I wrote briefly about this one in a previous post.  But the question continues to be asked.

We’ve heard many times from social media beginners:

So what do I write about or say when I’m using social media?

You’ve likely seen the commercial below, particularly paying attention to the Dad (click image to play):

Honestly, I love the Dad’s face just after he delivers his Twitteresque line “I’m sit-ting on-the-pa-tio”.  And Facebook gets its jab as well as the daughter whences at the Mom’s interaction into her world with “I Love You” all over her wall.  Has to be one of the funniest ads out there right now!

The problem for most newcomers to social media is perpetuated by these stereotypes.  A June 2009 report from Hubspot says it all:

Despite significant growth in the number of Twitter accounts since last year, 53% of those who have registered with the much-publicized micro-blogging service have no followers, 56% are not following anyone, and 55% have never even tweeted.  (thanks to Marketing Charts for the link)

People don’t know what to do on Twitter!

While probably more people start doing more on Facebook, I offer these 4 business guidelines for any small business to follow for social media:

1. “Tell them to go to  . . . “ – Whether it’s Facebook, YouTube, your blog, Twitter,  Linkedin (or a number of other tools), the best and overlooked social media rule is to point people back to your hub.  Your website should be your dynamic hub of information.   Drive them to your site to show them:  a resource page where they can find tools to use for their needs, a special video they can watch to learn something new, a free report (whitepaper) they can download with unique helpful tips a past blog post on a related topic, the events details of an upcoming seminar you’re giving, etc.  This offers great SEO value as well!  When you are sent by your spouse to go to the grocery store to get milk, why can’t you just run in and get it?  Because you have to head to the back of the store where most staple products are.  Why?  Because they want you to walk past the Double Stuff Oreos on your way to the milk.  Telling your audience to go to your super site also allows them to come in for one item but get exposure to all the other good stuff you have to offer. KEY LETTER:  H (HUB)
2. “Compel, don’t sell” – When trying to move your potential customer to a transaction, you’re most effective tactic is to COMPEL them rather than trying to SELL to them.  Educating your audience is a way of teaching them what they are looking for.  Connect them with you as a credible expert with a wealth of knowledge and information.  When you  give generously to your prospects links to articles, blogs, and reports that are valuable to them, they become dependent on you and see you as their resident expert.  When you educate your customer on why they should do something, they are more likely to complete the sale with you because you have led them to the jumping off point!  KEY LETTER:  E (EDUCATE)
3. “Give ‘em more than a status update” – There’s not a better strategy for demonstrating leadership online than to engage your community with inspirational messages and cutting edge thought leadership.   There are many naysayers out there and just as many people who can sell you something.  But if you share quotes you read about, write unique thought leadership articles on your blog, or demonstrate to your propsect that you are one step ahead of them, you gain immediate credibility and start having followers.  So when you are on Facebook or Twitter, resist the urge to just tell people you are sitting on the patio or drinking your favorite latte at Starbucks.  Followers talk like that.  Leaders offer so much more.  KEY LETTER:  L (LEADERSHIP)
4. “A little self-promotion never hurts” – Kept in balance and accompanied by using the previous guidelines, use social media to promote your products and services.   But you must observe extreme caution.  No one likes a peddler who simple talks about “me, myself, and I” – although it is a natural tendency for all of us to do this.  Promote on the premise that you have spent plenty of time educating and inspiring your prospects and telling them about valuable resources you know about.  When you do that, your gracious audience will permit an occasional self-promotion.  Just keep it in balance.  KEY LETTER:  P (PROMOTE)

So when you get on Twitter, launch your world-changing blog, submit a YouTube video or stare at the “What’s On Your Mind?” box on Facebook, consider how you might H-E-L-P your target audience.    Not only will you see your social media strategy offer more long-term results, but you’ll see a greater value in it for the hours you spend on it everyday.

This is some of what we cover during our 8-week Duct Tape Marketing coaching program (we’re currently on Week 7).

-Randy

As part of our 8-week Duct Tape Marketing coaching program, the current group of participants will explore this week the idea of making your website your hub of information and education.

Gone are the days of a stale, static website.

If your site doesn’t act as a hub of activity, coming and going, receiving and sending . . . then it is virtually dead.

