E-commerce Link: Social Hindrances to Progress
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.
If you want to sell more service contracts, products or generate more B-to-B leads in general, start focusing social marketing on the problems, goals, fears, aspirations or skills your customers need to develop—help them do something that is important to them. Yes, you're doing this for free, but in ways that benefit you, too. Stop placing so much emphasis on telling stories! Instead, use stories to make a point or bring an idea to life–or prove something to clients.
Make stories serve a process that gets you what you want and brings customers closer to joy, too.
Make everything you do with social media answer questions (provide solutions) in ways that provoke a specific response from customers. This engages customers and creates business leads—focused conversations that you can connect to products and services customers need.
No. 3: Listening With Social Media
Monitoring what customers are saying/thinking about your brand is important. Yet what do most marketers do with what they hear? Too often we present metrics like "customer sentiment" to executive officers and walk away. This won't do in 2013.
This is the year smart marketers make the shift from broadcasting on social media platforms and listening for buzz to focusing on the process—tying messages and resulting behaviors together in ways that create more leads, shorter sales cycles and fatter profit margins.
The key to selling more with social media is a process that reaches beyond listening.