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17.01.2015
BI IntelligenceThe concept of "social commerce," or the use of social media or social features to drive sales at online and offline stores, has never quite fulfilled its ambitions. That's because social networks are strongest as sources of retailA inspiration and product discovery. In a recent report from BI Intelligence, we analyzed the data and spoke to leaders in the social commerce space to understand how their companies are adding value at different stages of the retail and e-commerce "purchase funnel," the long process that leads to a retail sale. Some of the latest trends include building social networks around e-commerce platforms, partnering with brands, and otherwise transforming social commerce's strengths for Pinterest-style digital window-shopping. It's not about click-to-buy:A Social commerce is not simply transactional a€” it's not just about offering a click-to-buy link next to an offer on Facebook. There are a few ways to encourage purchases:A Retargeted advertising may be one missing link.
Finally, referrals shouldn't be discounted:A Another solution is for social commerce to develop as a sales referral engine, and take a cut of the sales. To access the report and BI Intelligence's ongoing Social Media and E-commerce coverage a€” including charts, data, and analysis a€” sign up for a free trial. Nurturing the Sales Funnel Using Social Media [Infographic] You are using an outdated browser. Collecting fans and followers is one thing, converting them to paying customers can be quite another. In this article you’ll discover how to put together a marketing and sales funnel with the right channels and key trackable metrics. There are tons of social media tools, networks and options that include everything from Facebook and Twitter to landing pages and email marketing to SEO and ads. With all of these marketing channels at your disposal, how do you decide which ones fit within your sales funnel? To answer those questions, you have to know who your potential customers are and how you can reach them most effectively. Every decision you make about how to create brand awareness, garner engagement and make conversions and sales should be a reflection of your funnel. The rest of this article shows you how to build, track and test your marketing and sales funnel to give your company the big results it wants. Next, prioritize the social channels and tools your audience is already using and that you’re familiar with, then organize those by their primary function (or job). Use your funnel to organize your channels and hold each accountable for its role in the process. As you see in the illustration above, you may have channels that overlap; for instance, different kinds of social ads in the Awareness part of the funnel.
For example, instead of using Facebook ads to increase brand awareness and gain more fans, jump straight to an ad campaign targeted at list building.
Set a key metric for each tactic in each part of your funnel to quickly diagnose where the funnel is anemic.
With your key metrics in place, look at each tactic in each funnel section and set any industry benchmark standards. Use these benchmarks to compare your company to your competitors and your industry as a whole.
Speaking of benchmarks and comparing, are you making the most of your analytics and tracking what you need to track? Have you noticed that you’re getting inconsistent results from your Facebook Insights? Event tracking gives you information about button or link clicks, which is especially useful if customers have to go offsite to buy your product. As you test, always think in terms of your key metrics and make use of your analytics to find out what works and what doesn’t. If you want to find your engagement rate for a given post, I suggest dividing its total engagement (likes, shares, comments, clicks, etc.) by total post impressions.
When I went through this exercise for a client, their page had a month-over-month increase of seven times as many likes, comments and shares and 31 times as many link clicks! Ryan Hollenbeck:  Consumers are more informed and knowledgeable about products and services than ever before. Quality Monitoring helps organizations capture, evaluate, and learn from customer interactions, including voice conversations, email, Web chat sessions, and more. Hamza Nasir: The internet has created an open economy, which gives rise to competition and an equal opportunity to compete. Due to competition and USPs becoming closer and harder to differentiate, products and services are increasingly becoming similar. The biggest challenge that businesses will face would be of omni-presence, and being available on each and every platform where their consumers are present. Apart from presence alone – availability and responsiveness are key to providing an outstanding customer experience. These kind of expectations have been possible due to technology as well as awareness, and a growing culture that revolves around the consumer, is empowering the user. The flip side would be the rise of big data and the ability to process this information and provide meaningful results that would allow organizations to react better and faster, from as basic as identifying the priority of where the consumers are and anticipated demands, to as broad as measuring the potential reactions based on locations and how to cater to a potential shift in real time. SocialAgenda Media: Some businesses are even taking customer service a step further into “social”by turning their most satisfied clients into advocates and online sales reps. What technologies power such a transition and how can they evolve to make helpdesk truly social? These solutions analyze information from customer interactions regardless of the channel—calls to the call center, emails, chat, Tweets, surveys, etc.
