The Importance of A First and Last Impression in Today’s Economy

apple-store-watch-renderWhether you sell million-dollar software implementations or you’re a local restaurant making your debut, first and last impressions matter! Let’s face it: in today’s market, competition is fierce, brand loyalty is down, and consumer attention spans are short, making it harder to win and retain business—even if you execute flawlessly… This is a primary reason why giants of yesterday are crumbling around us daily, as they have all but forgotten the fundamentals of sales and customer excellence. There used to be a time where a brand could and would hold its own, even if the sales and marketing teams “didn’t give it their all”. As an example, there was an old popular saying that “No one ever gets fired for buying IBM”. Pretty bold statement there, right? Well, there was a time when IBM was pretty much the only game in town if you wanted top notch commercial grade IT equipment. They had put together a world-class team, delivering world-class service and systems, and no one even came close to the delivery of IBM. This was how they developed the reputation of “No one ever gets fired for buying IBM,” and it held up for decades. Until slowly, but surely, they began to make changes; prices gradually increased, product quality dropped, teams became more complex, and they became a more expensive, lower quality, harder to work with organization. Had they still been the only game in town, their numbers would have held up, but they weren’t. Other world-class organizations entered into the market, and the tech world became the Wild West for startups, creating more competitive pressure for IBM…. However, IBM ignored the changing marketing dynamics and became the company that was too expensive and complicated to deal with, and they started to lose business in droves. Recent estimates put IBM down 21 straight quarters in a row, and have even gone as far as to recall all remote employees to physical local hubs to realign themselves. IBM is just one example of how the economic environment is putting a squeeze on just about every industry for retaining and winning new business. This gets us back to our point earlier: first and last impressions matter. The reason being when a customer has a bad experience with your organization in today’s market, your competition is all too eager to swoop in and take that business for their own. So, it becomes extremely important to never give a prospect or customer a reason to look for another solution, and always give them the best customer experience you possibly can.

Whether you are a B2C or a B2B business, if you want to stay in business for the foreseeable future, you need to ensure you are delivering a world class customer experience, and at the surface, it all starts with the impression your business leaves with them. Impressions mean everything, and the latest research shows that customers make a decision to purchase within seconds of walking into a business… This essentially says, regardless of how great your product or service is, they’ve already made up their mind before you even had a chance! This isn’t just a business thing, as it falls within human nature. In this article, we’ll cover some basic strategies for creating a first and lasting impression that will make customers want to buy and get them to keep coming back.

Digital and online collateral ­– Anything from your website, social media profiles, and other digital collateral needs to have a smooth look and feel, along with a design that fits in with the times, as 81 percent of all purchase decisions start with an online search…. Meaning, if your website looks like it was designed in 1999 in someone’s basement, you can essentially guarantee that potential customers are just skipping over your business and moving on to the next. Going back to an earlier statement: regardless of how good your product or service is, you never even had a chance.

Store fronts and dining rooms – Small businesses have a bit of a disadvantage here as the big businesses have millions of dollars to invest into research around what drives customer interest and design, but that’s not an excuse. When you really boil down all that expensive research and design know how, it comes down to having a clean front of house, and the same goes for dining rooms… Your store front is literally the face of the business, and you must make sure you do whatever you can to make it clean and welcoming. Anything beyond clean and welcoming is just causing paying customers to walk right past your business.

First point of contact – Beyond the digital look of your business or the look of the store front, what is the first possible human interaction with your business? Whether it is a hostess, receptionist, or a business development rep, ensure that they are always properly trained on edict and the business. Chick-Fli-A built a billion-dollar business, growing leaps and bounds over their competition, and one the key factors they contribute it to is their front of house and their ability to say please and thank you! Really, a billion-dollar business is contributing its success to simple human interaction. This is confirmed by looking at reviews on sites such as Yelp and Facebook, where you’ll find that most good or bad reviews mention their first interaction with the team.

Timeliness matters ­– In such a competitive environment, I still cannot comprehend why small businesses take forever to respond to voicemails, emails, or even at all. Quite honestly, this is a huge personal pet peeve, but also for the general consumer market as a whole… Taking it into context, if a business takes a long time to respond to an inquiry of a prospect, how do they treat their customers? There is an old-time adage that says if the shoes hurt in the store, they are still going to hurt when you take them home.

Furthermore, when most consumers are looking to make a purchase, they typically have a list of vendors they have cobbled together. This usually means that when they are reaching out to you, they are calling down a list. The vendor that actually picks up the phone and makes the first contact, has an exponentially higher chance of winning that business. Sometimes, increasing your odds of winning business simply comes down to picking up the phone or answering that inquiry email as fast as humanly possible.

Service excellence ­­– Just because someone decided to do business with your company or walk into your restaurant, it doesn’t mean you’ve won their business for the long term. The success of any business is reliant on not just winning the business once, but the amount of times you can keep them coming back. So, when you win someone’s business, service the heck out of them, and do everything you can to make them a happy customer.

Also, let’s not forget that people love to talk about their experiences. Serve up a bad experience, and you can all but guarantee they will tell their friends and co-workers

Priority #1 – This goes in line with service delivery, but it is important enough to call out on its own. We are all busy these days, but no one wants to hear about how busy you are or your problems! It is a turn-off, and depending on your business, prospects may begin to worry how much of a priority they will be when it comes to servicing them.  Instead, treat each and every customer as if they were your one and only client. It does take a bit of a fine art, but if done properly, it will ensure that customers come back time and time again!

Second chances – Ok, so first impressions matter, but not everyone can bat 1,000; mistakes can, and will, happen. Yes, there are going to be times when a mistake is so bad that you cannot recover, and the business is lost for good. However, that is not true for all situations. How you react when mistakes happen can, and will, have an impact on your business. Some might actually give you a second chance. When a mistake happens, ensure you do what you can to rectify the issue and go above and beyond to ensure they leave happy.

Review Feedback – This is a big one as your business reviews can easily make or break your business, and the same can be said for how you respond. These reviews are online and do truly give a lasting impression about your business. Positive reviews should be acknowledged, however negative reviews need to be treated with the highest amount of professionalism as possible… As an example, and from a personal experience, a few weeks back, I took my family to a restaurant that had opened up a few weeks prior but was owned by a local couple that has a series of other restaurants in the area (so not new to the game). We ended up having a very bad experience that we chalked up to “they’re still working the kinks out of the system”. With that said, I pulled up the internet and noticed that there’s a slew of reviews making very similar comments to the experience we had. Furthermore, I noticed the owners commenting on the feedback apologizing, but also combating reviews with the typical “that’s not how we typically do things”. Again, we had noticed that multiple people were having the exact same issue, so what does that have to say for the business? Additionally, in almost all the comments they made, they asked for contact information for a “gift card” to be issued in hopes of winning business back. Great, right? Well, again, we learned that these comments were really made in vain and they in fact were not reaching back out to these unhappy customers… In this situation, it would have been better for them to not respond at all, as they are doing more harm to their business than good. We see this happen all too often as small businesses are typically owner-operated and they take things personally, but how you react in these situations has an impact on your business. Again, 81% of people make decisions by starting with online searches (in 2014).

Always be thankful – This should go without saying, but there is—believe it or not—a large amount of arrogance in businesses today. Some businesses walk around as if “you,” the customer, should feel privileged to do business with them… That’s right, the “customer” should feel privileged to do business with a company because they are the best at what they do. Sound familiar? Almost everyone has dealt with a business like this. Sure, business is good for them right now, and they might even have the luxury of turning away business today, but that does not hold true for the long term. Almost every business with this type of strategy eventually starts to struggle or fail over time. Why? Because eventually all these jaded prospects and customers will find another organization for their needs that treats them properly. Eventually, they are left with a struggling business, trying to find out why they are not closing business like the used too.

