You just wrote a great book. And you know it. It’s going to be a best seller; you can feel it in your bones. One little problem; you kind of forgot about the part where people have an opportunity to actually HEAR about your book. Why I am bringing this up? I just had a conversation via Direct Message on Twitter with a new follower about this. It’s not the first time I’ve had this conversation. I’ve had it with artists, musicians, and lots of other folks who are creative. Now back to the book example… Think about it. You've spent countless hours, perhaps the good part of a year or more, toiling at this incredible story you have to tell. In your heart, soul, and mind, it’s a best seller! And never once did you think about how people were going to find out about your book. Sure, you're “doing” DIY social media. Here’s another example that has happened locally here several times. A new restaurant opens up. You dine there; it was pretty good, and you feel like you got a good value. How did you hear about it? In the mail. A Val Pak coupon. Now why do you feel good about the restaurant? Well, it was the 20% coupon. The food really wasn't all that superb. But hey, I’ll join their Facebook page. Oh wait, they haven’t posted on their page for five weeks. You know, the food really wasn't all that great.
Funny how that restaurant coughed up the dollars to give you a discount, “training” you to expect that discount going forward, yet they don’t have the time and/or money to grow a relationship with you via social media that wouldn't even require a discount to maintain! Is the author equipped with the right tools and knowledge to successfully promote a book via social networks? Is the restaurant owner, busy with day to day challenges with their restaurant and zero experiencing in marketing of any kind, able to successfully engage people through social media? Highly doubtful. If you are a new business, having a presence in social media without having a strategy can work against you. Lack of engagement, strong selling tactics, or not “being absent” are just three things that will harm your business. None of the attributes contribute to a positive reputation for your brand. Some advice; yeah, this is the serious part. DO have a budget for social media and “traditional” public relations as well. Having a professional handle your social media will ensure that you are doing all the right things for you and your product or service in order to be heard. PR can assist even further by helping you score radio and TV gigs, and helping you get into magazines as well. Money well spent in either case. Is it worth it to you spending a little money that could launch your business into the stratosphere? Barenaked Ladies dreamed about a cool million in one of their tunes (see below). And, you are most welcome to stop by at our website and on various social platforms: Facebook,Twitter, and Google+.
Do you “want it now”? Do you believe in instant results? Do you have above average expectations? Nothing wrong with any of that unless you’re thinking about social media in conjunction with the answer “Yes”.
Don’t be disappointed; just remember that social media is a long term commitment. If you’re jumping in don’t give up after two weeks or a month because it’s “not working”.
Time and time again I see people starting pages or Twitter accounts with the thought that they will suddenly have a big jump in sales growth for their products and services.
They get frustrated with it, declare it’s a waste of time, and abandon it. That’s not realistic!
Usually, they’re posting discounts or specials of the day. That’s it.
Hello, social media is not a sales tool.
It's not the first time I’ve pointed this out. And I’ll probably say it over and over again in future blogs.
Why? Because it’s important to understand that social media creates awareness for your product or service and offers an opportunity to ENGAGE with consumers. It makes your brand real; it shows you care.
Those of you who post nothing but specials of the day (if you’re a restaurant, for example) are in for a BIG disappointment. That’s not social media. Facebook and Google+ pages are not on-line shops.
Here’s another hint: People don’t go on social networks to buy things.
Dickens once said "This is a world of action, and not for moping and droning in." So think about the "action"; how is your customer seeing YOU?
Now, back to our story. It can take months to build an audience that is willing to engage with you. And I stress the word engage. Sure, you can sign up for a service like “10,000 followers” and have all the followers or fans you want. But if none of those people are responding to you, what’s the point?
I recently read an article that said less than 4% of Facebook pages have fans that are engaged. That’s truly sad. Currently, my MODern Marketing 4 U page is at 14% and my Groovy Reflections page is at 26%. I’d rather have fewer fans that are quality fans than “just numbers”.
That’s my preference.
Now, once you have some quality followers, why not talk to them rather than sell to them? You’ve heard the expression about bringing the horse to the water? Once they’re there and letting you know they’re out there by responding to you, they are one step closer to “drinking”.
Was talking with a friend on the phone yesterday. She said she keeps telling people to listen to music because it helps relieve stress and forget about pain; but they "don't listen". I said to her: Rather than tell people to listen, suggest a site or page with music that they may enjoy instead. They’ll figure out the benefit on their own.
You can translate this example to how you post for your business. So, instead of saying “10% off our special today: Lasagna Diablo”, post a photo and ask people how HOT they think the Lasagna Diablo is.
Results from social media are not immediate. The key is not to sell to people, but to engage them. Think of it more like public relations and NOT as a platform for sales. You have a website for that already.
Create a conversational, positive image so that you are top-of-mind when they need a product or service like yours.
Of course, you can also call a professional and let them create the strategy for success for you!
Those of you that are spinning your wheels and want to give up: Don’t. But do be realistic with your expectations.
Some Great Expectations from the composer Patrick Doyle can be found here.