Making your website your hub allows:

1. Capturing the Lead - you don’t have time in a typical 5 minute conversation to tell a prospect everything there is to know about you and your business.  Having a hub of information and education allows you to point them to something tangible besides simply saying “go to my website.”  You can direct them to specific pages, or an opportunity to watch a video, or download a complimentary whitepaper or free report.  In doing so, you’re also able to capture the email address of your prospect in exchange for something of value.
2. Tracking your activity - know who is coming in and at what point they land.  Tools like Google Analytics help track this.
3. Educating your prospect - if you understand marketing as “getting people with a specific need to KNOW, LIKE and TRUST you,” you have to believe that not every single contact is going to result in an immediate transaction.  You’re not a broom salesman trying to capture an exchange of funds each and every time you meet someone.  You are cultivating relationships and you are desperately trying to educate your prospect.  When they are aware of the full range of benefits and the seriousness of NOT doing anything about their problem, then you create a compelling situation that gently forces them to make a decision.  Through education, you have convinced them of their need for you.
4. Demonstrating thought leadership – no matter your industry, your prospects are looking for the leader – someone who can navigate clearly, direct people to solutions, answer questions and alleviate fears.  Linking your blog to your site (ideally it should be integrated into your site – but if not, you should at least have a blog), and then subsequently linking your Linkedin account to it, tweeting your Twitter updates to it, and pointing people from Facebook to it – these are the ways to showcase your leadership.  Of course, by definition, leadership hardly exists without followers,  but don’t give up.  Every leader starts with one follower (yourself), then maybe a spouse or group of friends, and then adds to the flock.  Don’t wait to start leading your industry until you have followers – that’s backward.
5. Promoting your stuff – in balance, this piece should exist as part of your hub strategy.  If your prospects see you educating them all along the way and leading them with thoughts they never had before, then they will permit a fair amount of self-promotion.  Just keep it in balance.

When your hub exists in this way, it provides an easy-to-follow formula for a social media strategy.  When you are tweeting, adding a link on Facebook, or submitting a YouTube video, think about how you can H-E-L-P your audience:

• H – point them to your hub – everything goes back to the main source of education and information!
• E – educate them – this is part of your “compelling process” (as opposed to your “selling process”)
• L – lead them – give them unique thoughts that challenge, convince, and compel
• P – promote yourself and your products – kept in balance, you are allowed to do this – but don’t over do it!

How are you using your website hub to H-E-L-P your prospective customers?

-Randy

Image credit:  Clark Airport

PRESS RELEASE FOR IMMEDIATE DELIVERY:

Randy and Donny Vaughn, The Marketing Twins at 1429 Creative, announce their upcoming social media strategy seminar at the NRH Public Library on Tuesday, September 22, 2009.

In July, a similar seminar was presented at the NRH Library, with over 25 business owners participating.  “I am just in the new start-up phase of developing both my network and product/service,”

# # #

ABOUT THE MARKETING TWINS: A faith-based creative team, the Marketing Twins offer marketing coaching and other creative services for small business owners, non-profits and churches. The Marketing Twins, based in Fort Worth, Texas, can be contacted at 817-657-4472 or by email at randy [at] marketingtwins.com. http://www.MarketingTwins.com

View all Marketing Twins Press Releases

Has your business or organization’s marketing plan ever been “Kanye’d”?  You know, that moment when just when you think you are on track, something (or … eh hem … someone) rudely interrupts your momentum.  What do you do?  Do you just stand there frozen with no idea on how to get back on track?

If you are a business owner without a marketing plan, it would be easy to get distracted or even frustrated with where to go next.   You unwisely start going after target markets that don’t understand your product.  You focus on the “anybody who will pay me” strategy instead of returning back to the narrow, niche market that was previously bringing you success.  Having a strong marketing plan will help you in these situations:

• You can always return to your ideal client, the perfect target market that you really WANT to work with,
• You make your marketing easier because you quit trying to appeal to everyone with your generic marketing messages – you return to focusing on speaking the language of the people you know well (you can laser-focus your messages so they resonate to the exact needs of this market you wish to reach)
• You can more clearly differentiate yourself from your competition – when you are competing with the masses, you can’t stand out – but when you find a niche, you can showcase your uniqueness in a way that gets noticed

Starting September 29th, we will begin a new 8-week virtual group coaching program where you can learn the Ultimate Marketing System by Duct Tape Marketing.  The 3 points listed above make up a good part of the foundation of the Ultimate Marketing System.

Would you like to learn more?  If you want to establish a comprehensive marketing system that is simple, effective and affordable, visit our Coaching page.

Oh and hopefully you’ll end up with your moment after you get your marketing track back on track:

Image credit:  Daily Mail