Again, when it comes to first impressions, they mean everything in today’s business. Whether you’re a multi-million dollar software firm, mom-and-pop general store, or a restaurant opening its doors for the first time, always put your best foot forward… Competition is fierce in today’s market, and your competition is all too eager to scoop up your missed opportunities. So, do whatever you can to ensure customers have a happy, welcoming, and warm experience with your business… We’ve said it before, and we’ll say it again: when it comes to having a truly successful business, it is the little things that matter!

 

Social Media and Online Forums, Hidden Gems of Customer Insight

Social media and online forumsThere are little  that essentially go unnoticed… Consumers spend significantly more time online today than they did 10 years ago, and that amount of time is projected to keep rising in the foreseeable future. When online, consumers are spending their time across multiple activities ranging from social media to shopping, and conversing about experiences and issues regarding business and brand interaction. One way they share their experiences is via online reviews, which 3SixtySMB covered in a previous article (Landmark Case with TripAdvisor, Makes Businesses Think Twice About Reviews), but there are more ways in the form of Social Media and other online groups and forums. In this article, we’ll cover the various online communities where consumers share their insights and how businesses can create a way to adopt them as a strategy.

Consumers fill these groups and forums with critical and valuable product & organization insight in almost cult-like fashions… They use these groups to share best practices, tips, tricks, issues, or look for recommendations. However, what we find amazing is that they generally go overlooked by businesses. We’ve even seen some of the larger organizations (typically larger F500) create their own online customer forums, but then essentially ignore them as well. Generally, we find a few different reasons these groups go ignored, but there are mostly two core reasons: lack of understanding or a lack of budget…. Lack of understanding usually stems from management not recognizing the value of these groups, and the lack of budget is focused around the thinking that actively monitoring these groups as more of a cost vs profit center activity. We’ll get into the reasons behind why we find these groups so valuable and how to develop a strategy later in this article, but first, I wanted to focus on the various groups:

Facebook Groups – Facebook has put in a considerable amount of effort into enhancing these groups, and as a result, Facebook groups are becoming more prevalent and influential as of late. Typically, you’ll find these groups founded, ran, and moderated by users themselves… We also find that there could be multiple different user groups focused on similar businesses or industries which can make them difficult to find. Also, due to the nature of these groups, their structures can vary from highly moderated to almost no moderation at all. You’ll find that a majority of groups tend to be consumer-focused and can range from local businesses to nationally known brands.

LinkedIn Groups – LinkedIn groups have been around for a while in comparison to Facebook Groups. Typically, they are founded, ran, and moderated by the actual businesses themselves… However, there are several end-user generated LinkedIn Groups as well. Similar to Facebook groups, we find that their structures can vary from highly moderated to almost no moderation. We also find that due to the age of these groups, some can be significantly more active than others. These types of groups tend to be business-to-business focused, but you can and will find some consumer brands sprinkled in there as well.

Community forums – An example of this would be something similar to Nextdoor.com where the site is corporately ran, but it is independent of the content on the site with a goal to find revenue via advertising opportunities. All content is typically generated from users themselves and can be extremely active… Businesses that are local and focus on the consumer should spend a great deal of time getting to know these sites. Discussions in these sites typically revolve around individuals asking for recommendations or sharing their experiences with local businesses. Local businesses are seriously missing out if not participating in these groups.

Online forums – When thinking about online forums, naturally most think about online forums or user groups as these are some of the oldest types of forums out there. These types of organizations are usually formed by users themselves, but do have more structure than a Facebook or LinkedIn group. We’ll find that there might even be some type of advisory board with executive officers and can be highly moderated. Content within these groups is typically user generated, and in some cases, these forums have almost more of a cult-like following than any other group. They are typically funded via membership dues or advertising budget, but generally zero content would be vendor generated. These forums can focus on anything from specific products, brands, or industries.

Vendor Sponsored Forums/User Groups – These types of forums are almost 100% founded, ran, and moderated from the vendors themselves and it is mostly the larger companies that run these types of forums. There is a mixed bag of vendor interaction within these groups, as some vendors participate heavily in these groups and even go as far as having user group events. However, we also find some vendors that are almost nonexistent as well. The same can be said about the content… often most is generated via users, but you can find vendor content as well. Content can range from use cases, tips and tricks, and recommendations. However, due to the nature being focused on vendors, we do see a lot more issue related content. Again, because some vendors are better than others, some vendors groups can be extremely valuable where others not so much.

Trade or Industry Organizations – In each industry, you’ll find very specific groups dedicated to help educate their respective industries. Commonly, these groups are founded and ran by the organizations themselves but will allow vendors to participate as well… We find that these groups are geared towards industry knowledge, and as a result, you’ll have a mixed bag of users and vendors participating in them.

Again, we find these types of online/social groups and forums to be extremely valuable for any business, as topics discussed can be instrumental to understand customer usage, issues, or new strategic directions for a business, along with possible new prospects. These groups can truly help organizations strengthen their connections with customers, but also strengthen their products while bringing in new customers. This is why the thinking of these groups as a cost center is completely wrong; if done right, they can become a very valuable profit center for any business. Now that we’ve discussed the types of forums and why we find them so valuable, here are a few tips for developing a strategy of your own:

Dedicate resources – At a minimum, dedicate at least one resource to following and reviewing the various groups and forums… The bigger your company, the more resources should be dedicated. We believe most businesses think of this area as a cost vs a profit center, which is why they do not feel the need to invest into this area. Again, we find this to be a huge mistake as the insights gained from forums can be invaluable from a strategic perspective. Since prospects use groups as a sounding board for references, these forums can generate sales along with reducing support cost.

Generate reports – Topics covered in the various forums and groups are extremely valuable for any organization. It should be made a priority to set up regular reporting around various topics brought up in these groups. These reports should be directed towards executive management, product and customer service managers, along with sales leadership, as each group can benefit from these items… This is also where most companies fail because, frequently, no action items are ever taken based on knowledge gained. It should also be made a priority to select a handful of issues covered in these groups and devise a strategy for resolution weekly or monthly.

Monitor constantly – There is a reason we recommend dedicated sourcesin order to get the most out of these groups, they do require active attention. People routinely gravitate to these types of forums and groups because they know they can get fast answers. Therefore, if you want to show that you are adding value to customers and prospects that participate in these groups, ensure a fast and accurate response.

Keep experts on call – We recommend dedicated staff to actively monitor and participate in these groups, but they do not need to be experts. Experts can be very expensive for this type of activity and can be better valued elsewhere in the organization. With that said, experts should be on call to answer any questions that require knowledge that is beyond the knowledge of the team member maintaining these groups.

Keep on-call executives – The same can be said for executive support. There should always be an executive sponsor on call to address issues as they arise in these groups. Again, coming to a quick and accurate resolution can truly show your customers and prospects that you value them.

Communicate properly – There are a lot of items that fall under proper communication, from timely and accurate responses, to knowing when to pull in experts or executives into discussions. However, this also means this is not an opportunity for the hard sell or to continuously blast your marketing message to the various groups… The reason why these various groups and forums are so highly leveraged is that they are great sources for knowledge without tainted marketing messages from vendors themselves. When users are looking for recommendations, it is okay to recommend specific products or share marketing collateral, but that should be the limit of sales and marketing activity.

