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The Impact of Technology On Correctional Industries Sales & Marketing Efforts Technology Growth in America Internet & Email Access at Work What percent of American workers have Internet /email access or work? Estimates say over 90% Cell Phone Ownership What percent of American’s own cell phones? A. B. C. D. 50% 65% 80% 90% What percent of cell phone users access the Internet or email with their phone? 35% 50% 65% 75% Cell Phone Internet Usage Cell Phone Usage Facts Nearly two-thirds (63%) of cell phone owners now use their phone to go online (this has more than doubled since 2009) One third of these cell internet users (34%) mostly use their phone to access the internet, as opposed to other devices like a desktop, laptop, or tablet computer Tablet Ownership What percent of American adults own tablets? A. B. C. D. 15% 33% 45% 67% Tablet Ownership The New B2B Buyer The New B2B Buyer What has all this technology and Internet access done to buyers? More connected More impatient More elusive More impulsive More informed How do we as marketers & sales answer to these changes? The New B2B Buyer Connected Internet is 1st stop in researching products and services; 92% of B2B buyers start their search for a solution to their problem online Process neither starts nor stops at your website – more likely to start at a major search engine, industry portal or social network If you want your product or service to be considered, it’s critical that your content appear wherever the buyer goes online at every point in the decision making process The New B2B Buyer Publish Deep & Wide about the problems your prospect faces and the solutions your product offers You must create content for every depth of prospect interest and attention span Remember: The basic needs of the buyer remain the same, only the behavior has changed Much of the information needed in the process comes from the Internet The New B2B Buyer Impatient If a prospect can’t find the right info on your website or figure out how to use your free trial or sample, it’s usually goodbye Today’s buyer has to be pretty committed to evaluating your product or service before picking up the phone The phones don’t ring like they used to The New B2B Buyer You Must Enable Efficient Self-Service Buyers want independence and efficiency from the internet; if they have to rely on a salesperson as the primary source of information, both are lost. The buyer controls the flow of information; your strongest strategy is to give the prospect efficient self-service access to your content Search and speed rule (want fast web pages, easily searchable content) The New B2B Buyer Elusive The buyer can find your product or service, learn about it, evaluate it, see what others think about it, and sometimes even try & buy it, all without engaging with a salesperson Process even more complex as the “buyer” is often more than one person – process is more organic with different stakeholders doing tehir own research The New B2B Buyer Measure, Model & Move Buyers may be elusive to sales, but not to marketing Measure your customers level of engagement to determine where they are at in the process so you can provide content or assistance to help them move through the process The New B2B Buyer Impulsive Cheap and easy access to online information enables flexibility in the buying process Buyers go in and out of the process, go slow, go fast, whatever suits their priorities Email may be waning for marketing communications, but it is central to the internal communications of buyers The New B2B Buyer Lifecycle Marketing Map your content to the buyer’s needs at each stage of the buying process – throughout the entire customer lifecycle For an active buyer, you are just keeping things moving along quickly and efficiently; for the distracted buyer, its about breaking the status quo and creating a sense of urgency At a minimum, you are their when the customer decides to pull the trigger. At a maximum, you have the potential to accelerate the purchase The New B2B Buyer Informed When does the New B2B Buyer reach out to a sales rep? When they are stuck! If the buyer knows more than the sales rep at this point – it can be disaster It’s an information arms race between the buyer and the sales rep Today’s sales rep must quickly assess the purchase knowledge & needs of the buyer and lead, follow or get out of the way The New B2B Buyer Consultative Selling The sales rep MUST know more about the products than the buyer does If all your sales rep does is usher buyers around your website and take orders, then you are leaving money on the table or your website isn’t simple enough Buyers expect fast answers and sales reps must be purchase experts that can adapt their expertise quickly and efficiently to the buyer’s needs The New B2B Buyer Last but not least…. The New B2B Buyer Is Still Only Human! Buyers fear the unknown, public opinion, failure It is important to all of us (including buyer) to feel good about the decisions we make The New B2B Buyer You Must Build Trust There is no substitute for the sales rep’s personal relationship with the buyer, especially when the stakes are high Today’s rep must be a smooth writer as well as a talker – but don’t hide behind email When it comes to building rapport and trust, chat is better than email, phone is better than chat, video is better than phone, and face-to-face is better than video You must provide technologies and opportunities for your reps to engage with buyers at a personal level Stages in the B2B Purchasing Cycle Traditional Cycle Need recognition Information