Everyone’s talking about Social Selling these days, trying to get their arms around what it means and how it works. While much of the focus now is on tools and techniques, it’s important to recognize that there are different approaches and different styles of social selling, each of which are appropriate for different sales personalities and brands. What kind of Social Sales persona is right for you?
There’s been a stream of negative posts about social media in B2B circles lately—a marketer’s lament that social isn’t all it’s cracked up to be. It sucks your time. It doesn’t deliver results. Everyone is so fake. In fact, social media is anti-social, replacing real friendships with artificial ones. Let’s all cancel our Facebook accounts and stop? this? life-sucking abomination, as if the loom might be broken.
The Value Proposition, and its close cousin, the Unique Selling Proposition, are two time-honored tools that have been used for ages to help marketers crystallize a message that is relevant to customers. In the age of social media and social selling, they still represent the crucial core of good positioning and messaging. But marketers need some new ways to address the unique challenges of dialog.
Over the seven years we’ve been working with companies to incorporate social media into their marketing mix, we’ve seen a lot of changes in the way companies approach social marketing. Mostly for the better. But one area where we still see companies struggling is in deciding who should speak for the company in social media.
The Wall Street Journal released an article Monday hyping a Gallup report on the “Myth of Social Media”. The report and the article are so flawed? it’s an embarrassment to both organizations. Half of the buzz making the rounds this week manages to find the one kernel of blindingly obvious truth in the article, that social media marketing is about quality of engagement, not likes and follows. But many people are blindly retweeting the link-bait title of Gallup’s report, that the influence of social media is a myth, and it’s Gallup’s report that deserves to be busted.?
Over the past couple of years, I’ve heard a growing drumbeat of complaints about marketing in the IT channel. I’ve heard it from channel managers, field marketers, partner marketing and sales teams. I’ve heard it phrased a dozen different ways. I’ve heard it applied to email, digital, events and telesales. But the message is always the same: “We’re not getting the traction from marketing programs we’ve always counted on.”