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Executive Support: Meet Your New Sales Team


For business leaders grappling with time management, I have good news – your sales and marketing efforts are now automated and measurable. Simply put, sales and marketing approaches have been entirely redesigned around social media. It’s not a future, it’s a here and now and it’s moving fast. The buyers journey – from awareness to conversion – is the same but now the journey is digital and the Google search engine reigns supreme as the enabler. Here are a few key take-aways from the digital marketing conference I just attended. 

As always, your brand must be consistent and persistent, and your voice must be authentic, across all social media outlets. Your content should be relevant, valuable, and should address potential customers at all stages of their journey. Social media has the primary goal of driving traffic (social, that is) to your website. Your website has the ultimate goal of converting to a purchase decision but, it has the short-term goal of acquiring an email address, and maybe more. Once you have a website visitor, you must pay real-time attention to them with (chat) bots at a minimum, and humans if customers prefer. Regardless of the result of the visit, all the data about the interaction are recorded so that your prospects can receive tailored social media ads, and targeted emails if the address was obtained, with promotions designed to manage their interest and move them toward a purchase or re-purchase. For example, there are strategies designed around an abandoned shopping cart, or the number of times someone has visited a price list page, or the number of days it took to open an email. 

Behind all the strategies, there are many new tools, mostly integrated, that manage all aspects of your digital media presence. To configure the tools and fuel your presence, you must understand your customers personas and their behaviors along their journeys. This information is curated into keywords, content, calls to action and ads that allow potential customers to discover you and your products. Every aspect of your digital presence and customer interactions must be constantly measured and managed. Just like the door-to-door or brick-and-mortar sales of bygone eras, each interaction is unique and personal, only now it’s personalized through algorithms and served up by robots. That’s not a bad thing, right? 

Related: Executive Support: Learning To Co-Exist With Robots 

 Read about Stephany's service offerings at Laurel Collaborators. 

 (c) Stephany Kalil 2018. All rights reserved. 

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