Take action – This goes along the lines of proper communication, however, you must ensure that your team does everything humanly possible to address all issues that come up in these various groups. Not only does this directly help a customer, unattended messages stay in these forums and are indexable via Google. So as prospective customers and active customers search their issues on Google, there is a chance they will find these forum posts… Unanswered posts show there could be a problem with your product and/or service. However, if your team properly addresses the issue, it could save needless support calls and reduce support cost.

Prioritize customer requests – This goes in line with taking action. We find that the reason a majority of customer requests go unanswered is because the vendor themselves has other priorities from a product feature and functionality perspective. This means that vendors are too involved in developing solutions to their own specifications, and what the customers actually want gets pushed aside! It’s a theme that comes up a lot in our writings–most businesses brush aside the wants and needs of their customers, as they have a belief they know what is best for their customers. Customer requests and issues, should always have a top priority in your business model.

If executed properly, social media and online forums can become essential mediums for collecting valuable customer and product intelligence, adding to the education when developing changes in products and/or corporate strategies. However, these groups can also become great sources of income, attracting net new customers or helping customers upgrade services as the need arises, all while reducing customer service support cost. Developing a strategy for the various online communities that consumers engage in is a critical area that each and every business should be focusing on as part of their business plans.

 

What is Omni-Channel Marketing And Tips For Developing An Omni-Channel Strategy

Omni-channel-MarketingOmni-Channel Marketing is a new term that has been thrown around increasingly more over the past few years, and it is a strategy that most organizations regardless of industry should develop, as it makes a heck of lot of sense. However, we find that there are still many organizations that are not exactly sure what Omni-Channel Marketing is or how to properly deploy an Omni-Channel strategy. 3SixtySMB believes that not deploying an Omni-Channel strategy is a huge mistake, and it is inadvertently hurting thousands of businesses today and leading to the fall of the many consumer-based retail giants of today. In this article, we’ll cover exactly what Omni-Channel Marketing is and some tips for developing and deploying a strategy of your own.

Setting the stage a bit, back before the internet or smartphones, things were literally simpler times for marketers. TV, radio, print, and in-store advertising were typically the only marketing mediums that needed constant attention from marketers, and the pace and frequency of marketing campaigns were drastically slower. Also, something like a remote worker was never part of the picture, which meant that all the various teams were under the same roof and most likely reported to the same department head. Finally, product designs did not change as much, and in some cases, you’d be lucky to see one design change in a year (sometimes in years). All of these factors allowed for teams that worked closer together and for campaigns that were much more cohesive from a consumer standpoint than what was being produced in today’s market.

This was the case for decades, until the late 90’s when something interesting happened and changed the marketing landscape forever… Technology began to be developed enough were things like the personal computer and the internet became convenient enough to make their way into a majority of homes. Almost overnight, a significant percentage of the population had access to the internet, and in short order, corporations began to follow with development of their own websites. At first, these websites were digital billboards for their businesses and overtime transitioned to the eCommerce hubs they are today. When businesses began to develop these new websites, they needed to bring in new people that would be familiar with the development and technology of websites, bringing the first drastic change to how teams functioned inside of businesses. Essentially, this is where IT began to play a marketing role, but without direct ties to the marketing department. As the developers themselves were technology people, they typically reported to the head of IT, and the same can be said for the backend supporting technology. At first, because there were typically only a few team members supporting a website, it was easy for teams to develop a strategy with the marketing teams, keeping some of the cohesiveness that was once in place, but it wasn’t without its issues… One challenge that typically came up was that marketing would develop new campaigns, but would have to wait for IT to update the website to match the campaigns. With some organizations, this took an extremely long time, leading to marketing campaigns being deployed without a website reflecting these campaigns. This led to a fragmented view from a consumer standpoint, resulting in frustration and lost revenue.

Overtime, departments began to address the issue of this fragmented view, but on June 29, 2007, something happened that would change the way consumers interacted with businesses forever: the launch of the iPhone. Almost overnight, with the launch of the first smartphone, consumers now had ready access to the internet and business websites anywhere and in the palm of their hands. At first, websites were not developed to be viewed on such small screens and were extremely difficult to navigate. Making things worse, most smartphone manufacturers had their own mobile browsers and application frameworks, giving their end-users slightly different views than the others. As a result, businesses needed to quickly pivot to create a new strategy for addressing these consumer devices, various browsers and application frameworks. This in itself created more fragmentation within businesses because it wasn’t one big team that addressed smartphone platforms, but several (typically, one per platform)–all of which reported to IT and not marketing. As a result, end-users would receive different user experiences depending on the platform, and some completely independent from the primary website… This became a nightmare for marketers; they not only had to coordinate with the primary website teams, but now with the various mobile platform teams, all of which did not report to marketing, which was a huge challenge for coordination of campaigns.. Then in 2009, something else happened that would put a whole new strain on marketing: the economic downturn of 2009. Suddenly, budgets and teams were cut almost overnight with an increase of demand for faster and more nimble marketing campaigns on the rise. This is frankly where team cohesiveness and technology of the times were put to the test, and where most failed… Organizations, big and small, began to have major customer experience issues leading to huge lost revenue gaps, and organizations began to crumble. Essentially, businesses were not up to the challenge due to how highly fragmented these organizations had become. As a result, they had difficulty being nimble enough to address the demands of the economy of the time. Many of the major consumer business downfalls happening today are almost directly due to their inability to change with the times, and instead, opting to focus on cost cutting vs innovation (The Fall of Big Box Retail in Calculator-Driven Economy). However, there were some that began to innovate and change with the times…

This is where Omni-Channel Marketing comes into play. Essentially at its basic level, Omni-channel Marketing is giving a consumer the same experience, whether they are sitting on a desktop, smartphone, in-store, or anywhere for that matter. This means that if they see a commercial on TV, the deal reflected in that commercial will be the same across all formats and in-store. Again, the concept of the Omni-Channel Marketing is to give customers a single user experience regardless of their interaction with your brand. This makes interacting with a brand as seamless and user-friendly as possible, removing all barriers and taking advantage of the convenience of today’s technology. Thus, if someone watching a commercial from the convenience of their couch sees something of interest, they can simply pick up their smartphones and place an order within minutes, having it shipped directly to their house within days or having the ability to pick up that item in store the same day. As a contrast, you still have the likes of Sears that haven’t fully adopted any of today’s technology, and the primary way of customer interaction is their in-store experience. Anyone that has been to a Sears over the past few years can attest that Sears hasn’t done the best with keeping up in-store appearances and closing hundreds of locations yearly as a result.

Again, all of this was to set the stage for how most organizations used to be compared to where they are today. When looking into creating an Omni-Channel strategy, the first thing to understand is that it is much easier for a small business to do so than it is for a larger organization such as Sears. The larger and older the organization, the more investments they have made in legacy technology, policies, and teams, along with more internal politics to deal with. These reasons alone make shifting to an Omni-Channel strategy like turning a cruise ship taking on water in a hurricane; it is no surprise that they haven’t, and that they continue to fail as a result. With all of that said, it is important to emphasize that the sooner one starts to develop their Omni-Channel strategy, the better.

As an organization begins to develop an Omni-Channel strategy, here are a few tips to consider:

Centralize your teams – Mentioned earlier, the traditional way has been fragmented teams reporting to both IT and Marketing executive leadership. As an example, websites, mobile applications, and inventory control may be managed by the CIO while Marketing campaigns and advertisements may be managed by the CMO. Instead, we recommend that any function that is related to the Omni-Channel strategy should be managed in one area, and all teams to be reporting up one executive leader.

