Social Media – What exactly do we do? Pt. 2

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In Part one of this strategy, we looked at who to attract to your business with Social Marketing and how to do it. Now, that you have people’s attention, what do you want to say, and how can you say it?

Information and Delivery.

People look at you as an expert. After all, you are the one telling them what they need. Now find five areas that surround your own product knowledge: Why people need it, when, what they get from it, where they get it and use it, and what happens next. If you have at least three different marketplaces looking at you, answering these questions for each market means that you are showing them where their pain is, and how you are going to help them with it. For beginners, you are showing deep levels of understanding of the subject that will help them not only with this purchase, but future ones. That makes you a care-giver, too. They are relaxed by this, and more open to information.

When you think of Government changes, legal changes, economic situational alterations, time of year, and everything else that touches on your business, spin the story of into those directions, too. These changes will probably be having an effect on their lives, too, so involve yourself with them. You are not only showing yourself an expert on your business, but their lives, too. They don’t have time to think about all of these details, but you can for them.

Tell your Story with Colour.

We have all had to read a dry piece of research material. Perhaps you have seen the same subject given as a lecture? The delivery of the speaker was probably different. What aids did they use to get their message across? Video, slides, props? Instead of being alone, you were probably in an auditorium with others, comfy seating, and a nurturing warm atmosphere. Perhaps you had just had a coffee and a cookie. All of this was not only an enjoyable few minutes, it probably led to you retaining more information on this subject than you would have done by reading it. The same is true of Social Media.

Got too much information for a couple of lines on a web page? Give it its own page. Got too much information for a web page? Make it a blog. Need video to illustrate the point? Make a video and put it on You Tube, with access from the blog, your website, and your Social Media accounts. Make something new at least weekly, if not daily, and ensure that all roads lead back to your sign-in page. Make your information fun and appealing, and when they want more, give them the chance to find you and ask you for it. Go and speak in public, and be engaging. Record it, promote it, meet new people, and make sure your message is a fun one. Even bankers and savings specialist talk of the ultimate vacation in the sun, as a reward for saving with them. There is no subject so dry that cannot be enlivened by a passionate supporter – that’s you.

Have a Conversation.

Isn’t this what ‘being engaged’ is? Having a conversation? Don’t push or force information on them, or you become a Spammer, very quickly. Invite feedback, and answer it. Create a question for them and have them check in with you to find the answer. People hate pushy salesmen, but they do like getting knowledge – especially if it’s free. Close the circle between them asking for information, and you giving it, by making it a pleasurable experience throughout. Learn about them, as they learn about you. Become more than simply a ‘like’ button. Think of the reasons why they will hit that engagement button.

Address the ‘Squeaky Wheel’

Nowadays, there is one proven way for a customer to settle a disagreement with you – they simply complain about it to their friends. Unfortunately, this means online. The other side of the Internet’s ‘sword that cuts both ways’ is that by-standers can now learn of someone’s dissatisfaction before you do. Nip that in the bud, by giving existing customers a way to contact you, and tell you of their concerns directly. Be fair with them, find out how to shut down any post-purchase remorse, and use these answers not only to solve this case, but future ones, too. It will also give you something else to talk about as part of your marketing. This also makes you look proactive and caring about your customers to those not involved with any dissatisfaction with you, and shows prospects that you care so much, these safeguards are actually built in. Any kind of online campaign against your company will now look churlish.

This also gives you the chance to be fair, and not tied to policy and regulation. Show that you do this, and are human. It goes a long way to prospects and customers as well.

Does it work? Find out.

Learn how to read and understand your Metrics and Analytics. These are indicators of your various markets from unique hits, to geographic tendencies, to what is working and what isn’t. If gaining an online following is important to you, then these figures don’t lie. If something isn’t working, change it, and if something else is popular, mould that and future marketing attempts in the same vein to mean more in your overall picture. If you are able to meet once a week with others that have prospect and customer engagement as part of their job, then do so, and try to square these online measurements with actual physical interaction, and make sure that everyone is telling the same story, and aimed at measureable results. If you have to change, then do so, and steer the entire ship in that direction.

Social media is more than simply your store sign writ large. It is a way to enjoy conversations with all kinds of current and future customers, to mark the ebb and flow of your marketing efforts, and a way to gain and share information. You become the expert, and a care-giver. You create value in a simple click from anywhere in the World, and – if used correctly – you grow interest in your business from those that matter – your future clients.

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4 responses to “Social Media – What exactly do we do? Pt. 2”

  1. Patrick McFadden says :

    Thank you for including storytelling into your post as I think storytelling is the most important business concept in the current marketplace.

  2. John Patrick Morgan says :

    Should one use social media when the target audience, particularly the key purchasing decision makers, don’t use social media, and don’t make use of social media in their decision-making process? Can you explain why?

    • needlenmat says :

      If you are planning on doing business with a supplier, you can use their social media feeds to find out what kind of people they are. Imagine that you like this particular company’s product or service, but would like to know them without having to pay for it. well, an active FB, and Pinterest feed showing prospects what you look like when you are ‘off the phone’, as well as special offers, etc. goes a long way to introducing yourselves to prospects.

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