Hi, this is Sarah Giometti, the founder of Provaro Marketing. What would you do if a new customer walked into your store or office? Would you sell at them 100% of the time? Do nothing but talk about your products and services, how much they cost, what specials you might have running, and what their options are? Of course not. You would have a conversation with them. You would tell them about your company, the history, how long you’ve been in business, why you do what you do, what differentiates you from your customers. So we want to take the exact same approach to social media. You want to educate your customers. You want to talk about your employees. You want to talk about your brand and your company culture. And in a small amount of time, you want to sell to them because you are in business to make money, but you don’t want to overly sell on social media.
So with this in mind, we talk to our clients and tell them to follow a 70/20/10 rule. What this means is, spend 70% of the time educating your customers, giving them information that they find interesting. Educating them about your products or your services. If there are differences, pros and cons, educate them so that by the time they call you, they’re well-educated and ready to buy, and pretty certain about what they want to buy from you. You also wanna talk about your brand, how long you’ve been in business, how you got into business. You wanna promote this information online so that your customers get to know you. 20% of the time is the human element. You wanna talk about yourself, your employees. Celebrating milestones. Did you have an employee who’s been with you for 10 years? You absolutely want to celebrate that online.
You want to bring in some of the human factor. Do you bring your dogs to the office? Do you have Friday lunches together where you do team-building activities? You wanna show the human side of your business because again, we buy from each other. We buy from people. We buy from people that we know, like, trust, and can relate to. We’re not gonna buy from somebody that we don’t like. So you wanna bring that element into social media. The final 10% is sales and selling to your customers. You can do this online on social media, but you wanna keep it at a very small percentage. We recommend less than 10% of the time. Absolutely talk about the specials you have going on. Talk about promotions you have for the month. Do you have something going on for March Madness or for Easter coming up in April?
That’s absolutely okay to do it a small portion of the time, because you are in business to make money. However, you wanna keep it little, because social media is all about being social and building relationships. It’s not about selling, and your end-user and your customers, they don’t wanna be sold to 100% of the time. You’re more likely to gain favor with them by talking about your employees, the human side of it, and education and with a small amount of selling than if you were to push sales down their throats all the time, they’re gonna unfollow you and not interact, and you’re not gonna build that relationship. So that’s what I wanted to share with you today. If you have any questions or comments, please feel free to leave them below, and I’ll talk to you soon. Thank you.
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