Which Social Media Work Best for Sales? Pt. 1

Few will argue that the best deals are closed because the salesperson has created and fostered a relationship with their client. They've heard them out, built a rapport, and provided solutions to their problems. The best salespeople have realized this and are finding more and more ways to use new media to start these relationships. 

The question is: which social networks produce the best results? In other words, what social media should salespeople be using? Obviously, the answer to this question is too complex to provide just one answer. Below are some advantages of disadvantages of networks you're probably already using. 

1.) Facebook

The advantages of Facebook are obvious. Almost everyone is on it, it's a valuable research tool, and for some, it is checked and updated more than email. Unfortunately, the disadvantages to Facebook are also obvious. It's far too personal for solicitation, users are barraged by links and pestering requests already and controversy surrounding Facebook privacy is making its users more and more wary of people who reach out to them. 

So, when is Facebook a good tool for sales? Remember that Facebook is intended to mostly maintain relationships, not start them. If you are trying to market on a lead with a person you already have somewhat of a rapport with, Facebook can be very effective. They'll see your name and respond to it. Facebook can be disastrous, however, when used for cold calls. 

2.) Twitter

As you can see, we are starting with the more popular networks to get them out of the way for this list. Like Facebook, Twitter can be extremely useful because many people use it, especially the big names that you are probably going after for clientele. Twitter works well because starting a conversation is simple and easy for recipients of your tweets to see and respond to. The downside is that it is very difficult to predict the reach for your tweet. Depending on who you're reaching out to, they may be getting dozens of mentions while yours gets lost in a black hole. This can be avoided through direct messaging, although more and more users are disabling direct messaging unless they follow you back.

Overall, there is little to lose when attempting to build relationships through Twitter, but it tends to happen when you don't expect it. Because responses are difficult to predict, this is a network that is dangerous to bet on even though it should be used regularly. Also, character limits draw the conversation out and make it difficult for you to be as informative as you may want to be. 

Pt. 2 will delve into Gmail, Google Plus, and LinkedIn. If you have any suggestions for a network that should be mentioned, comment below. 

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.

The Recipe For Your Perfect Pitch

Is there any such thing as a perfect pitch? In regards to marketing and communications campaigns, probably not. There are, however, ways to make your pitch irresistable. 

Pitches are like a recipe. It takes more than just solid research and a good strategy. It takes more than just creativity and a good idea. This is because you are selling one idea to potentially one person or group of people. By the end of the pitch, they need to know exactly what you're offering and how you're attempting to execute it. 

The group hearing you out is looking for two main things: a good idea and a realistic strategy. They need to know that they are signing a proposal that your team has thought through completely. They may love your idea and think that you've captured exactly what they're looking for, but if you're budget or evaluation plan is not based on a realistic approach, your pitch falls flat. 

Plus, there's one more ingredient to making a two-fold pitch three-fold. Once you have a creative idea and a solid strategy, you need to add the unspoken ingredient: cohesiveness. This is subtle and often missing from proposals and campaigns. If the message that your strategy is built on does not directly and obviously precede your great idea, then it's not going to click. 

A good example is the Obama campaign in 2008. No matter what side people were on politically, many lauded the campaign for its strategic use of the concept of "change" throughout the entire campaign. It was an idea that was used cohesively with every tactic that was executed, and it definitely produced results. 

Coming up a creative idea is not difficult. Doing your research and being grounded is not difficult. Making these two practices come together cohesively, however, is what separates the so-so pitch from your perfect pitch. 

Social Media is not Cliche Yet

For a lot of older professionals, social media has become somewhat of a cure-all for all of their strategic problems. It creates huge leads and reaches at a fraction of the cost of traditional media, and it appears to be the next big series of outlets that almost every target is accessing.

Unfortunately, social media fatigue is becoming a dangerous reality for a lot of younger professionals and users of social media. What is social media fatigue? It is the weakening of a once strong force, and in this case, the effectiveness of social media as a tool to influence people.

Don't get me wrong, the spread of social media is only getting stronger, but we are seeing fatigue among age groups that were once hugely influenced by big social networks like facebook, twitter, and linkedin. A lot of companies and brands are plastering their messages all over social media, making the once exclusive outlets for creativity and escape (at least for younger demographics) become tiresome and (dare we say it) corporate.

But there is hope. It's not that social media has become cliche. It's not that simple. What's really happening is what happens to all shifts in technology and the "next big thing." Liken it to the rise of television. Though it has been widely abused and over-used in the past, television has become essential, thus in no danger of losing relevance. Instead of diminishing, television has changed and adapted to the needs of its consumers.

For all we know, the medium of being able to watch a television show may change dramatically to becoming completely online, as we are starting to see with new outlets like Netflix, Hulu and Vudu. The essence of television, however, has not really changed.

The same should be said of social media. The idea of using social networks across the globe to make and maintain relationships with people will likely become just as essential as being able to watch a television show. The real winners of the day are the business leaders who anticipate these trends and adapt accordingly.

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.

