Is your Social Media Speech lost in translation when speaking to potential clients?
One of the biggest problems
facing social media professionals is the ability to effectively communicate
with their clients what the value for their social media expertise is. For this
reason many clients are checking out of the conversation mentally, resulting in
the loss of potentially lucrative social media management accounts. Your client
has come to the realization that they need the help of a social media manager
to help them come up with a comprehensive social media marketing strategy,
along with a scheduling plan to guide them in the implementation of the social
media marketing plan.
Let’s make the discussion
relevant and throw in a scenario or two, to help illustrate the point. Your
client needs to know what they will do about their social media dilemma, they
do not know where to start, where to go, how to get there, or where it ends up
at, and how much it’s going to cost them financially and other wise. A good way
to lose your client and have them check out on your conversation, as if you are
speaking social media sign language is by doing this. Get up in front your
client in your very well furnished conference room with the projectors and all
the high-tech stuff and engage them in a 2 hour fully packed power point
presentation.
Tell them stuff like; we will
make sure that your social media account is extremely effective in
disseminating information through engaging content. Meaning we will build and
manage massive volumes of complex social media data for your social media
account. Tell them how, your company has 10 or more experts in social media
with a combines history or 150 years worth of cumulated social media expertise
in the firm. Make sure to add that your company will build for them the most
sophisticated Customer Relationship Management software that comes with
military grade encryption to protect their system.
Tell them how you will fuse
it all together with your unique social publishing content publishing machine,
that will manage and all sorts of media types and formats from one portal. Are
you getting my drift? Sometimes we forget what our priorities are, when it
comes to how we are talking to potential clients who need our social media
services and expertise. Initial consultations sessions are not your invitation
to give your clients a social media convention by going on and on in long
winded technical conversations that your clients do not understand. It makes
the client look at you look like you are communicating in sign language, when
they clearly are not deaf. Literally!
Your client would best be
served by a condensed version of the same conversation that is simple, and
takes into account their level of proficiency in social media. Your social
media client who owns a small dry cleaning service in your city, does not need
an elaborate series of youtube videos about dry cleaning to be distributed all
over the internet. They might just need a simple mobile push button campaign
with mobile coupons along with their social media properties with a map to
their business attached in the message, so that their consumers can know where
to go to redeem the mobile coupons appearing on their smart phones.
Keep it simple; do not lose
the client with heavy social media analytical information that bombards your client’s
mental faculties, making them check out of your conversation.
Sometimes all your client
needs is a twitter and facebook account management to get them started. They do
not need to have twitter, facebook, LinkedIn, pinterest, instagram, and squidoo
accounts all at once, that’s why they came to you for advice. Help them out so
that they do not get frustrated. Want to make sure that your clients do not
check out on you, when you are talking to them about your social media
services? Build value, by explaining to your clients why they need you manage
their social media accounts. Your clients need to understand how using social
media will benefit them, when it comes to selling more of their products and services
online.
You clients will need to know
that having you or your company manage their social media accounts, will help
them maintain better relationships with their current customers.
You clients will also need to
know that it is within their best interest to let you become their permanent
social media consultant for their brand, because you are a social media expert
who knows how to engage with others online professionally and ethically and is
always meeting new people who would be interested in getting introduced to
their brand or business.
You need to explain to your
client that you can help them manage their social media campaigns more
efficiently and profitably, by teaching them how to institute new systems that
will help their business identify new potential clients who are serious about
purchasing their products and services through your prequalification methods.
You need to explain to your
client that you will help them manage their customer referral management
system, so as to allow the company to get more referrals from current clients,
while limiting negative feedback about their brand online, so that their brands
image is not subject to injury from negative comments about their brand online.
Lately many companies have
started implementing ambassador programs into their social media marketing
plans, in which these companies have their current customers introduce their
company and brand to potential prospects via incentivized actions. While this
can be a good way to generate some referrals for your company, it has to be
managed well and constantly monitored. The drawback with this method of
promotion in social media, is that it can backfire if you do not know what you
are doing and could seriously damage the image of your brand.
One of the good qualities of
a good social media manager or marketing firm is their ability to understand,
exploit and manage the use of social signals (activity on social media sites)
in search results. It's a good idea for small business owners to get involved
with social media now so they're prepared for today’s social media climate, in
which their social media activities become a major factor in the search engine
rankings. Local small businesses have historically relied on yellow pages and
traditional advertising, which make it hard and nearly impossible to track
Return on investment. With most people searching for products and service on
Google and the other 800 plus search engines in the world, businesses need to
use a Global Social Mobile marketing plan online to stay competitive.
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