Text Analytics—for analyzing text-based communications, including email, Web forms, and postings on social media sites, such as Facebook and Twitter. Enterprise Feedback Management—for capturing customer feedback as part of—or independent from—contact center feedback.
Hamza Nasir: Word of mouth has had a reputation for providing the highest returns as compared to any other traditional or unorthodox marketing activity. Banking on providing a social driven experience, there are numerous technologies that allow businesses to engage with visitors.
Social media has provided multiple channels through which current customers can be engaged, but this has a pre-requisite – which is that the brand has to be present on all the channels where their customers are present and ensure engagement as well as dissemination of information at the right place at the right time.
Jeh Daruvala: Social media is already being gameified and furthermore being made natural for humans via audio-visual interfaces like Siri and Google Glass. SocialAgenda Media: What are the most common mistakes companies make while introducing new helpdesk technologies and establishing related processes?
Availability – Not being available around the clock especially for companies that have a worldwide customer base. Responsiveness and accuracy of information being provided – lack of consistency in the information being provided especially for standard operating procedures provided over phone as compared to in-person. Jeh Daruvala: Traditional IT buyers are too conservative and generally overpay for older technology while not being diligent enough to adopt new technologies early and gain a competitive advantage in the process. Ryan Hollenbeck:  The proliferation of more and different communication channels has made it even more difficult for organizations to manage the people and processes required to respond to consumer expectations in a consistent, personalized manner. Unfortunately, today’s enterprises find themselves organized in functional and departmental silos, leading to myopic management practices across customer touch points.  Organizational silos frequently operate at cross-purposes, increasing costs and squandering opportunities to improve customer satisfaction and drive revenue. SocialAgenda Media: What are the most critical lessons have you learned in relation to change management associated with new market trends and technology evolution in client service centric organizations? Technology changes by the second, constantly hiring bright people is a must – consumers want to have every possible way to reach a resolution.
Organizations can analyze customer and employee experience data in real-time to design and implement customer-centric business strategies that unite the organization across people and processes.  As a result, you have better alignment across your organization and can move much more quickly to take precise action to increase profitable outcomes. This improved alignment leads to more engaged employees who are spurred on by solutions that capture and manage information about customers and performance, then use it to develop predictive insights for driving measurable, sustainable business results.   Solutions that work across the enterprise help organizations gain deeper visibility into organizational performance and customer needs. Join us, so you can immediately apply tips learned from this presentation to revise your current approaches to demand generation and optimize your programs for higher ROI. Our series on the Sales Funnel which began with the question “Is Sales Funnel Still the Best Way to Describe the Path to Conversion?” continued with the article “Selling Despite Distractions: Customer Retention and Repeat Sales” and now we get our experts’ opinions on how marketing is changing. SocialAgenda Media: What marketing jargon or accepted practices do you think are ready to be updated?
Gone are the days of buying the premium real estate at a tradeshow with no hope of understanding what conversations there led to a sales opportunity.  With webinars you can track who has registered, who attended and whether they converted into a deal in the pipeline.
Advertising is going through a major transition, moving into programmatic ad buying, ad exchanges, re-targeting, etc.  From another vantage point, advertising is morphing into native advertising, content marketing, etc. SocialAgenda Media: What’s the next level of customer tracking that you’d add to marketing automation tools? Cezar Kolodziej: Offline retargeting – today, with mobile at our fingertips, interactive metrics are not enough. Scott Hirsch: Rather than just tracking behaviors (like views, downloads, and clicks) the next level of tracking will be around the content that customers create, such as questions they ask or problems they report.
Mike Yaffe: When we’re tracking someone I need to be able to score his or her relative activities in a behavior. Glen Caruso: I would add attribution and data visualization with actionable intelligence across various marketing and media platforms. I would be happy if customer tracking stayed consistent over the next 24 months, because I am most worried about losing visibility! But in terms of new features, I would like to be able to see marketing software integrated with heat map technology that allows you to track where people click and where their mouse hovers for emails, landing pages and websites.
