Issue link: https://read.dmtmag.com/i/112125
MARKETING CONSULTANT Stop Wasting Time On Social Media BY SCOTT STROUD How to Make Money on Facebook: 1. Log into your Facebook account 2. Delete your Facebook account 3. Go back to work. Seriously, if your goal is to sell stuff on Facebook ��� homes, sites��� anything ��� then you���re wasting your time. Follow the steps above. Understand this: People don���t go to Facebook, Twitter, Pinterest, or Google+ to shop or buy stuff. So, start posting sales pitches there and you���ll be ignored, or worse, deleted and ���unfriended.��� That doesn���t mean that your company or community can���t benefit from social media. In fact, it is one of the most powerful marketing tools at your disposal��� IF you use it in the right way. A good social media strategy can put your name and message in front of more motivated prospects for less money than just about any other type marketing available. It���s a great way to build awareness for your products, convey benefits, and engage prospects on an emotional level. You can use social sites to ask questions, get feedback on new ideas, spread the word about on-site events, and even test promotions. At its best, social media lets your happy customers or residents become advocates for your company or community. You post a message or picture, they share it with their friends, who share it with their friends��� and so on. You���ve heard of pictures or videos ���going viral���, well that���s how it works. Creating a Social Media Strategy The key to making social media work for you is to determine what you want it to do before you begin posting, tweeting or sharing. That is, define your STRATEGY. Strategy, as it pertains to social media ��� really, all marketing ��� can be described as: Start with the end in mind; Think about your audience ��� Where are they now and what do they want/need? Relevant information, specific to their interests; Answer their questions; MARCH 2013 20 THE JOURNAL Testimonials and social proof; Engage their senses; excite their emotions Generate strong reasons and ways to take action; You are the ���one and only��� choice. Make this clear. Start by defining your goals: Why are you publishing your blog or Facebook page? What response are you looking for? Are you going after ���Likes��� or ���Shares���? If people like your Facebook page, for example, all their friends can see that they have made that choice by clicking on the ���Like��� button. If they were to share content, though, then they are in effect referring you to their friends and promoting what you���ve posted or shared. Or, is the goal to get social viewers to visit your website, blog or a landing page? In that case, you might pose a question or post some ���teaser��� copy along with a link to your site or a web form to fill out to get the full article. So, determine what you want your viewers to do, and plan accordingly. Think about your audience. You ideally want to attract prospective buyers or residents to your social media, so what is it that they are looking for or interested in? A low-maintenance home? A safe, children-friendly neighborhood? A quiet retirement lifestyle? Begin talking about what your target audience is interested in and delivering relevant, pertinent topics and you���ll attract the right people. Address your buyer���s major questions, fears and doubts. Is now a good time to invest in a new home? Are manufactured homes a good value compared with apartment living or existing homes of comparable price? Will my family be safe; happy? Social media gives you an opportunity to share pertinent articles and news stories (Manufactured Home Survives Tornado; Pre-Fab Home Awarded LEED Platinum���) as well as the good experiences of others. And that's the real power and draw of social media ��� people get to see what others just like themselves have done and learn from their experiences. ���Social��� means your just like me; not some paid expert with an agenda who���s trying to sell me something. You���re just sharing interesting tidbits that you think I���ll appreciate. Remember this and you���ll build a following. Testimonials. When you invite your customers or residents to share their experiences, or even comment on what others post, you get sincere, 99% positive comments that become your best testimonials. What about the other 1% that may have something negative to say? That���s your opportunity to show your honest care and concern. When you respond to criticism in a responsible way, that���s your own testimonial. And don���t worry if that rare situation comes up when the ���customer from hell��� continues to try to bash you in front of your audience. If you keep you���re cool, your advocates will step in and defend you. That���s priceless! Engage your audience with photographs, tips, events, questions, even contests that are interesting, fun and compelling. Social media is all about engaging a community of fans in a conversation ��� getting them involved, commenting and sharing their thoughts. The more you encourage interaction, the greater the benefit to them��� and to you. Once you get the attention, interaction and trust of an audience, and they are comfortable with you (i.e. they see your online activity as relevant to them instead of the manipulative postings of a sleazy salesperson) you can ask them to take action by visiting your website, filling out a web form, taking your survey, or entering your contest. Congratulations ��� you���ve just used your social media properties to begin channeling new leads into your sales funnel! It has cost you a fraction of what you would have spent on advertising, and the leads you���re getting are much better qualified and are already excited to work with you! Finally, throughout the process, you���ve positioned yourself as different from your competitors. You���ve ���humanized��� your company, responded to questions, added value to the lives of your