Social Media: Engage in Customer Dialogue
Posted: Tue Dec 10, 2024 10:36 am
As someone like me who spends most of my days studying the impact of social media on small businesses, it's always interesting to speak to business owners who are hesitant to use social media to reach their customers.
Although I try to put myself in their shoes, it takes me a while to remember that they:
don't check Facebook/X/Pinterest/LinkedIn all day long.
aren't fans of Gary Vaynerchuk or Seth Godin (go ahead, Google them!).
do not comb through Google Analytics data relating to their website on a daily (or even hourly) basis.
Where is the profit?
Of course they don't; they're busy running a business! That's probably why we hear them repeating over and over again: Why bother? It doesn't pay off!
For those outside the social media space, these statements are understandable. But be careful not to be too quick to judge social media and instead think about how you attract new customers.
How does she find your brand, product or service? Most overseas chinese in usa data often, it is after hearing what others say about you and relying on the impression you make on her at first glance.
Understanding How Social Media Works
The same is true online. You have to understand that social media is (obviously!) about social interaction.
Traditional marketing is still relevant. But it’s 2013. You have the opportunity to use the digital space to introduce your business to customers by presenting them with something that will make them see your brand in a positive light and hopefully inspire them to tell others about it.
A value exchange with customers
The challenge with social media is this value exchange. The “What’s in it for me?” element always comes into play. Customers are more likely to follow brands on social channels that offer them something (information, entertainment, discounts, etc.).
Customers associate social media with fun, not work.
They use it to interact with others on topics that interest them (a friend's trip to Machu Picchu, the latest technological trend in their industry, etc.). Ultimately, they are not there to buy something. It is a place of escape for some people and of research for others.
Getting off on the right foot
Business owners need to understand that social media can really do something for them if used properly. Going into it with a “BIG SALE! Everything needs to be liquidated!” attitude will almost certainly backfire.
You have to use it to build an audience for yourself by listening to what others are saying and adding your two cents.
Generate interest and sales will follow
You add value to your brand simply by being pleasant and helpful. That’s right, simply by being open, appreciative, and cooperative. The idea is to use interesting content to engage with current and potential customers, not to catch that one important customer who “liked” your page or retweeted your tweet on X—which is like skipping straight to dessert before the appetizers are served.
First things first. Build rapport and be open.
Forget about selling to begin with. Instead, apply the three I's: Inform. Interest. Educate. Sales will come in the long run.
Although I try to put myself in their shoes, it takes me a while to remember that they:
don't check Facebook/X/Pinterest/LinkedIn all day long.
aren't fans of Gary Vaynerchuk or Seth Godin (go ahead, Google them!).
do not comb through Google Analytics data relating to their website on a daily (or even hourly) basis.
Where is the profit?
Of course they don't; they're busy running a business! That's probably why we hear them repeating over and over again: Why bother? It doesn't pay off!
For those outside the social media space, these statements are understandable. But be careful not to be too quick to judge social media and instead think about how you attract new customers.
How does she find your brand, product or service? Most overseas chinese in usa data often, it is after hearing what others say about you and relying on the impression you make on her at first glance.
Understanding How Social Media Works
The same is true online. You have to understand that social media is (obviously!) about social interaction.
Traditional marketing is still relevant. But it’s 2013. You have the opportunity to use the digital space to introduce your business to customers by presenting them with something that will make them see your brand in a positive light and hopefully inspire them to tell others about it.
A value exchange with customers
The challenge with social media is this value exchange. The “What’s in it for me?” element always comes into play. Customers are more likely to follow brands on social channels that offer them something (information, entertainment, discounts, etc.).
Customers associate social media with fun, not work.
They use it to interact with others on topics that interest them (a friend's trip to Machu Picchu, the latest technological trend in their industry, etc.). Ultimately, they are not there to buy something. It is a place of escape for some people and of research for others.
Getting off on the right foot
Business owners need to understand that social media can really do something for them if used properly. Going into it with a “BIG SALE! Everything needs to be liquidated!” attitude will almost certainly backfire.
You have to use it to build an audience for yourself by listening to what others are saying and adding your two cents.
Generate interest and sales will follow
You add value to your brand simply by being pleasant and helpful. That’s right, simply by being open, appreciative, and cooperative. The idea is to use interesting content to engage with current and potential customers, not to catch that one important customer who “liked” your page or retweeted your tweet on X—which is like skipping straight to dessert before the appetizers are served.
First things first. Build rapport and be open.
Forget about selling to begin with. Instead, apply the three I's: Inform. Interest. Educate. Sales will come in the long run.