Parallels between a face-to-face intro gone wrong and social media strategy
You have probably heard that the way we consume information has changed in the past few years. You probably already know that people do not like being sold to any more, but that you need to start a conversation, build an engaged community, and share valuable information with them so they will then buy from you. But are you living up to it?
A few days ago, I attended an event for a local organization. I was enjoying some friendly conversation when somebody I have never met before comes up to me and shakes my hand. What follows is the conversation we had in a total of 45 seconds:
Stranger: Hi, my name is so and so. I am an attorney specializing in this and that area of work. Are you a member of this organization?
Me: No, I am just attending this social event.
Stranger: Oh. What do you do?
Me: I run a content marketing agency.
Stranger: So, do you ever need my services?
At that point, there was nothing else she could have said that would make me listen. I shut down, and simply stopped caring. I felt I was nothing more than a money sign.
This got me thinking. If this is totally unacceptable in ‘real’ life, why do some companies insist on doing it online? If we are going to get married, let’s fall in love first.
Three signs you might be ‘selling’ to your audience
- Most of your content serves the purpose of describing your products or services.
- The majority of your posts on social media contain an offer, discount or a link to purchase.
- You don’t post anything unless you feel you have direct benefit from it.