“What is your preferred method for convincing pessimistic people that social media and content marketing matter in business?”
First of all, I don’t like to be in the business of “convincing.” Anyone that is so opposed to the idea that social media and content marketing could help their business that they need to be convinced, is going to be a tough sell anyway. I’d just as soon let them go and wait for them to come around with a more open mind.
However, sometimes we need to “build the case” that social media and content marketing can be an effective way to generate business value.
My preferred method is a three tiered approach.
Step 1: Walk in their Shoes
I like to walk them through their own process.
- How do you find information?
- Do you ever read blogs?
- Have you ever found information on Youtube?
- Do you think any of your employees are using social networks?
Step 2: Case Studies and Best Practices
Next, I’ll show them examples relevant to their industry using case studies, whitepapers, and best practices.
Step 3: Seal it with Stats
To seal the deal, l will cite statistics. Virtually all trends would indicate that social media is not going away, in fact, it’s only becoming more ubiquitous. As both B2B and B2C marketers pour more time and money into content marketing, it’s imperative that any business that wants to stay competitive at least make the effort.