Take an inventory – In order to change anything, it is extremely important to understand everything that would fall under the Omni-Channel Strategy. It is crucial to understand and map out everything from the website and in-store experiences to everything in between, along with supporting systems… Getting a current state of affairs is important to understand where things stand to properly put a plan in place.

Take the customer journey – Task different teams and executive leaders to take the customer journey… Have them use the website, mobile applications, and make trips to different locations to take note of inconsistencies and pain points.

Pay attention to your competition – It is important to understand what the competition is doing… There is no need to recreate the wheel when developing a strategy, and similar to the customer journey, take note of both positive and negative experiences.

Ask for customer input – Find ways of speaking to customers to understand their experiences. Try to understand areas they felt comfortable with and areas where they experienced pain or difficulty, and truly listen to your customer! Too many organizations ask for customer input, but then ignore it because there is a belief that the customer does not know what is best for the organization! Trust us when we say this: your customer is everything… If they say something is a problem, it is a problem!

Start with what will impact the end-customer the most – Too many organizations start their strategies by overhauling backend technologies and systems… The problem with this strategy is that it’s typically extremely expensive, takes the longest to develop, and when finally completed, has no real effect on the end-customer at all. Many of the greats of our generation have gone out of business with this strategy… Instead, find areas that will have the most impact to the end-customer and start from there, working on the bigger backend changes in the background.

Adopt design standardization – As your organization develops their approach, a design standardization should be the highest priority. On the surface, all customer-facing mediums (desktop and mobile websites, mobile applications, and social media profiles) should all have the exact same look and feel. Behind the scenes, supporting technology and programming languages need to be standardized as well…

Standardize technology – This goes in line with design standardization, but aligned more to the backend supporting technology. Again, a key challenge to the larger organizations is no technology standardization. We’ve seen organizations that will have 100s of applications from 100s of vendors, databases from Microsoft, IBM, Oracle, and others–all with multiple program languages. Although there are different types of middleware technologies allowing for integration of these different solutions, we recommend against this completely… Instead, standardize on application, database technologies, and programming languages. Part of the reason for such fragmented systems is that, traditionally, each of the different teams had their own purchasing power to acquire whatever technology or software they felt fit for the team’s needs. Having centralized teams should help eliminate this issue, however, we also recommend a change in purchasing power… No team should be allowed to purchase rogue technology or software. Instead, teams should be finding ways to bring on solutions that fit the greater good of the organization. Yes, this may mean that some sacrifices will be made, but the good of a smart purchase will outweigh the negative of sacrifices made.

Hold meetings – Part of bringing these teams together means that meetings and decisions should not be made in vacuums. We recommend weekly, monthly, and quarterly meetings meant to bring the individual teams together reviewing changes and progress made against primary goals… This will ensure that all departments know what everyone is working on or towards.

Test, test, and test again – Developing an Omni-Channel strategy is no small undertaking, and there will be significant changes made to people, process, technology, and other enablers across the organization as a whole. Regardless of how much planning and testing is completed before items are rolled out, things will break… Ensure that your team is always testing, retesting, and then testing things over and over. The last thing you want is for your customers to find something broken in the system. Sometimes it only takes one bad customer experience to lose a customer!

Strive for constant improvement – Once a go-forward plan is in place and the various teams begin to make progress, it doesn’t stop there…. There should always be a strategy in place to find out ways of improving the overall customer experience across people, process, technology, or other enablers. We always highly encourage testing… again, this should not be done in a vacuum, the whole team should be aware of innovation items being tested and worked on.

Fail fast – Designing an Omni-Channel strategy is a process and a huge undertaking for any organization… Unfortunately, no matter how much planning and testing is in place, there are going to be things that just do not work! Too many may try to force the issue and continuously try to force a round peg in a square hole… It’s better to recognize where something just isn’t meant to be and declare failure! No one likes to fail, but no one wants to spend untold amounts of money and time on something that will never succeed in the first place.

Analyze everything – Metrics should be put around every aspect of the Omni-Channel Experience, from front end customer facing aspects to backend supporting technology… Every aspect of the system should have Key Performance Indicators (KPI’s) attached to them and should be continuously monitored for areas of improvement or trouble. Depending on how big the organization, it might be worth the investment of putting together some type of war room monitoring system were specific teams are responsible for monitoring these KPI’s in real-time.

Again, creating an Omni-Channel Experience within a business is no small task… However, the more effort put into ensuring your customers have a seamless experience from anything such as your website or mobile application, to their in-store experience, the more likely you are to have happier (and returning) customers. Industry giants of all shapes and sizes have been struggling as of late due to their lack of customer experience and competition pressure. Remember, it only takes one bad customer experience to lose a customer to a competitor, and let’s not forget word of mouth as well. In today’s market, customer experience is everything, and if you’re not putting your best foot forward across all of your different customer experience touchpoints, you are risking business.

 

Landmark Case with TripAdvisor, Makes Businesses Think Twice About Reviews

It was announced on Wednesday, September 13th of 2018 that an Italian man would be jailed for nine months for running a business tied to fake TripAdvisor reviews.

Reviews, especially for consumer-based businesses, mean everything… and unfortunately there are too many businesses that are more than willing to circumvent systems to provide fake reviews for products and services. We always highly recommended against using these services, as at the end of the day, it will negatively affect your business. Not only do real customers eventually catch on, but organizations such as TripAdvisor, Facebook, Amazon, Google, and Yelp are all working on solutions to combat such practices. This means that those reviews will eventually fall off, and there could be other ramifications such as fines or banning from platforms completely.

Reviews are increasingly becoming a primary tool for consumers to make daily decisions on what to buy and eat, naturally leading to increased business for businesses with a plethora of positive reviews. Instead of risking long-term gains for short-term with providers offing fake reviews, 3SixtySMB recommends developing a strategy to interact with your customers and work towards getting real, credible customer reviews for the various platforms out there. Strategies can be anything from simply asking customers to post reviews, or offering incentives such as discounts for their honest take on your business.

Real reviews are also an insight into the soul of your business. We find that many disregard reviews with the belief that the customer doesn’t know what they are talking about, or that they as a “business owner” know what is best for the business. However, real reviews are the consumer’s perception of your business (good or bad), and insights like reviews can truly help you understand the strengths and weaknesses of the business in the eyes of your customers. Making adjustments to your business model as you learn about them through your reviews will help increase your overall customer experience and lead to increased revenue over time. We wrote a related article about this not too long ago (There’s A Problem, Stop What You Are Doing).

Finally, ensuring that you are monitoring these reviews in real time also gives a clear line of communication directly to your consumers. As an example, if a consumer had an issue with your business and you did not respond, you could lose a customer for life. Furthermore, they will tell their friends, and their review is now visible for the world to see. This means that one bad review left unaddressed can lead to multiple lost customers down the road. If you have a few bad reviews, you are now taking a significant hit to your business. Addressing issues in a professional and courteous manner can not only change the perception of a customer with a bad experience, but it also shows the world that you take your customer experiences seriously. Furthermore, positive reviews are not to be ignored. Take the time to thank someone that posted a positive review for their business, possibly even offer them a discount on their next trip in. Actions like this create loyal customers, and again, show the workers what type of business you run.

Reviews are truly an inside view to the soul of your business, both for your customers and your organization. Treat customers horribly, and everyone will know! Treat customers well, and everyone will know! Which do you think is better for your business? And when it comes to “paid reviews”, steer clear of them; they could be a path to short-term gains, however they will catch up to you in the long run… Finally, there are many platforms out there (TripAdvisor, Facebook, Amazon, Google, and Yelp), so do not make the mistake of only focusing on one. Where your customers are, you should be there as well!