Beyond the area of customer tracking, I think there are lots of opportunities for improvements in marketing automation tools. 3) Why can’t my marketing automation software help me to improve the quality of contacts in my database?  If an email sent from company A to John Doe bounces, why can’t the marketing automation software tell companies B, C and D who also have John Doe in their database that this contact is out-of-date?
Stephen Debruyn: For certain companies and services this could be the communities, evangelists, and their involvement and behavior. Cindy Sterling: Often automation tools look at people as individuals and not as part of a complete organization. SocialAgenda Media: What metrics and analytics work and which don’t contribute to sales and need to be revised? Cezar Kolodziej: Conversion rates are important, click through rates are no longer relevant. SocialAgenda Media: How has your lead scoring methodology evolved and what factors have yet to be included or are not yet properly measured?
BANT (budget, authority, need, time frame (this is determined primarily via a telemarketing team). Cezar Kolodziej: Mobile metrics are becoming more and more important, but we are all trying to apply digital methodologies to measure mobile initiatives.
Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. Christelle Flahaux, Senior Director, Global Demand Generation and Marketing at Jive Software.
SocialAgenda Media:  Today’s marketer can hardly survive without either CRM solution for market segmentation or social pages with strong social following. Mick Hollison: In order to marry the two, marketers need to realize that CRM and Social need have the same level of attention, objectives and importance.
Amanda Anderson: Marketing automation is the link to combining CRM and social media marketing. Kevin Myers:  Swiftpage is committed to be operating a world class CRM solution internally in addition to the enabling software we bring to the market. SocialAgenda Media:  What improvements do you think social CRM products and enterprise level CRM systems need to make in order to better serve the needs of marketers and their prospects? Todd Craig: Social CRM and enterprise systems are ever evolving and when you look at the way they are integrated into the daily work-life of employees, it’s already impressive. Amanda Anderson: CRM systems could improve by offering a deeper integration into the social networks customers are using.
First, there needs to be better integration with social listening and reporting in enterprise level CRM systems. Mick Hollison: Social CRM products and enterprise level CRM need to improve their analytics, reporting and contact management platforms. SocialAgenda Media:What processes do you suggest marketers implement in order to bridge gaps between siloed marketing functions and between fragmented technologies to fully take advantage of narrowcasting and personalization? Mick Hollison: Hold a cross-function team meeting every morning and weekly cross-training, so the team can develop a common view of the prospect for any given campaign and an understanding of the various functions and technologies within the marketing department. Kevin Myers:  Ensure one person or department owns the commercial launch, not just a product release. In order to bridge the gaps between siloed marketing functions and fragmented technologies, marketers need to rely on one central location for their data. Also, repurposing content across multiple campaigns or media will help bridge the gap between marketing functions and is more efficient in reaching niche groups of people multiple ways.
SocialAgenda Media:  What 3-5 main marketing processes you think still need to be automated and how do you think CRM solutions should evolve to make it happen? Todd Craig: There’s a push towards automating content creation by pushing it out to the consumer or creating turnkey processes like templates – video submissions and testimonials are good candidates for this. Campaign Feedback:  How great would it be to get all the people that have contributed to, managed, and executed on a campaign to see the real-time feedback on how things are performing. Reporting:  CRM systems have sales focused dashboards and it takes an engineer or a marketing operations person to build out the dashboards for marketers. Amanda Anderson: Three main marketing processes that I think still need to be automated are segmentation, reporting, and analytics. SocialAgenda Media:  How do you think CRM companies have to change their demand generation strategies, tactics and messaging to appeal to and attract enterprise level customers that largely focus on social marketing? Kevin Myers:  I can only comment on what we believe is the recipe for success, “less is more!”  Our products are built with a “mobile first” focus versus accessing the entire product in a mobile fashion. The need to educate the market on best practices and where they see the melding of sales and marketing.
Mick Hollison: CRM companies need to integrate social into the development of their products. Todd Craig: CRM vendors definitely have to consider a broader range of marketing strategies in the evolution of their solutions. You can find literally any type of audience on YouTube, which means that just about any business can find a way to benefit from marketing on it. And while other video sites have decent levels of traffic, most businesses could start today on YouTube and do fine because it’s far from saturated.


