Influencing prospects before they enter the sales funnel

 

If the brand is not participating in social media, it’s at a disadvantage

If the brand is not participating in social media, it’s at a disadvantage

Social media content can influence business-to-business purchasing decisions

Up to 70% of prospects entering the sales funnel have already conducted online research and have formed a perception of the brand based on social media content. Because of this, if the brand is not participating in social media, it’s at a disadvantage.

Prospects entering the sales funnel are in search of information that will lead them to a purchasing decision. Whether the sale is transactional for a component or material needed immediately to make their product, or a considered purchase that has many influencers and a long sales time, prospects are relying more and more on peer reviews and social media engagement to finalize their purchasing decision.

People-to-people marketing – honing the brand’s key messages

Before launching into a social media marketing effort, it’s vitally important to establish the brand’s value proposition and be able to articulate it in terms that are meaningful to the prospect. Content that is purely a laundry list of service offerings fails to differentiate from the competition and leads to abandonment by the prospect or strictly a purchase based on lowest price.

Gaining the prospect’s attention requires identifying the prospect’s problems and creating empathy with the prospect. Once this emotional connection is established, then a solution can be offered that is relevant and distinct to the brand.

The social media platform ecosphere

Connecting with and influencing prospects on social media platforms requires a sustained effort spearheaded by content that supports the brand’s key messaging.

Each of the big four channels – LinkedIn, Facebook, Twitter, YouTube – has a particular strength. Business-to-business marketers are more inclined to use LinkedIn because of numerous industry groups in which to participate. LinkedIn also offers the ability to network with industry peers and establish connections with decision makers that have purchasing authority.

Twitter can be very useful but requires a content library to constantly feed updates. One of the advantages to using Twitter is that posts can be automated through third party platforms allowing for control of posting frequency. Twitter also provides immediacy when posting for events and is an easy way to connect the industry influencers.

Influencing prospects before they enter the sales funnel requires a concerted effort to develop and post authoritative content consistently. Abandoning social media channels sends a signal to the prospect that the brand either has underestimated the resources needed or was not serious about social engagement from the get-go.

Additional articles you may find of interest on this topic:

Content development for aviation marketers is a communal affair

How to build a connected brand

Designing a social marketing strategy for Aviation Marketing

Please leave your comments or thoughts below.

Copyright: olivier26 / 123RF Stock Photo

Aviation Marketing: Engaging employees in social media marketing

People-to-people marketing uses social media to build relationships.

People-to-people marketing uses social media to build relationships.

Social media provides insight into the customer’s brand experience

The website technorati.com has lunched a podcast series, “Social Brands & Influencers”. Technorati interviews top thought leaders and decision makers in the social media and marketing world. Liz Brown Bullock formally of Dell Computer and now CEO of the start up SASI provided her perspective on getting employees involved in social media marketing. Below is my interpretation for aviation marketers.

Imagine having an army of subject matter experts trained in social media. Now imagine unleashing your army in the marketplace, engaging with customers and building an emotional connection with your brand. Social media marketing is about listening to customer conversations, identifying what is really important, and reporting back to product development, engineering or marketing on what the customer really cares about. Content in context from your customers, providing deep insights that you would never get from a conversation in a focus group.

People-to-people marketing uses social media to build relationships

Everyday in your company there are hundreds of conversations taking place with customers that influence your brand perception. These conversations can originate from many groups within the company from sales, to marketing, to technical support. Knowing how to turn these conversations into relationships requires training employees in social media skills — listening, engaging, and relationship building.

The business case for social media selling

Taking social media to the next level within your company requires support from executive management. Social media is not the responsibility of any one group, but is most effective when all groups in your company recognize that all can contribute to representing your brand online.

Customers want to engage with subject matter experts. Having your content experts engage with a customer accomplishes several things:

  1. It can build a deeper relationship with the customer by providing the best information possible.
  2. It creates a two-way dialogue that builds brand loyalty through social selling.
  3. Deeper relationships result in brand loyalty providing a path for monetization.

Organize a library of content for customer consumption

Producing quality content is important, and distributing that content is equally important. Developing a content calendar for quick reference can speed up information retrieval, and when needed connect the customer with the content expert to answer their question.

A second approach is to develop an online library of curated content. Curated content can provide the validation of an engineering approach, business strategy or marketing trends from third party experts and influencers.

Additional articles on this topic you may find of interest.

Using social media to gain customer insight

Finding the sweet spot for social marketing

5 reasons why aviation manufacturers need to embrace people-to-people marketing

Please leave your comments or thoughts below.

To follow Liz Brown Bullock on twitter click here. To hear the complete podcast click here.

photo credit: Dell’s Official Flickr Page via photopin cc.