Email is still the most effective form of marketing and relationship building. It's a tremendous tool for building the kind of long-term relationship that allows you to convert sales. While many have concluded that the same thing cannot be said for social media relationships, you can and should view your connections in these networks as a way to gain more email relationships.
By comparing your customer referral data with your social media data, you can often discover your more active and potentially influential customers and prospects. A customer who currently does not buy from you that much may turn out to be your greatest potential referral champion, but they may go unnoticed and therefore ungroomed without looking.
Know Your Customers
You need to dig deep and really find out what makes your customers tick on all levels. That means knowing what their interests and hobbies are, what events they love to attend, their favorite music and TV shows, and how much they love reading to their kids. You might guess where this is headed: What do people on social media love to do? Talk about what they had for lunch and how they can further build their business. So it just might be important after all to really know your customers and potential customers.
Great content isn't great until somebody reads it, shares it, and links to it. It’s almost like the popular kids in high school, but that’s just the reality of inbound marketing today. It’s not enough to produce lots of content; you've got to get people talking about it and bringing attention to it.
Blogging, Blogging, Blogging ...
One of my favorite uses of the social media layer is the ability to draw closer to other bloggers that cover your industry or community. Today’s bloggers rely on social media as a lifeline to real-time information and as a tool for collecting resources; it also makes them much more available through direct communication. By targeting key bloggers and using the social layer to build a relationship as a resource, you can quickly enhance your overall chances of media coverage.