Marketing Recap | March 2023

Another month has passed, and here comes March from the perspective of a marketing engineer. Did I really call myself that??

Dark Social

By now, I understand that you think social media, especially LinkedIn is cool, but you need to learn how to use it for your business or sales activities.

Today I want to show you the magic that can happen on social media. And it's not black magic. It's the so-called dark social.

Vodooo....

It's actually quite simple to explain.

Unfortunately, this is the part you can't measure, but it happens as soon as you are active on social media.?

As a business, you can create a post and measure how many impressions and interactions you have. Then you can still count how many people have viewed the company profile and visited the website.

But you can't measure how often the post was forwarded from person A to person B as a private message. How often was your technology discussed in closed WhatsApp or LinkedIn groups. You can't measure when the podcast you spoke on or the video from the last webinar is shared on private channels.?

Does that happen? Otherwise, there wouldn't be a separate term for it, right?

Also, this newsletter has been sent several times to people I don't know. And the whole thing without my intervention. How do I know that? The people contacted me and told me about it. Simple, isn't it?

Suppose I have a question about a company, a technology, or a process. In that case, I looked it up on LinkedIn search, on YouTube and asked friends, colleagues, and ChatGTP to explain it.

All of this can hardly be measured anymore. So that's why it's even more important that:?

1. this fact is accepted
2. therefore, certain content is developed for it, corresponding to the new search habits.

I also share things I find cool in my network without being measurable. Lastly, the excellent series by Tobias Steube on various filtration technologies. Kudos Tobias!

Now to get a little more specific.

The simple funnel you can build should consist of 2 stages.?

The first stage is to create the demand, and the second stage should capture it. Where do you want to lead the lead to so that you can then process it further?

Example. You build a social media series about a topic, and the CTA (call to action) is the subscription to your newsletter that appears weekly on topics that interest your target audience. In this newsletter, you can arrange a meeting with an expert on your technology.?

The rest is self-evident.

For all those who still don't believe in social media, too bad.

Create clarity in your communication.

One thing I've noticed over the past few weeks is the need for more clarity in what is being said about your offering.

Everyone in your company's offensive team (sales, marketing, business development) needs to be able to present your technology off the cuff and without a PowerPoint presentation.?

What is the added value for the user? What is the use case? What logical references can you use to support this? What is the next step if I want to know more??

Develop a standard and give that out to your people and demand that everyone can also retrieve that.

One more thing, if you say you can also F&B but have nothing presentable in that area, don't!?

Focus on what you have and build on that instead of chasing every new and possible application.

In this sense: Good marketing.

Cheers Bj?rn

Not enough?

Connect with me?here on LinkedIn, or check out the?Interius Solutions webpage?and book your personal call with me.

See you soon.