Smart businesses know that the cost can be worth it, but the higher barrier to entry scares away the rest. I’m going to show you all the key components of creating a YouTube channel that thrives.
You should treat a YouTube content strategy just like you would treat a content strategy on any other channel. For example, if I were creating a channel from scratch today, I would be creating content for business owners and marketers because they are also the ones who buy my training courses and hire me as a consultant. You can often narrow your audience by being more specific about their knowledge level of your topic and location.
A narrow audience is a good thing because it allows you to make your content just that more targeted. You can’t create content for beginners and experts at the same time, so if you try to, at least half will always be dissatisfied. Even though those videos wouldn’t be directly related to my products, they still attract the attention of my target market. The main point of content marketing, including videos on YouTube, is to attract the attention of your target audience.
To get views, one of your main goals will be to rank in YouTube’s searches without putting in more effort than your initial promotion. You could try some black hat tactics, just like in SEO, to get the extra views, but that’s never a long-term solution. The reason why understanding this is so important is because it will shape how you make your videos. Compare this to blogging: the standard level of content has only gotten to a high level in the past few years, and there are still plenty of businesses producing ugly content without much value.
Not only does it look professional, but it keeps the focus on you rather than some random things in the background.
Well, the white screen background (you could also go with a green screen) type of video is pretty easy. It’ll cost you a few hundred dollars in a photography store to get set up the first time (for a low cost version), but that will last you a long while.
Once you have the screen in place, you just need a decent camera, and you’re good to start filming. Good editing allows you to make the video flow nicely from one section to another to keep the viewers’ attention. That’s why a single video, no matter how good it is, is not enough for YouTube marketing success. On top of that, every time a subscriber sees a video, there’s a good chance they will share it.
Videos often show up in Google results, and it can drive a decent number of views to your video. Include your keyword once in the title, once or twice in your description, and in the tags if it makes sense. By including a detailed description of the video, you’ll naturally include related terms the algorithm can use to understand the topic of your video. Instead of just using the basic information an uploader provided with a video, it also looks at how users interact with your video. Rating (thumbs up and down) – Users can also rate a video by giving it a thumbs up or thumbs down.
Views to favorites or social shares – Just like with subscribing, people will also share a video only if they like it. Using all these factors, YouTube comes up with an appropriate score for each video to decide how to rank it.
The biggest thing you can do to optimize these engagement factors is to make high quality videos (as discussed above). There are a few other small things you can do as well, which I’ll show you throughout the rest of this post. While there are several factors that contribute to YouTube rankings, quality views are the most important. For almost any term you search, the results will have one thing in common: all the videos will have a lot of views. The difference between zero and 2,000 is greater than the difference between 2,000 and 200,000. You don’t need to get hundreds of thousands of views to rank well, but you do need to find a way to get your first few hundred and, if possible, first few thousand on each video. As you get more and more subscribers, you don’t have to focus on promotion as much because your videos will automatically get thousands of high retention views from your fans.
The idea is to participate in a video hosted by the top YouTubers in your niche in order to get exposure to their audiences. At the end of this video, you should be able to ask the viewers of the channel your video is featured on to subscribe to your channel. To find these channels, search for big keywords in your niche on YouTube, and check out the number of subscribers the users on the first page have.
Better yet, why don’t you create a blog post to accompany each and embed the corresponding video into the post? Then, readers can choose whether they want to read your post, watch your video, or do both. When they watch the video while it’s embedded on your site, it still counts as a view. If you have a couple of thousand email subscribers already, you can get your YouTube channel going really fast if a good portion of those subscribers watch your videos as well.
Ask them to share it with their audience if they think their audience would enjoy it, but also explain why you think the audience would. If you’re spending a few hundred dollars (at the minimum) to make a video, doesn’t it make sense to spend $50 to promote it initially?
At this point, you should have a pretty good idea of how you’re going to make videos and get those initial views. Assuming your videos are solid, you should be getting a stream of organic traffic from YouTube itself.
Subscribers will get notified of your latest videos, and a decent portion of them will watch all your videos as you release them.
Not only does this help you rank better, but it also gives you another opportunity to get these people to your website. To add the button, you’ll need to modify your Google Adwords settings to allow you to have access to the CTA (call to action) panel in YouTube itself. Your next option is to simply use annotations on your videos, which you can configure when you upload your videos.
