This week’s social media blog posts:
Monday: Using Social Media to address your pain points.
Tuesday: Use Social Media to give your customers a seat at the table.
Wednesday: Picking a face for the organization.
Thursday: Picking a face, part 2.
Friday: Give away your expertise.
(This is the seventeenth in our series of Social Media posts for the month of October. We look forward to your feedback on this series.)
As an organization, you have a lot of resources that many visitors and others would find useful. As we mentioned before, most people are using the Internet to find some kind of solution. The most successful Social Media programs are where you help visitors solve problems in ways only you can do it. The knowledge and experience you have around your business and industry is invaluable, and likely can help many, many people, even though you have yet to find a way to “monetize” it.
As an example, let’s say you are a retirement community. You have a lot of experience helping families transition a member to a new and different living environment. You have a lot of knowledge as to what caregivers should be looking for (and avoiding), what the needs of residents and families are, and other information that can give peace of mind and help potential customers make informed decisions. Why not make this kind of “intelligence” available to all who visit your site (and elsewhere on the ‘Net)? This information exchange could take the shape of white papers, a blog, or an online newsletter, or even links to industry-leading information sites. Turn your website from an information-only site into an interactive, dynamic community or a “clearing house” that makes your visitors “smarter” and gives them tools to make confident decisions.
Perspective clientele and their families would come to you in their earliest research phases to educate themselves on the issues involved in the process of finding a great solution to one of life’s more stressful situations. Instead of selling floor plans or amenities, you’ll be in the business of alleviating fears.
You are demonstrating that you understand your customers’ “greater purpose” and you are using your resources to create a solution they can’t find anywhere else. You can repurpose this content in blogs, newsletters, social groups and elsewhere. And as visitors discover this information and find it useful, you’ll find two things will happen: one, they will more often choose to engage with you at a deeper level (in many cases purchase), and two, they will freely share their experience with others and forward your information to them. (Remember the dynamic of Social Media: “receivers” are also “the medium” and are also “creators.”)
This is not selling; no where in this process are you “asking for the order.” What you are doing in this introductory phase is proving value to your prospective customers and building trust. You leave the door open to inquiry, but never is there a “quid pro quo”—“We’ll give you this information, but we expect you to buy from us.”
You are a smart organization. Social Media gives you the opportunity to it off.
Posted by Mickey