The Right Approach for Social Media
I was recently asked what I believed was the right approach with Social Media. To which I answered “Content.” As I started to spout some explanation I wondered whether I was reciting one of the many articles I had read on Linkedin and then realised that these articles have been one of my most successful tactics.
So, I proceeded to explain that there is a lot of talk about engagement on social media when in fact, it is mostly a case of broadcasting. Sharing relevant content that others will also share and engage with is, I believe, one of the best tactics for Social Media.
What this means to the small business will vary. Social Media, in many cases, should not be used as a direct selling tool; I often advise that only 1 in 10 messages should be ‘salesy’. So what else can businesses say? Well, there are many relevant news or other articles connected to your industry, success stories, blogs, facts and quotes as well as re-tweeting and sharing others’ content.
You can still talk about your business on social media, perhaps by introducing your staff and sharing photos of your premises and/or products. If your products or services can be explained and displayed better in action, then I would strongly consider creating and sharing videos – YouTube is your friend! However, I would suggest that posts about your business should not exceed 70% of all posts.
In addition to this I believe that Social Media can be used as a bread crumb path to your company. If you don’t do Sales on Social Media, where do you do it? Are these methods integrated and fluid? If you have a website or blog are you adding links to these in your posts? Do you share contact details and calls to actions?
Seth Godlin introduces the concept of the Permission Ladder, on which the customer climbs, being rewarded and enticed at each step to become loyal and valued customers. Social Media, I believe, plays an invaluable part in the customer’s climb. Those that have “Liked” or “Followed” you have given permission to receive your messages – you are at least past the first rung on the ladder.
“Permission Marketing is Anticipated, Personal and Relevant” (Godlin, 1999), Seth states the alternative to Permission Marketing – Interruption Marketing (traditional methods like advertising and cold calling) are not anticipated, are not usually personal and only sometimes relevant. By sharing content that prospects look forward to, are directly related to and are interested in, your sales messages will then be more favourably received and responded to.
Linkedin is a great resource of articles. Why not select your areas of interest in the News section and spend an hour a week, browsing, reading and sharing those articles which are of interest. If you find articles elsewhere on the internet, simply copy and paste the url into your post. Don’t forget that some publications have an online version, if you have found a paper-based article.
Give Sayers Solutions a call on 07790705223 to have a 1-2-1 chat about your business and on-line strategy.