Social Media + purchase = Leveraging social media to close the deal?
Recruitment is core to a business. But as we can see in the telcom business where the field is closed by major companies, the issue isn’t anymore in recruitment. It’s now on loyalty. Most of the business don’t need anymore to prove the value added of their offer, they need to prove to consumers they’re doing better than the other competitors. That’s in that process the social media marketing would be the best lever of business.
TV can’t generate any conversation
As Idris Mootee explains in his post, marketing is based on demand, clustered in 3 specific uses: demand creation, demand enhancement, and demand fulfillment. TV, billboards, and radio spots fulfill well the demand creation due to the massive audience they touch and their format. When speaking of demand enhancement or fulfillment, their format has no more value since people need to get offered the opportunity to engage with the brand and generate a conversation before buying. People need to have confidence in the vendor expertise, to get specific information answering their specific need, and to know more about the product itself. What traditional advertising can’t do.
Connecting social media to your brand culture
Social media is then a better tool to improve demand enhancement and fulfillment by generating a conversation using a human voice. Social media marketing recreates the context of a human to human sale and make possible again to develop arguments according to people’s needs. Connecting social media marketing to CRM program and including it in the recruitment process is then obvious.
But more than that social media is, like branding, a way to show and spread your brand image and your consumer culture. That’s a differentiation path that some have jumped into and can be seen as a standalone branding tool like showing the way you’re accompagnying your customers. Are you in?
Photo Credit: Poopoorama
