Are You Seriously Trying to Sell on Social Media?
By Kim Letendre
As a small business owner, you should be incorporating social media into your marketing strategy. But don't expect social media will immediately turn into sales. So often I hear that "Nothing is happening on my Facebook Business Page" or "why aren't I getting more comments on my posts?" Maybe because you are not creating great content. Maybe you are not posting at the right time of the day. Or maybe, you are just supposed to be creating relationships slowly, one person at a time.
Followers Take Time and not everyone will start out with thousands of followers. One thing small business owners want and expect when they start a social media campaign is immediate gratification. The problem with having hundreds of followers is that they aren't "real" potential clients. Buying followers is not the way to sustain your business. Slow and steady is the more effective way to gain respect, show leadership in your particular niche and demonstrate your skills and ability to help people.
Sharing your expertise is something that small business owners need to do freely. So many of us want something back for everything we give out. Look at all the social media sites now and see how much free information is being given away. Yes, you can sign up for a free iPad - and you can decide to give away a free iPad - for an email sign up in exchange. But is that really the kind of following you want?
Gaining trust takes time and is not an overnight happening. Just like networking in a new Chamber of Commerce or a BNI group, building solid business relationships takes time and energy. Engaging with people in social media is what it's about. Currently, I'm looking to find business contacts in the San Diego business community. I'm doing that by contacting people I already know to send out the feelers. From there, I have contacted some second and third degree contacts directly. Many times, if you are only asking for advice or a bit of help from someone, they are willing to help you out.
Don't always expect something in return. Life does not work that way. What works is when you give freely of yourself and your knowledge and skills, the Universe responds and it will come back to you - but not always in the one-for-one exchange that you might think. And usually, the more you give of yourself, the more that comes back to you in spades.
So try a different spin on your social media approach. Try just giving freely and engaging with people. Ask them questions and answer theirs. Pretty soon, you will have a full on conversation going and if you don't gain a customer, consider the information and content you are garnering for your next blog.
It becomes a Win/Win when you realize that social media is not for selling. Social media is for relationship building, which will lead to some form of payback - whether in brand awareness or in someone noticing you and building trust. Return on Investment can come in different forms when it comes to social media and selling and business building. Be patient and massage those relationships. It will pay off. And finally: Just Have Fun!
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