People are talking about you. Right now. They’re saying good things, and not so good things. They’re making comments and asking questions. They may even be giving answers and advice on your behalf. But they’re most definitely talking about you.
They’re posting comments on Facebook, Twitter, LinkedIn, and Tumblr. They’re uploading photos to Instagram and Pinterest. They’re leaving comments on YouTube, and posting reviews on Amazon.
If you’re not part of this ongoing conversation, then you’re essentially delegating brand management to complete strangers who may not have your best interests at heart. At the very least, you need to be monitoring the conversation. Ideally, you’re driving it.
And before you dismiss this as a “consumer thing,” understand that this happens with B2B as well, because we’re all consumers. B2B might be a convenient fiction that lulls you into a false sense of marketing complacency, but no one sells to a “business.” You sell to a person – a person with the same desires, hopes and fears that have driven purchasing decisions since Gronk needed new fire stick for cave.
And remember that in B2B we’re selling one thing: Career Success. I don’t care if you’re selling nails; forklifts; or enterprise software, whenever someone is buying in B2B they’re buying to help them accelerate their career. And you’re selling AGAINST one thing: Fear of Being Fired. As long as your “Career Success” bar is significantly longer than your “Get Fired” bar, you have a good chance of closing the deal.
Watch the video to learn more about the five core systems that enable our Social Command Center to listen, engage and amplify communications with our customers. Then continue the conversation here: @gradconn.
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