Milking stools:

Are you disappointed by social media marketing for your business? Think of it as a three-legged stool. For it to work, you need all three legs: social + media + marketing.

Are you using all three components? Well, there are plenty of businesses that use social media as an advertising substitute. I just don’t think that’s what viewers want to see.

For today, let’s look at one leg of the stool: Is your social media marketing truly social? Is it interactional? Does it engage your audience or your social network?

To connect with your viewers, you can do several things, including:

  • Educate them
  • Entertain them
  • Ask them for a response
  • Engage their emotions

It can be hard to get out of your own head and relate to your customer, but it’s essential. What are their interests, needs, or concerns?

EDUCATE: If you limit your content to what’s for sale today, aren’t you missing the boat? Educate me about your product and why I should buy from you. That could be because you’re conveniently located, have products I won’t find elsewhere, or have great customer service.

ENTERTAIN: If you have fun with your content, I will, too. While this may be difficult for some businesses (do you sell grave plots?) most businesses can find humor in what they do.

QUIZ: Ask me a question or give me a quiz. Even if I don’t respond, these techniques demand engagement and are likely to get me thinking about your content.

GO FOR AW!: And–no surprises here–emotion is great way to connect. When I see a baby or a puppy, I go, “Aw!” Even though I’ve seen thousands of babies and puppies, those images will usually get a reaction out of me. For other viewers, it might be a picture of a hot car or a favorite celebrity. Unscrupulous marketers use this technique to create “clickbait,” sensational or provocative links that don’t really deliver what they promise.

All of these strategies can improve your social media marketing. Why use a one- or two-legged stool when you can have the strength of all three? Social +  Media + Marketing!



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