E-commerce Link: What Game-changer?
For instance, as part of my own research, I met direct television infomercial sellers struggling with YouTube because they’re following the edicts of overzealous, misguided social gurus. Meanwhile, their competitors are trusting instincts and sticking with proven success principles to drive sales. B-to-B sellers, likewise, struggle from lack of confidence in what they already know works. Yet some, like telecommunications giant, Avaya, stick to their knitting—finding and closing six-figure contracts using platforms like Twitter.
By throwing out the hyped-up, over-blown, supposedly game-changing technical aspects of the social Web for a moment, we can reframe the entire context of the business opportunity staring marketers in the face: to evolve marketing, not re-invent it. Let’s discover how you can join the ranks of Avaya and small businesses like Logan Services by shifting perspective at 50,000 feet and taking action.
The 3 Habits
The fundamental concepts powering effective social marketing are rooted in a return to basic practices. Successful social sellers understand that the difference between wasting time on social media and selling with it relies on developing these three habits:
- Solving customers’ problems.
- Designing to sell—planning social experiences to provoke customer responses that connect to the sales funnel.
- Translating—discovering customer need as it evolves and using this knowledge to improve response rate.
How to Sell by Solving Problems
Making things like blogs, YouTube videos, Facebook, Twitter and the like actually sell challenges us to trust traditional instincts—to evolve, not reinvent. The social aspects of attracting, nurturing and earning a purchase are already known. Successful social sellers are designing interactions—“conversations”—in ways that solve customers’ problems. This approach makes it easy to help customers guide themselves toward products and services.
Solving customers’ problems has always been a successful way to produce awareness, interest, desire and purchase behavior. Providing answers to customers’ questions remains the best way to effectively coax or nurture customers toward making a purchase. Social media are inherently interactive, making this process even easier to accomplish. The key is using this familiar process, not figuring out what time of the week earns more Twitter retweets or other nonsensical, yet popular, recommendations we often hear.