Using social media for business requires a paradigm shift. You need to stop thinking business and start thinking social! You don’t use social media to make instant sales. You use social media to grow your business by building long-term relationships with your customers.
It’s simple. If you build relationships, you also build customer loyalty. If you build customer loyalty, you increase the lifetime value of each of your customers. If you do that, your business will grow!
But I can make it even simpler than that. The fact is that you’re not on social media sites to sell your products or services. If you are, get off right now! Why? Because you’re wasting your time! People aren’t on Facebook and Twitter to buy your stuff. They’re there to socialize. If you’re not willing to socialize, then you don’t belong there.
So, if you’re not on social media sites to sell your stuff, then why does your business need to be there at all? It’s simple. You’re there to sell your business. Not your stuff, your business. You want your customers to prefer your business over your competitors. You want them to be willing to go out of their way to choose you.
You create this preference by connecting with your customers, not by selling to them. So, how do you connect with your customers? The answer is simple: Relevance.
You want your content to be relevant to your customers. You want to respond to content posted by your customers that is relevant to your business. It takes back and forth interaction to build a relationship with a customer, just like it takes back and forth interaction to build a relationship with a family member or friend.
So, to get you started, you need to do two things:
- Produce content that is relevant to your customers.
- Respond to content posted by your customers that is relevant to your business.
As an added bonus, you’ll be learning more about your customers while you do this, which is information that will come in handy later on in the process. Before we get to that, though, we need to take a good, hard look at the social media pages you’ve built. Check back here on September 10, 2013 to learn the next step in using international platforms to build relationships with your local customers!