Social Media : Is Showing Up Half the Battle?

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There are too many people that understand that social media has value to their business; yet they fail to show up to cash in.  If you are one of these folks that have invested the time to set-up accounts and even paid for some marketing help but weeks/months later have made little progress, this is not the time to say “I tried that, and it didn’t work.”

Years ago, I had the pleasure of working with a marketing consultant who shared some very valuable marketing strategies with me which I still use to this day.  One of the nuggets that he shared, as part of a much larger conversation, was the importance of A CONSISTENT APPLICATION OF TECHNIQUE.  He emphasized that even if the technique was not perfect it was more important to continue to use/apply the technique.  I translated this as simply showing up and getting into action (FIRST HALF OF THE BATTLE).  What my mentor failed to mention was that by showing up and getting into action I had a much better shot at improving my technique for better results. (…OTHER HALF OF THE BATTLE)

That advice served me very well over the course of many years in my career, and to this day when I come across frustrated marketers having difficulties in growing their business, the phrase that resonates in my mind is …they are failing to consistently apply their marketing techniques.

Social media is not just a flash in the marketing pan, it is instead one of the markers of an enormous societal shift.  In some ways we are still in the early stages of truly understanding all of the nuances and opportunities that social media offers. This is complicated by the fact that innovation and creation in this sector have continued to grow at lightning speed.  This explosion of innovation can be incredibly distracting.  If you are thinking of dropping your current social marketing techniques for the next great thing take a moment to put your blinders on and evaluate.  Start here:

  1. Understand what success looks like in your business.  What is the annual value of a customer? What is the lifetime value of a customer?  How many new customers do you need to achieve your growth and sustainability goals?  What are the qualities you find in successful customer engagements?  Who are your best customers – what do they like, what do they do, where do you find them?
  2. Look at your current marketing efforts.  Which ones most closely align with your customers? Can you track your customer interactions and sales to a particular marketing technique?  Which techniques yield the best opportunities to advance your customer engagement to a sale? Which techniques show the best promise, yet have not been consistently applied?
  3. Plan and choose to act. Create a plan for growth that you can regularly measure and evaluate.  Decide what resources of time and/or money you can dedicate to consistently acting and applying your preferred technique.  Give it a fair amount of time to yield results, six months to a year.  Your goal is to extract and measure results in the context of your new customer goals, if you are achieving results look for ways to increase and improve with the current techniques before considering adding something new.  The goal would be to make sure your first technique is providing a return on investment that can be sustained before you add the next.

The major takeaway here is that social media can be a marketing technique, especially if you understand the dynamics of social engagement.  Although it may be more difficult to draw a direct line to results.However, if your evaluation of the marketing technique is solid, ultimately you will be able to move that social engagement to an opportunity to sell your product or service to your prospect – even if the transaction occurs offline.  That is, if you consistently apply your marketing technique.

Time to show up. What is stopping  you from showing up consistently for your social media marketing?

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