The B2B marketing social media glossary

Below you’ll find useful words for what we think are the three most important networks for B2B marketers; LinkedIn, Twitter and Facebook.

LinkedIn

Account targeting – A function of Matched audiences (see below) that allows you to target specific accounts of interest to your company.

A lot of people use this function as part of light account-based marketing. Upload a CVS list of companies you’re trying to target. This will then be matched against company pages on LinkedIn and help your content be seen by decision-makers at your target companies.

Audience network – A function that promotes your ads beyond the LinkedIn news feed.

With audience network, ads will also appear on third-party apps and websites. You’ll still be able to set targeting and budget parameters.

Contact targeting – A function of Matched audiences that allows you to target a specific list of contacts.

You can either upload a CSV list of email addresses to LinkedIn, or connect to Marketo, Live Ramp, or Oracle Eloqua through the app. The selected contacts will then be targeted with your marketing.

Matched audiences – A tool which helps your ad target the right people.

Matched audiences is a targeting tool which lets you combine LinkedIn’s data and your own first-party data to identify who you want to target, and ensure they see your marketing. Matched audiences offers three functions: Website re-targeting, account targeting, and contact targeting. These can be used for all LinkedIn advertising products.

Native advertising – Content that blends in with the rest of the LinkedIn news feed.

An ad such as this will take the form of other LinkedIn posts rather than being differentiated like a display or banner ad.

Sponsored content – Content that has been paid to reach the newsfeed of your target audience even if they don’t follow you.

Sponsored Inmail – A paid method of sending personalised messages to contacts you’re trying to target.

This is a popular method for light account-based marketing.

Website retargeting – A function of Matched audiences that allows you to create target audiences based on your website visitors.

As part of Matched audiences you can segment your target audience based on what pages they’ve visited on your website. Following their visit, you’ll be able to ensure they see more content that’s relevant to what their interests seem to be via LinkedIn. The idea is this will encourage them to return to your site and spend with you.

Twitter

Apps – Apps can be created, deleted and monitored in Twitter to encourage followers to download.

In order to use this function you must have a developer account. You can apply for one here. You can only attach a maximum of 10 to your profile.

App cards – A clickable format of a link which includes text and image.

When tweeting links to your content, the app card will mean Twitter can scan your website and pull the relevant text and images through. This will then be presented on Twitter as a card with an image and text; the idea is it looks better and is more clickable.

To create an app card you will need to complete the meta data on the back-end of your website. If you would prefer, sample code is on the Twitter website. You’ll be able to check the app card is working before publishing a tweet by putting the link in Twitter card validator.

Follower campaigns – A paid campaign that will aim to boost your followers.

Twitter does this by placing your brand profile and follow button on home timelines, who to follow lists, and search results.  However these will be labelled as promoted, to distinguish from other content.

Lists – Lists of twitter accounts so you can monitor activity and segment groups.

Lists can be public or private. These can be used for monitoring competitors, connect with employees, engage with industry leaders, and keep an eye on trends.

Promoted tweets – A campaign that ensures your tweet gets in front of the people you want to target.

This function means you’ll be able to target relevant tweets to certain groups of people without the tweet also being sent to  your followers. The promoted tweet will appear as a regular tweet but will be labelled as promoted. The tweet can appear search results pages, home timelines, user profiles, and twitter advertising partners.

Tailored audiences – Import your website visitor CRM data to re-engage with those who’ve shown an interest in your site.

Targeting – Specific groups of people can be targeted by your marketing on Twitter. You can segment and define these audiences in a number of ways:

1. Demographics  – Target specific languages, ages or locations. This can be particularly helpful if you’re trying to build your brand in specific regions.
2. Interests – Target those who have expressed an interest in the area your products or services sit in.
3. Follower – Target audiences who follow specific brands and people. This can help you reach decision-makers of brands, or even poach prospects from a competitor.
4. Keyword – Target audiences based on words they’ve used that are relevant to you.

You can target audiences via key words in two ways. First by what someone is searching (i.e. thinking about). Secondly, by what someone is tweeting (i.e. what emotions and thoughts they’re currently experiencing).

Tweet engagements – A campaign which extends the reach of your organic content.

With this option you’re able to promote organic tweets that have already by published, or create new tweets specifically for the purpose of promotion. You pay per engagement from the audience (impressions aren’t included as engagement).

Facebook

Boosted posts – A function that means your post will be pushed further towards a targeted audience.

After creating a post, you can push the boost button which will change your post to an ad. It will appear in various places across the platform in front of your targeted audience. You’ll be able to choose how much money you want to put behind the campaign, how many days you want it to run for, and view the insights from the boost.

Core audiences – A function for segmenting your target audience, or order for Facebook to promote content to the right groups.

The targeting option will allow you to segment audiences based on demographics, locations, interests, and behaviours.

Lists – An encrypted list of customers which will help target your marketing.

You can create a custom audience by uploading a list of email addresses or phone numbers to Facebook, saving as CSV or TXT and clicking ‘create audience’ in the audiences tab. From here you’ll be able to test and monitor creative elements, add to your list, and find a lookalike audience.

There are three types of custom audience lists: Standard website audiences, event-based website audiences, and advanced website custom audiences (this combines the first two options).

Lookalikes – A function which finds similarities in your audience, and similar people outside your audience based on that.

Your custom audience list will be analysed for common qualities, those that possess the same profile will be highlighted as lookalikes. You can create up to 500 lookalike audiences from a single source, and select what countries you want your list to cover.

Web visitors – A list of those who have visited your website and will be key targets for your Facebook ads to reengage with.

You’ll be able to set this up via the custom audience options in the audience tab.