Post by account_disabled on Dec 23, 2023 22:44:58 GMT -5
I already talked about it in my first articles in 2010: Social Networks, 5 strategies to reduce your sales, December 3, 2010): in cases of more and more numerous, both in BtoB and in BtoC, the seller is no longer just an order taker. The buyer or consumer has already done all their research and selection work online and the salesperson only becomes an order taker. What is also clear is that we are in an excessive Push approach (see link above to article from December 2010, but I have done many others since). A Marketing Director in a large FMCG (Fast Moving Consumer Goods) group told me that this is what still works best today on the web for this type of product: mass media, buying space , in the share of voice.
In addition, for these products, the unit acquisition cost is often very low and conversion is difficult to Email Data measure. We cannot target 1 consumer, we are still in a logic where we must reach as many people as possible. The consumer can spend 2 hours reading everything about a product on a site, the final choice is often made at the point of sale: rupture, competing promotion... On the other hand, for BtoB and for purchases involving BtoC, Push is significantly less efficient (and often more expensive) than Pull, even if the vast majority of operators remain in a very push logic. Data marketing for example, based on a customer-oriented approach gives excellent results (Data Marketing: you are sitting on a gold mine that you are not exploiting).
I am absolutely not criticizing and I am not at all questioning social selling, but the use that is made of it or that is put forward by some. Social selling, like social networks in general, can give excellent results if they are used well, or they can very well give nothing at all. My articles have brought me a lot of contacts, connections, exciting meetings, interviews, conferences, meetings, business... But a CEO of an SME that I met recently told me that he had published 2 articles per week for 1 year (i.e. roughly twice as much as me). These are good articles, which address HR issues, well written with beautiful photos. Without going as far as a customer or a lead, it didn't even bring them a contact. I have met salespeople who do “what not to do”: directly approach prospects through LinkedIn and who have meetings.
In addition, for these products, the unit acquisition cost is often very low and conversion is difficult to Email Data measure. We cannot target 1 consumer, we are still in a logic where we must reach as many people as possible. The consumer can spend 2 hours reading everything about a product on a site, the final choice is often made at the point of sale: rupture, competing promotion... On the other hand, for BtoB and for purchases involving BtoC, Push is significantly less efficient (and often more expensive) than Pull, even if the vast majority of operators remain in a very push logic. Data marketing for example, based on a customer-oriented approach gives excellent results (Data Marketing: you are sitting on a gold mine that you are not exploiting).
I am absolutely not criticizing and I am not at all questioning social selling, but the use that is made of it or that is put forward by some. Social selling, like social networks in general, can give excellent results if they are used well, or they can very well give nothing at all. My articles have brought me a lot of contacts, connections, exciting meetings, interviews, conferences, meetings, business... But a CEO of an SME that I met recently told me that he had published 2 articles per week for 1 year (i.e. roughly twice as much as me). These are good articles, which address HR issues, well written with beautiful photos. Without going as far as a customer or a lead, it didn't even bring them a contact. I have met salespeople who do “what not to do”: directly approach prospects through LinkedIn and who have meetings.