The one perspective that you are going to get here is that social media is only half the equation. But the other half is what makes all the social media you do worth while. It’s what you offer. Your conversion strategy. Your closing technique. Your content. The value you offer prospects. All of that is best stated as your brand strategy, everything you do to fill the needs of your customers.
All of this is to say that what you offer to prospects is in direct correlation to whether or not they will engage with your business, and at what rate of adoption. The easiest thing to do is just start focusing more and more on marketing tactics. Sure, the more you grow your sales pipeline, the better the odds of getting more business, right?
But what about the fact that all those new leads will need to get sold on your company. They have to buy into the fact that your business is the right choice, to meet their unmet needs, better than the competition, and with the lowest amount of risk for them, at the right price. That should be easy, right.
I recently had the CEO of an international B2B company ask me to look over his marketing collateral and website and provide some suggestions. What he really wanted was some advice on how to attract more customers. The answer wasn’t in better brochures or website, it was a better brand strategy.
That is the easiest part of social media, your own brand strategy. Why? Because it is entirely within your control to develop or ignore. Without it, the leads coming in from social media, or any other type of marketing are going to be wasted. BusinessWeek Magazine wrote a special report on branding and said that without the right strategy, you might as well pile up all your marketing dollars in the middle of the table and burn them.
The most important thing to take away from this post is that you need both a great social media and brand strategy to work together as one go-to-market plan. And the easiest part is to develop a proper brand because you control what you offer and what you say.
To find out more information about how to create the most powerful brand strategy for your company, email us at info@practicalsocialmedia.com and we will give you 25% OFF our Brand Strategy How-To Guide. This was developed from years of consulting on brand strategy with entrepreneurs through Fortune500 companies. This offer is exclusive to the readers of this blog and not offered anywhere else.