How Leaders are Chosen pt. 2

Choosing a leader is sometimes the easiest thing to do in the world. When I was the director of a small public relations firm in college, I didn't have to do much of the decision-making. Several candidates were brought to my attention and it just worked out that they were perfect for each of the roles they were suggested for. 

It wasn't until sometime later that two of my account executives resigned and I had to fill their spots in a hurry. This time, I had way more people to choose from and big clients riding on whomever I had in place. From my perspective, I was anxious to find someone just willing to go for it and grasp for the position.

While this may not be a universal rule, management is typically waiting for someone to just step up and show interest in their position. When I do have two people vying for the same role, it tends to come down to who wants it more, which is covered in pt. 1. 

Alongside that, commitment is a huge quality management is looking for. As soon as a candidate expressed concern that their lives would be hectic if they took the role, I pretty much dismissed the prospect. It's harsh, but necessary. If a person is not willing to take on more responsibility at that moment, what can you expect of them when the unpredictable happens? 

When it comes down to it, loyalists rule the day when it comes down to decision-making. The person who is excited and energized about your company is the one you will gravitate to. Just one word of caution: do your research before you select that leader. 

I've seen this happen countless times at various jobs. A person who was committed, wanted it, and likeable turned out to be all talk. The manager at the time didn't thoroughly check out this person's track record, maybe because they were disconnected with the goings-on of the office or business. Don't be afraid to get testimonials about the person from people you trust within the company, and always be on the lookout for little signals like how often they come into work late and past issues they've had with other employees. 

In conclusion, the selection of a leader is very subjective, and these tips don't offer a beat-all method of getting that promotion you want. All you can really do is be persistant in your company and prove that you have what it takes to move up on your company. Sometimes, you just have to figure out exactly how you can prove that on a daily basis.

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.

 

 

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How Leaders are Chosen pt. 1

In regards to the shift of power within an organization or small group, leadership can be a tricky thing. When handled correctly, the passing of the torch can be almost seamless and accepted by the majority of the group involved. Incorrectly, this can lead to doubt, confusion, and mistrust.

Maybe you want to be a leader within your organization, but don't know how you can set yourself apart. At that point, you have completed the first step to getting ahead in your company: wanting it. It seems simple, but many people look back on their career and wish that they had gone for a promotion here and a job opportunity there. By then, it's too late. They didn't want it. 

Once you are in a position where you want that position of leadership, you are then faced with two choices: keep up what you're doing or change. Change should always be your choice. If you were good enough in your current position to warrant a new role as leader, you wouldn't want it. You would expect it. If you truly desire to reach the next step, you're going to have to change up your tactics. Adapt, or die. 

For some people, leadership comes easy. They might be naturally outgoing and transparent about their accomplishments. Just liking a person makes them a great candidate for leadership. It may seem superficial, but being likeable is a major trait in any business.

Let's say I'm the CEO of a shoe company. I need to hire someone to oversee 35 employees in a new factory I'm opening. I'm promoting from within and notice that Bill is very good at what he does. He meets all of his quotas and always goes the extra mile. Unfortunately, Bill doesn't get along with any of the staff because he is irritable and pompous.

He may want it, but he is not willing to change. He is also not likeable, maybe even to me. I don't want him as a manager because it's just going to cause resentment from the staff, a headache that I will eventually have to deal with. Bill is going to lose out to Joe, the employee that puts out good, if not great, numbers and gets along with everyone. 

Still, there are more factors that come into play. Part 2 on May 25th. 

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.

How to Say No

You're sitting at your desk. You've just heard a pitch that you like, but you just don't like. Maybe you want to go in a different direction. Maybe the pitch just doesn't quite sit well. 

It's easy to say no to something terrible, but how do you say no to an idea that has potential? 

Don't say maybe. "Maybe" could be the most honest answer, but that doesn't mean it is the most strategic one. Unfortunately, "maybe" connotates to the listener that you have just said "no" in a nice way to spare their feelings. Even if that's not true, you still run the risk of unintentionally patronizing your team, which doesn't help anyone.

Redirection is key. The strategic way to say "maybe" is to show that you understand the idea by repeating the idea back to them and paraphrasing. Show that you aren't just saying "no," but you are actually hearing the person out and giving constructive feedback.

Don't be afraid to criticize. In fact, criticism is something that your employees expect and need from you (even if they don't realize it).

Before you say no, ask enough questions first. Once you've shown that you understand the pitch, it is then wise to gauge how well they really understand their own pitch. Your uncertainty could just be an extension of theirs, clearly seen in their presentation. 

The best part about this is that they will realize themselves that maybe there pitch isn't finished or hasn't been thought through. At that point, they are in a position where they can help themselves and don't need quite as much of a dramatic push from you. "No" becomes a second chance. 

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.

 

Where the Millennials are Going

And how you can find them. -Jon Negroni 

As the age of New Media continues to march along, many new target markets are being more and more defined. One of the most exciting new target markets? Millennials. Young men and women between the ages of 18 and 29 are becoming the most important generation that marketing managers have their eyes on.  

Morley Winograd and Michael Hais, co-authors of Millennial Momentum: How a New Generation Is Remaking America, state that there are over 95 million millennials born between 1982 and 2003, and they have become America’s “largest generation.” 

