Ο συνιδρυτής του Google Affiliate Network και συγγραφέας παγκοσμίου best sell βιβλίου, Jeff Molander μιλάει στον Νικόλαο Πέντσα.
Τον Jeff Molander οι περισσότεροι τον γνωρίζετε ως τον συνιδρυτή του Google Affiliate Network. Μερικοί τον γνωρίζουν ως καθηγητή του Loyola University's Business School και άλλοι ως συγγραφέα του best seller "Off the hook marketing. How to make social media sell for you". Όμως ο Jeff είναι κάτι περισσότερο. Είναι ένας σύμβουλος επιχειρήσεων που μπορεί να μετατρέψει τα likes και follow σε επικερδείς πωλήσεις. Πρόσφατα τον ακούσαμε σε ένα διεθνές sales forum, στο οποίο εντυπωσίασε χρησιμοποιώντας Ελληνικές λέξεις για την προσέγγιση των θεμάτων του!
Παρακάτω, μας δίνει απαντήσεις σε θέματα της επικαιρότητας και παράλληλα συμβουλεύει τις Ελληνικές επιχειρήσεις, πως να εκμεταλευτούν τα social media για να βγουν από τη δίνη της κρίσης. Απο την ιστιοσελίδα του www.makesocialmediasell.com, μπορείτε να έχετε δωρεάν συμβουλές όπως επίσης, το πρώτο κεφάλαιο του βιβλίου του. Απολαύστε τον!
Where do you see the growth for the social media in the next years?
Adoption of social media will grow in the field of sales. More-and-more front line sellers are (right now) experiencing success with it. Today's top social sellers are prospecting with tools like LinkedIn, blogs and YouTube. Reps and dealers are generating leads, nurturing them and closing sales faster using ideas like content marketing. and working with marketing automation tools
In your opinion, how can companies benefit from social media?
First, realize the opportunity is not to revolutionize your business or marketing. Although we are being told it is, this is NOT a revolution. Instead, it is the chance at evolution. Blogging, LinkedIn Groups, YouTube… these CAN be big time-savers… but only IF you act on the truth:
Engagement is the beginning;
response is the goal;
it’s easy to get response using a system to get customers curious about what you're saying on social media.
What goes into the development of a social media strategy so it fits the needs of the organization?
Most social media strategies fail because they treat engagement as the goal. Engagement is the beginning. Engagement with potential customers is the "open door" that creates an opportunity to get customers curious about you---then, capture a sales lead. Front line sellers and marketers who realize this---and act on it---generate leads more often. They get more RESPONSE to what they "put out" on social media.
This simple concept separates a winning social media strategy from a failing one.
Today’s most successful social sellers practice a strategy everyone else doesn’t. They occasionally get customers to stop engaging with their blog, video or LinkedIn profile and start RESPONDING to it---asking for more tips, tricks, shortcuts, advice or practical know-how.
They create curiosity in what they are saying---not interest in what they are selling. This sentence is worth re-reading. Let it "sink in."
So for your company, this means using social media to solve customers' problems in ways that get them hungry for more... more answers to questions they develop as part of the process you just explained to them (in your blog or via your video).
Social media strategies must be focused on the structure of content---not the content itself. This is what creates response, sales leads.
In other words, converting engagement into response requires focusing on HOW and WHEN you use words, not what you say to prospects. By focusing on how and when "trigger words" are used sellers always get more response.
What is your favourite social media blog?
The best social media blog around is www.copyblogger.com/blog This blog is #1 with me because it is focused on the fundamental idea that powers social media success:
A sale only happens (on social media) when you accept a very "old school" non-technical idea: Powerful words are the bridge between engagement and a sale.
Yet if you ask marketers what creates sales on social media many say it's not a place to sell at all! Engagement, branding, truthfulness, a sense of "human-ness", having a unique culture... all of these things work together to help create sales.
But the truth is WHAT you say on social media rarely drives success. How you say it creates leads and Copyblogger understands this.
Think of it this way. Readers don’t need us. They don’t need engaging stories. They have fears, problems and challenging goals that are far more important than someone else’s story.
Customers need blog articles, LinkedIn updates and YouTube videos that help them:
- believe there is a better way
- realize they just found it on your blog and
- ACT on that realization—to get what they want (giving you a lead)
These needs are fulfilled by good copywriting---the use of words to create a specific response from the reader or viewer. Good social media copywriting gets prospects to act on urges created by the seller's choice and timing of certain words.
And finally a question related with the situation we faced in Greece the last years. What must a company do in order to use social media effectively once a crisis occurs?
Greek businesses can increase sales by using a blog, LinkedIn or video content to create more inbound leads---more prospects saying, "yes, please... let's talk about my problem/challenge/goal." Achieving this is as simple as using content (words) to solve customers problems in ways that gets them asking more questions---questions that sometimes lead to solutions that include products/services.
For Greek companies, getting customers to respond on social media means doing one thing really well: Answering questions in ways that makes potential buyers think, “Yes, yes, YES … I can take action on that. That will probably create results for me. Now, how can I get my hands on more of those kinds of insights/tips?”
This is the key to using a social media to sell. Make it your goal. Right now, ask yourself … are your videos, blogs and other short-form content helping customers discover:
- short-cuts to creating material or spiritual wealth?
- better ways to find and avoid unseen risks?
- faster ways to develop a needed skill?
- a way to determine “best fit” for their needs?
Is what you place on social media creating curiosity in what other problems you can resolve---or goals you can help customers' achieve? It needs to be!
What about your next activities? Where can your Greek followers listen to you?
The best way to receive social selling tips and free advice is to sign up for my email list at www.makesocialmediasell.com. I also publish video tips at www.youtube.com/makesocialmediasell and give-away a free copy of my book's first chapter at www.makesocialmediasell.com/ch1.
Thanks for the opportunity to address your audience, Nikolaos!