The 90’s was cool wasn’t it.
Saved by the bell.
The Spice Girls.
I'm sat here scrolling on Linkedin.
A social media platform.
You're consuming this content on (surprise, surprise) a social media platform.
I spend a lot of time on this platform.
It’s part of my process.
But websites, do we even need them anymore?
Now before you head for the hills, let me explain.
Sure they are nice as a branding exercise or a lamppost to tell people you’re there.
I’m guilty of this too.
I’ve just had a new website built as part of a rebrand.
And I don’t really need it as all of my business is transacted through social.
Actual human beings, talking to other human beings digitally.
Large B2B deals are done with trust, research and time.
All the things social allow you to present to your buyer.
Websites don’t inspire trust or confidence.
Unless you’re maybe looking for a product you already know you want and it’s a relatively cheap purchase.
Oh and your a customer is not a business.
“customers are more than halfway, 57%, through the purchase process before they have the first meaningful contact with a seller. Customers are coming into seller interactions with preconceived ideas about what products and features they want to buy and how much they’re willing to pay. In this environment, sales reps must deliver a purchase experience that transcends product features and benefits to win sales and retain business, or risk becoming irrelevant."
You see prospects are heading to your website to check you out.
Then they are heading over to your socials to REALLY check you out!
See that's where modern millennials head for the actual truth about you.
So you better make sure you’re controlling that narrative on social, across your entire team and organization.
Social builds trust.
Why do you think Google (a search engine) bought Youtube (a social media platform).
Because they understand how audiences and search work.
People aren’t looking for you or asking questions about you on websites, they are having these conversations on social.
So be present and engage with them.
Gartner tells us that.
"The B2B buying journey has fundamentally changed in the last year, with COVID-19 accelerating the shift toward digital and remote buying. Many organizations have failed to adapt to this change, leading to lost and stalled deals," said Craig Riley, senior principal analyst in the Gartner Sales practice. "Mapping this new customer buying journey to understand how buyers are using both digital and human channels, often simultaneously, will be key for B2B sales organizations to unlock growth in the next three years."
This ain’t the 90s anymore, social has changed the game.
Traditional marketing and sales have evolved too.
Some have noticed. Most haven’t.
Again from Gartner.
"Over the next five years, an exponential rise in digital interactions between buyers and suppliers will break traditional sales models, according to Gartner, Inc. In fact, Gartner’s Future of Sales research shows that by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. This is because 33% of all buyers desire a seller-free sales experience – a preference that climbs to 44% for millennials."
Are you still spending lots of money on advertising and SEO to drive people to your website as part of your conversion process?
You can do all this and more via social.
And it doesn't cost a penny.
Stop flushing money down the toilet on propping up dead mediums.
And start treating your prospective buyers and future customers seriously on social.
This ain’t the 90’s anymore.
So take off that shell suit, pull out the scrunchie.
And start getting present on social!
Only 47% of brands are viewed as trustworthy.