So, how can your business succeed in reaching this wide and diverse target? Social media has become the go-to method for reaching millennials and for a good reason. According to eMarketer, millennials are the most active users of social media and are most likely to engage in new social media. 

For marketers, this means that the most interactive and forward-thinking media tools win the day. Simple advertisements won’t work anymore, which we’ve already seen through Facebook. Just a few days ago, General Motors dumped their Facebook ads claiming that they were “not delivering results.” This validates the TNS study from last year citing a .05% click-through rate for Facebook ads. 

So, what does work? At Richter10.2 Media Group, one of our main strategies for effective marketing is using proven, empirical methods of generating interest from our target publics, or what we like to call, “reaches.” This involves using various databases and research tools to find out where the target is and what messages are going to resonate with them. For us, social media is a tool, not a solution.  

For example, let’s say that your business specializes in making laptops geared towards college students. To be successful, this business will have to sell itself to millennials using a persuasive strategy that will gain and keep their attention. 

Videos highlighting the clear features and benefits of these products would be essential in effectively drawing in new laptop customers. (Click here to see the benefits of videos as a reach method)

At Richter10.2, we would create your video based on a quality tier system of your choosing and even show you what media channels the video can be placed on to bring about the most effective reaches. That’s where social media comes in. With our help, your business will have the resources to place the video where it will be seen the most, which includes social media channels determined to be the most appropriate for your target public. 

Through this strategy, you will identify clear increases in sales correlating with video impressions, resulting in a comprehensive outreach campaign that gave you high returns at minimal costs. Plus, this is just one example of how your business can use Richter10.2 services.  

The question, “where are millennials going,” has a simple answer. Everywhere. It’s not a matter of where marketers need to ambush this target. This is a matter of tailoring your message to the location and profile of each and every individual segment you want to reach. Instead of trying to create trends, our agency focuses on identifying and predicting trends, which leads to a personalized, effective strategy.

Interested in trying this out for your business? Give us a call. Shoot us an email. We look forward to taking it from there. 

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.

References:

PBS: "New Book Explores How Millennials Shape American Life, Culture." 

eMarketer: "US Social Network User Penetration, by Age, 2009-2013."

Technorati: "GM Scraps Facebook Ads Stating Ineffective Returns."

Where the Millennials are Going

And how you can find them. -Jon Negroni 

As the age of New Media continues to march along, many new target markets are being more and more defined. One of the most exciting new target markets? Millennials. Young men and women between the ages of 18 and 29 are becoming the most important generation that marketing managers have their eyes on.  

Morley Winograd and Michael Hais, co-authors of Millennial Momentum: How a New Generation Is Remaking America, state that there are over 95 million millennials born between 1982 and 2003, and they have become America’s “largest generation.” 

So, how can your business succeed in reaching this wide and diverse target? Social media has become the go-to method for reaching millennials and for a good reason. According to eMarketer, millennials are the most active users of social media and are most likely to engage in new social media. 

For marketers, this means that the most interactive and forward-thinking media tools win the day. Simple advertisements won’t work anymore, which we’ve already seen through Facebook. Just a few days ago, General Motors dumped their Facebook ads claiming that they were “not delivering results.” This validates the TNS study from last year citing a .05% click-through rate for Facebook ads. 

So, what does work? At Richter 10.2 Media Group, one of our main strategies for effective marketing is using proven, empirical methods of generating interest from our target publics, or what we like to call, “reaches.” This involves using various databases and research tools to find out where the target is and what messages are going to resonate with them. For us, social media is a tool, not a solution.  

For example, let’s say that your business specializes in making laptops geared towards college students. To be successful, this business will have to sell itself to millennials using a persuasive strategy that will gain and keep their attention. 

Videos highlighting the clear features and benefits of these products would be essential in effectively drawing in new laptop customers. (Click here to see the benefits of videos as a reach method)

At Richter 10.2, we would create your video based on a quality tier system of your choosing and even show you what media channels the video can be placed on to bring about the most effective reaches. That’s where social media comes in. With our help, your business will have the resources to place the video where it will be seen the most, which includes social media channels determined to be the most appropriate for your target public. 

Through this strategy, you will identify clear increases in sales correlating with video impressions, resulting in a comprehensive outreach campaign that gave you high returns at minimal costs. Plus, this is just one example of how your business can use Richter 10.2 services.  

The question, “where are millennials going,” has a simple answer. Everywhere. It’s not a matter of where marketers need to ambush this target. This is a matter of tailoring your message to the location and profile of each and every individual segment you want to reach. Instead of trying to create trends, our agency focuses on identifying and predicting trends, which leads to a personalized, effective strategy.

Interested in trying this out for your business? Give us a call. Shoot us an email. We look forward to taking it from there. 

Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter 10.2 Media Group. For more information regarding Richter 10.2, check out our introduction video here.

References:

PBS: "New Book Explores How Millennials Shape American Life, Culture." 

eMarketer: "US Social Network User Penetration, by Age, 2009-2013."

Technorati: "GM Scraps Facebook Ads Stating Ineffective Returns."