3 Ways Most B-to-B Marketers Get Off Track With Social Marketing
[For more of Jeff Molander's insights on B-to-B marketing and social media, be sure to catch him on Thursday's Multichannel Marketing for Business roundtable webinar.]
I get asked all the time, "Jeff, where do most B-to-B marketers go wrong with social media?" My response these days is becoming more focused and sharp: "They market on it rather than sell with it."
There are three mistakes that most B-to-B marketers are making with social media marketing. They:
1. Have a very weak expectation of social media to begin with ... they don't expect it to produce leads nor sales.
2. Focus energy on finding effective ways to measure social's effectiveness rather than finding ways to sell with it.
3. Make mistakes 1 and 2 because they're looking to relatively inexperienced, unqualified people to decide what it is they should be doing with social media.
Expect Social Marketing to Sell
Your thoughts manifest reality. It's a metaphysical fact whether you turn to new age gurus, the Bible or other philosophical belief system aimed at creating emotional, spiritual and financial wealth. What you think becomes reality and if you're thinking about marketing outcomes (engagement, clicks, visitors, customer sentiment, etc.) that's what you'll get—by law!
Selling requires not only a change in expectation but a process mentality that generates tangible outcomes. Marketing usually involves a creative process with fungible, intangible outcomes like "good branding" that somehow results in sales. Marketing is faith-based.
If marketers could have anything they want when it comes to social media they want "better engagement" and better ways to measure it. The result is a world where B-to-B marketers continue to put today's interactive version of branding before revenue.
Get Off of Social Media and on to a List
What if we cast aside such marketing aspirations and replaced them with dreams of creating leads? For instance, changing the goal from engagement to leads means changing what we do all day long—and how we do it. What if the goal was to get prospects OFF of social media?!