One of my pet peeves in the world of social networking is dealing with people who come on too strongly. For instance, someone becomes my friend on Facebook then suddenly I get wall comments filled with tacky sales pitches. Or a new follower on Twitter sends me an automated “thanks for the follow” message with a link to a sales page or website so I can “learn more about them” or “sign up for their helpful ezine”.
Ewww!
A sales pitch in social networking stands out like a cheap suit and you DON’T want to be classified in a negative way. The following tips are designed to guide you through the patient process of business relationship building. When you take the low-pressure route, your reputation and credibility will sell your services for you.
1. Introduce Yourself First… NOT Your Business
As tempting as it may be to use an introduction to promote your business, hold off on doing that. When you do, you’re acting as if this is your only chance to get in front of the person. Think of what you’re really communicating here by exploring the underlying motives: fear of not having another opportunity to connect, desperation to add to your network, lack of regard for the relationship building process, and coercion. Not a great way to start off a business connection, right? Skip the impulse to include a link to your website in your signature line, and hold off on promoting anything. Focus on making a long term connection by letting people know YOU first as a person of integrity and character BEFORE you talk about your business.
2. Show How Smart You Are
An easy way to create a bond with a prospect is to provide great information. Rather than sharing that link to your sales page, how about sharing a great article or video… even one NOT by you! Show that you’re a smart, informed person with information gleaned from various sources. In Facebook, use the “Share” option when you find an article or video you like, in Twitter, “Retweet” someone else’s information.
3. Introduce Your Network
Create value in your relationships by introducing people in your network to each other. For example, you may know a few people who focus in an area that doesn’t compete with your services. Introduce them so they can connect and prosper. You’re seen as a trusted, reliable resource with valuable connections. People will remember you for that!
4. Focus on Building Credibility
Building credibility is key in all online marketing. Focus on building credibility by publishing great information that helps your target market. Challenge yourself to raise the level of quality and position yourself as a person in the know.
5. Understand What “Moving Forward” Must Look Like
Doing business on sites like Facebook doesn’t always mean that each person you connect with will become your client or purchase your products. It’s key that you understand what moving forward with a contact looks like. Some people will NEVER buy anything from you, but could introduce you to valuable prospects. Others may promote your products and services. Be patient. Understand who is a bridge and who is a destination. That is one of the most important Web 2.0 tips I could ever share with you!
Business success through social networking is achieved when you take a low pressure stance and genuinely relate to others. By creating high quality content, not pushing your services on your contacts, and focusing on credibility, you will end up with the kind of Web 2.0 success you keep hearing about. Slow down… you’ll be glad you did.
About Nancy Marmolejo
