In my last post I included a web video to illustrate some points from my videoBook (vbook) about the decision funnel--or sales funnel--and how each of its stages still very much apply in the world of social media. And while some might make claims about marketing "as we know it" as being dead, it isn't really so much that the underlying framework is dead or obsolete, but rather the the nuances of communicating with prospects and contacts "in the pipe," so to speak, are different. I go into a little more detail in the short web video above.
Highlights: The Megaphone Effect In the Decision Funnel
- After the point of sale, the customer lifecycle doesn't stop. It continues with customers experiencing our services, forming opinions and then broadcasting those opinions out to others
- It used to be that the barriers for expressing those opinions were high. But, with the advent of social media, those barriers have been greatly reduced.
- There's now a megaphone effect that affects those upstream in the decision funnel.
- We're accountable for the quality and delivery of our services long before many people even decide to buy into our offerings.
- Interesting sidebar: Listening activities play a big role in this cycle. If you're not clued-in to what people say, when they say it and where they choose to say it, then your ability to respond is limited. Worse, it can appear to your customers and observers that you don't pay attention to what your customers have to say.
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