When it Comes to Social Marketing, Are you an Individualist or a Utilitarian?

When it Comes to Social Marketing- Are you an Individualist or a Utilitarian

Modern philosophy was by two important “schools” of thought: individualism and utilitarianism. Although most people misconstrue one for the other, they normally differ in their content. For the individualist of the Ayn Rand variety, personal happiness is the main objective in life. For the utilitarian followers of Jeremy Bentham, ultimate virtue pertains to giving happiness to the greatest number of people.

We can relate these two schools to the B2B world, particularly in the rough-and-tumble world of social media marketing in which a business is made to decide on strategies providing utmost efficiency. More important still is choosing the appropriate mindset to adopt.

Individualist: We’ll Do it My Way

The noteworthy author of Atlas Shrugged and the Fountainhead believed that Man (in its individual conception) is an independent and sovereign being. Opinions outside his realm are alien if not irrelevant to how he lives his life. He also acknowledges that there is no force that influences his life (e.g. society, religion, the State) other than reason and the ability to make free decisions.

To put this in the context of social media marketing, business managers can take the individualist path of creative self-realization without the pressure of competition. Rand herself writes in one of her letters that

“The creative man is motivated by the desire to achieve, not by the desire to beat others.”

In a way, B2B companies should think of finding their own unique ways to market their products and services using social media platforms rather than concocting copy-cat gimmicks in a bid to outdo the competition.

Related:  5 Most Effective Ways to Use Social Media Marketing to Promote Your Event

Utilitarian: A Spoonful of Goodness

A far cry from the objectivist point of view Ayn Rand proposes in many of her works, English philosopher Jeremy Bentham’s utilitarian postulates assume a more humanist and altruist perspective. Justice and ethics are central to Bentham’s works, and to the string of modern utilitarian scholars he inspired. Encountering the problem of how best to act morally, they are all one in saying that the greatest good derives from the dual act of adding to the satisfaction and lessening the pain of a great number of people.

Related:  What are Your Social Marketing Goals?

Businesses that assume Bentham’s stance believe in one thing, and that is customer satisfaction. Whatever social strategies they apply, the most important thing for them is to provide business solutions, to be wherever there is a small business struggling with specific issues. In short, businesses that follow this path are more customer-centric in their lead generation activities.

What are you?

In terms of forging B2B customer relations through LinkedIn, Facebook, and Twitter, which of the two mindsets would you rather assume? If you’re still not sure, you can always subject them to a Hegelian synthesis, in which both are prioritized equally. 

 

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What are Your Social Marketing Goals?

What are Your Social Marketing Goals?

A Business2Community.com article states most B2B marketers struggle with defining their social media marketing goals.

“For instance, should you focus on the number of blog posts per week and tweets per day? How about the number of fans and followers? Maybe retweets, brand mentions, and social reach? Or what about website traffic, clicks, and leads coming from social? Setting social goals can be confusing,” the article said.

But for all its setup, social media can still provide businesses with an edge in terms of acquiring high quality leads. B2B enterprises can still source a potential customer from their social traffic – if they already know their way around. What gets in their way in attaining positive lead generation and conversion results is a lack of an efficient strategy, which is preceded by a lack of clear and consistent goals.

A journey ends up nowhere without a clear objective. Here are some ways you can narrow down your goals and focus your resources on the things that do matter to the organization.

Use the CARE model

SmartInsights.com reveals an efficient model for content marketers to use in if they desire to increase the efficiency of their digital campaigns. Using the CARE model, marketers need to highlight four things:

  • Content. Determine the type of content to be delivered to one’s constituency and the corresponding ways to deliver it to its intended audience. Check out Dummies Guide for Content Marketing
  • Audience. This pertains to the people who are targeted for a particular product. Identifying their needs through effective market research is vital for crafting the right message that will get them to engage. Know the different types of decision makers before you make a call.
  • Relevance. What are the trends prevailing in the market at the moment? For sure, buyers want to know about solutions that coincide with present situations and will decline anything that is outdated and unrelated to current demands.
  • Evaluation. Perhaps the part where many marketers struggle profoundly. But they can always get through the difficulty by setting up important KPIs that identifies top performing blog posts and content forms as well as the number of unique visits per device.

Focus on engagements

Make sure that you create shareable content. Blog articles, EBOOKS and infographics with viral potential are worth retweeting and are essential for building an audienceship.

Example:

Aim for competency

The most important goal to pursue is to provide satisfaction to existing and potential customers. Creating social campaigns that places the buyer at the top is perhaps the greatest goal to achieve because of the benefits that come along with it: increased revenue, better reputation and an efficient marketing infrastructure.

You can even use social media to boost audience to your events.

 

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Outbound Marketing: Reaching out to your Target Market

Outbound Marketing: Reaching out to your Target Market

 

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Top Tips to a Better Mobile Marketing Experience

Top Tips to a Better Mobile Marketing Experience

B2B marketing today has come a long way. A long time ago, in a mystical period known as the 80s, companies that needed to increase their client base depended primarily on the telephone to generate leads.

Today, marketers are provided with more options for promoting their products and services with higher chances of acquiring high profile conversions. Along with social media, mobile marketing is one of these innovative channels that have made it possible for B2B companies from various industries to increase sales as well as broaden their brands’ influence.

On that note, B2B marketers are constantly seeking for effective ways to leverage mobile devices in their lead generation. Oftentimes, since the effectiveness of mobile isn’t absolute, marketers can unknowingly apply the wrong methods. These inevitably cost mobile campaigns dearly, and companies should best identify and stay away from them.  

