The Deadliest Mistake You Could Do While Using Social Media For Business.
It is true that the decision to start using Social Media for Business is one of the best decision you could make (if you are not using it already). But, Do you think everyone’s making money on social media?
Well, most of the businesses are just wasting their time and money on social media. Isn’t that right?
Ever Wondered why?
They all fell for the same mistake. you know what that is?
They try to sell every time they post anything. Here is our product, buy this, products on sale and our services are the best are all you are going to find on their Social Media Pages and ads.
Social Media is all about attention, if you can grab the attention of your potential client, you can get business. If not, you are done.
Do you think you can get your client’s attention just by posting promotional content?
An average Human’s “9-second attention span” would like to Disagree with you on that. Then what is the key to getting your client’s attention on social media?
Well, don’t just post about yourself or your business. Mix your promotional posts with genuinely useful content. A ratio of 90% useful to 10% promotion seems fair.
Businesses should provide value to their customers by posting useful content on social media that can solve any of their problems. Or make campaigns that are not asking people to buy your product but educating them in some way.
Eventually, people frequently visit their social media pages, and when they post something to market their business or product, people are more likely to buy from them and stay as a loyal customer.
Why giving value is necessary?
Giving value to your potential clients with useful content is based on a very powerful psychological trigger, “The Reciprocity Principle“. It says that we are more likely to pay back when we have already received something from someone. In simple words, if Steve does a favor for you, you are more likely to give back a favor.
In the same way, when using social media for business, your potential client is more likely to buy from you if you have provided him value first in the form of useful content. No one like to be that person who only takes favors from others, it’s like a duty to reciprocate.
Like it or not, it’s how our brain is wired and you can take advantage of this hack while using social media for business.
How to Give Value?
Giving value doesn’t necessarily mean that you should start posting funny pictures and memes on your social media pages.
First of all, you need to define who your ideal client is. You can’t go for everyone, not everyone can be your customer so you have to understand this fact. To define your ideal client, you need to answer these questions:
- Where does your ideal client live?
- What does he do?
- What is the age range of your ideal customer?
- Is your product/service gender specific?
- What is he struggling with?
- Their top 3 daily frustrations?
- What do they desire the most?
- Which problems are your products/services going to solve for them?
Once you have a clear picture of your ideal customer and what problems they have (relevant to your business) you will be able to see so many ways you can add value to their life.
Word of caution: Don’t try to go way out of your business domain.
Outfitters, A fashion brand in Pakistan tried to make such campaign once. You know what they came up with as a clothing brand? See for yourself:
Yup, you saw it. They created an awareness campaign for Congenital Heart diseases in Children. It didn’t become successful as expected and they moved back to their old BUY FROM US pattern.
It’s The perfect example of what not to do if you intend to make profits using social media for business.
Let me give you some examples of how to do it right.
Case Study of a car dealership
Japanese cars are a hot favorite these days in Pakistan due to their low cost and added features as compared to locally assembled vehicles. A lot of dealers are conning people by purchasing super cheap accident cars from the auction and selling them after refurbishing here in the market rates.
Every dealer would claim that others are doing it but not us, but almost everyone does it.
Now – One Car dealership named “Tariq Cars” (situated in Lahore) started an awareness campaign about this. They made a video of how these cars are imported in shattered condition and sold to people after being repaired at higher rates.
The interesting thing is, they didn’t deny importing such vehicles, and instead they gave people a message that if you want to but such cars you can get them from us at cheaper rates than market.
Now imagine – You saw that video and you want to buy a Japanese car.
What would be your next move?
Would you buy from a liar who would sell you cheap car at high rates or you would go to someone credible like Tariq Cars who made you aware of such scam?
At least, I would go to someone trustworthy, so I know I am not wasting my money.
What “Tariq Cars” actually did?
This car dealership identified their audience and what concerns them while purchasing a car. Then they became an influencer by talking and educating their audience about a taboo; no other dealer would dare to talk about on social media.
This Campaign about accidental cars made them Famous in the local Car Market. CEO “Tariq Mehboob” got two interviews on NEWS channels and they are certainly doing well on social media with 175K followers on Facebook.
Isn’t this great what you can achieve with being an influencer in your niche.
The Secret Formula for success.
If you plan on using social media for your business, stop pushing people to buy from you in each post.
Leave the formula “ask, ask, and ask” and switch to “give, give, give and then ask.”
If you don’t give value to your followers, they won’t give you business in return.
Are you too stubborn to change? Then stop complaining that social media doesn’t give results for your business.
Let us know what you feel about giving value to your customers. Share your thoughts in comments below.
Share your experience if you want to add anything to this concept.
We are a digital marketing agency in Pakistan, working with both National and Internal Clients. No matter if you are from Pakistan or United States, we can help you get the best out of Social Media and Digital Marketing.