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Sept. 23, 2014

79: The Single Question to Help Guide Your Social Media Marketing

79: The Single Question to Help Guide Your Social Media Marketing

If you're looking to better leverage social media for marketing, this is the one question that you need to answer to help guide you towards implementing the right social media strategy.

 

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant and founder of Maximize Social Business Meals. Schaefer. Everyone, This is Neil Schaefer. Welcome to another edition of Maximize Your Social. Well, the summer's coming to an end. Our kids have already been in school not since this month, but since July because we're on a year round calendar here in Irvine, California And believe it or not, they actually start three weeks of vacation starting today. Unfortunately, Dad, he's a little busy with work. Don't know we're gonna be able to do. But even if your kids are back to school and you're not on vacation, which I wouldn't expect you to be, well, Q. Three is coming to a close right September 30th. So hopefully everything that you wanted to achieve in this quarter you have, and you can end the quarter on a great note. Still, a lot of things I'm working on feverishly to the very last day of the quarter. Let's see how much I can execute on. But now let's move on to social media for business. And let's move on to our topic up today. Today I want to talk about one question, one question that you can ask yourself about your business or a question you can ask your clients that will really help you focus on what you need to be doing in social media. And I say this I You've been listening to me. You know, I like to take a very, very holistic approach. Sometimes it helps to really take a 35,000 foot view instead of getting lost in the weeds or in all the details of all the different social media sites and tools and tactics. And if you've been following me and soldier, you know that I I've had a partnership with Comerica Bank as a client. They've brought me out to a number of different events here in the western United States to speak to their business clients, and I just spoke last week again. Previously was in San Diego last week was in Hawthorne, California near L. A X, and I just love the questions I get when I speak, and there are a lot of obviously small businesses that are late to the game in terms of social media. Whenever I bring up the stat that 94% of businesses already are involved or engaged in social media marketing in 2014 I always have to tell people, Well, there's there's a disclaimer with that stat. This claimer is, if you look really closely those air companies that have over 100 people, those companies that have less than 100 people, I honestly do not think it is at 94% and I think a lot of you can share in that. So when I talk to these Comerica Bank events and there's some events for small businesses, some for sm ease this particular one with small businesses and obviously got a lot of great questions and one of them. And it's a very, very common question that I wanted to share with you is it's basically someone who is selling a product that people don't need to worry about until they die. So I guess you could say, You know, buying a plot in a memorial park is a similar type of business. You could say that may be living in a senior citizen's home. Is another similar thing. This was actually something a little bit different. And the interesting thing is that, you know, he immediately thought, How do I get the word out about my business to people that might not know that they need? And it's sort of like a financial risk instrument. Four people when they can't manage their own estate. And it sort of works with the legalese of financial planning and having a living trust and yada, yada yada home cut through the details to bore you. But my laser focus approached all this, and I don't care. You know, I don't get through selling apples, toe overseas markets or you're selling, and it should be to be product niche beata be industries. But it really comes down to the same thing, right? Because, as I always say, social media complements everything and replaces nothing. So in the grand scheme of things, what do you think? My question. My single most loaded question that is going to give you all you need to know just at the very beginning, at least of where you need to focus your social media activities and a lot of you obviously already engaging the social media very experienced at it. But are you really focusing in the right area? A lot of us tend not to, because we we start a process of strategy and we get going and we sort of get lost in it over time. So when I ask the gentleman, it was this question and this is what I want to ask all of you as well. Where do you get your leads? Where do you get your business? Okay, now, this gentleman, like a lot of other people, obviously he does business with people with consumers so you could see its consumer facing brand. But at the end of it, he goes, you know, I get most of my business from referrals, and there are a lot of people that should be nodding their heads right now because there's a lot of business. It happens through referrals through partners. In this case, he gets his referral business through estate lawyers. Right people don't, you know, go knocking on his door Goto's website and and ask for information directly. It's all because he has relationships with the state lawyers and they're looking for products and service is in people that they can trust that