How to Market Using Social Media

This afternoon I was writing some notes for a client for who I have just developed a new strategy with a flagship product to drive their position within their chosen market, and as I started to explain how to implement their social media it dawned on me that this would be useful to many other businesses owners and leaders as well. 

Social Media 

The problem with social media is that people are always trying to sell on first meeting, like a new toy everyone wants to play with and some that just doing social media is like selling online. This inevitably fails. Why? Well it is like walking up to someone at a networking event shaking their hand, giving them your name and saying do you want to buy my product/service? What is the chance of success? Even for the most successful sales person it is going to be zero, or worse, even a realistic prospect will be turned off by this approach, because the audience does not know you, your products / services and is not tuned into to thinking about their needs or wants at that time.  

Social media is not The Wolf of Wall Street 

You would never just go up to anyone and start selling, this attitude comes close the perception of the 1980's (Think Wolf of Wall Street) which was typified by the ABC (Always Be Closing) approach to selling. It did not work then and it certainly does not work now. Yet in the field of social media where there is no personal handshake people forget that opening with a cheesy sales line is likely to result in someone reacting with an unfriend/disconnect approach or worse a negative review of what you do. 

In the digital world of social media, the rules of engagement have not changed. People are still people, not fools and not mugs, so don't treat them like they are. A poor first impresssion reflects on you as the connector not on them as the recipient, with the added disadvantage that there is an audit trail and an attentive viewing and engaging audience, two things which can be more damaging to a brand than any traditional sales person could achieve on their own.

So here are the key steps I suggest you undertake in using social media to open up new markets and develop your customer base using social media:

7 Steps in Social Media Marketing

1. Define your target customers and routes to them through researching target customers social media activity 
2. Connect to them using social media and identify conversations with them and direct them to open conversations on premises.   
3. Look at who is responding and looking for further information, support them with further information and options.
4. Invite them to join your online communities (LinkedIn, Twitter, Pinterest etc) 
5. Connect with them personally with further information and add them to your existing marketing database, marketing as part of the funnel development.
6. Listen to their engagement with you to engage with them when they are researching relocation.
7. Then and only then can you can start selling to them.

These steps provide a good first principles in finding you way into the world of social media for companies looking to understand this new world order of social media.  Look first to understand rather than to sell. Look at how people learn rather than tell them what to buy. Look at what people think and how they value information before you show them your products and services. Do these 7 steps in social media marketing and you will learn what works before entering the online social media world.   

Social Media Marketing

You never sell and then market. Marketing is about identifying and targeting the right prospects who you then move at their pace towards your products and services. Once the customer moves towards you then you can market to them until they are ready to be sold to. By marketing effectively first you can then sell efficiently to customers. So market yourself online first and then sell to buyers really to buy.  

I hope that helps you think about how to deploy a social media strategy and not try to sell at first connection. If you would like to learn more about social media then click through my blog posts to see more: http://cowdenconsulting.blogspot.co.uk/

Learn more at www.richardgourlay.com

Regards

Richard

Richard Gourlay provide social media marketing, for clicks and bricks, SaaS and traditional business models, supporting them develop their growth and development. 

Great LEADERSHIP is all about your VISION

Great LEADERSHIP is all about your VISION

Vision, is as we all know the most important leadership trait for a successful leader to have. That does not mean they can see but that they have a strategic vision for their business. Great leaders may be charismatic, they maybe forceful they may even be likeable, but for them to be successful they must have and be able to communicate and inspire others through their vision. 

According to Right Management consultancy’s survey of 1439 chief executives and senior HR people from 707 organizations across the globe found that the outstanding trait of successful leadership is the ability to create and communicate a VISION was the most important characteristic for success. The score of 92%, demonstrates just how important a characteristic this is across such a large number of very senior people in business.   

Business VISION

The Right Management consultancy http://www.right.com, which is owned by the Manpower group: http://www.manpower.com survey provides clear confirmation to everyone in leadership positions that the single most important factor for success is that of creating and communicating a clear vision to their people.   

“Without a clear vision no leader can succeed today in business”

Leader v Manager

The key difference between a leader and a manager is often simply summarised in that a leader sets direction while a manager ensures the delivery of the plan, or elements of it. This simplified statement is a good starting point in explaining how these two roles can be clearly defined.

The research, which is heavily influenced by North America, revealed that leaders evolve from a wide variety of backgrounds, experience and job functions within companies across a wide range of industries.  Western corporate CEOs are most likely to come from Operations and Finance, with more specialised areas providing a less likely route to becoming a chief executive.

Failing Chief Executives

Conversely, the top factors that contribute to the failure of chief executives include a wide-range of factors, which include both soft skills factors as well as the obvious failure to achieve acceptable results. The leading reason cited for failing chief executives is the failure to build relationships or team culture, reflects today’s’ importance of talent management.

The reflection that science is now more important than the science is evident:  “Leadership development today is more science than art,” said Sue Roffey-Jones, practice leader at Right Management. “In today’s business environment leadership development needs to be grounded in real work and focused on the critical competencies required for success in Chief executive level roles.”

Key Skills

The importance of being financial and operationally literate to the CEO role is also becoming more evident: “We would assume that people are promoted to CEO from operations and finance because they are perceived to have developed competencies that are important for the CEO role,” said Roffey-Jones. 

“However, given what research has revealed to be the critical competencies for a CEO, how would a company develop leaders who have demonstrated a track record of ‘Creating a strategic vision’ and ‘Inspiring others and maintaining leadership responsibility’ when these roles are more likely to be the fairly exclusive domain of the CEO?” said Roffey-Jones

Succession Planning

The importance of succession and smooth transition is becoming more important. With the exception of the sudden changes, such as BP’s sudden need to be seen to change direction in response to events, companies today are investing time and effort in succession planning. Good well planned succession planning ensures long-term shareholder value and the ability of avoiding the football management culture of change.     

Executives, board members and business leaders all recognise that talent management plans, including succession management have become essential for sustained performance in today’s organisations. 

If you want to develop your company's position then there needs to be a vision for it, where it is going and why. If your look for some advice on developing your company, its marketing, its sustainable competitive advantage then contact us at Cowden Consulting to see how we can assist you, or read more about us in this blog or at Cowden Consulting.


Or learn how to plan your business successfully see our video to learn more:-  http://www.cowdenconsulting.co/uk  

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