Social Media Marketing


​A basic sales process will include educating yourself and your prospects. 

You need to understand what the prospect really wants. 

A person going to the hardware store to buy a drill bit isn’t really buying a drill bit.  They are buying what the drill bit can do for them – drill a hole.  They aren’t really buying a product; they are buying a solution to a problem.

Let’s look at this oversimplified sales process:

Find prospects with a problem for which I have a solution.
Educate them – show them my solution.
Provide proof - a demonstration or references or?
Take the order.

This process can take time. 

Why is Social Media Marketing important?

Social Media is like a shotgun blast - Lots of messages going out all at once.  The right message can find prospects and educate them on your solution.

Cold calling is like a rifle shot – knocking on door after door until you find a prospect with a problem that you can solve can take many days or weeks.  Once you find one, you must educate them on your solution which can take even more time.

Imagine a sales process where you are called in at step 3.  You are being asked to provide a demonstration or a reference.  Only one more step - take the order.

Consumers have many choices available to them to look for solutions.  The easiest option today is the internet.  A website is a basic need.  Google search is common – how do you get seen?  Social Media Marketing efforts will improve your search results. 

You must be innovative in your Social Media Marketing efforts because prospects are transforming faster than you are.

Why is Social Media Marketing necessary?

At a minimum, let’s say that you don’t really believe that Social Media Marketing will help.  If your competition is active in Social Media Marketing, you have no choice.  You must take it on to at least keep up with your competition. 

Social Media Marketing is relatively new.  It would be difficult for any one person to say or prove that they are an expert.  I attend every webinar on the topic so that I can be informed.  Just like when you were back in college – the more you know, the more you know that you don’t know.

So, you must be innovative in your Social Media Marketing efforts because prospects are transforming faster than you are.

About Social Media Marketing

According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites.

According to Social Media Examiner, 97% of marketers are currently participating in social media—but 85% of participants aren’t sure what social media tools are the best to use. 

There is an assortment of social media tools available and new ones are being introduced frequently. 

Social Media Marketing is not a onetime effort

If you intend to execute a social media marketing plan, you will need to spend around 1 hour per day.  You can’t just do it once and expect success.

Think of Social Media Marketing as a part of your sales efforts.

Step 1 - Find prospects

You could find them one at a time with a single effort or you could exert that same single effort to uncover many at once.  Social Media Marketing is that shotgun blast of your message.

Step 2 – Educate prospects

Social Media Marketing or more specifically content marketing will educate many with a single posting.

Step 3 – Start a conversation with your prospects

If you are responsive to your Social Media Marketing efforts, you can begin conversations with your prospects.  Those conversations can grow into face to face visits where you can close business.

Social Media Marketing is an ongoing activity

When prospects react to your Social Media Marketing efforts, you need to be responsive.  Respond to them by establishing some kind of relationship.  Do not attempt to establish a relationship with a hard sell approach – it won’t work.

Social Media Marketing in Motion

Your Social Media Marketing [SMM] plan identifies the websites where you intend to disseminate your message.  It identifies who will be participating in which sites and how often.

Your Options include existing sites and new sites...

Existing Sites

When I talk about existing sites, I am thinking sites like Facebook, LinkedIn & Twitter.

When you participate on a site, what is the best way to get your message across?  There are many webinars showcasing strategies to get the best results on each site.  The current strategy is a good place to start but as time goes on, you will learn of new ways to be more effective.  This implies educating yourself on a constant ongoing basis as to what works and what doesn’t.

Even Email strategies have changed over the years.  How will you use Email effectively today?  How will you use Email effectively tomorrow?

New Sites

There are always new websites that want your participation.  You must decide whether they are worth your effort - could participating help you meet your objectives?  Which sites have the most promise?  Which sites will be gone tomorrow?  How will you effectively participate?  Again, you need to be knowledgeable about these sites and how to use them.

Your SMM Plan

Your SMM plan must be in a constant state of change.  You must look at it as a living document.  How you participate on a site will likely change.  The sites you choose to participate in will likely change.  I would expect your SMM plan to be changed about once a month to ensure success.

Copyright © Scott Cleveland, PLM Consulting. 
​All rights reserved.