It’s not easy to sit down and convince somebody who is trying to keep their small business afloat in a tumultuous global economy that they shouldn’t always be concerned with the sale first when marketing to the modern consumer. Most people who don’t have experience in social media just down-right don’t take advice like that seriously. It’s true, though.
Everyday, internet users are bombarded with people trying to sell them something, to the point where most of this marketing becomes part of their peripheral world. It’s not hard to demonstrate this. Most of you probably have a Facebook. I want you to go use Facebook for 20 minutes (seriously, right now, before you make it past this parenthetical aside and spoil the point) and then come back and tell me 10 Facebook ads that stuck out to you. If you’re like the vast majority of everyday browsers, you probably can’t because you’ve developed a bit of an immunity to it.
So how does a business that wants to increase its presence on the web do so without falling into a proverbial haystack? It’s surprisingly easy, and even a little after-school-special. Do you remember the drive to make friends when you were still a sprout? And do you remember how many times you heard people telling you to “just be yourself?” That still applies here. If you have what it takes to successfully sell a product, then you have a special expertise, and that’s worth sharing with the world.
And sharing it with the world is all you have to do, whether you’re giving people detailed, step-by-step instructions or you’re just pointing people in the direction of a good special interest piece that applies to your business. If people are giving you money, chances are that some of them are somewhat interested in what you’re selling, and who better to talk about it than you?
How does one go about showing off his or her expertise? Content generation. That’s it.
Talk about the stuff that matters to you and your business. Develop a voice, develop a tone, and talk, dang it. Be social. That’s what social media is all about.
Does a certain question inevitably come up from customers when doing business with you? Answer that question online.
Is there a news item that you feel is relevant to your industry? Talk about it.
Did a pinnacle of the industry say or do something interesting? Share that.
Most of all, make friends with people. People buy from their friends.