Why do you need to use social media marketing? Is it really necessary?
Social Media Marketing as a key strategy for your business!
As I sit down to write this article, I noticed that I haven’t wrote an article since March 7, 2017 on the I Am Social Media website, where did that year go? Social Media Marketing has changed drastically in the past 12 months, so this blog is perfect timing. Dr. Wayne Dyer said that a successful business consists of two things: The first, is innovation, and the second is marketing.
While I can’t help you with the innovation part of your business, I can help you to understand the marketing part of it so much better, that no matter how Google changes their algorithms, and no matter how much Facebook fidgets with theirs, your content will still show up.
Ah – you sigh… another expert! I can see your shoulders droop.
Please don’t go just yet – what I have to tell you is so obvious, and so instinctive, that you’ll know just how to apply it to your business straight away.
Strategy 1: It’s not about you…
Chatting to an elderly client the other day, who is busy starting up his online retirement business, he explained to me that he was not going to use video, and didn’t know what memes were, and couldn’t be bothered with a subscription model for his product offering.
When he finished talking about his list of limitations, I asked him “Who decides what your product offering looks like?”
Yes – it was a trick question.
In the old days, in brick-and-mortar buildings, you could place your shelves where you liked, and create the logo you wanted for your front window.
Today – the shift is clear.
You need to offer your product or service, in the way your client wants to consume it.
We have moved past the age of commodities, and we are squarely in the age of experience. Did you buy your car because it takes you to point B? No? All cars do? But you like driving yours because it’s Black, and it is shiny, and you can’t hear the engine when you’re driving fast? Thought so!
Past commodity, and into experience.
Would you really brag to your friends about something you just bought (meaning be a brand ambassador), if you bought it just as a temporary stopgap until you can afford the real thing? No?
So – if you flip the coin, how would you make people brag about your brand? How would you create brand ambassadors?
YES! You’ve got it. You’d create a memorable experience, over and above the functionality.
So – that’s your first strategy. To focus on the experience of your client, and the feeling they have when they use your product or service. To remember that this is not about why, or what you do, or even how. But about how this applies to your client’s day, their life, and their dreams about their future.
Please store that in the back of your head, while we move on to Strategy 2.
Strategy 2: Echo the words in your client’s head.
Marketing consists of two things. The first, is finding a way to word the connection you have to your customer, in a way that clicks into their inner dialogue.
The second, is to be everywhere.
Strategy 2 is about connecting with your client’s inner dialogue – let me explain.
We are immersed in the news, the gossip, and the flow of information that runs through our days. You know what is happening in politics, and in sport, and in entertainment at any given time. You log into Facebook to check in on your friends and family rather than phone them to chat. You may even have incoming mails that highlight specific blogs, and industries for you in your flow of incoming information.
All of these things influence your general train of thought.
Now – the way that social media and search engines watch your behaviour, they surely know exactly what you’re reading, and what you’re researching, and what you’re discussing.
Imagine if you’re in chat on Facebook with a friend, complaining about your front door being stuck, an advert comes up in the sidebar with a local locksmith service. Big brother watching you, means that big brother can see what you need, and suggests solutions for you.
More than that – the memes that you create, the articles that you write, need to use the vocabulary your clients would use, and it needs to answer their most obvious questions.
The key to finding the connection to your client ‘s internal dialogue, goes through their informal conversations on social media, and email.
Identify the questions they ask, the words they use, the misconceptions they discuss, and the kind of content they will like, and share, and follow. Fetch your client where he or she is, and with their current way of thinking about their needs. Teach them to understand the value of your service, your product, and your place in their life.
Strategy 3 – Ubiquitous or Bust
Here’s that second leg of marketing, after speaking in your prospective client’s internal dialogue to the extent that they feel you MUST be able to answer their question, if you instinctively understand their concerns.
Be everywhere they look, and have the same, clear message every time.
Your client has a daily schedule. We are, after all, animals of habit. So he or she may wake up, and grab that phone (which is also their alarm clock), to check who’s been sending them messages on Facebook, What’s App, and Email. After clearing that initial inbox, they probably scroll down their Facebook page, or check their Twitter feed.
Coffee, getting dressed, and packing themselves off to work happens next, right?
What do you do when you get to work?
Yes? Open your emails? Right! And then, quickly check your Instagram feed? Another quick scroll down your Facebook page?
How many opportunities did you just give someone to connect with you, based on your interests, and your concerns, in the past 2 hours?
You’ve got it now. We live in an age where every channel is a possible space to connect the next dot.
Now – popular statistics for inbound marketing nerds, state that your prospective customer only really starts engaging after the 8th (eighth) contact point. Let’s play that in this case, this person is already on your mailing list, but they haven’t bought from you before. That means, that they see your ad on Facebook, they see an event you’re promoting on Facebook, they see your Instagram feed, they read your newsletter, they get a “personal” invitation to a Webinar, they read your blog from a link on Twitter, they see you interact with a local politician about something relevant to your business on Twitter again… and only now do they start thinking that you’re “real” enough to consider as a service provider.
Quickly read through that list again.
Take out all the social media interactions.
Can you see how much more difficult it becomes to be ubiquitous?
Can you see how many newsletters, updates, invitations to Webinars, and personal phone calls you have to make to get to the 8-interactions-threshold?
Have you noticed how much of the identification of someone’s needs, and their inner dialogue, comes from their own interaction with social media, and search engines? (Yes – look into Facebook Pixels and Google Tracking).
Social Media marketing is so much more than just posting an advert online. It’s about the entire business model of social media, and how we have become an international culture of consumers who share our innermost thoughts via chat, and public posts.
If, as a business owner, you ignore your social media marketing opportunities, you are arguably walking right past the bulldozer, with a teaspoon in your hand, looking for a bit of soil you can turn to build a road to your business’ front door. It is beyond unwise.
So, today, my call to action for you, is to engage with the real reason “Why do I need social media marketing?” Engage with I Am Social Media. Send me a message, get to know why I can change your business, and learn why working with me, is something that will change the way you do business forever.
I’m waiting for your message.