Social Marketing

What’s wrong with your funnel?

For every customer, there is a journey that leads a purchasing decision. A customer recognizes wants and needs, becomes aware of brands, seeks out recommendations, and compares features and so forth. You’ve seen this model before; if not, visualize a funnel with a sequence of stages that describe how a buyer advances through the process of evaluating competing offerings until a single surviving brand is rewarded by a satisfying purchase, “cha-ching.”

If you’re visualizing a way of looking at the buying process for the first time, the funnel is a good place to start. It provides a framework that helps link marketing strategies to customer objectives and helps advance the user from one stage to the next. If you’re syncing marketing objectives to customer experiences, you’re already avoiding the first obsolete convention, distributing dollars to different kinds of media.

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The Power of Social Sentiment

It may be hard to put a dollar amount on what social sentiment is worth to your company, but it is one of the most valuable tools your company can harness. Whether your organization is already aware of its social sentiment, or it hasn’t yet begun to monitor it, companies should take heed to the power of sentiment.  A customer’s perception and attitude towards a company has a tremendous impact on the success of the business in the realm of social capital.

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Increasing B2B Sales Performance with Social Marketing

Social Marketing and B2B Sales, a Lead Generation Match

According to 91% of B2B buyers, “word-of-mouth” is the most important influencing factor in the buying process. The growing importance of social marketing is a direct response to changing perceptions about traditional advertising. Traditional interruption techniques have trained consumers to increasingly tune out and to distrust corporate messaging.  As a result, buyers are turning to trusted social communities, experts and other influential voices to seek expertise and potential solution providers. B2B companies have responded. 86% of all B2B firms now utilize social media (source) alongside traditional marketing strategies. The investment in social media and interactive marketing for B2B firms is predicted to double between 2009 and 2012 to $4.8 billion. (Forrester Research).

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Kicking the Hive: Social Media & Community

Social media is about more than gaining followers or stumping for “likes”; you should always focus on building a community of brand evangelists willing to participate in discourse about your brand not just with you, but with one another. This provides the opportunity to create a culture around your brand, partially by your management of the community and partially by the input and activity of the community’s members.

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How to Get Cursed Out and Grow Your Brand

Here’s a lesson for everyone about differentiation.

An old maxim says “success is when preparation meets opportunity”; with the right approach and an understanding of your customers, it’s very much possible to penetrate your segment, capture mind-share and outdo your competitors with relative ease. The right tactics aren’t always expensive and, as we’ve seen before, the right story can tap into something greater than mere brand recognition.

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