It's Not Me, It's You - 3 Pillars of Social Media Selling
"OMG if I take advantage of social media I will go to all or any these awesome sites and tell folks regarding my product/service/website? And then they're going to buy my stuff? That is thus neat!"
That is the initial thought method when somebody considers social media marketing.
And it's dead wrong.
People are not on Facebook, MySpace, Twitter, YouTube to BUY YOUR STUFF. They may, as a byproduct of seeing you there - Twitter referrals consistently convert well for my product, for example. But heading out to a social media web site to "get" folks to BUY YOUR STUFF won't work. Here's why:
THREE PILLARS OF SOCIAL MEDIA MARKETING
There are three "pillars" or methods one will use in their social media selling attempts. The most effective strategy uses all three. The weakest and least affective uses the primary only (and it's, unfortunately, where most people get their feet wet, decide it doesn't work and provide up).
Pillar One: Broadcasting
When you are broadcasting, you're talking regarding yourself, your product, your service, your website. You're using the social media sites as a way to transmit your (marketing) message to others. Yes, it's necessary. Customers, internet site guests, prospects have friended you on the numerous social networks and it's another way in which you'll be able to (and should) update them when there's something price updating. However it's still simply you yammering on regarding yourself.
And social media is not about the "me" (me talking regarding myself) it's regarding the "you" (your client, prospect, reader.) And that is where the next two pillars of social media promoting enter:
Pillar Two: Client Support
No, not simply helpdesk kind of stuff (though that can be a part of this pillar). But supporting the folks who have friended you by providing tips, data or news connected to your niche. If doesn't continually (and should not continually) must link back to your web site, and it does not continuously have to have a link at all. You're a dog trainer? You will help people out with coaching their dogs. A true estate agent? Tell of us the myths concerning shopping for foreclosures.
What's relevant to the individuals who've friended you? Talk concerning it. Having opened yourself up to your niche during this means, people who are following you'll often ask questions which you must, after all, respond to (support them!).
Now you're having a conversation. You've got built a seedling of a relationship. When people say "social media is regarding relationships" that is what they mean. Not you yelling from the rooftops about "ME ME ME!" (Pillar one) but you SUPPORTING the people in your niche.
Do you're thinking that someone is a lot of probably to go to your website, obtain your product, etc. if they've had a very little conversation with you before? Of course. That is why social media click-throughs convert well for me. I talk to people. I attempt to support my friends on the social media platforms, they recognize me a small amount, several people have had conversations.
But there is another pillar that can bring the effectiveness of your social media marketing way up:
Pillar Three: Spherical Robin
You're broadcasting. You are supporting your followers by providing them interesting and relevant info and responding to their posts (and maybe even initiating conversations once you see folks talking regarding your niche). Now you're taking the "Me" out of the equation all together. You do not exist. It is your customers / net website guests talking regarding you, your product or service to their friends and followers. This is when social media selling gets REALLY powerful, but it's unlikely to happen if you don't initiate the process with the primary 2 pillars.
If you produce a positive expertise for your social media friends in Pillar a pair of, they naturally need to "offer back" to you (this is the "Law of Reciprocity"). In Twitter, this will be in the shape of a retweet or unsolicited mention of how nice your product it. Or in blogging, it is a link back from their site to yours to a nice blog post you wrote.
And when it's OTHER individuals talking to THEIR friends about how great you're, rather then you broadcasting to individuals who are already following you, the result is MUCH bigger. Somebody posts that they really like my product, Crowd Mountain, to their friends. Their friends check it out. They've gotten a personal recommendation from someone they trust (not me, the seller) for the product. Are they currently even more seemingly to shop for? In fact! And that's the REAL reason why social media converts so well on behalf of me - because it is not regarding ME it's regarding YOU.
It is not as a result of I am thus awesome and thus is my product and I tell folks that everyday, it's as a result of alternative folks are telling that to their friends everyday for me, while not my intervention or my solicitation.
You need to coach the folks you've friended to form this happen. How? By doing yourself specifically what you would like them to do. Retweet an fascinating blog post one in all your friends has posted. They will see that you probably did, your alternative followers will see that you probably did, and will follow your example. Like a product? For no reason the least bit, while not an affiliate link, tell folks regarding it in a blog post - they will follow your example and perhaps select to recommend your product.
Model the behavior you'd like to see, and if you're being a pacesetter in your marketplace by being informative, helpful, supportive and opinionated (Pillar Two) individuals will do as you do. Evangelize for people you support, and folks can evangelize for you.
These are stages - it's close to not possible to urge to pillar three while not having mastered one and two. (Unless you're Apple and already have had evangelists drooling over you). It's an evolution from the least effective to the most effective, and you can learn as your grow.
Stop being a broadcast-solely social media marketer (what is social about that anyway?)! Move towards SUPPORTING your friends and followers, and then lead by example in teaching them a way to evangelize for you.
Author Resource:
aaron adish has been writing articles online for nearly 2 years now. Not only does this author specialize in Social Media, you can also check out latest website about
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