As if times weren’t tough enough, as a sales or marketing professional you need to radically rethink your craft, thanks to the explosion of social media sites such as Twitter and Facebook, and the plethora of influencers in the blogosphere.
It is important that you understand how social media impacts your sales and marketing strategies, and how influencers factor into that equation. And it’s vital that you understand the role that social media tools can play in gathering volumes worth of information on your customers never before possible.
Social media monitoring tools can help you identify who the influencers are in social media that ou need to care about for your specific products and markets. They will help you make informed decisions on which social media venues will deliver the most return on investment for you. they will track which sites generate the most buzz about you; and the individuals that have the most to say and the most opportunities to say it.
Certainly some executives get it, and are embracing social media with open arms. They are trying to learn who is sharing opinions about their organizations, what they are saying, and how it will impact others. With social media, their audience can be, quite literally, in the hundreds of thousands.
It can be a marketer’s dream come true. But the key is to then take this data and target your outreach accordingly.
“We’ve entirely changed the marketplace and turned it upside down,” notes the director of sales at a leading national mobile commerce company. “No longer can advertisers drone on with monologue hard-pitch presentations. They must engage and interact with the prospect and client base in an open environment where their industry and competition watch. “
This is not an environment for the casually committed. “This coliseum-like set of venues is an opportunity to share the best of the company, but has the potential to show weakness as well,” the sales director explains. “Each company needs to have a battle plan for managing all these moving parts. Customer service needs to be on its toes at all times.
“The upside is unbelievably huge. The cost to communicate in social media is nearly nil. The cost to acquire new customers is ridiculous. The exposure to increase the average sale by developing customer relationships is fabulous. The ROI is like no other media. “
In the coming weeks I will be devoting several blogs to social media and marketing issues, discussing the importance of influencers, how to find and engage them, and how social media monitoring tools can help an organization get the best results from engaging in social media.
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