 

Sales Is A Numbers Game, How To Increase Sales Without Increasing Pipeline

Sales Is A Numbers Game, How To Increase Sales Without Increasing PipelineSales is a numbers game, right? In sales, this is something you are constantly told, typically followed by the need to get more opportunities into the pipeline. This roughly translates to the more opportunities that are in the pipeline, the more business that is likely to close. We do not disagree–sales is a numbers game, but there is another way that game can be played, and that is increasing the close ratio. Here’s the thing, we disagree that the numbers game should always be pushing for bigger pipelines, as it eventually leads to employee burnout and puts unnecessary stresses on your account base. Working to increase the overall close ratio actually creates a more efficient sales team and leads to happier sales reps in the long term. It also has an interesting side effect. It gives organizations the ability to grow their teams in order to grow the pipeline, and it lowers the stresses due to employee turnover as a result of burning out. In this article we’ll share some simple tips that can easily increase your sales close ratio.

To create a more effective team, the first action many companies take is to go directly to organized sales training processes such as Sandler, Miller Heiman, Dale Carnegie, and others. Not a bad route to go, however they all have their special focuses along with their own strengths and weaknesses, and in some cases create an almost robotic workforce (which no one wants, Following The “Sales Taught” Process Isn’t Always A Good Thing). We’ve actually learned, over time, that a combination of the different sales methods works best and gives a team the ability to be more agile and think on their own. Also, these types of structured training tend to be one-time events, and we always encourage continuous learning and development, regardless of how senior the rep (or manager).

Sales is a game of numbers, and at times it truly is the small details that matter, as there are several opposing forces working against each and every deal. Anything from competition, budget, busy schedules, and competing priorities can sideline a deal at any moment, and they do (all the time). When it comes to increasing a close ratio, it is important to focus on the details, as it is the details that truly matter and will get those few extra deals to close. With all of the said, here are a few tips for a more effective sales process:

92% of sales is done via the phone, so it is important to have proper phone etiquette as there is nothing that can turn off a prospective customer more than a call that was painful to have.

  • Avoid speakerphone – Unless you are hosting a call with multiple people on the line, do not use the speakerphone. We find a few issues with use of speakerphones. Typically, speakerphones create an echo or can make voices too loud (or too quite), ultimately leading to difficult-to-hear discussions. Also, speaker phones are usually structured where you can either talk or hear, and not both at the same time. This leads to constantly talking over your prospect or missing important cues that they want to ask a question.
  • Do not talk over people – Unless absolutely necessary, do not talk over anyone on a phone call. It is not only considered rude, but you can miss critical information that your prospect might be trying to share. If done enough times, it will ultimately turn off your prospect.
  • Always use the 70/30 rule – This means your prospect should be doing 70% of the talking, and you should be doing 30% (yes, even in demos). If you find that you are doing most of the talking, stop immediately.

Almost all sales are a result of at least one meeting (and in some cases, several). This essentially means that the way you and your team represent yourselves during those meetings will directly impact your ability to close more business:

  • Send a proper meeting invite – One of the most overlooked items of any meeting is the actual invite itself. Think about how people typically view their calendars and you’ll realize the subject line is the only thing they see. Believe it or not, there are still people that will set up meeting invites with a one-word subject line that means nothing to the prospect. Instead, we recommend a subject line that looks like this: 3SixtySMB | Client Name Review and Feedback of Proposal – Friday 9/8 @ 3pm Eastern… This clearly shows the prospect who they are speaking with, why they are speaking to them, and when. Also, if sharing with internal team members, it serves the same purpose. The invite body is just as important, as you want to clearly state the agenda for the meeting along with dial-in or WebEx information and copy any relevant documentation. This all makes it super simple for your prospects to organize themselves as they hop from meeting to meeting.
  • Do your homework – Never go into a meeting blind… Take time before a meeting to review relevant information such as website, social media pages, individual LinkedIn pages, financial reports, presses, notes, and any other applicable information.
  • Join the meeting 3-5 minutes early  – Always dial in early. Not only does it show you have respect for your client’s time, but it also allows you to address any issues with a dial-in or WebEx which always happens to pop up at the most inconvenient times.
  • Do not book back-to-back meetings – Meetings always run over, and you are just asking for trouble when booking back-to-back meetings. Always allow for at least a 15-minute buffer if possible. If a back-to-back meeting is unavoidable, use a different dial-in for the second call. That way if a call goes late, you don’t have people popping in as you are trying to end your call.
  • Use group chat   When possible, use a group chat with your internal team members. It allows for back-end strategization on the fly during discussions, keeping everyone on the same page.
  • Start with a proper agenda – Take care of roll call, introductions, meeting summary, and open questions before getting started.
    • The most important part of the meeting is how you set the stage, ensuring that everyone is on the same page on the reasoning of the meeting. Too many times people skip this part, only to find out 30 minutes into a meeting that the reasoning behind the meeting changed on the client side or they had a piece of critical information missing that changes everything.
    • Also, if it’s a smaller meeting, try building a bit of a rapport before hopping right into things. A little bonding goes a long way!
  • Actively listen – There is a difference between listening and actively listening because there is a big difference between “what people say” and “how they say it”. Sometimes the nuances are in the way something is said, and those small nuances can be the difference between a won or lost deal.
  • Be present/listen – Seriously, too many people forget the simple concept of being present and listening. Some believe they are listening, but they’re too involved in jotting down notes, or thinking of their next question and are really not present. As a result, they miss things… and nothing will annoy a prospect more than someone that isn’t paying attention to what is being said and they end up asking questions that were answered previously in the conversation.
  • Take detailed notes – Part of listening is taking notes, lots of them… Many believe they can simply remember the fine details. However, after a few hours, those details can be forgotten. These are the details that can make the difference between winning and losing a deal. And of course, don’t be afraid to share these notes with co-workers. This goes back to doing your homework; note-taking and sharing are extremely important to ensure everyone has the most relevant information and is on the same page.
  • Never make assumptions – Too many make assumptions, and those assumptions lead to lost deals. These are assumptions such as believing you know what the client wants, the right people are on the call, budget, and decision-making process… the list goes on. Never make assumptions, and always ask questions to understand unanswered details. Your prospect will respect that you are trying to understand their process, and if they are dodging questions, be wary as that is a sign something is not quite right.
  • Clear next steps – This is a big one… Never, ever end a call without clear next steps and a scheduled call! Nothing kills the momentum of an opportunity more than not having a scheduled next step. People are busy, and your sales opportunity, unfortunately, is not their top priority–almost anything can happen once a call ends. Without a scheduled next step, there is no guarantee you’ll get them on the phone again.  
  • Summarize – Do not forget to summarize what was discussed in the meeting and ask for confirmation. We all hear different things at times, and it is critical to make sure everyone is on the same page before leaving.

