Calls to Actions to a landing page that offers a premium content offer (an eBook for example). In order to download the content offer, prospects must provide their E-mail so that the offer can be emailed to them.

Remember – we are not trying to sell, so there is no point in asking for their phone number or any other credential in return for downloading the offer. Keep the form as short as possible in order to keep your conversion rates optimal.

Once they have submitted their request for the eBook they have in fact converted from total strangers to a contact that we can keep track of and engage with emails or remarketing (using Custom Audiences).

For users that had visited your relevant blog posts and haven’t yet converted – try using the Facebook Website Conversions campaign type and drive the already visited users directly to your content offer.

The following chart demonstrates the process


Turning contacts into qualified leads

Now that we have relevant contacts, how can we turn them in to qualified leads and eventually to sales?

In order for a potential B2B Buyer to take you under consideration in the buying process he must first trust you. Downloading your eBook is a great beginning it’s only part of the process of building your trust and authority in their eyes.

Email marketing is a very effective tool to drive potential buyers down the sales funnel, but sometimes it’s not enough and could require external media assistance. This is where Facebook’s custom audiences come to the rescue.

Create segmented lists of users that are in the consideration stage – in the AWD example, users that downloaded the awareness stage eBook but hadn’t yet had taken any other actions (other eBooks, webinars, Consideration/decision blog posts, etc).

Target those lists using Facebooks Custom Audiences and use the Post Engagement/Website Clicks objective to direct the traffic to relevant consideration posts. This time your target audience is quite precise and you should expect high CTR’s and high engagement rates since those users have already downloaded an eBook from you and know you a bit better.

These blog posts should contain CTA’s to a landing page offering them a premium consideration content offer such as webinar or guide. This time in order to receive the premium content offer they should submit additional information about themselves. For example, ask them to submit their role in the company they work at and the URL of website of that company.

Once submitting their credentials these contacts become leads. You know their name, where they works and you have their company website address. This reflect higher intent and maturity – enough to call them a lead.

Notice we still didn’t ask the prospect for their phone number. The buyer’s journey is not over yet and the prospect is not ready to be sold to. Keep pushing the prospect down the buyer’s journey from consideration to the decision stage. Do this with additional blog posts, landing pages and premium offers. Each time, ask for more information about the prospect, Since they have already engaged with a lot of your content you can dig deeper and ask even harder questions that will help your sales team in the future to easily close the deal by being much more prepared for a personalized sales pitch.

Once you have accumulated enough data on the user, you can now call him a marketing qualified lead (MQL). This point varies between businesses and should be tested constantly.

The following is an illustration of the process


Turn qualified leads to sales

You now have a bunch of marketing qualified leads who are likely ready to be sold to.
Before you try to pitch them, run the cycle one more time – this time on Decision Stage blog posts. For example, a successful Case study of your company helping a company like theirs. In the blog posts,  include Calls To Action that direct them to a landing page offering a free consultation or demo. This time take their phone number only – the rest you already know by now.


Take all the data you have on the prospect and hand it over to sales. The data you have accumulated and the trust and authority you gained in the prospects eyes is very high and the likelihood of the MQL to turn into a sale is much higher than the conversion rates generated by a cold approach.


Conclusion –  Facebook for a B2B Business

Generating B2B sales using Facebook advertising isn’t easy, it takes time and optimization processes. But once you have all your gears set – the clock will tick and the sales will occur.

Executing this process without automation capabilities is rather difficult, I suggest to using some sort of marketing automation system so that the process will be easier and more effective. Nonetheless, the methodology remains the same and even without automation, I highly recommend ditching the cold calling approach and utilizing Facebook to create a relationship with your prospects, nurture leads, push them down the buyer’s journey and eventually turning them into customers.

If you’re curious to learn more, we invite you to download this FREE guide of 14 B2B marketing practices every CMO must know.

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John Doe

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Facebook Custom Audience Guide header

Introduction – Facebook Custom Audience Guide

Custom audiences is one of Facebooks most powerful tools. The ability to use your own data whether it is from your website, mobile app, CRM or even Facebook engagement grants you a lot of power can drastically increase your overall digital performance.

