MISGUIDED MARKETERS ARE trying to use "old-school" marketing tactics in a new, consumer-driven business landscape. But being the best, the cheapest or the most convenient is no longer going to get you the results you're after; so don't promote these virtues on social networks.
We've all seen how kindness, honesty and generosity online are rewarded. And yet internet conversations are getting heavier with sales pitching and self promotion by the minute. This sales pitching is not only turning consumers off, it's giving internet marketing a bad rap and making it more challenging for business to convert contacts into sales.
There are a few marketing strategies you should add to your daily practice to set yourself apart and turn your online communities into profitable business transactions. What's more, these activities will increase the ROI for your online efforts without looking or sounding sales pitchy.
Here are seven strategies for successfully converting online contacts into sales.
1. Focus on generosity: Share your knowledge and expertise willingly online. Avoid the attitude that people are out to get you, instead think of it as people are out to do business with you. The more you are generous with your expertise and resources, the faster people will connect with you online and want to do business with you (because they've already had a sneak peek at what you offer).
2. Use the 3/3 Rule: The opposite side of the generosity coin is this; you have to set some boundaries online so as not to give too much away. When you are directly e-mailed or approached for advice, offer your services no more and no less than three times to that contact before you ask for the business. Don't spend more than three minutes responding or chatting per person or group. After the third such activity (on the same network, of course), just ask. This is the one thing that separates the broke from the prosperous--asking.
3. Don't act desperate: There is a big difference between desperate and sincere. Make sure that you really want the relationship and their business specifically and that you're not just asking for the sake of getting another deal (or because it's the third action and you're "supposed" to). Consumers are smart, they can tell the difference between the two.
4. Do aSPAM check: Before you even ask for the business when you're beginning to build a relationship you need to do a SPAM check. Whether it be online or off, make sure that your conversation does not involve constant:
Sales
Pitching
After
Meeting
If you start a sales pitch before you've even established a rapport then you are spamming, something that consumers do not tolerate very well. This can instantly shut down a relationship. Make the conversation about the consumer, not you. [link to Green]. Start by listening and end conversations by asking what you can do to help them with a goal or problem. By doing this, your services and offerings will become a natural part of the conversation, rather than a forced sales pitch.
5. Have a communication plan in place: Once you start to engage with people make sure that you have an ongoing plan to stay in touch. A great way to do that is to get their e-mail address and send them periodic updates, resources and tips.
6. Build your social proof: Do you have testimonials or recommendations on your social sites and your main website or blog? Social proof is basically proving to your target market and community that you are worth doing business with. Testimonials show potentials how great you are, you don't have to say a thing. LinkedIn is a great place to house some of those testimonials.
7. Just be yourself: Do not try to be someone that you are not because you think that you will get more contacts, leads and business. Consumers want to feel like they are doing business with someone real, not someone that's insincere.
Above all, don't hold yourself back from reaching out to new people, groups or industries. The internet is full of millions of new contacts for you, just engage with them sincerely and leave out the sales pitching. You never know if that invite or accepted request will be your next big customer.
How to Get Free Publicity For Your Product Or Service
Have you ever wondered how some companies always seem to obtain good placement in print publications, online, and even on TV? What’s even more impressive is that many of these companies don’t even spend a single cent on advertising. Why would they? They’re getting all of the media coverage they need simply by following a few basic public relations principles.
Position yourself as an expert. The media relies on experts for their information. The news that gets printed is only as credible as the source from which it comes. Begin by selecting a news related story to comment on. It should be a story that you are qualified to speak about, aligned with your area of expertise.
If your background is in engineering, and a building falls down, you are qualified to speak about the structure and answer possible engineering related questions. Being an expert simply means that you have a background in a specific area and can lend your expertise.
Do your homework. To get coverage, find the reporter who is covering the news you wish to comment on. For example, if the news is about a specific current event, then Google the current event name followed by the name of a popular newspaper like the Wall Street Journal or USA Today. You’ll quickly find the reporters who have written on the subject. Call the newspaper (contact information available on their website) and ask for the reporter by name. If the operation asks what your call is in reference to, simply state that you have information related to a specific news item.
Compliment the reporter. When you locate the reporter, and contact him, start with a compliment. Reporters take great pride in their work. Be sure to compliment their position on a given topic or their previous work. After complimenting them, you’re ready for the pitch.
Talk to them about your position on the given news story and what you have to offer. Again, referring back to our earlier example of the building, mention that you have an engineering background and have a position on the story. For example, you might be able to comment on why buildings collapse and the structural aspects that could be the cause. Let the reporter ask questions but have a point of view. After the dialogue, the reporter will verify your information such as name and company.
Leave a compelling yet non-descript message. If you’re unable to get in touch with the reporter directly, leave a message – but be discreet. You don’t want to show all of your cards before speaking to him directly. However, if you leave enough information to get them to return your call, they will call you. Reporters follow up with any leads they consider opportunistic.
When leaving a message, simple say, “I have something you need to hear about (fill in name of story here).” Be specific with regard to the story the reporter is covering. You want them to consider your possible information valuable.
State your expertise. After complimenting the reporter about their coverage on a specific article or issue, let them know your position on a given topic and why you are qualified to comment on it. Give them your pitch and be confident that your opinion matters base on the experience you have to offer.
In today’s environment, it’s difficult to attract the media’s attention. The best way to get PR for your product or service is by commenting on current stories being covered by the media. The process is simple. When you hear a news story that you can comment on, find the reporter using Google and the name of a major publication.
Position yourself as an expert. The media relies on experts for their information. The news that gets printed is only as credible as the source from which it comes. Begin by selecting a news related story to comment on. It should be a story that you are qualified to speak about, aligned with your area of expertise.
If your background is in engineering, and a building falls down, you are qualified to speak about the structure and answer possible engineering related questions. Being an expert simply means that you have a background in a specific area and can lend your expertise.
Do your homework. To get coverage, find the reporter who is covering the news you wish to comment on. For example, if the news is about a specific current event, then Google the current event name followed by the name of a popular newspaper like the Wall Street Journal or USA Today. You’ll quickly find the reporters who have written on the subject. Call the newspaper (contact information available on their website) and ask for the reporter by name. If the operation asks what your call is in reference to, simply state that you have information related to a specific news item.
Compliment the reporter. When you locate the reporter, and contact him, start with a compliment. Reporters take great pride in their work. Be sure to compliment their position on a given topic or their previous work. After complimenting them, you’re ready for the pitch.
Talk to them about your position on the given news story and what you have to offer. Again, referring back to our earlier example of the building, mention that you have an engineering background and have a position on the story. For example, you might be able to comment on why buildings collapse and the structural aspects that could be the cause. Let the reporter ask questions but have a point of view. After the dialogue, the reporter will verify your information such as name and company.
Leave a compelling yet non-descript message. If you’re unable to get in touch with the reporter directly, leave a message – but be discreet. You don’t want to show all of your cards before speaking to him directly. However, if you leave enough information to get them to return your call, they will call you. Reporters follow up with any leads they consider opportunistic.
When leaving a message, simple say, “I have something you need to hear about (fill in name of story here).” Be specific with regard to the story the reporter is covering. You want them to consider your possible information valuable.
State your expertise. After complimenting the reporter about their coverage on a specific article or issue, let them know your position on a given topic and why you are qualified to comment on it. Give them your pitch and be confident that your opinion matters base on the experience you have to offer.
In today’s environment, it’s difficult to attract the media’s attention. The best way to get PR for your product or service is by commenting on current stories being covered by the media. The process is simple. When you hear a news story that you can comment on, find the reporter using Google and the name of a major publication.
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