Looking back in the not so distant past, agencies were told they couldn’t survive without print, billboard and TV ads. Now, there is not a company in existence who doesn’t take social seriously. But that doesn’t mean they are using it effectively, or are even convinced of its scalability or power for brand influence. In this episode, Momma Bird Priscilla McKinney and Ashley Le Blanc take a deep dive into the magical, mystery of digital transformation and what it means for you and your social media strategies and presence in the ethernet.
Digital transformation offers unprecedented scale.. With 7.9 billion people in the world 'scale' has to be the first consideration for brands. Does your company have a proprietary platform that is used by 3.96 billion users? Platform building is an essential conversation when it comes to brand influence. Social media is considered by most as “leased land” and is different than your own proprietary platform. Your owned platform could include your website, podcast, syndicated articles of thought leadership, or even when people walk into your office. These are all places you own and manage where you can actively engage with an audience. So, are your owned places enough to sustain AND grow your business?
According to CEB, customers are now at least 57% of the way through their buying decision before they contact a company. This means their due diligence has been done largely on their own. Guess where that due diligence is taking place? Websites, articles, reviews and the court of public opinion, also known as social media.
Effective use of social media brings people to your website where now you have more control of their experience. So the question then becomes once they hit your website, can you show undeniable value enough for them to give up their anonymity and allow you to more personally drive their experience and nurture them through their buyer’s journey.
There are a lot of people out there selling tips and tricks for social prowess. There's nothing wrong with that, but you all get the messages they create as a result of incredibly unenlightened mindsets. To succeed in social, you have to change your mindset. You have to understand what it is and be digitally transformed.
LinkedIn especially and this is especially relevant to you in a B2B world. Cleaning up the space for the party is like cleaning up your profile. Show you care and quit making it hard for people to understand who you are, what you do, how you uniquely do it, why you do it and what you stand for. It shouldn't be a chore to get to know you. Yes, be yourself, but be the best version of yourself - the one fit for consumption.
Priscilla’s LinkedIn is: https://www.linkedin.com/in/priscillamckinney/
Ashley’s LinkedIn is: https://www.linkedin.com/in/ashleymariahleblanc/