REACH YOUR TARGET MARKET

YOUR TARGET MARKET

FIND OUT WHO YOUR TARGET CONSUMER IS Discover who is buying your products. Build profiles for each target niche & streamline future sales efforts.

FISH WHERE THE FISH ARE Use Social Intelligence to find online communities where your target consumers spend time. Don’t forget geographic location – focus messaging & engagement accounting for regional considerations that may affect reception of your messaging.

DISCOVER WHAT THEY’RE SAYING ABOUT YOU Which terms are being used in discussions about your brand? Consumers likely use certain keywords in relation to your product, brand, or industry (e.g., pricing or service). Use these to inform sales strategies.

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THE CHALLENGE: When Nissan first launched their electric car, the Nissan Leaf, they discovered that many consumers were wary of electric vehicles. The automotive company was determined to understand what was holding people back from switching from gas/petrol, diesel or hybrid to this more environmentally conscious alternative. SOLUTION: Nissan commissioned Synthesio to monitor and analyze consumer conversations and discovered some key barriers to purchase; concerns over battery range and recharging infrastructures, question marks about running costs, and doubts about drive quality. They also discovered that people who experienced driving a Leaf, were much more enthusiastic about electric cars. Test drives were therefore identified as a key lever for driving positive buzz online.

CASE STUDY NISSAN TAPS INTO SOCIAL INSIGHTS TO TURN CONSUMERS ON TO THE NISSAN LEAF

“THE QUALITY OF THE INSIGHTS SYNTHESIO PROVIDED, AND THE BREADTH OF THEIR GLOBAL COVERAGE, ARE EXCELLENT.”

-DAVID PARKINSON, GENERAL MANAGER SOCIAL AND DIGITAL ENGAGEMENT, NISSAN AMIE

RIGHT PEOPLE, RIGHT CONTENT, RIGHT TIME

CONSIDERATION

REPEAT CUSTOMERS EVALUATION

SERVICE

CUSTOMER

CONVERSION

LOYALTY

ONCE YOU KNOW who your audience is and who they listen to, leverage that knowledge to provide customers with value at all steps of the buying cycle – from consideration through repeat buy.

ENGAGE AT POINT OF NEED

FOR EXAMPLE, SEARCH FOR ONLINE INQUIRIES USING THE WORDS: §  “need” and “looking for” - §  best [product or service]” §  “[product or service] recommendation” §  “new [product or service]”

LISTENING AT THE POINT OF NEED can help you discover opportunities to help

by offering information or expertise at the right time.

WHEN A CONSUMER IS ACTIVELY SEARCHING FOR HELP ON SOCIAL MEDIA, your engagement will be well received if it is helpful

but without the hard sales pitch.

EVALUATION CONVERSION

SERVICE

§  “SOCIAL POACHING” §  Listening to spot sales opportunities: for example people mentioning ‘test drive’

§  Negative rants about your competitors can also be opportunities, but be subtle!

§  If you have an e-commerce channel, tie referrals directly into revenue

CUSTOMER SERVICES BECOMES A SOURCE OF SALES LEADS

INFLUENCER MARKETING BY USING AN INFLUENCER RANKING SERVICE, you can drill down into your data and discover the most influential social media users around your industry or brand.

CONSUMERS TEND TO TRUST THE OPINIONS OF PEOPLE THEY KNOW over traditional brand marketing and advertising, making word of mouth one of the most powerful techniques in the business.

IDENTIFY INFLUENTIAL: §  websites §  users §  mentions

IT’S IMPORTANT TO UNDERSTAND WHICH COMMUNITIES OF INTEREST ARE DISCUSSING YOUR BRAND. Communities analysis is an important method of understanding if your brand or product’s features are being discussed by the “right audience”.

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OPTIMIZE YOUR PIPELINE

USE AN AUTOMATED MARKETING PLATFORM to create a landing page which requires the user to provide contact details to access it.

USE FORM-GATED CONTENT and social share buttons on your social media channels to help you measure leads and conversions.

INSTEAD OF GIVING AWAY VALUABLE CONTENT, your automated marketing platform will track lead activity and your content and social sharing will directly contribute to lead generation.

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MEASURE YOUR SUCCESS

THOUGH MANY MARKETING DEPARTMENTS USE LEAD GENERATION AS A TOPLINE KPI, most make the mistake of focusing only, or primarily, on the quantity of leads generated. If you're not looking at other metrics, this can be a problematic approach as the total number of leads generated tends to say very little about the overall effectiveness of your marketing efforts. THE RIGHT METRICS WILL HELP YOU GAIN A BETTER UNDERSTANDING OF HOW YOUR TEAM IS CAPTURING LEADS THROUGH DIFFERENT CHANNELS, which will help you learn which channels are more and less effective.

LEADS

BASIC MEASUREMENT CRITERIA

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TOTAL NUMBER OF LEADS GENERATED

LEADS GENERATED PER SALES PERSON, GEOGRAPHICAL AREA, VERTICAL (DEPENDING ON HOW YOUR SALES OPERATIONS IS SET UP)

LEAD QUALITY

NUMBER OF SALES ACCEPTED LEADS

NUMBER OF SALES ACCEPTED LEADS FROM DIFFERENT CHANNELS SUCH AS WEBINAR, WEBSITE, EMAIL, ETC.

SALES REJECTED LEADS – DEAD

SALES REJECTED LEADS – NEED NURTURING

ADVANCED MEASUREMENT CRITERIA

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LEAD VELOCITY

LEADS-TO-CLOSE CONVERSION RATIO

COST PER LEAD

COST PER SALE