We use social media every day.
- 65% of American adults are social media users. (Pew Research Center)
- Almost 9 in 10 companies in the United States use social media for marketing purposes (AdWeek)
- 75% of online adults use Facebook (Pew Research Center)
- 467 million people are LinkedIn members (Statista)
Have you ever asked yourself what’s the purpose of social media?
Some will say to keep up with what friends are doing. Some say to meet new people. Some will say to get clients. Some will say to do marketing. It’s all of those things, if it’s used with connection, communication and interaction.
Recently I heard a presentation by someone who said that the purpose of social media is to drive traffic to your website. She continued throughout the presentation to talk about ways you can post and use social media to drive traffic to your website. It was all about your website and social media being your brochure. Not!
People don’t buy from a brochure or a website alone. They buy from people.
In business, the purpose of social media is to connect and interact with potential clients, people who can refer and introduce people to us, and people we can learn from.
Social media and the internet have started a revolution in the business world that few salespeople, coaches and entrepreneurs know how to tap into. People buy differently. They don’t want to be sold to; they want help and resources. Traditional sales approaches have changed into Social Selling – building relationships with people who can become your clients, refer others to you, and introduce you to people who can mutually help each other achieve their goals.
Social media also gives us the opportunity to find and build relationships with our Ideal Clients. And for them to get to know us and what we can do for them.
Before someone becomes a client, they must know, like and trust you. The process for someone becoming a client is similar to that in a dating scenario. You build the Know-Like-Trust Factor first. You’re not likely to marry someone after a first date. You may marry someone once you’ve built a mutual relationship where you know, like and trust each other. It’s the same with clients. People buy from people. They don’t buy because you’re on social media and they’re on social media. Social media is a tool to help you find, engage and build a relationship. They don’t buy because you call them. They buy because they know you, and you’ve built enough of a relationship that they trust you. Knowing, liking and trusting are mutual. The best sales and business relationships are successful because sellers and buyers know, like and trust each other, and keep building the relationships.
Yet, too many times the expectation is that when you connect with someone on social media, the next step is to ask for a conversation so they can tell the new connection what you’re selling, or what you can do for the new connection. That’s “pitching”, and turns people off. Not only do they not respond, they run the other way.
What can you do to increase your Know-Like-Trust Factor?
First, take the K-L-T Quiz. Download it and answer the questions.
Then follow the Social Selling Blueprint. I developed it after I’d worked with hundreds of salespeople, entrepreneurs, solopreneurs and coaches and saw many of them having a hard time shifting from the traditional sales approach to the new social media way – Social Selling. Here’s the Social Selling Blueprint:
Step #1 – Create your Compelling Online Presence – your website, social media
Step #2 — Generate Leads – Find people who are your potential Ideal Clients
Step #3 – Engage & Build Relationships
Step #4 – Use Competitive & Business Intelligence to your Advantage
Step #5 – Discover your ExpertiseDNA™ and Showcase It – Be the recognized expert and thought leader
I’ll tell you more about each part of the Blueprint in future posts.
If you want to get started right away, create your Compelling Online Presence – one that represents you well and shows your ExpertiseDNA™. That’s your unique combination of values, beliefs, skills and passions that differentiates you from others who do similar things. That way, your client says “Yes – when can we start?” instead of “No” or “I’ll think about it.”
To start creating your Compelling Online Presence, see my blog post Is Your Online Presence a Magnet for your Ideal Clients?, and download your copy of my Online Presence Checklist. .
After you go through the download, and still have questions or want to run yours by me, let’s chat.
Or if you don’t have time to go through it all yourself, let’s talk.
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, BLOG OR WEBSITE?
You can, as long as you include this complete blurb with it: Jan Wallen is a Retreat Leader and coach, and works with coaches who want to stand out from the sea of coaches. She positions them for their Ideal Clients so their clients say, “Yes – when can we start?” instead of “I’ll think about it” or “I can’t afford it.” Grab her FREE Online Presence Checklist on how to make your Online Presence a magnet for your Ideal Clients here: http://janwallen.com/contact-jan-wallen.