Yesterday we discussed how social media is not the best way to bring in new customers. It is simply not what it is for. Social media is to keep you (or your goods) in front of the people who already know and use you. But, unlike McDonald’s, you and I need new customers. We haven’t been heard of by the masses of people like only the giants (like Mickey D’s) can.
That, my friend, is where the content strategy comes into play. People search for the info that you are giving away, and they link to it. They love it, consume it and need more of it. And, if you’re blessed enough, they will link to it on their social media pages or like your Facebook page.
But you have to give them something useful. Here’s the kicker though, and you may not like this: Don’t be afraid of giving them exactly what they need. They aren’t going to run away and do it on their own, not all of them anyway. And the ones that do, aren’t the people you’ll want to work with anyway. Trust me.
So, if you have started your content strategy, but have been withholding from your potential customers, stop it. Don’t withhold. Give freely. Yes, you’ll lose some people, but you will gain the trust of others. And when you gain trust, people talk. And that starts the word of mouth marketing.
The main point with these two posts, is that people are missing the point. They are putting all they have into social media, and are forgetting that people are looking for their services. At some point, you have to decide if you need your company to make more money, or stay stagnant. You can’t make more money with social alone.
You have to bring in new customers, which doesn’t really happen with social. It happens with search. People search for what you offer, and find you. You who are so willing to give away the secrets that made you who you are. Here is an awesome quote that I’ve heard, but I can’t remember who said it:
“A list of ingredients doesn’t make you a chef.”
One time, someone asked me a question about landscaping. I said that I didn’t know the answer to the question. She replied with “you are the son of a landscaper, how do you not know?” Being the wise guy that I am, I responded with “So, if my father was a doctor, you’d let me perform surgery on you?”
Catch my drift here? Just because people have the tools to do something, doesn’t make them an expert on it.
Besides, many people search for things just to see if they can find someone who knows what they are doing. Guess who that is?
Don’t get me wrong here, you need social media and content strategy. The two together make up content marketing.
Photo courtesy of Forbes dot com.