The Internet has drastically changed our lives in countless ways. Not only has it made it easier to keep in touch with long-distance friends and family, made it easier than ever to write essays, and made it possible for us to interact with new people around the world, it’s also changed the sales process.
Because consumers can now go online to research companies, products, and services, read reviews, compare prices, and learn virtually everything they need to learn before making a purchasing decision, they’re now in charge. They don’t need sales people calling them up with offers. They have no interest in reading unwanted mail brochures or watching interruptive TV commercials—because they don’t have to. They can get the information they want and need online, without being told what to do.
To continue to get new customers in order to increase sales, you must realize that the sales process has changed. You must admit to yourself that old-school selling techniques don’t work and that interruptive marketing is now dead. You must adapt your selling and marketing ways to match the new sales process—the new way customers want to buy—in order to succeed in today’s competitive market. Otherwise, the hard truth is that you’ll see your sales decline more and more over time as your competitors adapt while you stay behind, left in the dust.
And one important way of adapting in order to get new customers is to use social media for business.
Here’s how it’ll help you stay competitive and win your share of the marketplace.
1. Being Where Consumers Are
Social media has over 2 billion regular users. This is where your customers and future customers are. If you’re looking to share your messaging, reach out, and connect with your customers, then it’s clear that you need to be where the consumers are—you need to be on sites like Facebook, Twitter, and LinkedIn. Otherwise, you’ll be spending money and resources marketing your products on channels that your audience doesn’t use, on billboards that they don’t read, on radio stations they don’t pay attention to, and on TV stations they don’t watch. Be where your audience is, and your message will be heard.
2. Building Brand Awareness
Small and mid-sized businesses understand the struggle well: they don’t have the budget or the resources to compete with well-known national brands. They struggle every day to be noticed by their audiences. If no one knows the brand, no one will buy. And this can be difficult to overcome. Creating an effective social media strategy, though, can help you overcome these hurdles. You can widen your reach and built brand awareness without the requirement of a big budget. You can spread the word about your company and get noticed, becoming a familiar face to consumers and creating top-of-mind awareness.
3. Humanizing Your Brand
Consumers want to get personal with brands now. They care about more than just prices and features—they want to feel a connection to a brand. This is what will make them buy. This is what will make them loyal brand ambassadors. You need to make people care about your brand by showing them that you’re human. When you humanize your brand on social media, you can effectively gain credibility and trust in the sales process. Social media allows you to share the faces behind your brand and to interact with users on a personal basis in order to develop relationships that will allow you to get new customers. Consumers will feel close to you when you create genuine engagement on social media. By sharing stories, ideas, and thoughts, promoting deals, having genuine conversations, and being helpful, you can evoke positive emotions towards your brand in order to get new customers.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.