Some social media marketing campaigns just look too much like old-school traditional marketing campaigns and that’s a problem. Overzealous sales pitches have a way of creeping into the picture, which leads to more people clicking that unfollow or unlike or unsubscribe button.
This stems from the fact that many folks (and companies too) are still using social media like they used television advertising in the late 20th century. Sell, sell sell! They’re pushing out a one-way message and hoping someone bites.
Well, you probably know that there is way more to social media than that. In fact, if you are using social media in that manner, you’re only hurting your brand and giving your competition a huge advantage.
The best way to prevent yourself from falling into the “sales pitch mentality” is to achieve top-of-mind awareness among your audience. Wikipedia defines the notion of top-of-mind awareness as, “a marketing term used to describe a brand or specific product being on top of customers’ minds when thinking of a particular industry.”
Furthermore, Pam Lontos remarks, “The only way to get top of mind awareness (to become a household name) is through constant exposure in a variety of publications, not just one big placement.” You can read more of her thoughts on this subject here. As she points out, constant exposure is key. That means you need consistency in your message and in the distribution of your content.
On a related note, one of the best social media marketers in the world, Chris Brogan, introduced the concept of “being there before the sale” in the 2009 book he coauthored with Julien Smith. Brogan speaks about it on his blog as well, saying:
The best way to drive stronger marketing experiences and convert people into customers is to be there long before you need something from people. Sure, it takes longer, but I’ve seen lots of situations where this is what brought in the big sale over another person. If your prospect feels like she knows you, it works really well.
The easiest way to do this is to simply be available to your potential market. Build an online presence by producing great content, whether it be in text form, video form or whatever else. Go onto sites like Quora and LinkedIn and answer questions. Join in the conversation on blog posts that are related to your market. Participate in Twitter chats. Just be helpful.
If you do this enough, you’ll find that sooner or later you’re going to be regarded as an expert in your field and a helpful and accessible expert at that. When your fans and followers need whatever it is you’re offering, guess where they’re going to turn? That’s right; they’ll turn to you because you’ve been on the top of their mind for so long and they know you.
This approach takes time and that’s why some old-school marketers don’t like it; but it simply is the way things are going. Content is the new currency and being there before the sale is the new showroom floor. Get used to it or get used to your competition leaving you in the dust.
Do you agree or disagree? Start getting top-of-mind awareness today by leaving your thoughts in the comments section below. Also, if you found this article helpful, give it a like or share it on Twitter. Thanks for reading!