With great power comes great responsibility – segmenting these custom audiences is completely in your hands – doing it wrong can lead you to miss on many opportunities out there.

This Facebook custom audience guide will walk through all the steps in the process.


The Custom Audiences Inventory

Facebooks custom audiences are divided in to 4 different segments:

  1. Website Custom Audiences (WCA)
    These audiences are defined by their online behavior at your website. Different sets of rules can be set, whether according to pages they visited or action performed.
    If you have a Facebook pixel installed on your website, the data will be harvested from it. If you’ve been in a coma and don’t yet have a pixel installed, you can find instructions on how to install a Facebook pixel in our upcoming guide.
  2. Customer Lists
    By uploading your own data from your CRM (emails or phone numbers) Facebook can pin-point an average of 48% of them enabling you to directly target your own customers or prospects.
  1. App Activity
    These audiences are defined by their online behavior on your App. Different sets of rules can be set whether it is screen views or actions performed. Harvesting this data is accomplished by implementing Facebook SDK for Mobile apps.
  1. Facebook Engagement
    These audiences are defined by their engagement with your videos on Facebook.

Creating Custom Audiences

Begin by selecting the Audiences Tab in your Business Manager or Ads Manager as follows:

business manager custom audience dashboard

After selecting the Audience tab you will hit the main audiences screen as follows:

business manager custom audience dashboard


  1. Create Audience – this button opens a dropdown list of audience types – Custom Audience, Lookalike audience, Save audience
  2. Name Column – this column describes the name you gave the custom audience
  3. Type Column – this column describes the type of the available audiences
  4. Size – Audience size
  5. Availability – indicates whether the audience is ready for use and when it was last updated

Clicking on the Create Audience button will open the following screen:


custom audience button


Click on the Custom Audience button to proceed and open the Custom Audience Selection.


Custom_audience_selection dashboard

Customer List Audience

Clicking on the Customer list button will open the following screen:


Customer_list_screen header

Uploading a file

upload a CSV file of your contact’s email addresses or phone numbers. No point in trying to upload Facebook user IDs as this option has been blocked after some advertisers mined this information illegally (thanks guys).

Once selecting the upload file option the following screen will appear:


uploading_a_file to facebook

Choose the data type you want to upload (Emails, Phone Numbers, App users, Mobile Advertisers IDs).

Click the Upload file,

Read and agree  to their terms (or don’t)

and – create your audience.

Copy and Paste your Customer List

Choosing this option will open the following screen:

Copy_and_paster_customer_lists dashboard


Same as before, select the data type, only this time paste your data in the text box and create your audience.

Import from mailchimp

This option will enable you to login to your Mailchimp account and integrate it with Facebook’s custom audiences.

Website Traffic Custom Audiences (WCA)

This is where the true magic happens for website advertisers. As disussed these audiences are defined by their online behavior at your website.

Clicking on this option will open the following screen:

Website custom audience traffic selection


Pixel – Select the pixel you want to harvest the data from

Website traffic – a dropdown menu that offers a few segmenting options as described below

In the last – Timeframe which you want to select from

Anyone who visits your website

This is the most basic custom audience you can create. One list of all the website visitors with no segmentation at all. The screen will look like this:

create audience dashboard


Just select the time frame you want and check the “include past website traffic” box. Give your audience a name that’s easy to remember like: “All Visitors” and you are ready to go.

People who visit specific web pages

This is a bit pickier, you can select people that visited specific web pages, that will look like this:



You can select whether the URL contains the keywords you place, or to select Exact URL.
Choose a timeframe, name your audience and you are good to go.

People who visit specific pages but not others

This option allows you to segment users by selecting webpages that they have visited and exclusing webpages that they hadn’t visited. The screen will look like this:



Select users that visited pages in your website then select the pages you want to exclude people who visited them from your list. For example – you can select people who visited your blog and hadn’t been on a thank you page. This way you can create a remarketing list of people who read your blog but hadn’t subscribed yet. Great for list building!

People who hadn’t visited your website in a certain amount of time

This option creates a list of all the users that had been on your website for the past 180 days. Then you can select the lookback window you want to exclude people from. For example:



You can create a list of all your website visitors that hadn’t been back on your website the past 30 days.

