How to Sell Social Media to Your CEO
How to Sell Social Media to Your CEO
How to Sell Social Media to Your CEO
Social media when used as part of an internet marketing strategy is a very effective tool. But social media does have a branding issue. If you talk to many CEO's about using Facebook, Twitter and YouTube (among others) as part of your marketing strategy you may come up against some resistance. This is because:
many CEO's perceive social media as a business distraction and not a business tool
many CEO's find it difficult to see how you can generate sales using social media
and many CEO's don't understand how consumers use these tools as they don't use them themselves.
In order to sell a social media strategy to your CEO, we have listed three key areas that you must address as part of your pitch.
1. Make the connection between your ideal customer profile and social media usage
The first part of the sales approach is to connect your ideal customer profile to social media usage. It's quite simple. For an effective social media strategy to work, your ideal customer must be a high user of social media. It's the same principle you use for any other media. You wouldn't place TV ads in a program that is not viewed by your ideal customer so you need to prove that connection first. Some other key points are:
Your ideal customer must use the internet as a primary source of information when making purchase decisions.
Your business must have a website that is a key marketing channel for product sales, customer inquiries, product information and data capture for direct marketing.
By making this connection first, your CEO should identify that social media can target the right audience.
2. Understand your key website analytics and metrics
Metrics and website analytics are the second piece of sales puzzle. Through web analytics and sales analysis you must show a correlation between website visitors and sales. In simple terms, if your web-based sales increase when there is an increase in website traffic then you have established a correlation. Your goal is now to increase website traffic which should (based on your analysis) result in an increase in product sales. Once you have this established connection then you have a basis of measuring return on investment.
A key point to make here is than numbers of Twitter followers or Facebook fans are not metrics that you should use for this sales pitch. It is near impossible to directly related them to product sales. Having 20,000 Twitter followers is in many cases of no more commercial value than having 1,000 followers. It is follower quality that is important and your ability to engage with them to visit your website.
3. Have a clear strategy to increase website traffic
This really is the "how to" of the strategy. As you have identified website traffic as the key metric, you should now outline how you will meet it through the various social media platforms. Your pitch should consider how consumers use each medium and how you will use them to drive traffic and sales. Below are some examples of how three of the main platforms in Twitter, Facebook and YouTube can be used to increase web traffic.
Twitter is a sharing platform for links, text and pictures. Businesses can use Twitter to promote new blog posts, promotional offers, links to website content and as a customer service platform. All of these promote your website URL as the destination link which drives web traffic.
Facebook is a connecting platform. Users maintain personal relationships and use it to keep in touch with friends. Users can also connect with fan pages and events that are of interest to them. For a business, a fan page can be created to provide links, helpful tips and promote events among many other things that link back to your main site.
YouTube is also a sharing platform for video. Businesses can use YouTube to host TV ads, instructional videos and show conference footage that link back to a main website URL.
With this increased traffic, your website should also receive a boost in it's Google page ranking which improves your visibility in organic search results.
4. Closing the deal
To close the deal, the key question you need to answer for your CEO is what is the impact on sales from an investment in social media? If you can connect your ideal customer to social media use. Correlate a connection between website visitors and sales with a well defined social media strategy you are well on your way to selling your C
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