They compared the conversion rate of this approach with not having any CTAs and found that CTAs converted an impressive 31 times better. Finally, you can also take a few seconds at the end of the video to ask viewers to subscribe.
By now, you know just about everything you need to know about building a successful YouTube channel. However, there are a few final tips that I’d like to give you that can make a big difference in your success.
If you have a large email list or existing relationships with influencers to leverage, you can get thousands of views in no time.
But if you don’t, like most businesses, expect to create great videos for at least a few months before you start getting thousands of organic views. Instead, always look to drive those YouTube users back to your website so that you can grow your email list. YouTube is a fantastic marketing opportunity for businesses interested in content marketing. I’ve shown you everything you need to know, including the type of videos you should be making, how you can get consistent, how to get free views to them, and how to turn viewers into customers. If you have any questions about how to determine whether YouTube is right for your business or how to make the most of it, let me know in a comment below.
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At the bottom of this post, you can see a graphic from BI Intelligence showing what the purchase funnel really looks like. It enables social commerce to connect the sales funnel from end-to-end by serving ads that remind users of products they have browsed across the Web but have not yet purchased. If social commerce sites have a large enough audience, even a low referral and conversion rate will result in a good revenue stream.
Create a social editorial calendar to strategically plan content relevant to your prospects3. Each of these social marketing channels is one more way to guide your prospects through your sales funnel.
Frankly, it can be overwhelming to think about using all of them at once as part of your marketing and sales funnel. In the example a little further down, I’m using Awareness, Repeat Visibility and Engagement and Sales. For example, Facebook is great for raising awareness and driving leads, but not for converting sales. If your company cares more about email marketing than its number of followers, adjust your tactics accordingly. Create an ad that sends leads to an optimized landing page on your website where you ask them to share their email address to access content, a download, etc. Depending on where the bottleneck happens, you could miss out on brand awareness opportunities, growing your owned media lists or conversions and sales. Awareness metrics, Facebook Insights and Google Analytics all have flaws, but I have a few tips for you.
Start exporting your Insights data to an Excel spreadsheet so you can consistently track and compare the right metrics and get a better idea of how your tactics are working long-term. Google URL Builder allows you to customize URLs for posts and ads so you can track visitors from social networks and how they move through your site.
If you have a WordPress site, you can even install this plugin that automatically creates event tracking for you! If you’re using Facebook ads, the Facebook ad display algorithm shows which posts get the most engagement. In both instances, keep an eye out for differences in post type, topic, colors, sentiment, message and graphic style.
If you have the budget for it, you can create, test and optimize new ads three times a week or more. Unfortunately, today’s customer is disenchanted, discouraged and doubtful about every form of advertising, so you’re left with customer service.
In fact, they prefer polling their trusted peers for their views and using self-service for information where they can get it.
This software combines monitoring and recording functionality with performance management, analytics, eLearning, and coaching, helping use data captured from the telephone, email, and Web to increase revenue, enhance customer satisfaction, and manage performance, processes, and costs. This lets a regular mom and pop shop rise up against conglomerates, as the internet provides an open battlefield regardless of size. This inevitably gives rise to the service culture, as that becomes the only differentiating factor.
This requires organizations to forecast and understand the customers, their growing needs and have a thorough listening approach to doing business. Businesses need to know where the target audience is, and create custom target audience profiles that target various segmentations according to their various tastes and preferences.
With examples of banks (Halo BCA) and even airlines (American Airlines) responding to their customer with above 90% accuracy and within 3 minutes (Twitter), leaves competitors with little or no room for slack.
Competition allows users to switch easily, with better options and features being offered every single day. With the exponential growth of social and web, it is inevitable that the modern consumer will continue to be more informed and open to change. Businesses need to leverage tech to listen closer and better, and make decisions accordingly.
Voice of the Customer Analytics solutions provide the tools needed to transform these seemingly divergent goals into complementary ones. This is where the split occurs – if consumers are provided with experience that goes beyond meeting their expectations, they can potentially advocate the brand itself. Social Channels like Twitter, Facebook and LinkedIn have provided enormous opportunities to businesses to be able to engage with their current and potential clients.
