Your business, no matter what you do, must have a web presence today. However, the inane presence of your business on social media channels is not enough. You must learn what to do and what not to do to succeed.
If you choose the appropriate tools and use them effectively and with the right goals in mind, your web presence will make a huge different in the success of your business. You need to identify your desired return on investment (ROI) up front and use the tools to achieve that particular goal. Of course, your ultimate goal is the same as the ultimate goal of all business owners—to convert as many followers (or prospects) as possible to paying customers.
- Choose quality over quantity: When you engage through social media, you are building relationships. Building strong and significant relationships doesn’t happen overnight. It takes time, nurturing and a great deal of effort. You will see that the effort is well worth what you will get in return. Those relationships will last for a very long time and you will be engaging with people whom you can count on and whom you can educate and be educated by. An extremely important principle when working toward turning your prospects into actual customers is WIIFM (What’s In It For Me). Your entire objective must be about solving the problems of the other people. Nobody is interested in how wonderful you and your business are. Their only concern is about what you can do for them to make their life and their business better.
- Choose your social media channels carefully: The social networks of your choosing should be used as communication tools (one-on-one) with existing customers, prospects, journalists, etc.
- Engage as much and as often as possible: Even though the desired end result when it comes to social media engagement is to sell your products and services, your direct goal is to build relationships. Nobody will buy anything from you if they don’t trust you and find you to be credible. It takes a great deal of engagement and a great deal of time to get other people to the point where they will buy from you. A great way to strengthen engagement with other people is by giving them valuable information in the form of newsletters or blog posts. Your prospects sign up for your newsletter or subscribe to your blog posts. That is a very important first step that your followers have taken. Eventually, the appropriate prospects will become your customers. Social media is a small but extremely important part of your overall marketing strategy.
- Gently lead your followers to buying from you: Once you have built a strong relationship with your followers, you should feel comfortable about encouraging them to buy from you. At this point, there is mutual trust and respect. Make sure that you include your call-to-action in your communications, which will help to get them to connect with you even more.
- Consider the purpose of social media as developing friendships, not as developing leads: When one of your online connections interacts with you, instead of simply thanking them, communicate with them more deeply and actually have a discussion with them. This will go a long way and serve you well. They will soon start to regard you as an expert and a person whom they wish to follow in order to learn more and more from you.
- Make sure that what you are offering is something that they want to share with others: If you don’t offer people something that they need or want, they won’t come back to you. You need to make it clear to them that your purpose is to solve their problems. After you have developed the relationship and have given a great deal to them, if they still are not willing to buy from you, they are not the right customers for you.
- Show your followers what they are missing: If you want to entice your followers to engage with you (and eventually buy from you), you need to tease them with enough information that will make them want more. Prove to them why they can’t possibly live without you and your business.
- Encourage as many top-quality interactions as possible: Your interactions with others should be meaningful and fruitful. Relationships (if they are worth anything) take a lot of time and a lot of love. The stronger your relationships, the more the other people will be willing to share what you have with other people with whom they share a relationship. Before you know it, you will have gone viral!
It is so important to have a strong web presence and to really leverage it in the most effective manner for your business. The stronger your reputation online, the more people will flock to you and the greater your chances of increasing the success of your business in a really strong way. If your web presence is effective (which includes top-quality content), it will drive a high volume of traffic to your website and you can start to interact with more and more people.
We are pleased to provide you with the insightful comments contained herein. Please contact us at CompuKol Communications for further discussion on how we might be able to assist you and your team and don’t forget to “like” our Facebook page.
About the Author.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).