A colleague and I were discussing how a new paradigm for
marketing is emerging. When we used to think of B2B and B2C marketing, we’re
now talking in terms of Business 2 Individual – B2I. Going hand-in-hand with the concept of B2I
are two principal goals: 1) generate demand; 2) build individual customer brand
relationships, loyalty and commitment.
We know social media has become an integral part of our
lives, and is the underpinning of the B2I movement. And, as B2I marketers
actively use social media to gain followers and convert leads, we need to
follow certain guidelines to keep those followers. Just as was the case of
overkill in traditional direct marketing where Junk Mail hit the trash can,
over-posting can lead to message fatigue resulting in the loss of followers and
your messages hitting the Spam Box. Here are some thoughts to ponder when
planning your social media programs so you’ll gain - not lose - followers.
Connect with
People. People get frustrated by brands that don’t create a two way
conversation – essentially removing the ‘social’ aspect of social media. Social
media connects you with your followers and who subsequently connect you with
their followers. By missing this key point, you’re not just wasting peoples’
time, you can actually be damaging your business. Those who follow you on
social media expect engagement – B2I – and when all they get is your latest
generic sales pitch, you’re going to build negative sentiment for your brand.
Creating content that is shareable, memorable, and provides individuals with
value is the way to succeed on social media platforms.
Don’t Consistently
Sell. ‘Interesting content’ is one
of the top reasons people follow brands on social media. However, if a brand is
always focused on selling rather than sharing valuable content, users will
unfollow the brand. Social media cannot be perceived as a cannon lobbing
one-way promotional material. Rather, it must provide individual customers with
a value-added proposition. Your brand should speak with personality, not as a
robot reading a sales script. Post articles about trends in the industry which
shows your expertise with material that educates, is often commented upon and
shared within networks.
Know Your
Platforms. Nobody likes being spammed by a company by any means of
communication – again, think Trash Can or Spam Box. It’s important to make sure
you’re sharing just the right amount content across all of your online
platforms whether on social media, your blog or e-Newsletters. Take time to
understand the mission of each social platform you’re using. Know what kind of
messaging each best supports – because all are not created equal. LinkedIn?
Instagram? Facebook? Figure out the purpose each serves, and plan your social
media content and posting frequency accordingly. As always, quality trumps
quantity. Develop original content that your audience wants. Share content that
is relevant to your audience. Put your original spin on it. Share things that
people care about, but also take the opportunity to infuse your own point of
view and show your experience and relevance.
In summary, individuals follow you for a reason, so don't
give them a reason to leave by not providing value or something new that
interests them. You can post every hour but that doesn't mean the content
you're providing is worthwhile. Always keep in mind the paradigm shift we’re
witnessing. Think Business 2 Individual – B2I – marketing to individuals to
achieve two principal goals: 1) generate demand; 2) build individual customer
relationships, brand loyalty and commitment.
