We know the old adage, "The customer is always right" - but we also know that it isn't always true. One thing we do know for sure is that in order to close the deal with customers, we have to be engaging.
Social media has given B2B organizations the opportunity to engage with customers by way of multi-channel engagement. Best-in-Class B2B companies are constantly engaging with their customers through social media. Channels like Facebook, Twitter, Pinterest, Instagram, LinkedIn and more, provide an avenue for Sales and marketing by which to connect with customers and start or continue the engagement process.
It has become essential for companies to take part of conversations that are happening on social media. Having a brand accessible on various social media channels opens up a world of opportunities for companies to connect with a whole new segment of customers.
When marketers are engaging on social media, there are a few things they have to keep in mind; the value of the product, where the prospect is in the sales cycle, the consistency of the message, and more. All these elements have to be pursued by two essential methods - engagement and education.
Engage
Whether pre-sales call or post-sales call, companies have to achieve effective customer engagement and discover the messages that resonate with them most by uncovering their needs. Social media has given companies a powerful platform from which to discover this. Whether pre-sales call, when a customer is looking for information, to post-sales call, after a prospect still needs convincing, social media allows companies to zero in on customer needs and construct meaningful messages.
Educate
A great part of customer engagement and building relationships with customers is doing so by educating them. The more thought leadership and content marketing collateral you incorporate into your social media strategy, the more informed customers become and as a result are more prone to making a purchase-decision. After all, customers are online to get more product knowledge. Generating exciting content works to enable sales reps throughout the conversation. Whether it's infographs, digital brochures, guides and other collateral, when done right, meaningful relationships keep prospects coming back for more.
Marketers succeed where others fail because they have figured out how to communicate with social media customers. Targeted messages on social media have the power to engage with prospects in a meaningful way and enable sales and marketing teams to get results for the bottom line.
Whether you are targeting a customer before the face-to-face interaction, or after, broadcasting your content to them through their preferred channel can work to attract them to your brand even more.
Are you using social broadcasting to reach a whole new pool of customers?
