Social media is no longer about what someone had for lunch. Social media is more than just people complaining about their shoddy Internet connections or their constantly crashing software applications. Social media is more than just listening to a brand’s senseless new promotion. Social media is more than just a trivial tool of the self-absorbed and treating it that way will leave you out in the cold. Social media is now a powerful communication platform and communication will always be at the heart of selling.
The Point is: Using social media to sell = increased profits.
Create videos for social media in B2B sales that allow your target the ability to share the videos with other decision makers.
I have been in many meetings with B2B companies where , often, the CEO will say something like, “Well, we sell B2B and businesses don’t watch videos online.” While that might be true of the business itself, the people that work at those companies do watch video. These people are on social media and they are talking online. They know what they like and they know what they don’t like. Something very important to remember is that, as the work force gets younger, they are more likely to use social media to do research than their predecessors were. While your target might be different than a B2C, at the end of the day, it is really all about engagement and relationship.
Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly. source: Forbes)
The truth is that the strategy for B2B video is very similar as the process for B2C video. You need to know your target market. You need to understand how they buy and how they search for what they want online. You need to understand where they hang out within social media. The nice thing about marketing for B2B is that, often times, you can be more targeted because you are not trying to hit such a large audience.
More and more, we are seeing organizations use IP not only to identify potential leads, but also to dynamically serve them content and provide them with an experience that is more relevant and engaging. We call this IP marketing.
The need for company-targeted content has arrived. Why? B-to-b companies often struggle to deliver the right messages to their customers at the right time. By targeting different buyer segments through various sets of business rules, organizations can display unique content elements, banner ads or precise images, depending on the visitor’s company size, industry and geographic location.
IP marketing enables companies to dynamically deliver content that matters to customers by conducting a reverse IP lookup. This process identifies the visitor by company and then provides demographic information, including industry, company revenue size and location. Based on this information – along with Web site business rules – the site can display dynamic or default content. By presenting more relevant information from the point of entry, the Web site can potentially minimize the time the visitor must spend looking for answers, improve engagement and increase the likelihood of conversion.
When Jim Keenan, the social sales specialist, describes his work today, he’ll tell you that he’s “ushering salespeople from the old world into the social world” – the cold calling world to the Twitter world, the salespeople who call prospects incessantly to the salespeople who educate their prospects with relevant content. Keenan’s argument in the The Rise of Social Salespeople is that using social media to sell – increases profits.
But up until now, we’ve had no real data. So sensing an opportunity, Keenan’s firm recently released a report on the impact of social media on quota attainment and the results were impressive.
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