So, you have realized that nowadays being social media is a must for your business. Awesome! But now you’re thinking: what should you post to get those paying customers? Or maybe you are already doing it but it’s not really working out. If so, it’s probably not social media but what you are posting. But fear not: this post is made just for you!
No matter how cool you think the bells and whistles of your product/service are, they are only worth the value they bring to the customer. And the same thing applies to social media marketing. But usually when businesses start doing social media they either just sell, sell and sell, and are the opposite of value. Or if they have realized that is not going to work, they share things like behind the scenes shots, selfies of themselves at a fair and so on. But the thing is: nobody cares. Not even your mother, if she’s really honest. And that’s the opposite of what you want to achieve. The whole point of social media marketing is to get people excited, eager to get their hands on whatever you are selling. So, how do you do that?
Stop being so pushy, it no longer works
Before the companies that put the most money on ads to sell sell sell were the most successful. But that just doesn’t work anymore. Marketing has moved from pushing products to everyone who has eyes & ears to pulling just the right people in with value. On social media, this is even more clear. There people have all the power to decide exactly what they want to see on their feeds. In fact, to see your posts, i.e. your marketing and sales efforts, they have to click follow. They need to decide they want to see you on their feeds. And they are not going to do that if you are just the annoying company who just sells themselves 24/7.
Think about it: what do you do when a commercial break comes between a tv program you are watching? Do you perk up and make sure you hear every word they are saying? Or do you go get snacks, take a toilet break etc – basically do everything you can to avoid seeing the ads? Let me take a wild guess: it’s the latter. So, why would anyone voluntarily want to get ads, something annoying, to their feed? Well, they don’t. Thus you shouldn’t be the commercial break, you should be the most exciting tv show people can’t get enough of. And you definitely should not spend your money and efforts on people that will never buy from you. Value is what brings the right kind of people in.
On social media people get to choose who they follow. Companies can’t just shout to sell anymore. Tweet about it!
How to create value and get customers?
”That sounds all nice and dandy Tiina, but how do you do that then?” you ask. Don’t worry, I got you covered. Value depends on the people you want to reach and also what your business is about. It is different for all companies and their customers.
Step 1: know your customers
While building your business you have already learned a quite much about them (if you haven’t, marketing is not going to be your biggest problem). The more you know the easier creating value and getting them as your customers is going to be. You need to know the basics, their age, gender and so on, but especially their interests, life & family situations, values and so on. Talking to straight your customers and potential customers is, of course, the best way. But also things like the persona exercise can be of great help in creating your customer profiles.
Step 2: Think how your business is related to those interests, worries, interests etc.
Let’s say you provide banking services. Then you shouldn’t give tips about house plants, no matter how interested your potential customers are in them. That would only grow your credibility as a plant expert, which has nothing to do with your business. Instead, you should talk about something that brings value AND is related to what you do. For example, if they want to buy a house someday, giving tips on different saving methods and related ‘how to’s would make sense. That is why it is crucial to know your customers; their interests and pain points. When they feel like not only do you know your stuff but also truly understand them, they are much more likely to actually become your customers.
Post something that brings your customers value AND is related to your business. Tweet about it!
Should you then never post anything about yourself or sales material? No, as long as about 80% of the things you post are value, the rest can be more sales-y. And probably even should be. After you have grown your audience and your credibility in their eyes, you should give a bit of a push to translate all that into action. And posting customer reviews, interesting articles about yourself, etc. will help with that. Just don’t do it all the time; value first.
Why just buying ads doesn’t work on social media
A common question I get is: ”can’t we just bypass all this by just buying ads?” Of course, you can push your posts to people who don’t want to see them. But the thing is, by doing that you are quite likely just wasting money. The precious money that startups rarely have too much of. On most social media channels ads look just like any other post (the only difference usually is the small ”sponsored” marking). And you still have to create value with them.
But why? Even though advertisers are what bring the social media channels money, it is all about the users. If the users disappear because of annoying ads, the channels are going to die. No matter what the advertisers do. So, social media channels need to do all they can to please the users while getting revenues from the advertisers. And that is no easy task to please both. In fact, that’s often the number one reason new channels die; failing to monetize their business without losing the users.
The solution with many big channels have come up with is this: the more relevant and useful your ads are to the people you have targeted, the cheaper it is for you to advertise. And the more your ads are also shown. But if the users see your ads as irrelevant and annoying, the channels will stop showing them even if it means they won’t get as much revenue from you. The users are the most important thing for them. So again, it’s not so much about money but value.
The more valuable to your potential customers your ads on social media are, the better your money is spent. Tweet about it!
But ads do have their purpose, especially when you are trying to get more people to know about you. It is a great way of growing your visibility and using those fantastic targeting features. But you shouldn’t do it before you know what you are doing. Again, you don’t want to waste money on things people don’t care about. First, you need to see what kind of posts your customers are interested in and what really works. Is it videos, pictures, tips, what is it that they are interested in. Only when you have a clue about that, start using your money.
In short: create something that brings the viewer value. It can be useful information, laughter, beauty, whatever matches them and your business. And yes, even those behind-the-scenes photos I slightly mocked earlier, can be that. So, be informed and use your creativity! That’s how you get yourself into the eyes and hearts of your potential customers (i.e. your new customers ;)).
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