Proposal and Contracts:

  • Timing is everything – Don’t sit on the paperwork; get it out the door as soon as humanly possible. During the call, if they give you a deadline of Friday, you get it to them by Tuesday morning. Getting the paperwork out the door early shows that you are on top of your game, but it also combats other outside sources such as buyer’s remorse, competition, or just shifting priorities. Many deals have been lost by one day, just because someone changed their minds due to budget cuts, someone quitting, or a change that was made in corporate priorities.
  • Get their information right – Ensure the company name, logo, address, and their name are all written correctly.
  • Proofread – Typos or mistakes happen, however, ensure you do everything possible to send out paperwork that is clear, consistent, and typo free.
  • File name – Do not just use the file name “proposal” or “contract”–believe me, people do it! Instead, similar to the meeting invite, make the file name something that is self-explanatory. As an example: 3SixtySMB-ClientName-ProjectNameProposal-9-8-2018v2…. This example is very coherent, searchable, and gives a clear understanding of the version.
  • Email subject lines – Again, we have seen people send along agreements and proposals with one-word subject lines. Be clear and concise. Example: 3SixtySMB | Client Name – Proposal for review and signature. With a subject line like this, there is no mistake to what this email is for and it also makes it searchable within an inbox. (searchability is important as, in some cases, people get 100’s of emails and files in a week, so you want your information found easily).
  • Email body – Keep it simple, but do not make it a one-liner… Now is not the time to write a novel, but do spend time explaining the content of the attached paperwork in a summarized fashion, always thanking them for their time, and detailing next steps. We also highly suggest asking for a confirmation of receipt… If they confirm, there is no question that they received it, but if they do not confirm, it gives you another non-salesy follow-up item with them.

Follow-ups:

  • Timeliness – Whether you are following up on a simple request or something from a meeting, it is extremely important that items are sent in a timely manner. Again, similar to what we mentioned around paperwork, timeliness of follow-up items shows that you are on top of your business. No one wants to work with someone that takes days to get out simple items in the opportunity phase. If this is how you treat your prospects, how are you going to treat your customers?
  • Be respectful of their time – When you’re selling, you are on the client’s time, period. As much as we would all like to think that clients need “us”, at the end of the day, they don’t! There are countless other ways of solving their problems such as competition or DIY. This is a serious infraction most management make as they push their sales teams. We’ve seen, in some cases, management pushing their reps for daily or hourly updates on contract signature, and as a result, you have a rep reaching out to their prospects almost hourly. Nothing will piss off a client more! Instead, during your meetings with the prospect, work to get a clear understanding of their approval process, as they typically will share timing and other details with you. Again, if they do not, there could be something up!  
  • Do not follow a dead deal – Too many reps get stuck on that one deal that should have closed, but for whatever reason, it hasn’t. Always do your best to get a yes or a no answer. Too much time can be wasted on a deal that will never close… A great trick if you haven’t heard from a prospect in a while is a “Break up email”–8 out of 10 times, you’ll get some type of response.
  • 4 of 5 touches should be non-sales related – Pretty much no one likes to be sold to; they find sales people too pushy and typically tune them out. A way to break the cycle is to ensure you are finding other ways to add value to your prospects. We typically suggest sending something educational on the space, updates on the industry, or a congrats on a recent award. Anything to help make a stronger connection and add value.
  • Social connections – This goes along the lines of the 4 of 5 touches rule: ensure that you are connecting with your prospects on all social channels. It gives you another level to connect with your prospects and can help get more education and brand awareness to them in a non-direct way. We recently published an article on this: What is Social Selling Really, Six Tips to Social Selling.

General Tips:

  • Constantly keep in contact – Always work to keep in contact with your prospects… it goes along the lines of the 4 of 5 touch rule. As at the end of the day, if you are not top of mind and educating your prospects, someone else is! And when they are ready to pull the trigger, guess who they are going to move forward with?
  • Create a follow-up process – Many deals are lost simply because the rep didn’t follow up after sending the paperwork. Ensure you are respecting their time, but ensure you are staying on top of the prospect and process… Also, if a prospect “tables” a project for a few months, don’t forget about it. Keep in constant contact with them (4 of 5 touch rule applies), and in the timeframe they recommended, ask about the project.
  • Respect the prospect – There have been many times, after finishing up a call, where I’ve heard someone disrespecting a prospect… What is even crazier (I’ve personally seen it happen), is when they start disrespecting a prospect while forgetting to mute their line or hang up properly. Regardless of whether they can hear you or not, your emotions come through in your communications. Treat every prospect as if they are an absolute must win!
  • Fire your prospect – Yes, we did just say treat every prospect as if they are an absolute must win. However, there are occasions where a prospect can and will waste your time. You’ve tried almost every angle and you’re still getting nowhere with a prospect, but they continuously demand more of you. Eventually, it is time to cut bait and move on as some people will always waste time and never buy.
  • Lose gracefully – Just because you lost a deal, it doesn’t mean you’ve lost them forever. Amazingly enough, they can and will come back at some point down the road. We recently published on this: Take A Sales Loss Gracefully
  • Multi-task – No, we do not mean sitting on a conference call while sending emails. We mean ensuring you are working multiple opportunities at once, always following up with prospects, and always staying in contact with your prospects. Too many reps get lost in that one big deal, or sending out as many proposals as possible, and as a result, something falls to the side. You truly need to be working all fronts, all the time.
  • Always treat clients like prospects – There are some fantastic closers out there, and they can close anyone, anywhere. But, unfortunately, they absolutely suck at dealing with clients, and as result, the client leaves shortly after the sale. This cannot only result in a loss of revenue, but it can also damage an opportunity to further upsell or get new clients down the road. The average time someone stays in a role these days is just about three years. Impress your client, and when they move to a new role, you could have another new logo on your hands. Also, people talk… If they have a bad experience with you, you bet they are talking about it with others!

There is a true art/science to the sales process. You are never guaranteed to win a deal, but you can always guarantee that you put your best foot forward, ensuring “you” are not the reason they say no. Every little detail matters! As an exercise, take a look at last year’s closed opportunities and total them up–it typically turns out to be a fairly large number. Now imagine if you could have brought in 10 or 20% of those and what it could have done to your number for the year! In some cases, it is the difference of hitting vs missing a number! To increase sales, you don’t always have to increase pipeline, you only have to do a better job with the deals you have already.

 

The Importance of Testing in Marketing Campaigns

Testing Marketing CampaignsThe challenge with marketing in small business, is that you just do not have enough budget and resources to market like the big guys. This can create a challenge when coming up with new marketing campaigns and ensuring those campaigns are yielding the best possible results… Typically in larger organizations, they have budget and resources to develop messaging for campaigns. However, even with their large budgets, market surveys, research, and other methods, the large corporations will have a better understanding of what messages will resonate the most, but at best, they are just more of an educated guess. The only real true way to understand what messaging will yield the best results is to test, then test again, and once completed, do more testing. Testing is the only true way to understand what messaging will produce the best results, and in this article we’ll cover some of the basics for testing messaging and campaign effectiveness.

Analytics Tools – Before anything, you need to get yourself familiar with analytics tools available to your business. Some tools may be free and others will be fee-based. In this article, we’ll focus on the tools available at no cost, because even at their basic levels, free can add significant insight to your campaign effectiveness. Another reason for focusing on these tools is that we find most organizations we speak with are not aware of the analytics built in to the tools they use today.

Here are a few, for example:

E-Mail Software – Most e-mail software will have built-in analytics for tracking open, click, and unsubscribe rates along with other useful metrics.

Social Media ­- Some social platforms have analytics built in to monitor interaction levels. However, even at its most basic level, the easiest way to track social media is to keep track of follower levels from a month-to-month or week-to-week standpoint.

Google Analytics – Google analytics is an extremely powerful free website analytics tool and fairly easy to use and install. Google analytics will give visibility into items, such as which channels are driving website traffic, page click rates, time on page, traffic pattern, and more. Quite simply, Google analytics is one of the most powerful free tools available today.

CRM / Order Entry Systems – Although the most difficult to track, as you are relying on human data entry, these systems still can be effective. A simple question during the sales process like asking how someone found out about your business can yield some interesting results.

