01Enterprise Social Marketing Layout Model
Social marketing has now entered the standard configuration period. Any business and organization will create accounts and operate on social media platforms when conducting marketing and promotions. At present, overseas social platform marketing models are basically divided into four categories:
- Official social media account operation: Represented by Hootsuite, it is mainly based on the brand’s official multi-social media platform account operation, which is generally completed by the marketing or operations team;
- Advertising, customer acquisition: Represented by Facebook Ads, it mainly conducts advertising based on social media platforms to attract traffic, such as FB advertising/TK advertising, etc., which is generally led by the marketing or operations team;
- Social media multi-channel customer service operation: Represented by MessengerBird, it is mainly customer service based on multiple official social media social platforms, and is generally operated and led by the marketing team or customer service team;
- Social Selling Matrix Account: Represented by the SocialEpoch social sales model, it is mainly based on the social media matrix account marketing customer acquisition of selling personal IP, helping sales to create personal IP while socially interacting with customers, enabling rapid closing of transactions; gaining continuous relationships with customers, enabling repurchase fission, and using a decentralized social sales model to help sales and enterprises grow together.
For countless brands, the first three are led by marketing or operations teams and have entered a period of stable growth. Now, social selling has become a new opportunity for enterprises in social marketing layout.
Social selling means that sales and marketing create and operate content on social media to establish sales and marketing influence (individuals or organizations), establish connections with target customers, maintain mutual relationships and trust, obtain customer leads, and ultimately obtain sales interactions and order closings. In the entire process of customer discovery, interaction, and conversion, communication is a crucial action, which determines the overall conversion and repurchase effect.
Within the social sales marketing model, compared with the original official centralized marketing method, more emphasis is placed on a decentralized marketing matrix from the perspectives of sales, operations, and marketing. Make full use of the current online, social and digital characteristics of users to make the way for sales to reach potential customers more direct, efficient and convenient.
In the social sales model, using multi-social media and multi-account operations to sell personal IP, each sales individual can operate thousands of accounts to promote and attract traffic in various social media ecosystems. Based on the RPA (Robotic Process Automation) function of the LeadsEpoch product, such sales interaction can be easily realized for individual sales. The contact experience from the customer's perspective is also very smooth and natural, and it has a more intimate feeling of personal IP than the official account.
02Cognitive classification of overseas social platforms
When it comes to social platforms, many people in China will think of WeChat, Weibo, Xiaohongshu and Douyin, and many people overseas will think of WhatsApp, Facebook, Instagram, etc. All these platforms can basically be divided into two categories:
Social Media: social mediaSocial Media refers to a content production and exchange platform based on user relationships on the Internet. It is a tool and scenario used by people to share opinions, insights, experiences and perspectives with each other.
Social Network: social networkSocial network is a social network service, derived from the English SNS (Social Network Service). Its original meaning refers to the network node structure on the current new media, and now it mostly refers to various applications and services on the Internet.
To be more specific, Xiaohongshu, Weibo, Douyin, Facebook, Instagram, TikTok, etc. are social media; while WhatsApp and Messenger are social networks. From attracting traffic within social media to settling and operating within social networks, this is the perfect link for the social sales operation model.
03 Communication connection from social media to social network
Customer engagement communication from social media to social networks continues the setting of the social sales account matrix, forming a full-process operation system of the sales account matrix from proactive sales prospecting, social interaction transactions, customer relationship maintenance, and repurchase fission. The customer experience will be better, the operation system will be more complete, and the enterprise transformation effect will be better.
SocialEpoch's B2B social sales operation model realizes the connection between these two types of social platforms. It conducts lead mining on social media platforms and advances customer relationships and closes transactions on social platforms, empowering enterprises to tap current differentiated opportunities in social marketing. Click here for details:SocialEpochB2B Social Selling overall solution - build sales on social media/social
Through the social sales model, companies can design matrix accounts to make full use of the traffic value of social media and the instant interaction value of social networks, without missing any product promotion + traffic diversion + conversion opportunities on the social platform, empowering the company to achieve more operational growth.
