With social media, much of the marketing focus has shifted away from what makes basic and good marketing. Yet having read this social media marketing post on LinkedIn Pulse, much of what the writer states is just as true for basic education based marketing.
Today’s buyers (decision makers) want quality information told to them in an emotionally compelling story. They do not want sales pitches!
Additionally your ideal customers want to know and trust you. By providing marketing from an education based perspective, you can educate by sharing:
- Market trends
- Proven research through statistics
- Expertise such as White Papers
Daniel Pink in his book To Sell Is Human told the story about the Pixar Pitch. Those individuals making pitches to Pixar had to tell their stores in just six sentences.
- Once upon a time (sets the backdrop for your story)
- Every day (describes what is happening)
- One day (offers your solution to what is happening)
- Because of that (showcases the one result of your solution)
- Because of that (showcases another result of your solution)
- Until finally (shares the final end result of your solution or why the decision maker bought your solution)
This format is truly education based and can be incorporated into any social media marketing especially those who engage in quality content marketing.
I used this format as a guideline for this article published on LinkedIn Pulse:
The first paragraph set the stage and it was emotionally compelling because of the billions of lost dollars. In paragraph two, I described what is happening every day. By paragraph three, I am educating the readers about a solution for better employee engagement. This education process goes into further detail to showcase my knowledge and expertise without sounding like some condescending experienced expert.
This article after just one week of publication has received 5,176 views, 626 likes, 28 comments and 202 shares. I gained over 100 new followers and received over 30 new LinkedIn invitations to connect. Currently I have two new qualified sales leads in my funnel, along with 10 prospects and one confirmed speaking engagement. Never once did I make a sales pitch of Buy this to the readers. Frankly that is insulting to today’s educated buyers.
Marketing’s purpose is to attract attention and to begin to build a relationship. This is why marketing is not selling. Unfortunately, many who engage in social media marketing fail to understand this key difference. They believe they can take their traditional product based marketing approaches and transition with few changes into social media.
If you want your social media marketing for your SMB to be successful meaning you increase sales, then possibly it may make sense to change your approach. Think about your own Pixar Story and how you can infuse that story into your social media marketing.
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Leanne Hoagland-Smith is THE People and Process Problem Solver. She supports forward thinking leaders in bridging the gaps between the two problems restricting strategic business growth – people and processes. Leanne can be reached at 219.508.2859 central time USA. Follow her on Twitter or check out her profile on LinkedIn.