biggest social media marketing mistake for tech companies

biggest social media marketing mistake for tech companies


in this video I’m going to tell you
about the biggest social media marketing in the state to take companies make and
how they can fix it hey guys I’m Giovanni you know there was
a time when technology companies believed in the approach of if you build
it they will come and that is that the building the best products and services
means that people are just going to buy them but the harsh reality today is is
that the best technology doesn’t always win the market share one of the main
reasons technology companies struggle to gain market share despite their superior
products and services is because they’re still trying to sell technology to
technologists and they haven’t recognized the paradigm shift in
decision-making that’s occurring in most technology industries today this
decision-making paradigm shift is the continuing trend for companies to make
technology decisions based upon goals and strategies for the business not
solely on technology plans so the decision for the purchase of technology
solutions and services has broadened to a team of decision makers beyond the
technologists often including business strategists information directors and
operations executives or in the case of a small or even a mid-sized company it
could be a VP or the company owner unfortunately too many technology
companies rightly proud of their products and services continue to market
to the audience that they’re most comfortable communicating with which
obviously as other technologists after all these are often the users who begin
it and who understand the complexities of the technology and truly appreciate
the innovative product features or service capabilities that are brought to
bear with this service or solution but the fact is they’re no longer the sole
and often not even the primary decision-maker when it comes to the
acquisition of critical technology for their organization and this is
especially true if the technology solution must integrate with an overall
company technology infrastructure when a technology company fails to truly
understand this need to focus their social media marketing beyond the
traditional technology user then of course this is assuming that they have
social media is one of their marketing channels to begin with they ended up
being in an uphill battle to be recognized and known to the true
decision-makers in the executive offices companies will sue
technology that for years saw excellent growth while selling the highly
technical users are now fixing longer sale cycles and faltering sales revenues
because purchase decisions are no longer being made in the isolated pockets
within the technology labs and the developer pits because they’re virtually
unknown to the business executives within their customers you know they’re
perceived as one of the many vendors at a time when customers are looking to
consolidate their business of on fewer more strategic suppliers like companies
that are seen as highly trusted business advisors versus just a vendor the net
result is that they’re not gaining the traction of his ability on sites like
LinkedIn and via business targeted Facebook groups that they need to in
order to reach today’s true business decision-makers meanwhile more savvy
competitors are grabbing up the mind share of those decision makers because
they’re engaging audiences where their audiences are on social media so let’s
talk about a few steps that you can take in order to avoid this mistake identifying profile today’s true
decision-makers reevaluate and identify who today’s true decision-makers are in
this new paradigm profile them in detail to examine their roles their personal
and business goals their strategic objectives and their influencers you
know the sources of information that they go to for insights and perspective
on potential solutions I think you’d be shocked to find out how many of them are
using social media in the decision-making process create strategic message maps curated
his stories and themes designed to communicate your most relevant and
differentiating value proposition for your true decision-makers this should
include your primary value proposition strategic elevator pitches supporting
sales messages and promotional theme messages but the hard part here is that
you need to do this without being Scelzi this also means that your messaging must
be broadened well beyond traditional technical features and benefits and
communicate while your company and its products or services are most qualified
to help solve the strategic business challenges your customers face today on
mediums that are built to entertain your message map should be created for each
target audience persona this includes not just your decision makers but also
your key influencers it’s easy to overlook your influencers in your
messaging efforts but they can be extremely important advocates or
barriers that directly impact purchase decisions and lastly you want to review
your brand identity ensure that your brand identity is designed specifically
to support your strategic messaging in a social media world if your brand
identity no longer supports your new strategic messaging given the paradigm
shift in decision making or if it just feels too stiff and corporate then it
might be time to have a look at it and revamp it but be careful when examining
the redesign of a brand identity an update on your brand does not
necessarily require the abandonment of your previous brand identity for the
sake of a completely new look and feel a rush to revitalize your brand too
drastically can result in losing the equity that your brand has built up over
the years it may be best to implement changes in carefully planned stages so
as not to fully abandon your previous company brand identity if you don’t have
the skills in-house get a professional with expertise and brand identity to
assist this is something that you need to get right this is the new face of
your company and skipping on budget here is not the place that you want to save a
few dollars I want to know what you think about these please leave me a
comment with any questions or critiques I check them on a daily basis and I’ll
be quick to get back to you with a response comments are one of the most
effective ways that bloggers can increase the discoverability on YouTube
but it also helps me create the content that you want to
thank you so much for watching I honestly do appreciate it and I guess
I’ll see you in the next video

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