Sales, marketing or spam?
We live in an age of cold calling, email filters and private numbers. No social network or mobile phone is safe!
When it comes to social media marketing, there is a fine line between spamming, selling and marketing. I prefer to stay on the marketing side of that line. Why? It’s really simple and I find myself constantly saying it but people don’t want you selling to them. They will immediately switch off, delete your email or hang up.
There is however a time where I find myself crossing over the line from social media marketing to sales. I use a simple formula to pick up new clients that involves finding organisations who aren’t using social media to their advantage.
As someone who is sold to on a daily basis I never get anything personalised through my inbox, InMail or tweeted to me. Most sales messages I get are clearly generic and very rarely apply to what I do. I’m sure a lot of you can relate.
Every message I send out to potential new clients is personalised. I highlight their strengths, weaknesses and need for what I do. Here are some examples:
- If a restaurant or bar is weak online it’s usually because they are using a PR company and I can smell them a mile off.
- If a web design agency is using their social media but not using it in an effective way, it’s usually because they have an inexperienced team member running it.
- If there are gaps in their Twitter scheduling then you know whoever is running their social media is doing it on an if or when basis.
Basically, there are a number of tell tale signs that a company needs my help to improve what they do. Or if I’m being less self involved, need a social media marketer.
Do I get frustrated when people don’t reply? Sure I do. I think my frustration purely lies in the fact I actually care that every single person I contact could improve what they are doing social media wise. I don’t touch base with people who have good strategies. I get in touch with organisations where I like what they do and can see room for improvement. I get excited about their potential!
Perhaps my way of doing things isn’t time effective but it gets results and responses. Maybe because people are bored of getting spam sales messages? Or maybe because people just appreciate the human touch.
If I leave you with just one question it has to be: Are you personalising your social media sales and marketing or are you spamming people?