The buzz for years in social media marketing was “do not sell” online using social media platforms. I think the people who advocate that philosophy simply do not want the competition! I have been successful in getting new clients through Facebook and Twitter. I have not gotten rich. But, it is a great source for leads, building relationships, and getting your foot in the door.
If you are a start-up business, you will have to bootstrap and/or keep your day job. Building relationships takes time. This is true for established businesses new to social media marketing as well. As the late, great DC go-go musician Chuck Brown said:
“keep what you got, until you get want you want…keep what you got, until you get what you need.”
The key is to focus on people and not on dollars. The dollars will come eventually. Here are 5 tips:
1. Don’t bombard folks with sales pitches and discounts.
These posts are annoying! I drop people from my network when they do this. I am in a national women’s group and one of the members sent a slew of twitter and facebook posts about her business toolkit product. It was the only thing she posted. Her products were always discounted. Each day, there was a special – how bizarre?
She did not converse with anyone. She did not care about them. She said she just wanted sales. Well, she eventually closed her business. She got no where with that approach. She alienated people. Later, she sent an email to all of the group’s members asking for their help to find a job.
2. Share helpful motivational and inspiring content.
I share:
- famous quotes that motivate and inspire
- articles I have “truly” read and enjoyed
- events I support
- daily affirmations that motivate and inspire
- success stories
The goal is to help others. Be helpful! Helping others needs to be at the forefront of your marketing strategy. I have a business mentor – an 80 year old sales guy who is still in the game and doing well. He told me years ago, “Clovia, to be successful, you have to truly, spiritually want to help others.”
All too often, folks open businesses for the wrong reason. There #1 reason is to make money – to get rich. Your #1 reason has to be to help others. The money will come. The money may come and go. For example, the down economy resulted in a sales slump for many of us. But, things will improve. That’s been historically proven.
3. If you want deals, you have to ask.
Prospects aren’t likely to approach you. You have to make clear, concise, relevant offers to help them. The offers have to clearly articulate a problem they are likely facing; and that you have a solution. You have to give them a visual of the pain; and a visual of what their life will be like when the pain is alleviated.
Painful situations include lack of income; lack of support staff; clutter; feeling overwhelmed; incompetence; non-compliance; lack of time to tackle projects; lack of action plans; and so forth!
Solutions include ways to increase sales; affordable ways to increase office support; ways to get things organized; training; compliance solutions; strategic plans; etc.
Make your sales pitches, but do so sparingly. The general rule is that about 10% of your posts can be devoted to your “ask” – - without annoying the heck out of folks! Most folks cannot calculate this because they are not tracking their posts. You can use tools like Hootsuite to schedule your posts. If you schedule 200 in a week, then 20 can be your offers and spread the 20 over 5 platforms.
4. Be discrete.
Photo via google images by freelanceswitch
Make offers using direct messaging. Not every thought or idea needs to be public. You can ask to meet or chat offline. Again, the goal is to build relationships.
Another reason to be discrete is that your competition is lying in wait. They want to read about who you are trying to win over – and what new customers you get. Then they move in on you! Don’t give them the satisfaction.
5. Reward your followers.
Offer discounts and reciprocate favors as rewards to folks that like your Facebook page; who follow you on Twitter and Pinterest; who join your Linkedin Group; or give you a Linkedin recommendation or endorsement. Take care of the folks that engage with you.
Successful online marketing is measured by engagement. You can see how you measure up by using tools like Edgerank Score and Klout.
Since engagement matters, reward folks that converse with you online. Ask questions, and ask favors. In return, reciprocate, and answer questions and do favors for them!
By Clovia Hamilton, President
Lemongrass Consulting, Inc.
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