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Marketing is moving at such a speed that doctor database package we can now talk about Traditional Social Media vs. Inbound Social Media. Learn how to create a social media strategy focused on attracting, converting, closing and delighting your customers. In this new episode of Inbound from Within , Eduardo talks with Eitan Guinguis and Alex Ungar, owners of the Chilean agency Lookers.
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EE : Hi everyone, in this new episode of Inbound Desde Adentro I meet Eitan Guinguis and Alexander Ungar. They are the owners of the Lookers Agency in Santiago de Chile and with them we are going to be talking about how to take advantage of social networks within an Inbound Marketing strategy. Because, as you know, social networks play a very important role when it comes to attracting and delighting customers. However, many companies are still struggling to figure out how to convert those fans and that community into leads and customers. So that's what we're going to talk about today. Eitan, Alexander, welcome to the show.
EG and AU: Thank you very much.
EE : Tell us what brings you to Peru in the first place.
EG : Well, first of all, we wanted to come to Peru because we are motivated to see the growth that Impulse has had, to see what your process has been like as a company, how you went from zero to today being a HubSpot Platinum Agency and the truth is that for one it is motivating, to be able to learn from our friends in Peru, it is wonderful.
EE : Great. How was the reception in Peru?
AU : Very good, very good. The doors are completely open, we are always here to continue learning and learn even more about clients and new methodologies.
EE : Excellent. Well, we are also delighted to have you here today at Impulse and that you have given us a little of your time to share with our audience your experience managing social media strategies within the inbound methodology . So let's get started. How about we start by talking about the traditional way in which brands are managing social media and where we should take it, towards a more modern social media strategy.
EG : Today, Lookers' vision is that brands have moved from the traditional world to the digital world with the Facebook craze. Today, the craze is Instagram because you have to understand that Facebook is introducing a much more complicated algorithm for companies.
EE : They have to capitalize
EG : Yes, it is. It is losing interaction and in the long run it is a bidding war: the more money you get, the more you will appear, but the public is looking at Instagram, so what is happening today, at Lookers what we are seeing is that a like or a share does not really generate any kind of growth for companies, it does not add anything. And the company wants to grow, like everyone else. We all want to grow and we at Lookers want to support companies in their sustained growth over time, not just in one year.
The truth is that a like or a share does not generate any kind of growth for companies, it does not add anything to them. And companies want to grow, like everyone else.
EE : In other words, we have gone from an approach where brands became obsessed with building fans and likes to an approach where we ask ourselves how do we get that community to interact in the first place, because I don't know if this has happened to you with clients who have a lot of fans but engagement is less than 1%.
EG : In that sense, Alex and I always use the same example. In Chile, there is a Facebook account called Chuck N' Cheese that has more than 150 thousand followers, but Chuck N' Cheese has one or two likes per post, which shows that the interaction is quite low.
EE : That's right. Well, Facebook has sacrificed that organic algorithm in order to give more priority to brands investing, putting money, so that their ads and posts start appearing on people's walls, but it's also happening that people have less time or pay less attention every day, so the question here would be: what role does content play in being able to capture people's attention on social networks ?
EG : There is a phrase that stands out for us at Lookers and that is that the user, the client, does not want to be sold to, but rather wants to be helped to make the best decision. So let's go to the practical case, when you post content in which you are educating the user, you are contributing to them in any of the phases, you are delivering quality content, what will happen is that you will take the user to your blog; then you will deliver to that user the content material that they want and you will capture them as a lead, you will begin to educate them, so we achieve a hybrid between traditional social media and what we are sitting here today, which is new marketing.
The user, the client, does not want to be sold, but rather wants to be helped to make the best decision.
AU : I believe that personally we as professionals have to make sure that our content is there at the right moment when our client or prospect needs it.
EE : Indeed, now, the content has to be very relevant in order to generate and capture the attention of that person who is browsing social networks and it also has to be in the context in which that person is, because the content that you publish or the behavior that the person has on Facebook is very different versus Instagram, versus LinkedIn, versus YouTube; it can be the same person but they behave totally differently on different social networks.