The screen will look like this:

Custom Combination

This option allows you the full bandwidth of customizations, using AND/OR and exclusions giving you complete flexibility in creation of custom audiences.

The screen will look like this:



  1. Include traffic that meets your required definitions.
    Under this section, you can select all the rules that you want to apply on the audience you want to target. Each row has a logical conjunction of OR between the parameters in it, and a logical conjunction of AND between the rows.
    This simplified Venn Diagram makes life easier by depicting the logic behind AND/OR logical conjunctions:



The red area in the diagram is the result of A AND B. The entire surface is declared by A OR B.

  1. Include more or Exclude people
    This allows you to add additional inclusive rows. Or the ability to exclude traffic that meets certain rules. For example – target a list of all the traffic that added an item to cart and also added a payment method but did not complete the purchase.
  2. Visited website on: this enables you to differentiate between desktop/mobile traffic and to create a different list for each device type.

All that’s left is to name your audience and you are ready to go.

App Activity based Custom Audiences

This custom audience type allows you to create audiences based on their app activity. Tracking app activity and monitoring in Facebooks advertising products requires to install Facebooks SDK in the App or to use a 3rd party Facebooks approved tracking system such as Appsflyer.

Segmenting these audiences is less flexible than website custom audiences and allows you to select triggering events and exclude events. The screen will look like this:



Choose the name of your audience, select the app you want to harvest data from.

Select whether you want to select by actions taken/actions not taken or custom (action that have been taken and actions that hadn’t been taken).

Click create audience and you are ready to go.

Facebook Engagement Based custom audiences

This enables you to segment audiences based on their Facebook engagement with your videos (probably more segmentation options from other engagement signals will come soon).

This segmentation method is quite simple –  you choose a video and the type of engagement you want. Here’s  a screenshot of all options:



Lookalike Audiences

Facebook has a unique marketing tool called Lookalike Audiences.
This tools enables you to find more people on Facebook that are similar to your current audiences.
Using this tool enables you to expand your reach but to keep your targeting as sharp as a knife.

The lookalike audience algorithm uses over 1000 different signals to find the closest audiences to your customers.

Seed Audience – the audience base that you allow Facebook to create the lookalike audience upon.
Selecting your seed audience is one of the most important aspects of lookalike audiences. When selected correctly it creates a quality lookalike audience, failure to do it right causes the lookalike audience to be less relevant then the standard Facebook targeting.

How to choose a Seed Audience
in order to create a solid seed audience you will need to isolate the factor that causes your ideal customers to be the ideal customers. For example: users that spend more money on your website or generate more page views (for publishers).
the minimum seed audience size that is required to create a lookalike is 100 users from the same country. The best practice is not to select a seed audience that is less then 1000 users from the same country. The bigger the target country is the bigger the seed audience should be.
Pro Tip: Try to find the tipping point where users start to become really good for you. Adapt the Principle and aim to find the 20% audience that generates 80% of the revenue and aim to use this audience as the seed audience for your lookalike

Once creating the lookalike audience you can select the output audience size from the closest 1st percentile of the target country to the 10th percentile.

For example – Lookalike 1% will create an audience the size of 1% of the target country which will contain the closest 1% people from the target country to your seed audience

Creating a lookalike audience

On the audiences screen click on the create audience button and choose Lookalike Audience as seen in the screenshot below



After clicking it the lookalike audience create screen will open and it looks like this:



Source: choose the Custom Audience or conversion tracking pixel which you want to create the audience from (Seed audience)

Country: choose the target country for the lookalike. Remember that the minimum seed audience size required is 100 (1000 recommended)

Number of audiences: Choose the amount of segmented audiences you want to create from 1-6

Audience Size: depending on the amount of audiences you selected you will have on this field a corresponding number of circles to define a starting and ending point of each audience.

Fill in all the details, click confirm and your audience will be cooking (it could take up to a few hours for the audience the be created)

Audience Overlapping

Managing multiple audiences, campaigns and adsets could result an audience overlapping.
An audience overlapping is a situation where 2 or more audiences has an amount of audience that consists at both lists (or more).

This situation causes you to target the same people from two different adsets/campaigns. The common mistake is to think that you are competing against yourself. The real issue is that Facebooks algorithms causes under-delivery when you double target an audience.

