Social Media: A Buyer’s Journey
In This Article…
Are you in the right place?
We hear it every day. We are trying to do Social Media, BUT…
The CEO does not see the ROI…
The CFO wants to know how many sales are coming from this line item…
Marketing demands to know why resources are allocated to this or that channel…
Support — Well, they seem to be happy.
The challenge is drawing a correlation to sales, even with traced shortened links. Savvy marketers know how to analyze trends but the majority of businesses want to pin down demonstrable evidence. They look for a direct correlation between a conversation and a “close”. Too often neglecting the journey our prospects take in building their relationship with us. Or worse, not factoring in the disruption that social media has brought to the purchase decision.
Let me ask you to ask this question: are you here for the right reasons?
This article will help guide you in understanding how Social Media plays an influential part in the buyer’s journey. Social Media has transformed not just the investigative abilities of those looking at us, it has changed the entire sales funnel as well.
But … if you’re here to read about the following:
Are you here expecting to read about the following?
1. How X strategies a day will help you on Social Media
2. By doing X, Y, Z, You Will Get Sales
3. Tips to get sales with a perfect Twitter campaign.
If you are, then stop reading. This article is not about strategies on creating a killer X social platform strategy.
If you want to understand how human beings interact with Social Media and decide on whom to trust as a provider, then this article is for you!
The buyer needs to understand two things. One, they have a need in the first place. Two, that you exist.
When you expand your social reach, prospective customers gain awareness of your company, product, and services. Buyers can begin to understand what you can do and how you can help them. The content that you create is not meant to serve direct sales. It is meant to increase awareness that addresses pain points.
At least 72% of people in this stage turn to Social Media or Google.
So, how do you get the conversation going on in the prospect’s head? By answering questions before the prospect asks them. Done well, you will be positioned as a thought leader. Your prospects are looking for educational material. This is time-consuming to create, so look to answers you already have. Create content that answers questions asked by your prospects during the sales/service/support cycles.
Pro Tip: Talk to whomever is in charge of Sales/Marketing/Support. Gather 5 – 10 questions from each area, along with the answers. This will give you themes, topics as well as the core answers on which to build your content.
Once a buyer has considered you for a potential fit, 70% will return to search look for more clarifying information and start to see how you differ from your competition.
Do you regularly engage on social media?
Do you have supporting content that answers their questions?
How about reviews and testimonials?
At this point, the buyer has chosen a few top candidates. All of the questions above help the buyer decide if you are the right fit. Strive to be where you customer is looking for information. Update your social media accounts daily. Keep your website up to date. Blog when you can. Gather and post reviews/testimonials.
Pro Tip: Create an opt-in guide that speaks to your customers’ pain points. Be the expert they are looking for. By creating an opt-in guide, you not only have more ammunition for your Social Media campaigns, but now you are collecting the ever-valuable email address. If they are not ready to buy right now, at least you can still keep the relationship going.
Even after a buyer has decided to do business with you. You still need to stay top-of-mind. Content and Social Media are two of the most efficient ways of doing this while still staying on top of the previous buying stages. Your customer will still seek out information about tips, trick, guides, “how-to” articles, and current trends.
All of this can be time-consuming to maintain, especially on multiple brands or social media channels. If you do, you will keep your brand and message out in front of new and existing customers so you are always within their reach.
So, the next time you hear someone ask a question about how Social Media is affecting sales, refer to the buyer’s journey. Understand that if you are not investing in Social Media “properly,” then you are doing a disservice to those who are looking for businesses like yours.
Over to you — How do you prove your ROI with Social media?