Imagine you have a friend who has been trying to meet someone to date. Up until now, your friend has only used online dating websites, but you convince him to attend a party you’re having so he can meet women face-to-face. At the party, you introduce him to a group of people who are casually talking, hoping he will jump in and make a connection with someone. Instead he looks around at the group and announces, "I am a 35 year-old man seeking a long-term relationship with a woman who enjoys nature, fitness, and great books." As you cringe, and every female awkwardly excuses herself from the group, your friend asks what he did wrong.
While there is something to be said for being direct in communication, it is also important that your messaging be appropriate, especially in social situations. The same is true for social media. The messaging you’ve been using for your current marketing, such as email blasts or advertisements, may not work for social platforms like Facebook and Twitter. Social media marketing is about having a conversation. The message needs to feel less like a sales pitch, and more like socializing. These platforms are meant to be interactive, so your posts should to draw readers into an interaction with you. You can use social media to get to know your prospects and allow them to get to know you. While it is good to have messages with deals and offers, some messages can just be about staying in touch. Use humor, pictures, and short video clips to make your posts attractive.
Need help starting a conversation? Here are three simple ideas:
1. Ask a question
There is no better way to engage someone than by asking a question. Your question can relate to your business or a timely topic. Make sure you keep it simple, fun, and light-hearted. An HVAC company could say, “It’s hot cocoa season! What’s your favorite winter weather beverage?” The post could include an inviting image of a mug of hot cocoa and with a reminder to get a furnace inspection.
2. Share a story
Use social media as an opportunity to show prospects the personal side of your business. Tell an interesting story that entices readers to learn more about you. Brag about your employees or talk about things you are doing in the community: “Advantage HVAC Gives Back to the Community with Free Energy Efficiency Checks for Local Residents.”
3. Provide information
When people browse social media, they are drawn to useful information. Tips, tutorials, and advice are well-received and often shared with other members. Video clips are a great way to share how-to information or instruction. Just make sure the information you provide is brief, simple, and easy to understand: “Five Ways to Get Your Home Ready for Winter.”
By starting a conversation, you develop relationships with prospects who will become customers. Make sure your social media marketing messaging sounds appropriate and generates interest. If you need help with developing your social media campaigns, give us a call.
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