We all know that Social media is crucially important to our online business presence, whatever service or goods we are looking to promote.
And for the new business venture, it’s seems even more important to come up with an effective strategy. So it’s easy to think….
For a few dollars a day, my new business will be seen and people will buy!
That’s what I need to do”.
They can be misleading and costly.
To get things rolling, the plan needs to involve an advertising/ marketing strategy as well as the development of customers as they come onboard.
This needs to built around attracting customers and keeping them.
Business can be profitable if it’s done right.
It is easy to turn to paid advertising as the Key Strategy.
You want to get moving quickly and paying to be seen online may be seen as a good move.
But people passing by your ad will not all become buying customers, unless you are selling the cure for cancer or unicorn rides.
And a knee jerk, quick fix solution does not build the credibility you need.
Allow us to suggest a few things you can start doing now.
ADVERTISING with Social Media
Start Business Accounts with them all and use a Business email not ‘John@gmail.com’ or ‘email@example.com’
- aim to post to all of your Social Media, regularly.
- Post refreshing, educational and new ideas (or old ideas with a new twist) commentary.
- Comment on others pages every time.
The AIM is to get you and your business known and get people wanting to know more about you.
- Aim to get email addresses.
Your Email List Campaigns
In this day and age, everyone receives soooo much email.
When you want information on a product or service, the first thing the company will do is get you to enter your email.
That’s when it begins.
There is a big industry in email lists and your name, email address and phone number can become ‘owned’ by Marketers who sell your details to businesses wanting to peddle their goods or services.
Often, these email you receive are slim on valuable content but huge on the ‘Hard Sell’ with links to strategies designed to get your card out of the wallet or purse.
While this business strategy is fundamental to beginning to build a customer base, it needs to be done right to get a decent ROI.
- Through all the Social media platforms, your website blog and comments on industry similar forums, as we mentioned, aim to educate your audience.
That comes first.
- Aim to get an interaction: Comments, Likes, Follows, Emoji happy/ sad/ angry face… whatever it is, it’s attention. Avoid creating too much controversy; it may blow up in your face.
- Add value and stand out from those trying to get something sold, straight out the gate. They have not built a relationship with the potential customer, have not given any value but expect to solicit trust to the point where their target audience will follow them and spend money.
- Value does not mean talking about your superior educational or vocational training or your viewpoint on religion or politics.
In fact, shy away from such things; it will benefit your business little.
- Talk about your background, why you started doing what you’re doing.
- Mention your struggles and your little, insignificant victories.
- Write about how you feel- your passion and your despair.
Don’t limit yourself to a three- line, superficial summary; Open yourself up. Connect. Reach that ‘Uncomfortable’ place and dwell a bit.
Keep it PG rated.
This is the start of things. It will take more than one or two emails to establish this. You don’t build the foundation of a long- term relationship within the first meeting. Not usually.
When you have a number of people in a ‘connected relationship’ with you because they like you and the content you provide, move on to the Next step.
ADVERTISING YOUR VALUE
It’s time to focus on building up your authority and credibility.
You have their attention; Now you need to show them why you are worthy of it.
- Know their pain points, their fears. If you had a cure for cancer, it would take little to turn cancer sufferers into hot property.
- Follow that line of thinking and you will tap into the minds of those you are targeting and the ‘cures’ they are seeking.
With that baseline of information,
- construct educational emails designed to show your audience you have authority and the solutions they need, without saying just what it is.
- Hold it in. Your aim is to build anticipation for the ‘Reveal’. You want people to get in a state of readiness so that when their problem- solving solution is finally available, they will eagerly line up to have it.
To summarise these points, the first sequence of emails will build a relationship, establish credibility and authority, while allowing a glimpse of the solution.
THE REVEAL CAMPAIGN
Describe their Solution with images, case studies, graphs, testimonials, bold and colourful videos and downloadable content.
- Think of what you would expect from someone selling you a cure for cancer.
Answer your own questions until there is no reason left not to buy.
- Every step of the way through this part of the process, they need to feel that YOUR solution is the ONLY answer to their problem.
ADVERTISING THE LAUNCH
Present the solution. Keep this brief and to the point. Having built the relationship to the point where you are trusted as a credible and believable Authority, you do not need to convince your target audience; you need to direct them in a straightforward way, to the solution.
Summarise for your Audience.
While the temptation may be to cover ALL the ABC123s’ of your service or product in ALL its’ entirety, refrain.
- Bullet Point the Main Benefits
- Have Strong Call to Action (CTA) buttons
- Make the Path to Purchase easy to navigate.
- Test and Tweak the CTA and purchase pathway to ensure full integration.
- Always keep in mind your customers experience on their journey.
It must be seamless, fully transparent and over- deliver if it is to build a loyal customer base who will continue to rely upon you for the solutions to their problems.
A Little Urgency.
A little bit of pressure is ok. Some people need to dip their toes in the water first, while others will just jump straight in. And a few will stand on the sand, thinking about it.
Make use of Scarcity customisations like Countdown Timers and ‘Limited To XX signees’ and such to help them make a FOMO Decision.
- Personally, I believe a Hard Sell with Heavy pressure is not needed.
I find it is a strategy that may turn some people off straight away because that is my reaction to it.
- If you use a Scarcity strategy, stick to it.
If you say the Discount ends on this date, at this time, END it then.
I have seen Marketers set up a Limited Time offer only to find that if I go OUT of that site and then back in, it resets to the start.
It brings Integrity in to question.
ADVERTISING CAMPAIGNS: IN CONCLUSION
Consider how you want to be treated:
Respectfully? With some common decency?
If you UNDER- PROMISE and OVER- DELIVER, it will attract those who are looking for real solutions.
Be sure to keep the process Super- Simple.
Always aim to make your content and your processes understandable for those who think and reason simply. You will only isolate these ones (who may have the money to spend on your problem- solving solution) by writing content and creating processes only fit for those with ‘higher learning’.
Higher Education does not necessarily mean More money to Spend.
Look at the likes of Steve Jobs and Mark Zuckerberg.
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