A recent study by?RSW, a company that can help agencies, found “social media is available short for agency prospecting”,?eMarketer.com?reported:

When looking at identifying prospects online, RSW . found the majority (95 per cent) of U.S. ad agencies used social websites to find clients. But the results of those efforts were modest at best. Most agencies attributed 10 per cent or a lesser amount of their start up business revenue to social websites outreach.

Credit: http://kazexchange.wordpress.com/

Don’t be tacky

Well, duh. Selling intangibles on advertising and marketing is a little like selling insurance at a night club. It’s tacky and overbearing.

“Pssst. Hey. You. Wanna buy a commercial campaign?”

According to?Jeff Nelson, President ofAnduro Marketing, a prominent Internet website marketing firm, these bits of information may be expected.

“The point is, web 2 . 0 doesn’t drive new prospects,” said Nelson in the Twitter exchange.

Nelson’s right, a minimum of insofar the way it concerns intangibles like agency services.

As an agent who has sold a great deal of intangibles over the past 20 plus years (advertising, newswire services, software and now consulting), the main element thing in closing a purchase is trust. Since client can’t touch the product or service such as a car or running shoes, they should trust you are going to deliver something worthwhile. Oh sure, price and deliverables and many others may come into it eventually, but it really starts with the client trusting you simply won’t stiff them or get them to be look bad.

A Twitter message isn’t likely to inspire such confidence.

With tangible goods, it’s different. Easily visit a Dell laptop on sale on Twitter I expect I’d obtain a well-known quality product plainly ordered. That is why Dell has built a?solid sales channel on Twitter. If I visit a?WestJet seat sale on Facebook, I will trust in the WestJet brand and my past experience to confidently move towards purchase. When it is two-for-one pizzas, it’s very cheap I hardly care when it goes wrong.

But high-priced services? Not going. In case your lawyer tweeted “Hey?@dblacombe, get your will written here” I’d be mighty suspicious.? Somebody who is accountant messaged me on Facebook using a tax prep offer I’d block them instantly as spammy and weird.

There are a few exceptions. A friend of mine uses LinkedIn to get time professionals, then calls them up or emails them for an appointment. Recruiters seek candidates doing this too, in place closing a “job sale”. These scenarios represent a much softer sort of sales than that contemplated because of the study.

Way way back in my newspaper advertising days?we’re taught about TOMA?- the surface of mind awareness. Good social internet marketing builds TOMA. It keeps your agency’s name at the market and builds trust – social capital in today’s parlance. You’ll find it humanizes the agency, building more trust (unless you happen to be jerk, whereby, avoid social networking, in reality, avoid moving out).

Social media creates a feeling of competence.

TOMA is sales support, not sales. Merely need to use the initial 15 minutes of your sales call establishing trust and rapport originating from a cold start, that could lengthen my sales cycle and stall closing this company. When I walk in I wish for you to obtain discovered my agency. It’s better still whether or not it’s a referral (social or traditional) i really get the halo effect as someone else’s recommendation. With any luck you or referrer have read or seen my stuff and found it valuable.

As agency leaders both Nelson and i also located identical conclusion. Social websites helps create a feeling of competence and humanity that could complement and perhaps accelerate sales.

It is not a new business development tool, and making use of it doing this could possibly damage your agency’s reputation.

Doug Lacombe is president of Calgary?social networking agency?communicatto. He is busy building TOMA at communicatto.com.