This IOT trend will lead to opportunities where customer service can be delivered in a “Wow!” manner by adding a social flavor to virtual reality. They struggle to become a more customer-centric enterprise because information does not always easily flow from one channel to another.  To drive top line revenue at a reasonable cost, they need to manage the customer engagement holistically across multiple touch points and create greater value from their resources. By leveraging this intelligence, businesses can better engage customers, deliver a more consistent customer experience, and gain valuable insight for continually refining products, services, processes, operations, and staffing.
How we reach customers, track them, analyze our interactions with them and how we score our level of engagement. You can’t really have a conversation unless both parties want it and both parties are getting some value. If someone is doing something that indicates interest, correlate those behaviors and give me an indication of state of readiness in the buy process. Unfortunately, this makes it very difficult to track and cross-reference multi-channel engagement and communication efficacy. Reach metrics like shares and retweets are more interesting, but I think the new metrics will be more about mindshare and context.
Any company that tracks on leads exclusively, and I know a lot that do, are destined for failure.
We use the score to track how interested a prospect is in us, and we use the grade to determine how interested we are in a prospect.
It involves using technology to organize, automate, and synchronize sales, marketing (all aspects of it?), customer service, and technical support.


Does it really automate, organize and synchronize the interactions and functions in today’s highly social world? Jive’s Social Business software combines the power of community software, collaboration software, social networking software, and social media monitoring offerings into an integrated platform.
Aptean empowers people and businesses with end-to-end, industry-specific software solutions to address complex business challenges more effectively.
Epicom builds, supports, and hosts high-performance web-based Customer Relationship Management systems. InsideSales is the global leader in cloud-based sales acceleration technologies and solutions featuring cutting-edge technology that accelerates sales with science.
What strategies and solutions do marketers still have to implement to marry the two – CRM and Social – in the most efficient way?
More and more we are seeing organizations appealing to their target audience by providing compelling content that not only helps them do their jobs better, but keeps them up-to-date on the latest industry trends and techniques. This transition might take time, but the sooner you do this, the more likely your competitive advantage is to be solidified. Most of the major marketing automation applications have a social media scheduler and tracking mechanism built into the application.
Think about how a financial services advisor or call center representative can leverage data from several channels – social, such as Facebook, LinkedIn, Pinterest combined with the historical data housed in the CRM or marketing automation tool – to give customers and prospects an outstanding experience.
It’s becoming more common to see CRM integrations that pull in a lead’s twitter stream or maybe iframe in some LinkedIn data about the lead or company. By improving those three areas, marketers will be able to effectively manage and dedicate the attention that each individual prospect needs to close a deal. There are robust CRM and marketing automation platforms available that can integrate to virtually any system and manage any marketing initiative you can think of.
It can probably already be done to a certain extent, but uploading and cleansing of data by combining all sources can certainly be automated so that the data sources are always ‘fresh’. It would be nice if a KPI dashboard for marketing came out of the box with plug-ins to the marketing automation solution. List management: CRM should identify the best-targeted list based on successful progression through the sales pipeline. Lead scoring and sorting: CRM should dynamically modify scoring based on the success of leads with similar attributes. 360 degree view: CRM should intelligently recommend other contacts within a target company. The CRM is becoming the core database of information and has the data marketers need for segmentation.
CRMs tend to focus more on sales reports than marketing reports and ignore the activity that occurred before a lead was assigned out. We hear a lot about social but the truth is, it’s a small percentage that have demonstrated ROI from their social marketing endeavors. Compare a video and a blog post about the same topic and of similar quality levels, and the video will cost more.
Your videos will get views, and those views will lead to subscribers and sales for your business.
This would allow me to get my marketing advice in front of them and, eventually, my products as well.
Finally, you just want to do a common sense check and determine whether the audience you’ve nailed down actually wants to get their solutions in the video form. It makes sense because it’s the simplest way you can show movements and explain complex topics. Even if it gets good ratings, that doesn’t ensure that it gets picked up for a second season. Even if your first video doesn’t impress a viewer enough to make them subscribe, maybe another one of your videos in the sidebar will. The title is only a sentence long, and tags can’t be weighed too heavily because they contain limited information.
