I simply love social media. I end up reading up to 5 ebooks related to social media and inbound marketing and go through at least 100 posts/articles a day.
Today, for a change, I watched an hour of Gary Vaynerchuk, New York Times best-selling author, at LeWeb Conference in Paris. To cut the story short, Gary just launched a book Jab, Jab, Jab, Right Hook which is currently the most talked about book within social media world. In this book Gary talks about how to use social media to connect with customers and shows us real examples of those doing it right and those doing it wrong. I ordered the book few days ago and I can’t wait to dive into what he has to say.
After watching the video this morning, there are few things I totally agree on with Gary and I would like to share them with you.
GIVE BEFORE YOU ASK
Social media is about GIVING and GIVING and GIVING, only after so much giving you should expect your customers to buy your product or service. Just because you launched a new app, or a product, it doesn’t mean people are automatically going to buy it.
Gary mentioned that his clients tend to hate him for the first 6 months (giving period) and then love him for the other 6 months when they start seeing results. Be patient and concentrate on giving value to your clients or customers. Do a lot of it. Give them as many reasons as you can to fall in love with you and your product before you expect them to buy it.
Write articles your audience can learn from, give advice on topics related to your business, interview top people from your industry, use infographics and photos to tell your story.
FOCUS ON DEPTH NOT LENGTH
How many current and potential customers do you have in your database? Thousands, ten thousands? Ask yourself a question, how many of those are actually interested in your product or service?
More than ever before it’s about the RIGHT customers. Don’t focus on the big number, focus on the RIGHT number.
Gary mentioned a story about sending an email blast to 2 million people, customers of luxury.com, with the aim of getting orders for his online business selling wines. You know what? He only got one bloody order!
SHARE THE RIGHT CONTENT
The last point I really wish everyone got once and for all is about sharing RIGHT content on different social networks. I beg you, DO NOT post the same post on Facebook, Twitter and Google+ etc. People using Facebook are on it with a totally different mindset as oppose to when they go on Pinterest. Pinterest became a very strong network when it comes to e-commerce and converting. People on Pinterest are looking for ideas and they are ready to purchase if they like what they see. Facebook is more about sharing news, and gathering information about what’s happening right now and what is new.
I liked how Gary explained the mindset of Facebook users and those brands and companies not getting it at all.
Imagine you have a friend and every time you meet all he is talking about are special offers. How much would you look forward to meet this friend again?
Sharing on social networks is about building relationships with your current and potential customers. Don’t ever think of it as another channel where you can just blast one offer after another one. That won’t get you anywhere. Simply focus on making friends.
I hope you find these 3 tips useful and use such a powerful tool like social media networks to your benefit. If you have any questions please feel free to email me on firstname.lastname@example.org.