This is actually an easy one. You know where your customers are. You know your customers search on Google and Bing. People go to LinkedIn groups and have a conversation. People go to Twitter and make connections or complain about products. As a marketer you know that happens. Your companies know that. Everybody knows this today. But that’s only the first step of engaging with customers on their turf.
Simply knowing where they are doesn’t mean that you can point to a product on Twitter and customers will come rushing to you. It isn’t that easy because it’s not as simple as saying “BUY MY STUFF”. You know where these people are. You know where they browse. You know what they search for. Never in history have you had so much data available on your customers. It’s never existed.
Back in the day, it was all about demographics. Marketers would sit there asking, “what’s the affluence of this area? What cars do they drive? What kind of products do they like to buy.” Then you’d do a direct mail based on that kind of data. Google can now track somebody that clicks on an ad and goes into a shop. They can tell you how many people have Google Maps on their phone, clicked on an ad on their phone and then got in their car and went into a store. That’s incredible!
Now ask yourself these questions:
- How do customers want to be engaged?
- Who is the right person for that job?
If you answer these questions with ‘hit them up on linkedin’ or ‘sick an intern on them on Twitter.’ Think again. The reality is that for most people social media for business is like a foreign concept. Many companies have a Twitter account, but they have no idea how to sell from it. They have no idea how to market from it. They just know where that Twitter and LinkedIn is where all of their customers are. Check out this post on using visible and valuable content to connect with current and future customers.
The struggle with many companies is that beyond knowing where your customers are, you still have to take social media seriously.
Many companies pick someone who knows the social platform and the technology but does’t have the marketing or sales chops to make it work. They know how to tweet so all of a sudden they’re your marketing expert on Twitter. But if they don’t know marketing, they can’t apply it to your customers or your business.
Look at it this way; if the cost of a lead is $20, you can justify having an intern grab as many leads as they can. But if the cost of a lead that converts to a customer is $600, you will want someone with the marketing and sales education to be the first to approach the lead in a strategic and smart way. Knowledge of a social network and how it works does not negate the fact that you need to know marketing and you need to know sales. If you don’t have those skills, you can’t suddenly generate sales if you’re not using the right marketing practices.
This article was adapted from a talk given at AMPlify: The Employee Advocacy Conference by Jason Burrows. To learn how Creation Agency helps their clients amplify their content, check out the full session recording,