There’s no longer any question: as an ERP partner, you must have a meaningful social media presence. You must genuinely engage in and build social media communities. You must produce helpful content that people want to read and talk about. And you must share it without coming off as too ‘salesy’.
The new customer buying journey demands all of this. That particular debate was resolved a couple of years ago. But in all the social media excitement, the pendulum may have swung too far…
Too many ERP partners are neglecting more traditional marketing because they’re almost entirely focused on their social media endeavors.
Yes, there are exceptions, and if you’re one of them, thriving off inbound enquiries only, then my hat’s off to you. You’ve obviously done a lot of work to build your online presence over the years, and you’ve done everything exactly right.
But for most small-to-medium ERP partners, that’s not yet the reality. Most can’t afford to sit behind their computer waiting for someone to contact them. They still need to pick up the phone and get their message out.
And don’t forget drop-ins! I picked up some work late last year following a scheduled meet. I called in to visit an ERP partner ‘out of the blue’ when I was in the neighborhood. I introduced myself and we spent some time discussing marketing activities in the food manufacturing space. By the time I left, I was on my way to landing a project.
To be honest, I think the trend away from traditional marketing contributed to my success that day. The partner gets so few visits these days that he was actually impressed by my initiative!
Obviously this is just one anecdote, but my professional experience and network is full of them. To me, it’s abundantly clear that we should be using all techniques – both old and new – to ensure we’re hitting our suspects and prospects with everything we’ve got.
Please let me know if you’d like to talk further about how to combine your social media and traditional marketing efforts.