B2B: Top tips for selling digital to a sceptical board
Blog Posts | By Rowan Grace Evans | 20 May 2014 |
Perhaps one of the hardest questions facing any Social Media professional, either agency side or in-house, is what impact will this have on our bottom line?
While FMCG and B2C companies might be able to bridge this gap, as social referrals have a direct impact on sales, the B2B and Financial sector struggle to see the point of social.
However, there is an answer to this question.
Firstly, not taking Social Media seriously or not having a social presence is the equivalent of not turning up to a major industry event - your competitors are there, your customers are there, and the chances are they are going to be talking about you in your absence. The only way to determine what is said about you is to show up and take part in the conversation.
Secondly, for brands with a longer or more disjointed sales funnel, social is still a powerful brand and reputation tool, as almost every company wants to be seen as an expert in at least one field and Social Media allows you to share that expertise, if not your core product.
Social Media is unlikely to change the business or marketing model for B2B brands, however, should be seen as a credible route to market, as the customer who buys into your content and knowledge is more likely to ultimately buy into your product.
Top tips for selling digital to a sceptical board
- Demonstrate competitor use
- Make plain the benefit to the brand - Social media has no more or less attributable ROI than an ad in the FT, but we still do that!
- Identify key influencers in your industry who use social (usually commentators or journalists)
Metrics to demonstrate ROI
- Reach
- Sentiment
- Traffic referrals
Tagged: Brands, Social Media
Filter posts
- All 99+
- Blog Posts 99+
- Events 9
- Magazine 99+
- Press 99+
-
Sector Reports
- Alcoholic Beverages 4
- Automotive 8
- Beauty 9
- Boutique Hotels 8
- Brown Goods 12
- Car Hire 16
- Consumer Electronics 11
- Cruises 9
- Cycles 4
- Energy 9
- Entertainment Retail 9
- Fashion Retail 25
- Flights 17
- Furniture 6
- Gaming 18
- Golf 4
- Holidays 24
- Home & Garden 10
- Hotels 25
- Insurance 25
- Jewellery 4
- Kids 4
- Online Dating 8
- Other 21
- Property 1
- Recruitment 14
- Retail Banking 25
- Shoes 5
- Sportswear 4
- Tools & Hardware 3
- Watches 4
- White Goods 14
-
Social
-
Videos
- Whitepapers 10
- SEO 314
- Social Media 225
- Google 199
- Paid Media 188
- Paid Search 188
- Natural Search 184
- Integrated Search 164
- Brands 132
- PPC 127
- Sector Reports 111
- All Tags
Powered by Gossip