Use Facebook and other platforms to target customers at a granular level.
By Mark Coudray
It’s been about five years since we started dabbling in social media. At first it was all about the social interaction. Facebook, LinkedIn, and Twitter were starting to gain some traction. I remember opening my Facebook account when there were only 100 million users. Now it is 1.1 billion users, and the landscape has fundamentally changed.
In the beginning, Facebook was just a bunch of college kids posting pictures of their frat parties and other personal shenanigans. It was just fun and games. Over the next few years, as their meteoric user base kept climbing and climbing, the business community woke up and began to take notice. They immediately started to market in the old-school ways by abusing the users with constant pitches, sales, promos, etc. That’s still happening to a large degree, and the results are predictably bad. Consequently, businesses will tell you they’ve tried using social media, but their results were poor to dismal. They are absolutely wrong.
The revolution in social media isn’t about posting what you ate for lunch, or where you went on your vacation, or checking in at a certain restaurant. It has much deeper meaning for your business if you use it correctly. Let’s talk about realizing the full, revolutionary potential of social media and the steps you need to take to reap the associated benefits.
Social signals and social proof
We’ll start with the end in mind. Our goals are two-fold. The first is to maintain a Top of Mind presence with our customer base. This means building out your fan page and connecting with your customers and your potential customers. These are the people with whom you will be conversing. It’s helpful to realize that most of your customers won’t be ready to buy anything from you when they see your posts. But they will probably know someone who they can recommend you to that does. This is where the Top of Mind comes into play. You want your services to be at the forefront of their thoughts.
This is pretty straightforward. What’s less obvious is what we’re looking to do. You never want to engage in blatant, in-your-face selling. Your goal is to present yourself as the pre-eminent expert or authority in your market. You want to be the one everyone goes to. To achieve this, you need to understand social signals and social proof.
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