YouTube can’t put much weight on the comment count since comments could be negative too.
A call to action will significantly impact your viewer-to-subscriber conversion rate, which is why all top YouTubers do it. If someone says something legitimately negative about your video, take it as an opportunity to learn and improve your future videos.
This way, even if YouTube bans your account for some reason, your business will still be fine.
If you focus only on owned media like follower numbers and email addresses, you may have trouble with conversions. Each facet builds upon its own functions, as well as the functions of other networks, to lead to your ultimate goal: sales. Look at which of your tactics and funnel sections are best or worst compared to industry averages and adjust as needed. Just knowing the commonalities of those top and bottom posts can help you dramatically boost your post engagement. Run Facebook, Twitter and even Reddit ads to see which works best for your audience and gives you the best awareness or conversions for your money. The mantra is to “be available”, therefore the quality of customer service becomes more important than ever. With examples like Google and Facebook constantly researching and adapting to engage, maintain, increase and even create new market share, these are only the stepping stones towards a more educated audience who is empowered to make their own decisions. Businesses need to be more agile, open to differentiation and keep a close eye on how consumer demands are shifting. Tech itself on the other hand needs to continue to support presence on various platforms and keeping in line the adaptation ratio. Research suggest that a happy customer would tell an average of 6 people about their experience as compared to unhappy ones, who would voice their experience to up to 20 people or even more. Humans like to interact with humans, and according to the Mobius Poll (2002), 80% of customers prefer to speak to someone even on the weekends. Now I have nothing against the IBM corporation, but to continue the conservative metaphor that “IBM” represents in the above saying, my question is: Can you show me a great wealth creation story that was built through a “just buy it from IBM” approach?
Marketers need to be pragmatic about specific needs during multiple interactions with the brand and how those interactions lead to a compelling conversation that drives the customer to purchase and build loyalty towards the brand long term.
Some companies who might give themselves permission to intrude in your social networks or to use your content for marketing purposes without letting you know could really misinterpret that. I would love to see someone in the automation space come up with an automated method for addressing this problem. At Get Satisfaction we have done some interesting work to understand the context within which customers share information. For instance, we know that certain compelling events are what make certain segments of our customers buy. Our scoring continues to perform well, and we give higher weights to the kinds of activities that are typically associated with prospects that are further down the line in the buy cycle.
Thought leadership is critical to set yourself apart from the competition and technology like CRM and social channels are the enablers to get your message out to an audience that wants to hear it. By using a marketing automation tool, not only will your marketing team be more efficient, but your sales team will also benefit.
In the ‘age of the consumer’, it’s the ability to combine data sources that will give you a competitive advantage The technology is here – now it’s a matter of aligning it with your internal processes to find success. Marketers have to develop targeted messages for a niche market and need better CRM data to do this.
Instead of trying to completely recreate content for each group, build a framework or template to work from. CRMs have the reporting capabilities to filter the data to create segments, but CRMs could certainly be more advanced when handling static vs.
Some marketing applications handle this type of reporting, but aren’t always well integrated with the data in the CRM system. CRMs should evolve to not just offer reports on data, but also provide an analysis of that data.
It’s a process that often means a phased approach and that’s why it’s so important to find a CRM solution that doesn’t box you in to a particular set of methodologies. Or, if you only focus on brand awareness and neglect email marketing, you’ll likely miss out on sales. Take the time to analyze your previous and current posts to see what worked and what didn’t. Let’s find out from our virtual panel how the game is played and what technologies are out there today to support it: Ryan Hollenbeck, Senior Vice President, Marketing at Verint Systems, Ilya Bodner, Chief Revenue Officer at The Shipyard, Hamza Nasir, Director Strategic Relations at LiveAdmins, and Jeh Daruvala, CEO at Yactraq. What challenges will customer-centric companies be facing in the next few years and how should technology evolve to address them?
Social media has also given the consumers’ voice unexpected power, driving them to expect companies not only to listen but proactively seek out their feedback. An example of this would be the switch to E-governments in the past 20 years, 50% of which failed completely or partially.
