Mark Sutherland

The personal site of Mark Sutherland, eCommerce & Digital Leader


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Social Media Marketing in B2B eCommerce

Social Media Marketing in B2B eCommerce – Screwfix case study
 
Social media can be a useful tool for creating brand awareness, and can also be used to impact demand generation. According to a survey of more than 500 B2B marketers conducted by Eloqua, 64% of UK businesses use social media as a marketing tool.
 
As this article on econsultancy demonstrates, Screwfix bridges the gap between B2B and B2C using humour as a way of raising brand awareness as it gives people a reason for following the brand and ensuring it stays top of mind.

 

They post daily funny updates to Facebook, but focus their twitter feed largely on product deals, new products and inevitably in resolving customer service issues. The company now has 138k Facebook fans, and 32k Twitter followers, and alongside their strong mobile and click & collect propositions this contributes to Screwfix’s impressive growth performance
 
The critical factor is a strategy to generate engagement, writing and producing content that people will want to read, watch and remember. This doesn’t mean that you have to adopt the Screwfix approach, although it’s clearly worth considering, but it’s important to remember that your audience may well require different tactics and tone. Blogs, whitepapers, & webinars are all appropriate vehicles for getting your message across, provided that the content engages and motivates your customer base.



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B2B Online – speaking at conference

B2B Online – speaking at conference

I will be speaking on eProcurement and leading a discussion session at the B2B Online conference, held at the Hilton Docklands, London, from November 30th to December 2nd 2015.