Do you think spending a couple of hundred bucks on your social media strategy is all that it takes to create the necessary engagement and depth of trust with potential clients and customers, as well as reach a broad audience? No way, Jose! (If you can’t afford more than that, I get it. I have experienced bootstrapping first-hand, and this post is not directed at you.) If, however, you can afford to spend more, but choose not to because you’re thinking “hey, these days anyone can throw some posts up on your Twitter or Facebook account”, let me just stop you right there! Yes, it’s true that your 14 year old nephew can use a mobile app on his phone to create a graphic that can be shared on Instagram or Pinterest and that you can buy clicks and likes for a few bucks any day of the week, but will using a person or a company that doesn’t have the depth of experience or the ability to customize an approach to your specific business really make you money? I don’t think so. You may as well not have a SM presence at all. And a lot of people chose not to. Sadly, those same people are missing out on a ton of sales.
My thing is, if you own a business and want to stay relevant, connect with customers and make sales, you cannot ignore social media, and by extension, unless you have the time and energy to run your Social Media efforts yourself, your absolute best bet is to plan to use and SM specialist to help you and budget accordingly.
Pay careful attention to that last word. “Specialist.” A specialist is a person who focuses on and is an expert on a particular subject or activity; a person highly skilled in a specific and restricted field. My focus is to build relationships with customers on a client’s behalf. In Social Media terms, we call that “creating engagement.”
I don’t know if you’ve heard, but right now, marketing is ALL about engagement. I’ve said it before and I’ll say it again. People buy from other people or companies they trust. Trust takes time. It takes conversation. It takes active listening – for your sake and that of the customer. Becoming *PERSONALLY* familiar with your business and the customers you serve is my job. Knowing just the right questions to ask is also my job. Both skills need to be present and well-honed in order to create and customize content for the right kind of engagement.
So yeah, if you’ve got the budget for marketing, but are choosing not to spend it on experts, you may want to reconsider. I like a deal as much as the next girl, but in this instance the cliche applies – you get what you pay for.
Remember that communication is key in building relationships. It’s absolutely a necessity to start and continue conversations on your social media platforms to start adding to your business’ trust account. Without that engagement, you will be losing customers to your Social Media savvy competitors every day of the week.
“When the trust account is high, communication is easy, instant, and effective.”
― Stephen R. Covey, The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change