Some examples of Live Chat for consumer engagement would be LivePerson, LiveAdmins, LIve Chat Inc. One thing that’s always bothered me about medium to small companies is how frequently they try to change their message to adapt to what’s the cool thing of the moment and they forget about being something unique to their market. Modern agencies run your social programs, handle industry analysts, trade analysts, financial analysts, awards, speaking. This tracking methodology only works if you can get the user to opt-into proximity based programs, by again providing a compelling value based offer, but once initiated, can truly give you a better view of how your online initiatives are affecting your in-store sales. For instance, if they are more likely to search for answers than actually post a question while on a mobile device (BTW, they are!), then what is the impact of providing great answers in mobile? Click through rates are no longer relevant in a world where people choose to read personalized content at their leisure and the message itself may lead to a purchase via a social avenue, or via mobile and not necessarily through the traditional online purchase path.
We’ll be working on creating marketing programs that help us identify when our lead is nearing one of those compelling events. We gathered a group of those professionals who have their hands on the levers of CRM systems to discuss issues that automation systems face today. For example, CRMs should be able to automatically pull info into the CRM from a company’s LinkedIn page like the number of employees or industry.
Marketing is more exciting than ever with the ability to not only identify and nurture a prospective buyer, but to become part of their landscape and all of it can be managed from a single system that is leveraged across the organization by function. In order for marketers to easily report on the effectiveness of a campaign, the time to convert, best leads sources by revenue won, etc., the data needs to be integrated and CRMs need to have more advanced reports for marketing campaigns. For example, the CRM could show a trend chart on the number of leads generated in certain industries based on time of year. A solution that can grow with your organization and help you build on a 5-year plan for social marketing is going to be a smart fit.
Measure and take action through retargeting advertising for visitors who come to your landing pages, do not take action and leave. It takes a long time unless you’re IBM or Verizon and have millions to spend carving out “brain space” to refresh your message. This approach provides more insights into where marketing dollars should be directed and results in higher conversion rates as initiatives are more targeted and personalized.
Or automatically pull in a lead’s title or current city from LinkedIn, FaceBook, or Twitter. Once the processes are universally adopted technology and data integration become very focused and executable. Some of the advanced marketing automation applications have dynamic content to automate this effort, but that’s not completely necessary. The marketer could easily see that in certain times of the year they get a better response rate from some industries or demographics than others.
We couldn’t have imagined the impact of a channel such as Twitter before it came along so there’s a need to be open to the possibilities while still being as effective as possible using the channels that work for your business now. By automatically pulling in more data into the CRM system, marketers have more to work with in terms of segmentation. For example, if you’re developing a series of highly-downloaded ‘how to’ videos, it makes sense to house them on YouTube and use all other social channels to support that effort. Follow a multi-channel strategy by posting relevant content and calls to action across different networks and media such as email, blog, webinars, social networks, etc.7. As companies move from an email service provider to a marketing automation tool, email marketing moves away from massive, impersonal eblasts toward more sophisticated nurture campaigns with better targeting and personalized delivery of content based on behavioral triggers. If a customer case study is produced, it can also become a webinar, a blog post, a press release, or content for an email to a prospect in the same industry as the customer case study.
Consistency is still key and CRM can help by creating a synergy across channels while providing a closed-loop on feedback and other metrics that will help shape your marketing plans in years to come. Even after a sale has been completed, continue to engage with your clients through social media. Some of your new clients can become social advocates for your company.The full infographic is below.
More importantly, how do you nurture your prospects in today’s digital and social media savvy world?This interesting infographic provides social media tactics to move prospects and leads through the sales funnel.
To be clear, I do not agree we should abandon traditional tactics that are continuing to provide ROI but there is probably something new in the digital world you can add to improve your lead nurturing. Director of IT but how much more meaningful would it be to know that he leads a LinkedIn group on Social Collaboration that has 7500 members and uses his Facebook page to share best practices.
I will highlight below the points which are relevant to B2B lead generation.According to the infographic, 80% of customers expect businesses to be active in social media. The majority of prospects and leads expect your sales team to be active in LinkedIn at a minimum.What does a sales funnel look like in today’s world?Awareness is achieved through repeat visibility and engagement.




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Comments to «Social media sales funnel jelent?se»

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