Greetings!
Season's Greetings! We have added two service specialties; social media and market research. Harnessing social media is the most important new development to drive sales since the emergence of wide spread e-mail twenty years ago. We ensure our clients have a solid strategy and help them implement best practices. Secondly, companies need a go to market strategy based on sound research. Laurie Burstein-Maxwell, a proven top talent, has joined the team to address this requirement. Sincerely,
Rich |
The Buyer Process is Fundamentally Changing
We are in the early stages of web social networking's influence on driving sales. For several years, leading B2C oriented companies have actively managed their brand image using blogs, tweets, and wikis. They use web monitoring and analytic software to understanding what is being said about themselves and their competitors.
B2B and B2G oriented companies are now adopting social media as part of a strategy enhancing direct and indirect channels of distribution. Here are some recently published statistics*:
· 81% of Fortune 500 B2B companies maintain accounts or profiles on social media sites but 63% do not have a comprehensive strategy.
· 9 out of 10 corporate buyers say that when they're ready to buy, they'll find you.
· Corporate and government purchasing decisions are influenced by word of mouth recommendations within a community of interest. 59% engage with peers who have done it before. *Bussiness.com - 2010 B2B Social Media Benchmarking Study |
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Five Steps to a Good Social Media Strategy
Some companies create a Twitter account or Facebook page and consider that a social media plan. Those that do so because everyone else is doing it may not be directing efforts toward the social channels that make sense for their organization. A better strategy is to follow these five steps:
1. Listen: Understand the online presence of the target market and brand. Know what target customers want, what is being said about their company and the competitors. There are software tools available to make this assessment.
2. Plan: What are the objectives? What will resonate with the target audience? What resources will be needed? How will ROI be measured?
3. Engage: An effective social media campaign should create something so compelling that potential buyers and influencers are discussing it everywhere within the community of interest and people join to learn from the thought leadership. Thanking participants and answering questions will help identify brand advocates and new customers.
4. Measure: Every campaign requires metrics, monitoring and analysis in order to determine if business objectives are being met.
5. Evaluate & Revise: What worked and what could have been executed better? Did the campaign result in leads that converted to new customers? Was the effort worth the investment?
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Breaking News
Market Research Specialist Joins Team
Laurie Burstein-Maxwell of Dartmouth Partners, a leading market research specialist, has joined the team and adds a new dimension to the services of RC Scott & Associates. In order to have a sound sales and marketing strategy, there must be a solid understanding of the target markets. Laurie digs deep and wide to gather intelligence on markets, industries, competitors and trends. She has worked extensively with emerging and mid-market technology companies validating their value propositions, determining strategic partners, evaluating acquisition candidates, and crafting optimal go to market strategies. Laurie is a Certified Financial Analyst with a PhD in Psychology and an MBA. | |
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Social Media Services
RC Scott & Associates provides the know-how and software technologies necessary to build a comprehensive social media strategy:
1. Defining goals and objectives.
2. Determining Return on Investment (ROI) criteria.
3. Implementing tools to hear and understand the relevant social media dialog.
4. Selecting what social networks to engage proactively.
5. Building a tactical plan to execute the strategy.
6. Implementing monitoring and analytic tools to measure effectiveness.
7. Integrating with CRM.
8. Training personnel to leverage social media.
Want help? Contact us.
Follow our LinkedIn Group: Increasing Sales Using Social Networking Tools & Techniques
http://www.linkedin.com/groups?mostPopular=&gid=3664968
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