The Groundswell of Social Media Marketing by Stephanie Cross

Earlier this year, I had the privilege of meeting Stephanie Cross at a Mastermind Group I was invited to join. The group has had a great impact on my business and the way that I approach it.

Stephanie has a great grasp of how to market on the Internet and I asked her to provide me with an article I could use in an electronic newsletter I put out monthly. Her insight is so "right on" that I thought that I would also publish it here so that even more people could gain from her wisdom.

The Groundswell of Social Media Marketing
by Stephanie Cross

I have been reading a great book called "Groundswell" by Charlene Li and Forrester Research. It refers to the emergence of social media marketing as "the groundswell". With almost 300 million users on Facebook, 14 million on Twitter in the US alone and 40 million on LinkedIn, the groundswell is definitely here.

Why get into social media marketing? Is it really necessary? How is it going to benefit me?

These are questions we hear all the time. Let's address each question.

1. Why get into social media marketing? In the past, before the groundswell of social media marketing, how did people find your website? They either found it through Search Engine Optimization (searched on Google) or they already knew your URL beforehand. Now, Search Engine Optimization is only one of several ways people can find your site now...albeit an important way, it's not the only way. We have Facebook, LinkedIn, Twitter, blogging, enewsletters, articles and YouTube (these are the main outlets, in my opinion). There are many other resources you can use to drive traffic to your site. If you are only relying on Search Engine Optimization, you will be left behind -- WAY BEHIND!

2. Is it really necessary? ABSOLUTELY! Like we discussed above, if you are only relying on Search Engine Optimization and your competitors are using social media, they will have a HUGE advantage over you in regards to exposure, traffic generation and online presence. Think of it this way...if you had the opportunity to speak in front of almost 300,000,000 people, would you take it? Facebook alone gives you this kind of platform...use it to your advantage!!

3. How is it going to benefit me? It will benefit you in several ways.

* It will increase your online exposure on multiple platforms.
* It will drive traffic to your site.
* You will grow your contact list (your potential client base).
* Become known as an expert in your industry, which leads to increased sales, press opportunities, speaking engagements and more!
* You will be able to keep tabs on what the public is saying about your service or product. By keeping up with what the public is saying, you can respond appropriately or make needed changes if you see a trend. This component alone has saved several companies from situations that could have been a crisis. Instead they responded appropriately online and avoided the crisis altogether. Whether you like it or not, people are talking about you and your company...you need to know what they are saying.

Think of it this way, keeping with the "groundswell" theme...the wave of social media is here. You can either embrace, ride the wave, and be on top, or you can stand on the shore and be crushed by the tidal wave. Where do you want to be?

Stephanie Cross
Accounts Supervisor of Click To Client
http://ClickToClient.com
http://Shama.TV

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Copyright © 2009, Bill Hurlbut

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It's All About Relationships

If you have read any of my blog entries, you know that I firmly believe that networking is all about building relationships. This includes not only networking on a "face to face" basis but also through social media.

I had that further confirmed this week when I received a phone call from a very nice lady from near Kerrville, TX. When I answered the phone, she asked if I was the insurance agent she had seen on Twitter. I confirmed that I was and she said that she had seen my tweets but as yet was not following me.

She had several insurance questions which I answered during our 25 minute conversation. The part that was the nicest was when she shared with me why she had called me over all the other health insurance agents she has seen on Twitter. Her reason for calling was that all the other agents she had seen were only sending out tweets about buying insurance or getting quotes from their websites. She said that she choose me because my tweets were all about providing value and that I was not out there trying to sell.

While it is okay to let others know what you do, make sure that what you are really letting them know is that it is about them and that you care about them. Build those relationships first and the rest will take care of itself.

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Copyright © 2009, Bill Hurlbut

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Is Social Media For Me?

I recently began to get involved in networking through Social Media. I am using LinkedIn, Facebook and Twitter, with the latter being the one I use most. It has been a very interesting trying to learn how to use these tools. While no where near an expert on the subject, I thought I would at least express some of my observations.

I see that this can be a great extension of any current networking activities you currently use. If you realize that networking is about building relationships, you can build them anywhere regardless of weather it is at a networking event, at a charity event or on the Internet. If you are making everything about how can I help the other person and not yourself then these all are great venues.

In relationship building you need to keep it "low key" and see how you can help the other person and not just look to sell. I see so many people just coming out any using Twitter as a source to run their latest sales ad. There is no relationship building there. They are just an old time peddler. Instead the "tweet" should be something that is offering value to the other person. Provide a link to an interesting article, a good motivational quote, a piece of trivia or a useful tip.