search Evaluation of alternatives Purchase decision Purchase evaluation You must tailor your sales & marketing efforts to each stage in the buying cycle. Today’s Cycle Content Marketing What is Content Marketing? Content marketing is using relevant and valuable information to attract potential customers to you. Content Marketing Usage Challenges That Face B2B Content Marketers Producing enough content Producing the kind of content that engages Producing a variety of content Lack of budget Inability to measure content effectiveness Lack of knowledge, training & resources Lack of integration across marketing Lack of buy-in / vision Finding trained marketing professionals *2013 B2B Content Marketing Benchmark-North America: CMI/MarketingProfs 64% 52% 45% 39% 33% 26% 25% 22% 14% Content Marketing Tips Spread existing content across different platforms Marketers use an average of 12 content marketing tactics Evaluate your budget & figure out how many you can commit to Create goals (brand awareness, customer acquisition, lead generation, sales) Measure the success Social Media B2B Social Media Usage Social Media Tips Don’t sign up for an account without having goals and a strategy to attain those goals Do prioritize the channels you want to experiment with and spend a dedicated amount of time to test out what works (and what doesn’t) - don’t spread your efforts too thin Produce good content & create a schedule to keep producing it Social Media Tips No presence at all is better than a lackluster presence Keep messages across platforms consistent but customized to each community Articles with images receive more views Social media alone is not enough – don’t forget about your other marketing efforts Track your success Social Media Tips It can’t make up for a bad product or service RESPOND to EVERYONE including complaints publicly Give stuff away – content, webinars and white papers Thank your customers and partners It won’t create immediate results Tell – don’t sell Linked in Was born and bred to create and develop business relationships Most compelling feature is the ability to learn everything, on a professional level, about a target prospect LinkedIn – Getting Started Create a personal profile Employment history, upload a profile picture, input your website and ask for recommendations Complete your company profile Upload logo, include your mission statement, have other company employees join and that they appear in your company listing of employees Join groups Both you and your sales force Invite business AND personal contacts to join you LinkedIn – Sales Tips Complete profile (including experience, reference, hobbies, interests) Invite prospects and customers to connect with you (builds rapport) Utilize status updates to share articles and industry information (prospecting & networking) Join industry groups LinkedIn –Research Use to find contacts at companies Prior to customer meetings find out about the people they will meet with: where they have worked in the past and who they might know in common Verify person’s title DON’T use for initial customer contact; use to make sure contacting the right person but make the first contact via email Twitter It’s not all about you Personalize your Twitter page Follow people to get followers Schedule your tweets Track clicks and retweets Facebook Primarily B2C, not B2B Great for on-line promotions and event announcements Facebook Tips Ask your staff, customers, vendors & partners to “like” your page Upload lots of photos Set up a shopping tab to drive traffic to your ecommerce website “Like” other pages that your customers might engage with and comment on posts on those pages Give a face and personality to the company Employee of the month Highlight what company or employees are doing in the community or in support of a particular cause Post behind the scenes photos Encourage your staff to share content Google + “The next big social network” for business Business pages allow a person to follow and engage with your business on a personal level Google+ is a platform for content delivery more than a way to business network Why YouTube YouTube is the 2nd most popular search engine More than ½ of executives watch workrelated videos on YouTube at least weekly Video can engage your audience better than other media – creates a more personal connection between your brand and the viewer Video is an effective way to explain product functions, processes and other concepts that are hard to describe in copy Why YouTube Video is great on the go – lends itself to the mobile format Your brand will get discovered more (Google integration) YouTube is measurable YouTube Create a branded YouTube channel Keep it relevant (product showcases, demos, lessons, testimonials, how-to, expert advice) Develop videos that are quick, simple, engaging and professional Make it easy to find and share Share your videos in other places Include a call to action (website, special offer, etc) Speak to the person, not the business Website Effective Websites Simple Quality content Blog Downloadable content / resource center Encourage collaboration Form and function Keep content fresh Integrate social media Check out your competition Create Better Content Focus on your audience and their needs Be clear and concise Incorporate relevant keywords Organize your content Measure the results E-commerce Make it simple Use images and video Customer specific profiles Integrate to both your customer’s and your own systems Incorporate the human touch with bios and photos of sales personnel Measure everything Understand your customer’s needs Easy to administer / update