Once you have the tools and basic understanding of how they work, it is time to start testing and tracking. Here are a few simple tactics that can be implemented today to start testing campaigns and measuring effectiveness.

Splitting the List – Overtime, your company has hopefully developed a list of newsletter or e-mail recipients—this is a great base of your ideal community. An easy way to test campaign effectiveness is to break the list into equal and random buckets of two, three, or even four different segments. Once these segments are created, the goal would be to try different messaging across the list. The key is to try different structures in your subject lines, content, and content presentation. Tracking how each list performs every month across open, click, and unsubscribe rate will uncover what messaging yields the best results. Each month should be used as an opportunity to implement the changes from what was learned in the prior months and continuing to test new messaging across the different segments. Overtime, you should start to see an increase in overall interaction in your e-mail campaigns.

Social Messaging – Unfortunately without paid tools, Social Media is a little more difficult to track. However, all is not lost as there are still tactics that can be implemented to ensure you are moving in the right direction. Some social platforms, such as LinkedIn, can show interactions of individual posts which can be helpful, but also time-consuming, to track depending on how often posts are made. Instead, we recommend tracking social media on a week to week (or month to month) basis focusing on follower levels and Google Analytics traffic. Tracking follower levels is a great way to see if your messaging is attracting new followers. And by testing messaging and frequency, you should be able see a trend in follower growth. Also, Google analytics is another tool that could be used for this purpose since it can track how much traffic is being sent to your site via each social media platform.

Website Design – Quite possibly the most overlooked aspect of any marketing asset a small business has, is their website. Most tend to look at their website to showcase their products and services, which is a good start. However, we find that after launch, most small businesses leave their website as is and almost never update it or work to make improvements. This day and age, websites are becoming one of the most powerful assets a business can have and could be a full article all on its own. However, for the purpose of this article, we want to focus on the effectiveness of a website from a lead generation perspective. A proper website should not only be a showcase of products and services, but should also be an asset that generates leads (interested buyers) for the business.  Unfortunately, the most traditional ways businesses set up their websites is a simple “Contact Us” page and phone number. While “Contact Us” and phone numbers can generate leads for the business, there are other “calls to action” that can be built into the website to generate additional leads. Calls to action can be tricky, as it is difficult to understand what will compel someone to reach out to the business. Only through tracking lead flow from each call to action and testing messaging, location, and pages will you be able to understand what works best. HubSpot has a few great examples you can view here: https://blog.hubspot.com/marketing/call-to-action-examples

Advertising – Small businesses tend to spend a small fortune on all types of advertising and it never ceases to amaze us when we see the exact same ads used time and time again. Depending on how much your business spends on advertising, this could be the single biggest mistake your business is making, period… Why? Much like the theme of this article, how do you know if your ad is actually yielding the best results? Truth is, you don’t! Sure, that ad that has been running the past six years is generating some leads and business, but what if you could double, triple, or quadruple the effectiveness of those campaigns with the same amount of advertising spend you are putting into those ads today? The simple answer is to test different messaging across your campaigns and see what gets the most phone calls or visits to the website. The easiest way to test the effectiveness is to either create custom website landing pages or to track each campaign and see how many submissions you receive. Another way is to simply train your staff to ask how they found out about your business and to track within your order entry system or CRM.

Again, the biggest challenge in marketing, whether you are a small business or not, is that you never know what messaging will actually relate to your ideal consumer to produce the best results. Your business is already spending time and money for marketing, and by testing, you can ensure that time and money is being well spent. Testing is the only way to truly be sure that effort is being put in the right place.

 

 

How To Develop A Social Media Marketing Strategy For Your Business

Social Media Marketing Strategy For Your BusinessFor as long as social media has been around, there are still many small and medium-sized businesses that have not fully embraced social media marketing. It was estimated in 2017 that 81 percent of the US population has a social media profile, and globally people spend more than 3.7 hours per day on social media. Furthermore, it was estimated in 2015 that Facebook influenced 52 percent of consumers, which was a 36 percent increase from 2014, and that was three years ago… Social media has become so influential for better or worse, and it now plays critical roles in presidential races across the world. It has shown no signs of slowing down and has continued to grow exponentially over the years. It has begun to absolutely dominate the way people perceive brands and make purchasing decisions. With all of this in mind, it is absolutely critical for businesses of all shapes and sizes to develop a social media marketing strategy. In this article, we’ll cover some of the key tactics to developing a social media marketing strategy—more of a Social Media Marketing 101.

Before we get into tactics, the first thing to emphasize is that social media success does not happen overnight. Too many times we run into business owners and executives that believe social media can be turned on like a light switch; this couldn’t be further from the truth. Although social media is a free marketing channel, it takes time and effort to develop a true impact… However, social media marketing does have a snow ball effect, as over time, the effectiveness of the efforts put into social media marketing will continue to grow and yield better results. In some cases, we’ve seen social media become the number one traffic generator for websites within a year’s time, however, overall success depends on effort and strategy.

Here are a few key tactics to ramping up your social media marketing strategy:

Channel Selection

The first step to developing a social marketing strategy is to identify what social media channels your business should participate in. Yes, there is a very big difference between social media channels depending on who your ideal buyer is. An organization that sells to consumers should be focused on channels such as, Facebook, Pintrest, Youtube, and Yelp, and organizations that focus on businesses focus more on LinkedIn, SlideShare, and YouTube. It comes down to understanding who your ideal buyer is, and what social media channels they actively use.

Profile Setup

Once you’ve identified the channels, it is time to set them up. This happens to be an area where we see most organizations make their first key mistake. Essentially, we find that most do enough to get by; this means they set up their accounts, add a profile picture, and maybe an address, but that’s about it. Since so many potential customers are on these social channels, it is best to think about your profile page as a digital billboard—or better yet—an extension of your website. With this in mind, it is important to share as much as possible about your business, products, and services. The end goal of any social media profile should be a virtual representation of your business.

Monitoring

Another key social media mistake businesses make is that once they setup their social media profiles, they walk away thinking their jobs are done. This couldn’t be further from the truth as prospects and customers will find your business’s profile and will interact with it; they’ll ask questions, look for additional information about your business and/or products, or post about their experiences with your business. This is a key opportunity to take advantage of the channels to directly interact with customers and prospects as they are researching for a possible purchasing decision. Indirect communication via social media is quickly becoming one of the most popular methods consumers are now using to learn more about businesses, products, or services before making a final decision.

Furthermore, what most businesses do not know is that regardless of whether an organization sets up their social profile or not, social media channels allow people to comment about these businesses. This means by not setting up and monitoring your social media presence, your business is missing out on possible customers wanting to learn more about your business and/or solutions—or worse—allowing them to complain about your business without a response. Quite honestly, you are missing out on business if you do not monitor these channels.

Sharing

Now that you’ve set up and started monitoring your social media profiles, the next item on the list is to start sharing content. Content can be anything from showcasing your products and/or services to providing opportunities that go beyond these things. We recommend sharing information about the industry, highlight. The key is to be social and educate customers and prospects while attempting to not be disingenuous. Almost all purchases today start with some type of online or social media search which means, if you are not educating your buyers, most likely someone else is (quite possibly, your competition).

Another key thing to understand is that social media posts have a very short shelf life; this means that from the minute you make a post, it becomes less relevant as others post their own content. For example, since there are so many people on twitter, the shelf life of a tweet is only minutes. With this in mind, it is important to post content several times a day. As a rule of thumb, we suggest posting at a minimum of once an hour in your respective social channels. We also recommend taking advantage of tools available (some for free) that make this task easier. We at 3SixtySMB use HootSuite.