What you can do to avoid these mistakes is to take into account these effective mobile marketing tips courtesy of Huffington Post contributor and digital marketing strategist Scott MacFarland.

Irrelevant Content

Put your consumer hat on. Do you like it when you get spammed from companies that are sending you irrelevant communications? Brands must make sure they are producing content that is perfectly aligned with their persona’s needs. If they don’t, their competition will, and that will be revenue lost.

Related: Problem with “Counter-Content”? Take these B2B Lead Generation Tips

Poor Timing Of Communication

Marketers tend to pay attention to the timing of emails, social posts and believe it or not, even their direct mail (does that still happen?). That also means we must think about the customer, their habits, desires and needs, and serve them the perfect offer at the perfect time with the right message. If a text based offer for a lunch special comes at dinnertime, guess what? We’ve missed the opportunity.

Related: The ‘PERFECT’ Time to Call a Prospect in Singapore

Continued Communication That’s Not Relevant

The key here is “continued” communication. As a brand, it is considered a cardinal sin to continually send communication and marketing messages to prospective customers and even existing customers if the message is not relevant. This will annoy them and soon they may unsubscribe from your communication channel – then you’ve lost them. You invested time and money to get them, now you need to spend the extra time to figure out what they want, when they want it. This increases engagement, website traffic, customer lifetime value and ultimately increases revenue.

Don’t Forget About Location

Mobile marketing is not just about connecting with the customer. It’s also about understanding their location as well. The retail market is a perfect business model to leverage the power of mobile, especially when they take advantage of location data. This data helps the marketer have a more complete data set, which allows them to craft strategies more effectively – thus increasing engagement, retention and store traffic.

Coupons

Regardless of your business, a coupon can be used to drive in-store foot traffic, online conversions, and customer retention or even help promote a new product or service. In a highly competitive market, coupons show value to the customer, especially if it is delivered in a timely manner with the right message. There are many ways to use a coupon and a mobile device is the perfect vehicle to deliver the brand message anywhere, anytime.

Overall Value To The Customer

Marketing 101 says, if the brand is not offering value for the customer, a transaction won’t occur. When mobile marketing is not offering value to each and every customer, the brand in essence is communicating to them that they just want your name, mobile phone number and of course your money, not your respect and trust.

Related: How to Make Current Customers in Singapore Renew Their Contract with Your Company

Find The Right Mobile Partner

This is an absolute must for any CMO or CIO looking to dive into mobile marketing. I have experienced a few poor decisions when agencies were hired and they didn’t really have the expertise needed to execute. The tip here is to find a mobile company that knows mobile marketing strategy and technology better than anyone else. You don’t want a company that’s just a reseller of another knock-off service. Additionally, make sure the mobile partner has a robust customer centric service team to help when you need it. When you do find a company that can do all of these, you will soon realize they are the smartest firms and you want them to be on your side because mobile technology is moving at warp spend and your agency partner must be able to move with it successfully.

Think Like A Customer – Act Like An Intelligent Brand

Don’t allow your mobile marketing to negatively impact your sales. Make sure you take full advantage of the data sets that are available. This will help you not only understand your customer, but communicate with them on their mobile device in a precise manner and location that truly excites and engages them to want to make the effort to purchase. Take advantage of all your customer data sets and think like a customer, but act like an intelligent brand.

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Signs That Your Buyer is Not a Good Fit for your Business

Signs That Your Buyer is Not a Good Fit for your Business

Traditionally, buyer-seller relationship was never great. Salespeople are still doing an old school method in selling. They use aggressive and selfish techniques to win a business which buyer decided to do something in to make sure they were not scammed.

In modern sales, salesperson and vendor can create and choose their own ideal customer for their business. Before even creating a brand or a product, businesses already know who their buyers are. Why? Because every time there’s a new customer who don’t see the value of the product, their bad experience reflects you and your company. Knowing who is the right customer for your business ensures a long and healthy relationship with your customers.

Salespeople should always be careful to evaluate their prospects at every stage of the process so they can provide the best outcome for their prospect and their company. Some of the characteristics and behaviors that define a good-fit buyer are obvious, while others are a bit more nuanced.

Let’s evaluate every stage in your sales cycle and find out the indicators that you have a poor buyer for your business.

#1: Prospecting is the stage in your sales process wherein you identify your potential customers.

Signs:

  • The location of the prospect is not within your target area
  • The type of industry does not fit your target market
  • The company size is larger or smaller
  • The company revenue is higher or lower

You might also like: How to Get rid of Dead Leads on Your Database?

#2: Presentation or discovery is the part where you ask questions to know more about.

Signs:

  • They don’t have any need for your product or service
  • They’re happy with what they have for now
  • They have a third-party company who provides them with the same product or service
  • They don’t have any issues or challenges with their current setup
  • They have areas that they would like to improve don’t have budget for a new project. 

#3: Proposal is the part where you introduce to the prospect the features of your product or service and how it can benefit them.

Signs: 

#4: Negotiation is where you try to customize your product or service to your prospect’s needs or if you want them to renew their contract.

Signs:

  • All answers of prospects are; “We don’t need that”, “We’re okay”, “We’re not interested”, “No, thank you”.

#5: Closing is where you get the commitment of the prospect to buy your product or consider your service.

Signs:

Using these signs, you will be able perfect your lead qualification process and identify if there’s an opportunity to promote your product or service and eventually turn this prospect into a buyer that is fit to your business.

Updates: Callbox on Money Mind Singapore: What a CEO Had Known About the Philippines

 

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