I wish I had a dollar for every time an architect told me: “I just want to be an architect, not a writer.” It usually comes on the heals of a discussion about blog posts and marketing. It’s also why I developed a system of interviews to get beyond that objection.
A while back, a marketing agency approached me and asked if I could help them understand how their clients, mainly manufacturers of architectural products, could be more effective marketing to architects. I said, “you have to start by putting yourselves in the architects’ shoes and end with being their best, go-to resource."
Think about the last time you were at a party and you were trapped in the “conversation” with that person that spent the entire time talking about themselves. Your brain stops listening and starts thinking about how you’re going to move on to the next situation. Do the stories you tell do the same thing to your Ideal Customer?
How do I prove the ROI to my Boss? How do we get more Twitter Followers? Why don’t we get any engagement on our Facebook Page? Are you asking the right questions about Social Media Marketing? Do the Executives at your company understand how Social Media Marketing should be integrated into your overall Marketing mix and assimilated into your business culture?
Your favorite meals are memorable; they’re an experience; there’s a process to them. That’s what you need to create with your Social Media Marketing. Every platform you use, every article you write, every photograph you take, every post you make must be part of a process that contributes to a memorable experience.
You need to share all of your knowledge and expertise. You need to tell the world everything you know about what you do. And you need to give it away for free. That’s probably not advice you’re looking for. But what if I told you that giving it all away was the best way to succeed with Social Media Marketing? What if giving it all away was the best way to find your Ideal Client?
A friend of mine and I have been chatting lately about the best Social Media Marketing books. Nikko has really impressed me. It seems like every time I mention a book he’s bought it and read it almost before I’ve even completed my thought. He’s consuming these things faster than I can come up with a title and author so I figured I would compile a list of the best of what I’ve read, suggested and given away over the last year.
“I find it hard to be convinced that reads, likes, shares, etc. really matter that much to my eventual bottom line. The more and longer I do this … the less I’m convinced that the extraordinary amount of time social media takes to do well actually ever pays off.” Maybe you're thinking the same thing. Does social media REALLY matter to your business?
If you’ve been around the marketing of professional services very long you know that the majority of ‘wins’ come as a result of either a relationship or a referral. Your firm can be the best or the foremost in your field but clients want to talk to THE Expert or THE Designer that will make the magic happen. "Your Clients are Humans. Humans crave human to human contact. Give it to them."
How do you succeed at Social Media Marketing? Wouldn't you like to know what it is that makes some people successful at marketing on Social Media while others are just scrolling through their Facebook newsfeed wondering why they’re wasting their time. You can spend a lot of time talking about tactics, platforms and taking the conversation to where your clients are, but the first thing you have to do is ask yourself: "What do I want to get out of Social Media?"
Do you have a Social Media Strategy? Is it aligned with your overall business objectives? I listened to an episode of the Social Pros podcast titled “How to Use Social Strategies to Drive Business Goals.” When I heard the teaser for the show it didn’t pique my interest but the conversation that unfolded may turn out to be one of the most influential on my thinking about the topics of Social Media, marketing and business in general.