The first thing you’d want to do is tell the entire world as quickly as possible, right?
Of course you would. This breakthrough can help millions!
Well then… what’s your first move?
Do you run out the door and start telling every random person you meet in the street?
If you think about it, that’s basically the approach just about every marketer takes when he or she first puts together a social media strategy.
And it’s totally wrong.
If you don’t believe me, just do the math. If you wanted to tell the whole world about the cure for cancer, how long would it take to tell each and every person individually?
I’m not sure, but I’m positive it would take a really, REALLY long time…
That’s why you have to find a way to magnify your message.
But in today’s social world you can’t just grab a megaphone and shout from the rooftops either.
In 2014, community is king. People are so overwhelmed by marketing information that they now vet everything through their social networks. Accordingly, success in marketing now means becoming an organic part of an individual’s social ecosystem.
But where to start?
This isn’t going to be news for anyone who is already doing well. But if you are frustrated with the level of traffic you currently have, definitely read on…
When you first start a social media marketing campaign, you need to focus the majority of your time trying to connect (in this order) with the following people:
One of the primary ways people vet information through their social network is by seeking out the opinion of ordained authorities. An influencer could be a celebrity, an industry expert, a popular blogger, or anyone else who has built up enough trust within the customer community to have their opinion considered golden.
This trust, of course, doesn’t come easy, so don’t expect that you’re going to just tell an influencer about what you’re doing and have them suddenly sing your praises.
In order to get into their good graces, you’ve got to do some trust building of your own.
Here are a few tips for connecting with social media influencers:
One thing to keep in mind is that influencers are constantly dealing with people asking them for stuff. This makes them highly skeptical of people, especially those they don’t know.
Make sure you take it slow.
A good rule to follow is always give more than you take, and even then you shouldn’t be presumptuous about your relationship with influencers. They worked hard to get to where they are. Make sure you respect and honor that.
If you follow the instructions for connecting with influencer, you will eventually start to have a few folks who are crazy about what you do.
These are your evangelists.
When someone comes asking them who the best person is for the service you provide, they are going to recommend you.
But even better, they can tell your story by telling theirs…. As long you give them the opportunity.
Here are few examples of how to empower your evangelists:
Every marketer I coach always ends up slowly going back to trying to connect with every person individually.
Not surprisingly, their subscriber growth goes down, and I end up having to remind them what got them their original success.
So don’t beat yourself up if you’ve been making this mistake.
But, now is your chance to turn things around.
Always remember that, although your business might exactly be coming up with the cure for cancer, you are solving important problems for your customers – and to them it can be just as important.
You just have to find a way to cut through the noise and let them know about it.
With the strategy I’ve laid out here, you can finally get heard, and maybe even one day become an influencer yourself – just don’t forget about us little guys when you do.