When it comes to social media marketing, don’t sell, just S.P.E.A.K.
Share Content
Provoke a Response
Engage in the Conversation
Acknowledge Loyalty
Keep Track
The Problem: When it comes to social media, most
The Solution: By shifting the focus from selling to serving, from broadcasting to participating, and from self-promotion to customer promotion; businesses can engage their customers in a way that deepens the emotional connection to their business that can be leveraged for a sale later. The framework below is what I use to help others.
Here are some examples for each:
Share Content
Creating useful content that is both relevant to your business and interesting to your customers is what keeps most companies from using social media. Luckily, there are a few models to make it easy to get started. The best way to get started with creating content is creating answer to your top 10 most questions you receive from your customers and the top 10 questions they should be asking. That will start you off with 20 different pieces of content that are relevant to your target market. Need more help? Check out my content grid to generate some fresh ideas.
Provoke a Response
While posting relevant content can grab the attention of your customers, it isn’t enough to start the conversation. With each social media post you have to set the stage for people to talk. Ask a questions, take a poll, or ask them to share your post.
Engage in the Conversation
Once the conversation is going don’t be shy to engage with individuals in the process. It may only be one person at a time, but the impact it has on each individual is immense.
Acknowledge Fans
Instead of promoting yourself, promote your fans! Share in their joys and sorrows. Find creative ways to reward fans in small and large ways.
Keep Track
Measure the results of your posts and conversations. Measure their engagement and, if there was a link, the amount of clicks. It is important to learn what your community responds to as well as what drives the most traffic back to your website.
