Time to view: 90 seconds. The social media revolution is a lie. Yes, this new phase in marketing is exciting but successful social sellers know something most of us don’t: That social media marketing so over-hyped and so sensationalized that it is what prevents success—blocks us from actually selling with social media like Facebook, blogs and Twitter. Here’s what you can do to overcome this critical, strategic roadblock and make social media sell.
Jeff Molander
Jeff Molander
In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.
After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.
I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.
In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.
After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.
I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.
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Failure to understand value of awareness-building and branding… Your argument suggests that storefronts shouldn’t both putting signs up, since sings don’t generate a sale. Or Nike shouldn’t bother putting a swish on sneakers, because swishes don’t equal a sale.
Sure, “making a sale” via a social media channel is a possibility, but for most organizations it is not the primary goal. But creating brand awareness and touchpoints with prospects/customers surely are fine goals, and goals that contribute to other traditional objectives — beyond brand awareness and consideration (drive sales, improve customer service, gather consumer insights, for example).
Hi, Greg. Thanks for adding your insights. It might seem that I argue that but I do not. I do not because it would be illogical and silly. That said, I do focus on how ‘branding’ (a term which decades later, the industry itself cannot agree on defining) relies on guesswork to determine its effectiveness. And those who rally around it prefer to define effectiveness as anything but something tangible like a lead or sale. And even those definitions are argued (probably because they come and go like the wind… like “return on engagement”). I really appreciate your offering a reaction to my words and I encourage you to consider the words of the guy who practically invented advertising—who suggests we should all ‘taste blood’ and ‘sell—or else.’ http://www.youtube.com/watch?v=Br2KSsaTzUc Cheers!
So, should Gulden’s Mustard NOT put up a giant billboard at Yankee Stadium? They’ll never be able to track sales of mustard due to that sign.
Sorry for the typos this morning, by the way — I posted pre-coffee!
Hi, Gregg…
I’m pretty sure that I do not argue for what you say I argue for. I do not dismiss the importance of gaining attention through advertising. What I suggest is not relying on advertising as a means to sell. It is simply weak. What is stronger is using advertising as a means to capture what would be fleeting attention of customers and DO SOMETHING with it that is part of a pre-defined “courtship process.” Hence, Gulden’s investment would be strengthened if there was an associated Web site (tied to their ad) that, once you got there, gave you something to do that was part of an on-going strategy to get you to buy their mustard! Right?
I think “The ROI” debate is plainly silly, bye the way. Tracking and all. Because the ROI of marketing is sales. Not marketing metrics and certainly not silly faux measurements like “return on engagement” that you measure in “social currency.” This just gives CEO’s and CFO’s more reason to discount marketing professionals entirely.