An under-delivery state is that the campaign can’t manage to finish the daily budget or in extreme cases doesn’t create any impressions at all.

In order to make sure that you are not targeting overlapping audiences Facebook recently created a tool that calculates the overlapping between audiences

To check the audience overlapping select 2 or more audiences in the Audiences screen and click Action-audience Overlapping as seen on the following screenshot



Clicking on the button opens the next self-explanatory screenshot


Conclusion – Facebook Custom Audience Guide

Smartly using the Facebooks custom audiences gives you the ability to harness the power of your data. Using it reduces the costs per acquisition and increases the total amount of actions you achieve.

Try to make as much more segmentations you can and test the different audiences. The data on the engagement from audiences can give you greater insight on how to optimize your campaigns and marketing funnels even more.

If you are using Facebook as an advertising platform you must know the variety of different ads, posts and images that you can use on Facebook. Download our Facebook image size cheat sheet to get a hold of the complete images size list for Facebook.

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John Doe

Architect & Engineer

We love that guy



Social media is no longer considered a channel where people simply share news with each other, chat about their everyday life or post fun content for their friends. While it was initially designed to serve such purposes, nowadays social media is crucial for every business’s online success and sales generation.



For example, common practices like creating a social media activity calendar, building relationships with potential and existing customers, establishing authority online and providing customer support via social media are being fully utilized by both B2B and B2C companies.

The main difference between B2B and B2C remains the content that is shared with the public and the target audience towards which that content is aimed. Here are 6 best uses of social media for B2B companies:


1. Create and promote content via social media

Social media is one of the most time efficient and cost efficient ways to reach a wide audience of potential buyers and promote your brand online. On average, most businesses spend less than one hour of time on their social media activities each  . That time is generally enough to take care of everything related to social media (including engagement on community sites and forums) and achieve formidable results in terms of promotion and reach, compared to more complex marketing activities.


Creating valuable, interesting and educational content in various formats (visuals, text, infographics, videos, etc.) and sharing it on different social media platforms will help establish a solid social media presence, interact with potential buyers and tell your brand’s story in a fun and compelling way.

Depending on your target audience, content format and style, different social media platforms will help achieve different goals. For example if your audience consists of more professional people, LinkedIn will be a good choice to share whitepapers, industry updates and show the professional side of your brand.

On the other hand, Facebook and Twitter can be used to share fun, interactive content that is more easygoing and suits a more fun oriented audience. Whatever platform you decide to go with, make sure that you share the right content with the right audience at the right time, using the platform that suits your specific goal best.


Here is a graph showing the effectiveness of different social media platforms for B2B social marketing purposes.




Read more about the Best B2B Marketing Channels.

2. Listen to your customers

If you are new to B2B social media marketing, it shouldn’t be a problem as long as you are a careful listener and an attentive person. With so much content being shared and customer interactions happening on social platforms, it’s easy to understand what kind of stuff your audience wants to see around a specific topic, on each platform.

You can also check out your competitor’s pages to find content inspiration and get a good idea of what you should be sharing with your potential buyers. Look for posts that have been shared a good number of times on Facebook, posts that have lots of views on LinkedIn and tweets with trending hashtags on Twitter.

Read about 6 Awesome and Creative B2B Marketing Examples

3. Engage with your customers

As much as it’s important to provide a personal touch to each client, it’s more so in the case of B2B marketing and sales. While you can get away with a bit of a more general approach in case of B2C marketing, B2B clients usually require more content, value and personalization in order to make the sale a reality.

Ready to Step up your marketing?


Social media provides an excellent opportunity to engage with your audience and build relationships without spending a lot of cash on communication. Also, you will be able to reach arguably the widest audience you can with the help of a good social media strategy, talk to your potential buyers in a more personalized environment and offer specific solutions to each.

Here is how marketers use social media for engagement purposes:




4. Keep an eye on your competitors

Since social media is one of the key elements of your online marketing strategy, it’s safe to say that it’s equally important for your competitors as well. Social media is a great way to keep an eye on your competitors, understand their social strategy, monitor their results (for example keep track of how many likes, retweets or shares their content gets on average), find and filter potential gaps in their strategy and even adopt some techniques that can be implemented in your own strategy.

