Marketing 101 is that you need to understand how you’re different from your competitors. It is perfectly logical: if you cannot differentiate yourself in terms of what you sell, how you sell it, or why you sell it, the only differentiator left is price.
Too many businesses believe that social media networks are simply places they need to put a placeholder in. Like a flag that says, “Look, we exist here too,” and then go to some autopilot shout into the abyss mentality. The core idea behind Facebook, LinkedIn, Twitter, Google+ or any of the other networks out there is connection.
When someone pays a ridiculous amount of money for something you sell, they want to be reassured that they made a good call. They want to be your fan. Let me say that again—they want to be your fan. But you have to extend the invitation and make the effort.
In today’s marketplace, a company’s website is their first impression with prospects. It’s a rare purchase today that doesn’t begin with some sort of research or due diligence. And as consumers (both B2C and B2B) find themselves more time-starved and more web-savvy, the research tool of choice is often a Google search.
Our marketplace is asking us to be much more than a seller of stuff. They’re expecting us to step up and inspire our internal team and our customers to work together to take charge of the problems facing our world.
For most organizations, a sale is a multi-step, complicated process. So keep that in mind as you create your calls to action. You’ll have a lot more success getting people to take one baby step at a time. Just give them the steps.
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