There are primarily two ways to use SMO otherwise known as social media marketing http://en.wikipedia.org/wiki/Social_media_marketing
1. To increase click through rate, i.e. get people to do something once they get to your site
2. To increase brand or create awareness.
In B2B sales, having a strong brand can translate into a positive reputation, quality product/service or value that can pave the way for attracting revenue by attracting customers.
Social media can promote the "brand" (organization) in various ways. Here are a some examples:
1.
2. Communicate by expert blogs: how do you solve problems using the product or service?
3. Showcase awards – connect your organization or individuals as successful
4. Public Relations: events, community involvement – you are making a difference
5. Testimonials: Your best customers are your best advertisers
Promotions, coupons, or specials -- can be emphasized for higher turnover sales model that can be handled by customer service to drive revenue.
It all boils down to what are your goals, who are you trying to reach, how long is a sales cycle, what analysis you've done to determine your strengths/weakness to help determine what path you take.
Leave the footwork for prospecting, cold calling, targeting major accounts to your sales team. Yet, what you do to promote your organization virally, online, can help influence your credibility before anyone says “Hello”.
Yes, you can pay someone to optimize your site or pay Google’s Adworks to speed things up. However, not everyone can afford that and even those that do, have to prove that it is worth the investment (or ROI: Return on Investment).
This post has good information Jeannette. Thanks for sharing your expertise with me. I really do need to learn more about network marketing. I've come a long from being a total noob :)
ReplyDeleteThank you for taking the time to comment Veronica! If we all share what we learn along the way, it takes away most of the mystery! p.s. I doubt you're a noob! JM
ReplyDeleteI usually think of SoMe as having greatest influence on extremes of customer funnel: awareness and advocacy.
ReplyDeleteExactly Ricdra .. marketing includes that as part of branding ... and yes, the more value you provide, the better it builds loyalty, making consumers/customers advocates
ReplyDeleteYou make good points Jeannette, your #1 point, is a great reminder that our websites continue to be are our biggest billboards! everything resides there and it should be giving the importance it deems. Spend time, money and resources there! Then start directing traffic there.
ReplyDeleteSocial Media has an unprecedented value! but it has it's secrets; If you don’t know who you need to connect with and where to find them, then you could waste a lot of time building relationships with people and spending time in places that won’t drive the business results you need.
So the bottom line is do your homework, ask questions, do a lot of listening....then reap the benefits of Social Media.
Thank you Jeannette for all these great reminders!
Thank you Jeannette (is there an echo somewhere? lol) ..... you enhanced the blog with your own advice on how to gain value - PERFECT! The previous Blog "How to get started in social media and maximize your impact" helps facilitate the "How" and this article instilled the "why" .... after all, 99% of everyone using Social Media is "selling" something, even if it is simply a message or a belief.
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