By Max Stinson, Published November 14, 2014
Does the blog title sound like a really hefty task for most marketers (or even human beings)? There are quite a handful of popular social media channels as well as other digital broadcasting platforms. How do you propose to generate, follow-up, and close your sales leads all the while maintaining the life of an online personality?
Yes, there could be some merit when B2B marketers adopt the social media habits of a Kardashian. It’s just that not everyone in the world literally is one.
First, let’s start on the level of an individual professional. Everyone has their own strategies for balancing work and life. If you’re going to mix it up in order to succeed on social media, don’t you think it’s still going to be a lot different than the typical Kardashian style? Not everyone attends fancy parties and get themselves on socialite publications.
All professionals however, want to reach the people who’ll eventually convert into paying customers. These can include vendors of enterprise technology, healthcare, and finance, as much as those emulating the Kardashian brand in the high-class luxury industry.
What needs to be done is to establish a more basic, generalized framework for social media marketing initiatives. It has to be one that doesn’t clash in particular with any sort of lifestyle or corporate culture.
- Step 1: Identify yourself – Most often, marketers assume they need to identify a target audience before they start creating content and deciding which social media platform to dominate. There’s actually a much earlier step than that. It’s more important to first recognize who you are as a company and as a culture. This identity is what should guide you to the kind of people you want to do business with.
- Step 2: Alignment – Here’s another example of what you might call a social media tycoon: Felix Kjellberg. Never heard of him? Okay, but if you’re a YouTuber, you’d know that this is the real name of gaming icon PewDiePie. He and the Kardashians are entire worlds apart but they all have managed to align their identity with a matching target audience. Can your social media initiatives do the same?
- Step 3: Synchronicity –Synchronizing the personal and professional requires you to put out both on a regular basis. You don’t necessarily have to broadcast every single second of your company’s day but you have to offer enough glimpses that are consistent with your lead generation goals.
Finally, if this all sounds so tough to you, here’s a simple way to get started. Simply put your social media campaign in the back seat. By back seat, it doesn’t mean second priority. I mean the back seat as a perspective. While you’re driving sales through other activities (e.g. meeting other clients, implementing projects, addressing problems), give potential clients a place to watch you do it. That’s all there is really.
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