Social media and eMarketing have been around for a number of years, and there’s no doubt that the growth of these communication tools have had a dramatic impact on how marketing happens. But the more things change, the more they stay the same. We’ve learned that three things have not changed at all over the years.
1: Content Matters
Content is important to people. They use social media like Facebook and Twitter as a way to keep up to date on what’s happening in their lives. They care about what they see online. They want to read things that matter to them, things that make them smile, make them laugh, and that they can talk about with others. This hasn’t changed. It will never change. The more you provide content that meets this need, the more people will be loyal to your online presence. Self-serving content that is only about you is a waste of time. Talk to people the way you would want to be treated in a face-to-face setting: with dignity and respect for their time and intelligence.
2: Frequency matters
Those who use social media use it a lot. For most people, every day. This means you need to keep them engaged often or they will forget about you. In fact, studies have shown that when you don’t engage enough, they actually dismiss your brand and feel resentful that you let them down.
What people want, they want often. If people sign up for eNewsletters, make sure you send them out regularly. Once a month is good. Twice a month is better. In some cases, even weekly emails are appreciated and respected. If you have a Facebook page, frequency is even more important. Post something every day if possible. Let people know that you’re passionate about your specialty by helping them learn more about your industry. That’s why they liked your page in the first place.
3: People don’t want to be sold things
You know how you feel when faced with someone who is constantly in your face trying to sell you something. In life and in social media, people don’t want to be sold things. They want to be encouraged, educated and entertained. Not sold. So keep the sales pitches out of your social media interaction, and even on your website you should focus more on educating customers and prospects rather than trying to “sell” them stuff.