Taking the Wind Out of the Sales of Marketing

This was a line I recently alluded to in a blog article for a client. For some reason unbeknownst to me, I can’t get it out of my head, so I thought I’d see if I could write it out and find a little peace.

When I wrote this line, I was trying to say that social media marketing, when properly used by businesses to promote their services and products, has added some of the humanity back to sales. It helps marketing be a lot less “Sunday! Sunday! Sunday! , radio announcer guy and a lot more “Hey, guess what I just found out” word of mouth advertising. In other words,

the focus should be on trust and brand development within your target market, developing relationships that in turn get more leads for your sales team.

I like social media for this human quality – I really do. I enjoy connecting with audiences via social media sites like Facebook or Twitter. It can be very effective and not nearly as blatant as email marketing. I recommend a social media aspect to all of my clients marketing plans and the results have been great.

However, it’s important that we, as social media marketers, keep these sites friendly, comfortable places where site members can share information without feeling like they’re being constantly bombarded with “deals”, because if we all come off sounding like car salesmen, we’re going to scare off our would-be contacts.

I’ve found that a 60/40 rule works to get more leads with social media. 40% obvious promotion of content and company-oriented information, 60% “hi, how ya doin’, look at this cool thing I found.” A few consistent trends I’ve noticed:

  • Sites like LinkedIn allow you to be a lot more business-focused, where you are able to do a lot more sharing of industry-focused content within targeted groups and to your contacts through your profile.
  • You can (and should) market your business from your Facebook page, but if the content is too monotone, the same stuff every day, your losing the potential for likes and shares.
  • Through Twitter, if all you do is try to sell, or push your business, with each 140 character post, you’re going to lose followers. Keep to the 60/40 rule to keep your audience engaged and connected to your brand.

Even when you’re making a pitch, be human about it. Don’t ramrod your information down other members’ throats. Take as delicate an approach as you would if you had just met this person, face to face, over cocktails at a networking party. Keep that first impression about who you are, not what you sell. Give them a reason to trust you, and your brand, so when the time comes that they need your services or products, they “know you” well enough to want to come to you.

Good business to you!

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