Activity should never be confused with results, and friends should not be confused with buyers. The intoxication of today’s marketing with social media is reminiscent of the dot com fever years ago.
Since when did being popular online become more important than what matters most for a business- revenue? Being social can feel rewarding, but often, the reward is not tied to a sale. Friends may never materialize as buyers because the benign engagement via social media only creates awareness about you.
The subsequent and necessary steps of an effective buying process facilitates the journey of strangers to friends to buyers.
Building friends is part of the equation. This is easy. Friends represent clicks. Conversions are the hard part. They require attention to preferences which the buyer is broadcasting via digital body language. This digital body language is represented in the responses of your marketing automation system set up to build trust and drive a sale of your value proposition.
Your social campaigns are a means to engaging your buying process if your marketing systems and approach are set up to win business. Automated buying is essential in a world of popularity and inattention. It connects, engages and closes in a personalized, relevant and timely way.