Company Involvement

One social media marketing tactic that we’ve seen used to significantly enhance a strategy is to get the entire business involved. Social media is a numbers game, and there is only so much one person can do. As an example, one organization we worked with had a main corporate twitter profile with roughly 2,000 followers. However, due to the work we did with the rest of the organization, their CEO grew their own twitter profile to more than 14,000 followers. This led the organization, as a whole, to having more than 28,000 followers. This meant that as a company they had an exponentially higher follower count and reach that was far greater than the corporate profile alone.

This strategy required the person responsible for social media to create “lazy posts” and share them with the team daily. A lazy post was essentially a set of pre-canned social posts that the team could simply copy and paste into their own profiles. This guaranteed that, even at the basic level, the team was posting content. However, some took their social media profile to the next level and grew their follower base significantly by posting their own content as well.

Social Effectiveness

Once your organization has the basics down, it is important to find ways of improvement. This is done by measuring the effectiveness of all the social media effort by testing different tactics. There are some paid tools available, but even at the basic level, you can track follower and traffic levels month-over-month. Follower levels are easily captured from the channels themselves, and with Google Analytics, you can see what referral sources brought traffic to your site. Tracking both of these statistics month-over-month can give your team a fairly good indication of success from your social marketing. After a few months of developing a baseline for follower growth and website traffic, it is then important to try new tactics to improve the performance of your campaigns.

Again, in order for a social media marketing strategy to be effective, it’s important to remember it does not happen overnight. It takes a true commitment of time and effort in order to be successful. However, as mentioned earlier, when successfully deployed, we’ve seen it take as little as a year’s time for social media to become the #1 traffic generator for websites. Social media has become a marketing channel that just cannot be ignored; halfhearted approaches to this channel will not help your business be successful, and it must be approached with the same effort put into it as other more traditional marketing efforts.

Good luck, and we look forward to hearing about your tips and success stories regarding your social media experiences.

Sources:

https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/

https://www.dreamgrow.com/21-social-media-marketing-statistics

 

What is Social Selling Really, Six Tips to Social Selling

What is Social SellingEvery time we read a new article on increasing sales from sales coaches, consultants, or the media, we see them hyping up social selling. This is a great suggestion, as we couldn’t agree more. Why? Because social selling does lead to an increase in sales. Here is the problem: a majority of sales reps and leadership have no clue what social selling really is or how to properly employ social selling tactics. Furthermore, most organizations as a whole have no clue how to sell socially or provide any real training around the topic. So, while everyone is hyping social selling, there is little about how to actually socially sell. In this article, we plan on reviewing Social Selling 101 techniques.

The first thing to understand when it comes to social selling or social media is that this stuff does not happen overnight. Social media is a process that takes time in order to develop a true online presence and impact revenue. We point this out because even at the executive level, we find that social media at its core is not properly understood. This leads to people being quickly discouraged when they do not see immediate results. Social media is an intangible marketing channel as it takes time to build up an online presence, and those results are not as directly trackable as traditional lead generation campaigns. Like TV or magazine advertising for example, it is understood that the ad is making an impression, and that those impressions lead to sales. Unfortunately, it is next to impossible to track which specific ad led to which specific sale. There are tools that can be used for social media that will make tracking of social campaigns easier, but that’s for another article.

How does social selling work? Traditionally, the only way to educate prospects or clients is to be in direct communication with them via phone, email, or face-to-face meetings. Social media breaks into a new dimension of indirect selling. When social media is done properly, it becomes a new channel to educate your prospects about you, your company, products, success stories, and the industry at their own pace. Essentially, it is a new channel for brand education and impressions, which eventually leads to more educated and confident buyers. Another aspect is that people buy from people. Again, you only traditionally interact with your prospects and clients in a very limited window of time, which does not give them time to really get to know you. Social media gives them more exposure to you as a person, and overtime, it helps them become more comfortable with who you really are and builds up a trusted advisor status. It’s all about breaking down the traditional selling barriers.

With all of that said, here are a few tips to get you started:

Choose Social Channels – The first thing to figure out is which channels should be included in your strategy. LinkedIn and Twitter are pretty much a given for most professionals, but then there is Facebook, Instagram, YouTube and Pinterest. In reality, if your business is heavy B2B, it is best to stick with LinkedIn and avoid the others. If your business is heavily consumer-focused, I’d put more emphasis on channels like Facebook, Instagram, and others. The key is to put yourself into the seat of your consumer to figure out what channels they may be using.

Set Up Social Accounts – This should sound basic, but as a next step, set up social accounts across the different channels you picked. Ensure that usernames are either your real name, a similar variation of your name, or something related to the industry. They need to be professional and convey exactly who you are. Also, this is the time to pick a profile picture that is actually you and a bio that makes sense. Again, people buy from people, so you want your community to know who you are professionally.

Start Following – Avoid following random people that have nothing to do with your industry. Start by focusing on people that are key influencers in the space, competitors, industry news outlets, your account base, and people within your accounts. People buy from people, and the more connected you can be with your industry, prospects, and accounts, the more familiar they become with “you” as a person. The key thing to remember is that this is not a onetime activity. Personally, every time I meet someone new, they get a LinkedIn and Twitter follow request. This is where the time aspect comes into play; you will start out with zero followers, and it will take a while to build up more followers.

Start Sharing – The second step to becoming social is to actually share content… This is also where the rubber meets the road when it comes to “social selling”. The first thing to note when it comes to sharing content is that under no circumstances should you directly message prospect sales pitches, or really anything; this tactic does not work (it pisses people off more than anything). Sharing content on social media should be educational; typically, we recommend sharing content, such as case studies, press releases, marketing content, trade articles, industry news, and other material such as that. The shelf life of a social post is usually minutes within certain channels—once you share content, after some time has passed, the likelihood someone will see it drops significantly. With that in mind, you want to continuously share content. We typically recommend sharing a minimum of 3 – 6 pieces of information a day.

Start Communicating – The third step to social selling is interacting with your connections. This does not mean sending a LinkedIn, Facebook, or Twitter sales message (as mentioned earlier, this does not work). Instead, read the various feeds to see what your community is sharing. If you see something interesting, Like, Share, or Comment on it. Another option is if you see some news on one of your accounts and/or contacts, you can mention them when you post content. Again, people buy from people, and this just helps bring in the human element back into the picture. There are tools available, such as HooteSuite or TweetDeck, that are free and can help with the monitoring aspect.

Recruit New Departments ­– Social selling is not limited to just the sales team—get other teams involved too. The companies that do it right have executive leadership, marketing, product, and other teams involved as well.

The key with social selling is to actually be social and educational without being a typical sales person. Also, it’s important to note again that social media takes time, and results are not seen overnight. Furthermore, social media is not a one-and-done event. The main mistake we see all too often is someone setting up their various profiles and walking away thinking people will magically come to them. Instead, dedicate a few minutes a day to social media; it truly doesn’t take much more effort than that. There are a few organizational examples to check out, such as @Drift and @HubSpot. They have some of the most socially-minded employees out there, and much can be learned from their use of social media.

One additional note: there is a byproduct of becoming social. It is that you begin to build your own personal brand in the market. The more information you share, the more people will take note. Future employers may take note on how influential you’ve become. Your community also becomes an additional asset that can come into play regarding how valuable a company may believe you are. Plus, social media is not easy, so it shows that you know how to put in effort.

Good luck and message us with any questions and/or tips!