Many organisations feel pretty smug that their social media strategy is ticking along nicely, regularly pumping out content to a tidy little band of prospects and customers around the globe. Sorted. Or is it?
There’s one critical thing missing from virtually every piece of direct social media content… the ‘where to buy’.
Imagine the scenario… you’re so keen to see the last instalment of your favourite TV show that you are prepared to put up with the multitude of adverts. Just as you are losing the will to live, the virtues of the next best line in underpants grabs your attention, you’re hooked, you want some. But the advertiser leaves you hanging (literally)… they fail to tell you where to buy some. You have to work it out for yourself, a task which rapidly gets forgotten as your programme starts up again.
My point is that organisations with an indirect route to market (channel partners, dealers, agents, etc.) are guilty of this too. They communicate directly with their target audience using social media (amongst other media), but, because they need to remain impartial, they don’t offer their audience ‘a source’ of their products or services in their content. Epic fail.
So what’s the answer to closing the sales loop using social media? If you deploy an indirect route to market, with multiple partners representing your brand and supplying your products, why not give them the power to communicate your messaging for you? Give your partners the social media content you are currently pushing out directly; you are even able to target your content to specific segments of partners depending on their different audiences.
Not only will you reach your partners’ followers, you’ll be doing your partners a huge favour in driving more business their way AND you’ll make it a heck of a lot easier for your prospects and customers to make a purchase.
Have a look at social content syndication tools for the channel. It’s a new solution… a radical one… an option that will change the way you market through your sales partners.
I know a good platform: socialondemand… but then, I am biased
Oh look… the pants you want, in the colour you like, in the size you need, from a store in your town. Bingo.