There was this awesome giant called “Google” that is like a magical crystal ball. You just ask it and it’ll tell you everything you needed to know about a subject matter. It was basically the gate keeper of the information world.
Marketers learned early about this gate keeper and some of them found tricks to get access they don’t deserve to the great city that has unlimited opportunities. After a few years, the city’s inhabitants (customers) got really sick of those conventional spammy marketers, so the gate keeper had no other choice than to hire 2 very powerful guards. One is called “The Panda” and the other is called “The Penguin”!
After the city’s inhabitants complained over and over again, the city’s council has also decided to up the game and put a strong gate keeper in every potential entry so only legit, authentic and honest marketers and business owners had access to what the city has to offer. These other gate keepers go by the names of “Social Media Marketing”, “Content Marketing”…etc and they had strong guards to help them that go by the names of engagement, storytelling…etc!
These extreme measures, that the city’s inhabitants (customers) took, has been looked to as “Unfair” by most marketers and business owners. They now look at them as added expenses instead of great opportunities!
The moral of this story is that, to this very day, many people still look at social media marketing as an added expense. They feel like they were pushed into it involuntarily.
Let me ask you a question!
If I came to you 10 years ago and told you that there is this cool thing called “Social Media” that allows you to better connect with your audience, would you tell me to go take a hike or that you’re really interested and want to learn more about this medium?
If you’re the first type, then social media will never work for your business, mainly because you don’t care enough to learn more about your prospects.
If you’re the second type, then congratulations! Social media is probably doing wonders for your business right now.
Why Most Businesses Fail at Social Media?
The reason is pretty simple!
They look at social media as an added expense instead of a great opportunity to understand their audience so they can serve them better.
You know how we do the things that we feel mandatory, right?
We just want to get through with them!
We don’t stop and think how we can excel at them or discover new ways to use them. We just blame the customers for upping the game for us!
So Is Social Media An Added Expense?
This is a tricky question because it depends on how you think about this powerful medium.
If you think that you’re pushing against your will, then it is definitely an added expense for you. However, if you’re already seeing creative ways to use it for many other reasons than to make a quick buck, then it’ll definitely present you with opportunities beyond what you can imagine.
Why I Think That Social Media Is A Great Opportunity?
For endless of reasons, but here are just few:
1- It helps me learn who exactly am I talking to
This is one of the most important benefits of social media. Companies used to spend fortunes to do market research so they can improve their targeting!
Now with a Facebook page and a small budget, you can learn everything there is to know about your market.
2- It helps me show the human side of my business
You know what are the first words I have ever written on this blog?
It’s is this quote:
“Social Media, it turns out, isn’t about aggregating audiences so you can yell at them about the junk you want to sell. Social Media, in fact, is a basic human need, revealed digitally online. We want to be connected, to make a difference, to matter, to be missed. We want to belong, and yes, we want to be led.” -Seth Godin
The customer now has the power and choice to completely ignore you. They will buy form you only if they like you.
Your business can become likeable by having a great personality that your prospects can connect and resonate with. The better true stories you tell, the more people will connect with you on a deeper level. It is proven without any doubt that people buy from people they like!
3- It helps me earn their trust (not gain it!)
Trust isn’t something you can gain, especially with today’s consumer. It is something you earn through those helpful information you share, great stories you tell and the tremendous value you offer. The more you give, the more you get. It’s as simple as that!
So how do you think about social media? I would love to hear from you!
Image Credit: Phillie Casablanca