The key to social media success.
What is the difference between “selling” and “helping”? Yes, only two letters, but the gap is in reality, much larger.
Understanding the difference between selling and helping is the key to your social media success. If you can help a potential client understand something, do something or experience something, they will automatically warm to your brand and potentially choose you when making their next purchasing decision. They may not need legal services today or have to buy that special dress for their next dinner but they’ve experienced your competency in your niche and understand the wealth of knowledge that you are able to share.
It therefore follows that whilst these online searchers have connected with and interacted with your brand content, this does not typically translate into an instant purchase or contact (a measurable result). Their experience with your knowledge shared usually guides them to an understanding that you are the competent provider of service or product in your area of expertise.
This implies that achieving social media success is a long term project and not a short term assignment with measurable gains in the first week of implementation. The impact of social media activity takes time and perhaps the measurement of result on an annual basis may be more realistic.
With this in mind, helpful content and content sharing becomes a critical part of your online strategy.
It potentially opens the door to your social media selling success.
Content helps assist you with creating a connection with your potential customer. It’s part of developing and building of that sort after ongoing relationship.
But how does this created content develop a relationship that guides you closer to closing the deal?
Why is content the key to social media success? Well, your customers recognize the importance of great content to help them make a purchase decision. In today’s age, many a potential customer hops online to educate themselves before walking into a store or making that purchasing decision regarding your product or service. Research shows that customer’s instinctive behaviour includes searching, consuming created content and education.
Remember that the difference between selling and helping is only 2 letters.
Your content should be helpful and self-educating. It should gently guide a customer towards building a perception about your competencies in the market you operate within.
It’s all about delivering the right content to the right customer on the right channel at the right time of the sales cycle.
It is important to note that valuable online content can take many forms. Below I’ve shared a few potential content suggestions.
- Product and Service Reviews
- Competition Comparison
- Research Information
- Case Studies
- Seminars
- Demonstrations
Content, a differentiating factor perhaps? Set yourself apart from your competition; start to create that association with your brand. Provide potential customers or clients with helpful information, educate them, share your knowledge and become the knowledgeable resource for your industry.
I will almost guarantee you that if you become top of mind; they will call you when making their next purchasing decision.
To find out how to create an online content strategy to build awesome relationships with your future client base, contact Cathy Mellet at Online Marketing company – Net Branding | Auckland.