they can help with their clients so immediately, instead of him thinking, Wow, do we need to be on Facebook and Lincoln and Twitter? The conversation immediately shifted to Well, what can I do in social Media to help my relationships with these estate lawyers so that they introduced me toem or business? And right there, you have a classic example of a great objective. Now, are we trying to build more relationships? How much of the market do you think you have in terms of your relationships with the state lawyer as well? It's business that he can do nationally, and he gets request nationally. Well, now you're no longer just targeting local lawyers in your local metropolitan region. Now you're talking nationally, and this is obviously where Social media can help you to scale and help you develop relationships nationwide, whether it be linked in which is probably the preferred place where lawyers are, whether through a blawg, educate lawyers on these issues and let them know that these sort of service is exist and just all the networking that you could be doing, even targeting lawyers, we have Facebook ads and trying to get some face time that pun intended in the Facebook news feed with your advertisement. You know, linked in a linked in groups that lawyers often appear in or blogging Like I said, topics Twitter. You know, even on Pinterest, there are people that are pinning legal issues, especially when it relates to social media. So hey, where is your market? And this actually leads into. If you listen to me last week, I'm actually gonna be speaking this part of social Meet Examiner Social Media Success Summit On this very topic of where do you find your customers and social media? How do you find them? And the answer to that really comes down to Well, what is the objective? Who are your customer? And I think a lot of people, a lot of businesses still aren't very clear about that when they think about social media. So you have a lot of consumer facing companies, but you also have be to be aspects of your company. This is a great example would be to be referral network that this business has. I often bring up the case study of Irish dog Bloody Mary Mix. And there were case study that made my second book on Linked in Maximizing Lincoln for sales and Social media marketing. And yes, it's consumer driven with a fan page, but they get 1/4 sales through distributors that they find in Lincoln Group, so it's easy to focus on the consumer facing side. But it's often the business facing side that is actually giving you your sales. And it's really trying to map out both an understanding that you know, I was talking to a manufacturer chocolate chip cookies last week. And he gets his business mostly not directly from consumers, but because he has relationships with buyers at different supermarkets locally. That has helped him, really, you know, generate business. And maybe he has some direct relationships with them. Maybe he has some indirect relationships with distributors, but that, obviously, is where the business is being generated. On the flip side, he obviously wants to influence consumers into buying his product so he does stuff to influence consumers as well. And as long as you understand that and you can answer those questions and understand that it's gonna take a very, very different approach, you know, potentially different networks, obviously different tactics and different objectives for your B to B and B to C side and learn how to shuffle your budget. Your resource is for each one. And to be able to calculate your are why I think you're gonna do really, really well. And maybe you just start with one of the two sides. Most companies immediately start with Consumer Face to decide they immediately think Facebook or instagram, and that's all great. But really, as in the case of this person selling these special service is and dealing with the state lawyers, you know chocolate chip cookies is something that can more resonate with consumers. What this other gentleman was selling was something more specialized. It probably makes sense to invest Maur of his effort on the B two B side in terms of social media and using that to help foster and develop those relationships. Well, I hope you enjoyed this week's edition of Maximize Your Social. As you know. I like to keep them very, very short and sweet and give you advice that I've given clients and others during speaking engagements and what have you. But it really is a great question, and if you talk to any business owner out there. If you're in marketing or if you're trying to sell consulting or you're working with clients, that's really the golden question, especially dealing with small businesses. And it's really about building out a social media program or a social media strategy and tactics that revolve around answering that one golden question. How do we get our leads? How do we get our business today without social media and really complimenting it with the social media program? That's it for today. Hope you enjoy the podcast. I look for the future podcasts. As always. If there's something you want me to talk about on the podcast, let me know if I don't hear back from you, I'm gonna keep on going with my mission and speaking to you on topics that I find timely. And I find a lot of people are asking me, as was this question. That's it for today. Everybody wishing you a great social day wherever you are in the world. Bye bye. Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact meal shaper at Neil at Maximize your social dot com. Make it a social day