Moving Beyond Engagement
When it comes to social media, most business folks think “engaging” customers is a priority. But it actually isn't, according to some of today's most successful social sellers.
These businesses are quietly selling using social media. In fact, they don't really care when a customer consumes a message or spends time with their businesses online. Because that's not really taking a step toward purchase.
Instead, I'm finding that today's savvy social sellers have a better goal: Earning a customer response to whatever they put out on the variety of social media channels available. You see, the people I've interviewed in the past are putting answers into the hands of customers who need them. They're using social media to be useful to customers in ways that satisfies their urges.
And in ways that create a direct response ... a way that paves a path toward purchase. So, if you think about it, the real social media challenge is to invent ways for customers' to give useful insight on their purchase intents to you ... not just occupy time.
Marketer's Action Item—Change the goal: Use social media to create behavior that is part of an on-going value exchange ... a purposeful system designed to sell people something.