AU : That's right, and the first thing we need to do to know where we put that content, I think we have to focus on what our buyer persona is . If we don't know who our buyer persona is, who our ideal buyer is, we can't even be clear about what content to make, much less where to put that content.
EE : Exactly, I always say that you have to understand the pain and motivations behind the purchase in order to really create content that brings together what the person is looking for and what you can offer them as a brand .
EG : In the long run, reinforcing what Alex says, if we go back a second in the conversation we will find that before, brands sent content, they sent graphics to a generic person, not to a buyer persona. What we today, as people in the world of Inbound Marketing, both you, us and all the other companies that do inbound marketing, we speak to a buyer persona, we generate specific content for that person.
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EE : Which brings me to the next question: buyer personas don't all react the same way. I think that by understanding who your buyer persona is, you understand which platforms those people are on today. Let's talk a little about the platforms because they have also become very dynamic. Before, Facebook was perhaps the queen of social media, but now there are other social networks. How would you help brands understand how to choose a good social media platform?
AU : Well, here we can also start to see what our brand is. If we have a B2B brand, for example, we could be on LinkedIn and obviously talk to a manager and we go back to the same thing: who is the buyer persona? If we have an e-commerce brand today, we could effectively be on Instagram and Facebook.
EE : Even depending on the e-commerce model. For example, all the fashion e-commerce sites, all the beauty e-commerce sites, all the travel e-commerce sites work very well on Instagram.
AU : Absolutely, it is something that is much more about the person, about experience. Instagram and Facebook could be used a little more to generate an audience and also bring them as traffic to our website.
EE : Now, there are social networks that are gaining more prominence, such as Instagram and YouTube, while others are losing prominence, such as Facebook and Twitter, for example. Let's say that if I'm on Facebook but my audience is moving to Instagram, should I stop investing in Facebook?
EG : I would say no, I think you have to be 100% clear about how you are going to place that piece. For example, if there is content that is very relevant to our buyer persona, we can put money into that content and there comes a whole issue of audiences that Alex is much more knowledgeable on the subject.
AU : Yes, and before talking about audiences, I think that people today consume content and are everywhere. So, for example, if Facebook is not having much of a presence and Instagram is more so, it doesn't mean that there aren't people or prospects on Facebook, so we still have to create content that is suitable for that platform. The same as on YouTube, the same as on Twitter, the same as on our blog, Instagram and obviously being there on Google no matter what.
EE : To translate this, let’s say, in the following way, I think there is a way: first you have to find which social network works for each moment of the purchasing journey. For example, Facebook and Instagram seem very good to me because of the experience we have for awareness, then for consideration, LinkedIn and Google seem very relevant to me, people are really looking to solve problems there, in the previous phase maybe they still had no idea about the problem and are in a recognition stage and in the decision stage I think it is very efficient to make that advertising appear contextually. That is, I already have an audience that was in a preliminary stage of the funnel and since I already have that information in my database, with that database I create an audience and make that new advertisement that leads to the purchase decision stage appear only to people who have reached that point.
AU : I totally agree, and that's when we use trade marketing. Above all, to reiterate, if we know who our audience is, we have an absolutely quality audience, I think that is the best way to be able to use our social networks to achieve a conversion and ultimately be able to grow.
EE : Right. Now let's talk about content. We've talked about the medium, social media. Let's talk about the content that needs to be placed on social media. What should this content be like? What characteristics should it have? Should the same content be the same for everyone?
EG : No, because in the long run one always tries to differentiate a little bit what content you are going to place on what channel, on what social network, because we are always used to hearing in the marketing world with the explosion of social networks that all social networks must be used. For example, we have client X, we must use all social networks. Why are you going to use all social networks? What is the objective? Is your buyer persona going to be on YouTube? No, then let's not use it. Maybe later we can enable it but for now not, so I am convinced that each social network, each channel has a specific use with specific content and oriented to the buyer persona we are looking for.
