In our last Blog, we were comparing the benefits of traditional
advertising to social media, and had concluded
that media mix
works. Using each medium for its
distinct advantages and combining the power of both makes sense.
If your business has share of
mind before competitors, then your company name is
placed into Google search vs. your business
category where all your competitors appear based on
either SEO / Search Engine Optimization or paid placement.
Here's how you can use the two together...
The
Marketing Funnel
This is one of the oldest and most widely adopted marketing
models dating back to the early 20th Century. It's a series
of psychological phases in the mind of a potential customer.
No matter where a consumers' mindset is in the marketing
funnel, each step needs to occur sequentially for a purchase,
repeat purchase or a referral to occur.
There are 7 steps, with the last one - ADVOCACY, now more powerful
than ever with the advent of social media. Here are the 7
steps...
1. Unawareness - I
have never heard of your business before.
2. Awareness - I am
now aware that your business exists.
3. Consideration - I
am considering a purchase from you.
4. Preference - I
prefer your product or service over your competitors.
5. Action - I am
buying it!
6. Loyalty - I am
happy with the purchase and feel good about it!
7. Advocacy - I am
so happy that I'm referring people to you!
Click the following link and pay close attention to the left
side of the funnel - Process.
This will show you how traditional advertising and social
media can be added together to use the power of BRANDING and word of mouth
through WORDS ON
KEYBOARD in a powerful platform.
Advocacy is extremely powerful because of its credibility.
Advocacy is the catalyst that can encourage consumers to
progress through all stages of the marketing funnel quicker with more enthusiasm.
Check this out...
Here's why...An advocate is capable of...
*Turning a loyal customer into an Advocate by confirming
that a smart buying decision was made.
*Pushing a buyer in the Action Step to a more likely phase
of Loyalty.
*Convincing someone in Preference to simply buy because they
are right.
*Influencing a consumer in Consideration to a mere pit stop
through to Preference.
*Educating the mass audience to become aware of
you.
Social
media is Word of Mouth on Steroids
It allows consumers to voice their opinion to thousands of
people in a simple, easy to use format. Some people claim that
social media is misguided as it lacks credibility as the opinion
portrayed comes from a total stranger. Frankly,
it's power rests on that. People make their opinion
known with no agenda other than to provide insight on products and
services.
If your business is not using social media in tandem with your
proven marketing methods you run a certain risk. If any of
your competitors choose to adopt it and you know they are, you will
be faced with the decision of being reactive. Proactivity on your part makes you a leader vs.
a follower.
Thanks for reading! I welcome you to subscribe to the PROSALESGUY BLOG and these
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Dave Warawa - PROSALESGUY
TRAINING