I can say “Social networking success is NOT just about numbers” and people will nod their heads, saying “yeah, yeah, yeah”, then they turn around and do stupid things to get huge numbers.
Sure, it must feel good to brag about having 10,000 followers on Twitter but if those followers aren’t matched to what you offer, then you’re just socializing… not doing business.
Social media marketing is NOT direct mail marketing, but when you focus only on numbers you’re imitating that strategy.
You experience direct mail every day… go into your mailbox (snail mail) and pull out the many flyers, postcards, lumpy envelopes, etc that marketers send you. I get sooooooo many of these and 99% of them go straight to the recycle bin. (1% I save in my copywriting swipe file for headline ideas, so these papers are not totally useless).
A 2% conversion rate is considered REALLY GREAT in direct mail marketing. So if you send out 100,000 mailers and 2000 people buy, then that is cause for celebration.
Not to be the one who points out that the glass is 98% empty, but… it is!
A 2% success rate means a 98% failure rate. Hmmmm… maybe that works in the paper wasting world of direct mail but can you afford that in your social media marketing where people are having conversations in real time about what’s good and what’s not good? Direct mail doesn’t have to worry about someone Tweeting their opinion, but in social media it’s a reality.
Ask any experienced networker, whether online or offline, and you’ll get the same advice: numbers alone won’t do it.
Numbers are important, don’t get me wrong. But who makes up those numbers is even more important.
Having someone on your friend list doesn’t automatically make him or her your ideal client.
Here are some tips from my How to Get Free Publicity and Attract New Clients With the Power of Social Networking home study system:
1. Get clear on your expertise and who the ideal market is for that expertise.
2. Create a winning profile that clearly states your expertise in a way that attracts clients and opportunities
3. Set up criteria for ideal clients, referral partners, media connections, etc. Make sure you follow that criterial in all your social networking.
By focusing on quality contacts, you’ll increase your effectiveness, your sales, and your results.
Find out more about How to Get Free Publicity and Attract New Clients With the Power of Social Networking and other great Viva Visibility home study systems. You’ll learn how to set up a strong foundation for social media success, leverage it with time saving tools, and how to cash in on the visibility with publicity and Joint Venture tips.
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