E-commerce Link : Social Hindrances to Progress
3 pitfalls to avoid in creating your social media sales strategyMarch 2013 By Jeff Molander
If you're launching marketing messages onto social media, please stop. Telling your unique, compelling story and humanizing yourself online? Stop that, too. Listening with social media all in hopes of selling B-to-B products or services? Beware.
While most experts advise putting these things at the core of a social media sales strategy, it will only hinder your ability to create leads and sales. Doing these things will do more harm than good.
Here are the three most popular (yet costly) mistakes B-to-B marketers make with social media and content marketing plans—and what to do instead to create leads and sales.
No. 1: Advertising With Social Media
Using social media to advertise and "get the word out" about your business is a sure-fire losing strategy.
Let me explain. Yes, you need to have a message. This part is obvious. Yet, broadcasting on social platforms in hopes of getting attention and engagement that converts to leads is a losing strategy. Instead, focus on solving customers' problems in ways you can easily connect to what you're selling.
No. 2: Telling Your 'Unique Story'
Contrary to popular opinion, it is best to resist telling customers all about your "unique business story" as part of your social media sales strategy—or even stories about your clients.
Instead, promise prospects a cure for an expressed pain and take them on a journey toward the remedy. Lead them toward (or away from!) your service offering a good story that has a clear, irresistible call to action.
Here's what I mean: What do potential and existing customers care about more in your business? Your culture, origins, how funny or "human" you are? Or your ability to solve problems in innovative ways that help them create distinctive market position and grow?
Reality check: Your clients rarely make decisions on starting or continuing to do business based on your corporate culture, attitude, style or personality. They care more about their own problems or goals.
At best, your corporate culture might help you create a point of distinction that influences their decision. Yet, it won't get you in the door or under serious consideration often enough.