Here’s the million dollar question: If you invest money in social media marketing, how many leads will you generate or products will you sell? Hmmm – What social media does most effectively is create brand recognition and keep your name in front of the people you’re trying to reach. And, of course, through that process it should definitely have an impact on your sales – if you use a call-to-action directive. But it also has an “unseen impact” not just direct-response sales or leads.
An unseen impact? The popular TV show “Seinfeld” was often referred to as a “water cooler show” because the morning after a new episode aired people would chat about it with their co-workers. So, even those people who never watched an episode of “Seinfeld” learned about the Soup Nazi, puffy shirts, shrinkage and sponge worthy. They became part of our culture at that time … and still are!
The same water-cooler-type moments hold true with social media. When people see something on social media that strikes their fancy, they’re likely to share it on their social media and or mention it in real life to friends or associates. It could be a restaurant, a video, or a new store that opened in their neighborhood.
How does that water-cooler-type moment help you? Even if the person who saw it on social media isn’t a buyer at that moment, when they mention it to a friend who is in the market for that product or service, there’s a good chance that friend becomes a potential customer. But guess what happens when your survey asks this new customer how they heard about you? Their response will be: “From a Friend.”
Justifying the costs and value of social media: In these cases, you won’t be able to make a direct connection to your social media campaign, yet your social media campaign is what prompted the sale. People who follow you on social media will often share your interesting posts or tweets with their followers. Then those people can share it with their followers, and so on. Ideally one or more of your followers who shares your post has a really large following of their own.
It’s a numbers game. The number of people who see your post through this sharing process has now exponentially increased and somewhere down the line you’ll have new customers as a result. This all ties back to your social media marketing, and an ability to tell your story so it resonates, but there’s no way you’ll ever know it!
If you’re selling a big-ticket item, social media is a way to build brand equity with prospective customers and a way for prospective customers to learn all about you and decide whether they want to do business with you. That’s why the quality of your posts is so important and needs to be professional, as you’re continuously building trust and credibility with your followers (and their followers) whether you realize it or not.
All those people see your posts again and again – like the drivers passing the billboard – and when the time comes to do business, you’re the one who comes to mind!
Call to action: If you can’t devote the necessary time to it, you might consider finding a professional whose job it is to make you look good – by taking the time to post quality content and interact with your followers. Gary Greer comes to mind, at 727.409.2326.
You’ll benefit from what social media has to offer – building your brand and keeping your name out in front of the people you want to reach – even when the impact is unseen!