In my last post I tried to help you understand that today’s prospect is doing their homework on you and your business before you ever have the opportunity to meet with them. It is no longer acceptable, if you want to survive and thrive in today’s business environment, not to have a social media presence. I also recognize that you have a business to run, and can’t spend a lot of time sitting in front of the computer “managing” social media.
To find that delicate balance, here are some suggestions that you can do quickly:
- Spend some time studying your competition. Look at their online and social media presence. What are they projecting as their unique position in the marketplace? How are they demonstrating this to the public? How do their strengths compare with yours?
- Talk with your customers. I mean really talk with them. What are their questions about your product or service? What do they like and not like about the sales process in your industry? What are the reasons that they begin to look for your product or service? Once you have clear answers to these questions, use your social media touch points to demonstrate why working with you provides clear benefits to the prospect.
- Set realistic social media goals. Start with Linked In. Create a complete profile then challenge yourself to get at least 100 connections within the next two weeks. (This is much easier than it may sound.)
- Create YouTube content. Again, this is easier than it sounds. Create a couple of short (90 seconds or less) videos that feature customers talking about their experience with you and your company. Make sure their statements are relevant to the concerns expressed by customers in item 2 above. A video of platitudes and generalities is worthless! Don’t waste your time.
- Do a Facebook business page. Make this both business like and personable. Don’t forget to write like you talk. While this is a business page, you want your personality to come through.
- Communicate the value of working with you. Don’t just put offers out there. The purpose of your social media presence is to create relationships with people in all stages of their educational and buying process. You’re not just trying to grab the “low hanging fruit.”
- Consider hiring a consultant. While creating a social media presence is not rocket science, there is a learning curve to each of the sites. It may be more cost efficient to pay someone to set up the basics for you, and then teach you how to manage in a minimum amount of time each week.
One final point: waiting is more expensive than starting. Whatever you budget for online and social media presence is cheap when compared with doing nothing and let your competitors pass you by.