Create Relationships Through Your Social Media Technology Marketing

If you listen, interact and serve up valuable information to your prospects and clients, you’ll win them over and create loyal brand advocates.

There has been a paradigm shift in the relationships between businesses and their customers that has dramatically changed they way business is done. Business deals are no longer done over a two-martini lunch. Your prospects are in control and they’re going online to read what your customers are saying about you and your products. Quite often they want to remain anonymous until they’ve done their research. The B2B customer is in control these days and they’re using social media to aid their buying decisions.

“A buyer preference study commissioned by IBM revealed that one-third of its B2B buyers were already using social media of various kinds (Twitter, blogs, online forums) to engage with vendors and learn about products. Buyers who were not necessarily the decision-makers but a level or two below that, under 40 and in a position to influence a decision, were even more likely to be using social media to collect product information. And a full 75% of respondents to the survey said they were likely to use social media in the future as part of their purchasing decision.” – Brian Quinton, Executive Editor, Chief Marketer

Technology Marketers can respond to this shift by following this simple 3-step process.

  1. Ready – Prepare you marketing team by setting expectations and measurable goals. These days, if you can’t measure it in some way, it’s not worth executing. You’ll also want to pick a high-level executive to be the face of your efforts, preferably the CEO.
  2. Aim – Find out where your prospects and industry influencers are hanging out online. Follow the blogs and message boards for activity regarding your brand and your competition. This is the time for a gut check to make sure you’re ready to enter the fray. Social Media is like the wild west, it’s every brand for itself.
  3. Fire – Make sure you are consistently publishing, listening, reacting and participating with your prospects and customers. Check your metrics regularly and adjust your plan to maximize your efforts.

Final thought: Social media is not about selling, it’s about helping. Your prospects and customers are looking for valuable information that will help them make informed decisions. Give them what they want and they’ll reward you with loyalty, praise and hopefully a purchase.

What are some social media strategies that can strengthen your company’s relationship with its prospects and clients? 

Read Brian Quinton’s article, “IBM’s Social Selling: “The Computer Giant Finds B2B Leads in Social Media”

Photo Credit: Rosaura Ochoa via photopin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

Leave a Reply