Todd Martin

Todd Martin

Sales Strategy

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Still Struggling with Social Media?

October 29, 2013

Maybe you’re still not convinced it’s an effective selling tool, or you haven’t yet hit your stride. Here are some suggestions for renewing your efforts.

Whether social media isn’t working for you because you’re not using it as much as you’d like to or at all, it’s apparent that it is working for a great many businesses. Consider these statistics:

Todd Martin 101513 image 1And consider this: Social media sites are threatening to take over search engines as the preferred venues for finding information online.

Back to Basics

So let’s revisit some of the basics I’ve already discussed in this blog and throw in a few new ones. If you’re not implementing these best practices, you may have a hard time attracting the audience you’re looking for on social networks – and adding them to your lists of prospects and active customers.

Don’t overdo the self-promotion. Your visitors will want information about what your products and services can do for them, but you can entertain, educate and serve them in other ways. Some experts follow the 80-20 rule (80 percent promotional and 20 percent non-promotional), but I prefer a 70-30 split.

Stuck for ideas? Start typing questions into Google Search that relate to your company’s products or services and see what other queries people have entered. Answer these in social media posts.Todd Martin 101513 image 2

Implement effective engagement tactics. Getting noticed above all of the noise on social media sites is challenging. You have to work twice as hard as you do when creating an email or an ad or a brochure because those vehicles don’t have as much immediate competition for eyeballs. So:

  • Write simply, succinctly and in your own voice.
  • Provide compelling photos, art and video.
  • Interact quickly and calmly. Don’t let the trolls drag you down to their level. If a particular post is upsetting, break your immediate-response rule and cool down before you weigh in.
  • Build online relationships like you would offline. Listen, ask questions, clarify and affirm peoples’ thoughts, and find ways to help when you can. Tell a joke once in awhile.

Study your competitors. Learn ways to differentiate yourself from them. Pay attention to what’s working for them.

Make your social media links ubiquitous. Put them everywhere your customers and prospects are likely to look.

Todd Martin 101513 image 3Post content from other sources. You want your readers to think of you as an expert, but that doesn’t mean you shouldn’t bring in or link to content from other authorities. Your audience will appreciate your efforts to help.

Finally, tell visitors what you want them to do. Whether you want them to request a sample, download a fact sheet or white paper, subscribe to your mailing list or (obviously) buy something, spell it out for them and make it easy to comply.

A lot of your traffic may just exit with a helpful tip or a good feeling about your brand, but make it easy for them to leave their contact information with you. Some of these active visitors are your future customers.

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