5. Drive more traffic to your website

As you continue to build your social presence and share more and more content, some of it will eventually lead people to your website, thus increasing the number of your visitors and provide more sales to your business in the long run.

Also, you can include your website’s URL in your social media profiles, which will help potential customers find your website quickly and easily, in case they are interested in your products/services.

Finally, if you think about the content that doesn’t provide as much organic reach (whitepapers, ebooks, etc.), sharing them on social media will help boost awareness around that type of content, even if it doesn’t have a fancy headline or eye catchy design.

6. Improve your company’s SEO

With Google’s recent update, social media now has a big influence in terms of SEO and page rank for your business. Having a good social reputation will boost your page ranks, which in turn will increase your search engine visibility, drive more traffic to your website and increase the number of leads.

The more you promote your content on social media, the higher page ranks you will earn, especially if your content is valuable for your audience. Content value is roughly calculated by the number of likes, shares and links that your content receives on different social media platforms.


Social media is of the best channels for every company to be present on nowadays, in terms of cost efficiency, customer engagement, acquisition, and great company reputation.

Remember that building a solid social media presence doesn’t happen overnight and needs time and dedication to bring sustainable results. Craft your strategy, monitor social media activity and constant improve your approach to maximize the results of your investments.

If you found this helpful, let’s pick up the pace, learn how to rectify your sales pipeline and grow your business in our FREE 14 B2B Marketing Best Practices that every CMO must know eBook!

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John Doe

Architect & Engineer

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Cover Photo Guide

When setting up a new Facebook page or Facebook ad campaign, it’s best to use recommended image sizes in order to present pixel perfect results. Bear in mind, sometime an image will appear perfect on a desktop view and will be distorted on mobile. A blurred image can harm your conversion rates and simply look unprofessional.

This post will summarize the most common image sizes you should always ask your graphics designer to stick to.

Cover Photo and Profile photo sizes

Cover Photo

Clicks to Website: Links/ Website Conversions

Design Specs:

Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not
include more than 20%

Display Specs:

Desktop News Feed
Image: 470 x 246 pixels
Text: 500 characters
Headline: 1-2 lines
Link description: 2-3 line
Mobile News Feed
(on mobile devices with a screen size of
1,136 x 640 pixels)
Image: 560 x 292 pixels
Text: 100 characters
Headline: 1-2 lines
Link description: 1 line
Right Column
Image: 254 x 133 pixels
Text: 90 characters
Headline: 25 characters

Clicks to website dekstop and mobile

If you’re designing a Facebook ads image, do not take the “no more than 20% text” rule lightly. Facebook will not approve an image with more text and they are NOT joking about this (they explain the idea is to keep images clean an not over-commercial).

In order to check whether an image includes more than 20% text, you can use this tool.



Clicks to Website: Multiple Product

Design Specs:

Image size: 600×600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not
include more than 20%

Display Specs:

Desktop News Feed
Image: 200 x 200 pixels
Text: 500 characters
Headline: 1-2 lines
Link description: 1 line
Mobile News Feed
(on mobile devices with a screen size of
1,136 x 640 pixels)
Image: 460 x 460 pixels
Text: 120 characters
Headline: 1-2 lines
Link description: 1 line
Right Column
This placement is not available
for multi-product ads.

Page Post Engagement: Photo

Design Specs:

Image size: 1,200 x 900 pixels
Image ratio: 4:3
Right column image size: 254×133
Right column image ratio: 1.9:1
Text: 90 characters
Your image may not
include more than 20%

Display Specs:

Desktop News Feed
Image: up to 470 pixels wide,
470 pizels tall
Text: 500 characters
Mobile News Feed
(on mobile devices with a screen size of
1,136 x 640 pixels)
Image: Up to 626 pixels wide,
840 pixels tall
Text: 110 characters
Right Column
Image: 254 x 133 pixels
Text: 90 characters

Post engagement photo


This list should cover the basic most common image sizes you need to know.

If you’d like to learn more, we’ve compiled a complete cheat sheet for Facebook image sizes.

Click bellow to receive your FREE copy.

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