Social CRM For Dummies by Kyle Lacy
Author:Kyle Lacy
Language: eng
Format: epub
Publisher: Wiley
Published: 2013-05-13T16:00:00+00:00
Figure 8-5: Epinions on toasters.
5. Searching for deals or discounts: The consumer follows links to specific advertising, looking for deals or discounts.
6. Buying a product (conversion): The consumer makes her purchase decision and most likely follows the brand on Twitter or clicks the brand’s Like button on Facebook.
In this example, we used a consumer product. Notice how often social media and search figured into the investigation.
If the consumer instead undertook a B2B search, the path wouldn’t look that different. The key to understanding the B2B path is to analyze the type of information the buyer looks at prior to making a decision. We cover that in the upcoming section, Creating content for buying.
Recognizing the new social media persona
When you’re targeting customers, it can be helpful to develop personas. This tactic has been used for several years and has proven to aid salespeople in better understanding the customer. A persona is a representative of one of your company’s target customers. You can create as many as you need, but if you don’t create any, you won’t be able to focus on selling with the kind of precision that personas allow.
When creating personas, you should give each one an actual name, gender, and a face (stock photo) to help make the persona real. When your whole team focuses on selling to a prototypical customer, it’s easier to stay on the same page.
Besides a name and picture, a typical persona includes
Demographics: This includes age, gender, and the like.
Sociographics: Data in this category includes what the customer believes and what he thinks about things related to your product.
Occupation: Decide how your persona supports himself.
Places where he consumes his media: You want to know where he goes online to find information, consume news, and network with friends so that you can reach him.
Tech tools he uses: Obviously, this helps you know on which devices to optimize your information. Does he use a smartphone or other gadgets?
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