Posts

CONVERSION
Once your activity with social media attracts people to you . . . via your blog posts, your tweets, facebook fan page updates, etc. one of your goals must be to convert them from an unknown visitor into a recognized person or fan.  Why?  Because if you don’t learn who cares to engage in a conversation with you, it’s going to be difficult for you to sustain an ongoing connection, isn’t it?

Also, unless someone reveals who they are to you, they also aren’t giving you permission to engage with them.  If nothing else, remember this . . . “Permission = Attention”.  If someone isn’t telling you who they are, they aren’t likely to sustain their attention on what you’re saying online.  You need something to do this . . . it’s called an OFFER OF VALUE . . . and valued CONTENT (e.g. a ‘whitepaper’) works great for doing this!

COMMUNITY RELATIONSHIPS
Call them fans or followers, the real value of social media is the creation and maintenance of a community of people who care to hear what you’re saying online and who (presumably) care about what you do in your business.

Finding and keeping a group of engaged fans . . . via facebook, LinkedIn, Twitter or any other social media is an effective way to market your business and an efficient way to grow it, too.  Why?  As your follower or fan-base grows, you’re being exposed to their network connections too.  If you have 1,000 fans on facebook and each averages 50 fans of their own, you’re being exposed to 50,000 people — with each post and a simple click of your mouse.  That . . . is why your community is such a valuable asset.

KEY POINT:
Learning who ‘knows’ and ‘likes’ you and then building a relationship of ‘trust’ with them . . . is truly priceless marketing! 

CURATION
Nick Unsworth, a local social media expert, speaks of content ‘curation’.  This means finding and sharing ‘refined’ information your desired audience wants to know about.

This could be as simple as creating a tweet on Twitter that references an article you know your people will find useful and . . . likely to share with their networks.  That’s just one way to grow your awareness and attraction factor considerably; there are many other options and that’s why being clear about your goals is so important to using social media effectively and efficiently.

CONVERSATION
Look, it’s called ‘social’ media for a reason!  Traditional marketing (i.e. advertising) was, necessarily, a one-way rather than a two-way conversation with prospects. Social media invites you to engage in a ‘dialog’ or ‘conversation’ with your prospects, clients and centers-of-influence.  And social media is perfect for that.

A blog not only invites people to engage in the conversation with you, it also provides the basis for helping interested people to find you in the first place!

KEY POINT:
Quality content invites and sustains an ongoing conversation!

INTENTIONS
Social media requires setting goals for using it to support your business objectives.

Because using social media is easy, it’s a two-edged sword.  Yes, it’s easy to open an account on facebook, Twitter, LinkedIn, etc. and ‘get started’.  At the same time, the options of what you can do vs. what you must do to achieve your goals for using social media is not as easily discerned or taken. In general, social media can help you to build awareness of your business, attract traffic to your website, grow you followers and (lest we forget)

CONTENT
Unlike traditional marketing media that was a one-way communication, ‘social’ media is more of a two-way dialog.  And what makes you / your business attractive and interesting?  Relevant content — information that the people you seek to attract to you and keep with you will find useful enough to achieve your goals.

KEY POINT:
Effective use of social media requires GOALS for using it and attractive CONTENT whenever you do, too

Social Media is the topic of a business meeting we’re hosting tonight.  So I thought I’d share some of what I’ve learned are some keys to using social media to build profitable relationships.

Actually, there are six of them . . .

  • Intention . . . means to have goals for doing ‘social media’ in the first place
  • Content . . . is ‘king’ in the digital world; the bait that attracts attention for you
  • Curation . . . is the ‘distillation’ of data into interesting and useful information
  • Conversation . . . means to engage with your visitors, fans and others who ‘like’ you
  • Conversion . . . not always a transaction, but a degree of deeper connection with you
  • Community . . . a following of people who ‘know, like and trust’ you . . . PRICELESS

In the coming days, we’ll take a closer look at each point.  Why?  To help you use social media to build profitable relationships for your business or practice.

KEY POINT:
Social media is a KEY media you want to use in your marketing