Social media is not about selling

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One of the most common phrases that anyone hears, from a marketer about a business is: “know your customer

Whatever the business sells, whether it is shoes, clothes, services or multi-million widgets, the above phrase will not change no matter what happens in the future. It is the element that needs to be mastered by marketers and salespeople – because you cannot turn a prospect into a buyer without knowing your potential customer inside out. As a marketing guy, I find it a bit frustrating to listen to people complaining that this kind of marketing does not work due to the digital era that we live in. It is simple, the customer will always be the customer.

Think about radio, TV and the internet revolutions and ask yourself: how many years people were working in marketing and sales before all these revolutions took place. Did these evolutions change anything in terms of needing to know the customer well to make them buy? Absolutely not. Technology has allowed us to have better engagement and interaction with the customer but still, you need to know their needs to approach them for any potential interaction with your product. As a result, marketers have become lazy when it comes to doing research in order to understand customer needs, instead they only focus on their KPIs.

An additional problem is caused by the fact that people are inundated with a plethora of marketing messages. However, marketers who know their customers well are successful by capturing customers’ attention with the correct message. Why? Because of the research they do and the work they put in. So, when a customer buys from a brand that is advertising, the salesperson who interacts with him will listen, ask him questions and know exactly from which channel he comes from. Nothing has changed for customers despite the explosion of digital and new media technology. People’s needs remain the same, and you know what? A blast of adverting messages without “the knowledge” of the customer will not work either on TV nor on social media. What this evolution of technology has done to marketing and sales, it has made it easier and more cost-effective to obtain “the knowledge” about a potential customer.

Listen to your customer to add value

The digitalisation of communication like social media, gives us the ability to understand customers. Social media is not an advertising tool that is used for pitching. Personally, I find it weird when I hear about people using social media to “sell”. Social media is an excellent tool in our hands, enabling us to work with and learn more about our existing and potential customers. We should use it to listen to their needs. There is no need for research as it used to be carried out in the past, but we need to study people’s buying profiles, watch all the conversations, ask them questions and most importantly to add value. The modern buyer does not want just any pitch because he has already done his research. online What he wants from us is added value and information he can trust when he is in the final stage of the buying decision.

Understand customer data to improve the CX

Social media gives us the opportunity through the conversation with the customer to understand “why” a customer follows a brand or buys a product. The ability of a company to personalise communications is a key element that is given through technology and it is an intangible asset for building the relationship. In my opinion, the term “social selling” is not about the selling, it is about connecting and creating relationships. Social media has revolutionised marketing because it gives us lots of data. From such data, you can extract answers to questions like what the customer’s interests are, what makes them happy and more. This connectivity allows companies not only to talk with customers but also to listen to them, improving the overall customer experience (CX).

Closing the article, using social media to listen and add value, we can study and understand our customers and that is the moment when we are able to please our existing customers and acquire new customers.

Also learn how a product data management strategy can help with your digitalisation

 


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