Social Marketing Relevancy

I read an article yesterday about "online sociability fatigue." People, including 20 - 30 somethings who drove the social sites to a frenetic place, are fatigued with keeping up with it all. They are tired of the hearing about the mundane details of others' lives. From a personal perspective, I agree somewhat. Most times the details are a bit mundane, but it is my choice to comment on your new pedicure or not. And, I do like the ability to keep up with friends all at once, in one place...thank goodness gone are the days of the multiple one line emails flying in and out of my in box.

A recent survey found that 45 percent of Americans in all age groups are enthusiastic about online socialization, while 48 percent are indifferent because they are overwhelmed by it. The remaining 7 percent - those with a median age of 29 - are conflicted about staying in constant online contact. They are called the "ambivalent networkers." They won't turn off completely because they don't want to be left out of the loop or become irrelevant, but they want a break from it all.

So, let's talk relevancy. If you are using social media for your marketing (which you absolutely should and if you aren't sure why or how, call me) - make sure it is relevant.

Look at it this way....your Twitter followers and Facebook friends are like email opt-ins. They make a choice to follow you because they believe you will provide them with something of value. So, give them information of value. Send them something relevant to them, and your business. These followers and friends are your qualified and loyal consumers. If they were on your email or direct mail list, what would you send them? It is the same premise with social marketing.

Do you have a new product upgrade? Send a tweet with a link back to your website. Do you have a special promotion on Thursdays? Post it on your Facebook page. You don't have to be all gooey and philosophical - just send them something of value, of interest. Yes, it is that easy. And, it is free. No send fee. No postage. Free.

Stay the Course

The publisher of Yankee magazine shared a great analogy with me today and it went something like this.....these times are like an icy patch in the road. You can't slam on the brakes or you'll spin out of control. You need to stay calm, navigate through it and just keep driving.

This is also a great analogy for your marketing investment. You can't slam the brakes on your advertising and marketing when times are tough. If you do, you'll lose momentum and spin in circles. You need to keep investing - even if it is slower and smaller - but don't stop. Keep marketing your business. Keep moving forward. You will pass your competitors and you will reach your destination successfully.

Preserve Your Integrity - Take the High Road

Consumer buying patterns are the same in whatever industry you are in. Consumers buy from businesses they trust...from people they like. Yes, your product needs to have value. And yes, your service needs to be of such a high quality that your consumer can rationalize the expense. But, at the end of the day, they will buy from you because they trust you, they like you, and they know you have listened to their needs. Buying, ultimately, is an emotional decision.

Unfortunately, though, these hard times sometimes cause businesses to be overly aggressive in their selling. They try to sell at the expense of others - their competitors - rather than on their own merits. Don't do it. It doesn’t work. Take the high road. Consumers buy your services, they aren't "sold." Being too aggressive just turns people off.

I just received an email from a new business consultant whom I greatly respect, and he reminds us that selling is "very much like dating, where being interesting, thoughtful and entertaining will get one a lot further than being pushy."

Engage your consumer. Build trust. Show them you care. And, in the end, may you live happily ever after.