Another very important area is your bio and a picture. Since you need to make yourself real to others, let them have a chance to know you as a real person. While I prefer the avitar to be you even a picture of your dog is better than just the avitar that is used if you don't upload one. I prefer to see a picture of the individual so I can get to know them. Being on Twitter to promote your business make it something in good taste.

Normally you will not go to a networking event and not speak to anyone so don't do that in Twitter either. Share some "tweets" with others and engage others in a short conversation. Who really wants to follow someone who has very few if any "tweets".

Be courteous and considerate as you would be in person. Thank those that follow you and try to make some sort of comment based on some of the "tweets" they have made or something in their profile "bio". You can do this if you answer them personally instead of using an automated process. Again, be REAL.

Remember that this is a public forum. In the business world we have been taught that there is no place for cursing or profanity. You should observe the same thing here.

Let people get to know you and then you can occasionally let them know that you are in a certain business or profession. You can offer answers to questions that are posed in your area of expertise. You can even do specific word search to be alerted to "tweets" that fall in your area so you do not miss things.

In the short time I have been using Twitter I have been able to form some relationships, open some business opportunities and hopefully soon, close a couple of sales. I think that almost any business can do this if they are willing to spend some time developing those all important relationships. While it takes time, just as in networking "face to face", it should be well worth it over the long haul.

Only you can answer whether or not Social Media is for you. But for me, I have found my answer. I hop you do too.

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Copyright © 2009, Bill Hurlbut

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12-Step Networking Program

I currently enjoy the fact that almost 100% of my business comes from referrals from people tat I network with. It has been a great asset to learn how to network.

In 2001, most of my business came from cold calling. That year I joined the HEB (Hurst-Euless-Bedford) Chamber of Commerce. It was there that I was introduced to the concept of networking. One individual that I meant who became a mentor to me was Michael Stammer. I thank him for allowing me to use this article that he wrote some time ago.

12-Step Networking Program

1. Know why you are there.
Be on purpose.

2. Dress for the occasion.
Dress so it's LEAST likely to be noticed. Women: No purse — pockets are more practical.

3. Be aware of other people's space.
Stand as close as you've earned the right to be. You have to test this. Each person has their unique sense of personal space. You want to be in it without violating it.

4. Use a warm, interesting opening.
Ex: “What part of this world do you run?” Remember, the people you are meeting have already heard 20 people ask them "what do you do?" and they are likely in a trance. You have to wake them up. If you lighten up and have some fun, stay out of the ordinary, people will be more likely to want to spend some time with you.

5. Blend.
Match and mirror how the other person stands. Note their voice, energy, etc. People tend to feel most comfortable with people they feel are like themselves. A little NLP training can help here. [Read NLP: The New Technology of Achievement, a good reference on NLP, which stands for Neuro Linguistic Programming.]

6. Smile. Look at their eyes.
Actually the bridge of the nose is even better; it keeps you from staring. Notice their eye color; if you have gotten the color of their eyes you have really looked at and "gotten" them.

7. Demonstrate caring for the other person.
Ask “what is the profile of your ideal prospect?” Then LISTEN! Ask questions; write on their business card. (Ask permission first.)

8. Cards
Hold his/hers, and write while you talk. If you are right handed keep new cards in left pocket or vice versa. You don't want to be fumbling with 20 other leads you have picked up when you are trying to find your own card to give somebody.

9. Use a Memory Hook.
When people ask you “What do you do?” have an interesting, specific (preferably quantified) end-result benefit you can state in one or two brief sentences. This is called a Memory Hook. For example:

“We are in the business of helping entrepreneurs and sales professionals develop from good to excellent in sales results. Our clients average 42% increase in sales the first six months.”

What will you say when someone asks you “What is the profile of your ideal prospect?”

10. Leave.
Here are a few good techniques for getting away and on to another person:

* "I'm new here. Could you introduce me to a few people?"
* "You seem new here. Let me introduce you around." (Then introduce them to total strangers and watch the fun. They will suddenly be comfortable talking to a total stranger and you have broken the ice with someone new, too.)
* "Excuse me, but I need to meet several more people before I leave tonight."

When you leave use a warm individual-focused “Walk-Away Statement.” For example:

“Gene, I appreciate your sharing your unusual approach to specialty advertising. I'll keep it in mind when I meet folks that fit your client profile.” [see Building Your Referral Tree]

11. Follow-up
Call within 24 hours. Leads are like bananas - they ripen quickly. (see Artful Followups)

12. Prepare:
Don't try to wing it. Take some time to write out your Memory Hook and your Walk-Away Statement. Plan your follow-up process. Then practice. And most of all, have fun!

For more on Michael Stammer visit his website at www.jumproductions.com.


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