Go Where Your Customers Are – Wise Words from Sweta Patel

Go Where Your Customers Are – Wise Words from Sweta Patel

Many brands start using social media to build awareness for their brand, but few realize that social is just the beginning. To understand the importance of traditional marketing channels alongside a savvy social media strategy, we dove into demand generation, marketing awareness, and more in this interview: How can marketers stand out amid the noise? Everyone always wants to jump on the bandwagon of a new network or a new channel, but it should be more about focusing on where your audience is and focusing on the conversion rate of your audience. To view this video please consider upgrading to a web browser that supports HTML5 Video Lately, I’ve seen that short form content resonates really well on paid channels. Video is another great high-converting asset that has worked really well for us, especially on Facebook, Twitter, and LinkedIn ads. These resonate better than something like longer webinars because we’ve seen that webinars are great for nurturing later in the funnel but they’re not so great for net-new leads. To view this video please consider upgrading to a web browser that supports HTML5 Video I see this with review channels a lot. I feel like a lot of companies think that reviews are more of a B2C play, but if we really look at the purchase path and the intent of a buyer, B2C or B2B, we are seeing that they are making decisions based on what they find and read online. Lead generation starts with reviews. Enjoyed reading Sweta Patel’s insights on demand generation?

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Many brands start using social media to build awareness for their brand, but few realize that social is just the beginning. And now that every brand starts with a social presence on day one, Sweta Patel believes companies that ignore other traditional channels do so at their own peril. “Social selling may be where you reach your audience, but email marketing, webinars, and events are all channels that you can engage your audiences and build your pipeline,” Patel told us over Google Hangout.

Patel, a Demand Generation Consultant and Customer Acquisition Specialist, has worked with brands like Kyocera, WD-40, and Full Circle Insights to build social communities, drive more leads, and ultimately close more deals. To understand the importance of traditional marketing channels alongside a savvy social media strategy, we dove into demand generation, marketing awareness, and more in this interview:

How can marketers stand out amid the noise?

It’s a bit nebulous. Everyone always wants to jump on the bandwagon of a new network or a new channel, but it should be more about focusing on where your audience is and focusing on the conversion rate of your audience.

So I think it’s shifting the mindset from a quantity point of view to a quality point of view. Sure having Facebook, Twitter, and all these social networks is great. But in order to pinpoint the audience that you’re going after to really close the deals, it’s important that you focus on things that aren’t as common. For example our company was too focused on big channels like social media, going to Dreamforce, etc., and I realized that these places have so many people that we’re just this small person there that doesn’t exist. But, if we were to hold more…

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