Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
Customer Orientation
Expertise & Credibility
2-Way Open Communications
Benevolence
Shared Values
Social Bonds
Often Demonstrated Over Multiple Service Transactions
Difficult to Articulate & Demonstrate Beyond PR Claims Reinforced in Storytelling,
Typically Isolated to Fron-Ltine Employees & Select Counterparts
Numerous Trials to Demonstrate Sacrificed Interests
Requires Proposal & Joint Problem-Solving Opportunities Reflected in Content Evidence of Pain Point Understanding
Often Obstructbeyd Corporate Vetting & Restricted to Select Few Interactions Enable by Social Media Engagement Tactics Encouraging Audience Contributions
Traditional Sales Calls
Behin-dthe- Scenes & Content Themes Evidence 6KRZQLQ³+RZ - WR´ 2WKHU Content Offering Tactical Help
Reinforced in Social Community Support
Social Media Marketing
Donated Content for Helpful Advice
social media content as the primary vehicle of brand message communication. As shown in the Bain & Company study, traditional marketing and sales approaches to winning business offer little opportunity to build trust in the early stages of relationships. In the case of social media marketing, what may have been perceived as an impersonal approach to marketing turns out to be far more suitable to inbound marketing. For example, consider the advantages of relying more on social media compared to traditional marketing tactics in a business-to- business (B2B) setting. An evaluation of key trust drivers (such as benevolence, ability, shared values, social bonds, customer orientation, and open two-way communication) provides evidence of social media's effectiveness over marketing through sales presentations and proposals. This new era in social media marketing is not without its own flaws. As we watch the bulk of advertising and marketing spending accelerating in favor of social media
channels, we may quickly conclude that outbound marketing (TV, print, radio, and outdoor displays) has been retired. Not exactly. Social media faces its own challenges like dealing in a world of infobesity. Check out some of these facts below. As marketers struggle to break through the clutter of social
90% of all the data in the world has been generated over the past 2 years.
Over 2.0 billion websites (600 are blogs)
Avg. American sees 4K -10K ads per day
347 billion emails sent per day
media noise, they are met with billions of others also clamoring for audience attention. This has led brands to follow the advice of marketing scholars and leading practitioners in the following ways: • Escort your potential customers through their buying decision-making journey. • Distinguish your brand as one who is better known, liked, and trusted . • Focus more on the relationship than the conversion.
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