Put your hand up if you like being bored by what you see, hear & read?? No of course not! None of us want to log on to Twitter or Facebook or wherever and find it as dull as watching paint dry. Noooooo we want excitement and thrills. We want laughs and crys. Ooohhh’s and ahhhhh’s. When our minds are being intellectually challenged and our hearts are being stroked with human stories of kindness and gratitude and love, guess what happens? We fall in love! OK, so not quite but you get the idea. We form an emotional attachment and fondness for these people/brands/businesses that make us feel: Happy, understood, cared for, confident, humoured and so on. This is where social media comes in.
When you can make someone FEEL something positive and good from their experience with you, even when that experience just means them retweeting you or commenting on your post or repinning your pin, you are starting a meaningful connection. Their experience doesn’t have to be a face to face one or something lengthy over a period of time with many backwards and forwards communications. In today’s society we’re all busy and we do things faster and we want things done with speed. Quick
brief nuggets of conversations spattered about here and there are what’s expected and what is the norm. The important factor is to ensure these nuggets make people feel good!
What I’ve been talking about here is: Stimulation. In order to for your social media activity to channel through into new customers and repeat customers (as these are very important too & mustn’t be forgotten) the key element for success is keeping your readers stimulated! However much you love joining in Twitter Chats and sharing your thoughts on a discussion thread on LinkedIn you are not solely doing this for the pure joy of it. Or are you?? Well, for most of us our strategy is to build our network, our connections and our business reputation to as many of the right people as possible to propel our businesses forward for bigger profitability and business growth. And for this we need.. Dah dah dah SALES!! We need to generate quality leads by using this wonderful thing called social media!
You might be interested to know that the definition of “lead generation” is: The marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline. (https://www.marketo.com)
There are two significant words here: Stimulating (yep think I’ve got my point across about this!) and Capturing.
It is a complete waste of time if you’re spending your precious energy creating incredibly amazing content for your social media campaigns that is highly stimulating, engaging and useful, if you are then not capturing your reader’s interest. Otherwise you’ve just let them slip through the net to swim off to a competitor of yours. I’m not implying you should be asking people for their email address and phone number at every opportunity but you do need to have a capturing method in place with a plan and a structure, so that when appropriate you are obtaining contact information and you are using it wisely! By wisely, I mean storing in a CRM system that easily and smoothly allows you to communicate effectively with your audience to keep them stimulated!