Social Media Ideas from Tony Zayas, Marketer & Social Media Strategist for Proforma

Tony is really an amazing dude. I got a chance to meet him at the Proforma Convention last week in Grapevine, Texas. He says he’s spent loads of his own money learning best practices from Social Media gurus in various industries so he proves to be a wealth of knowledge and I had the great opportunity to listen to his presentation and talk to him personally. It was a huge value to take a lot of good notes on using social media strategically as a sales tool.

Here are some takeaways and highlights:

Strategy

Point 1: Build a plan.

You need a strategy in order to be successful. Being “all over the place” is not a great way to be relevant on social media. Instead, it is crucial to focus your efforts on your pillars.

  • Pillars: You as a person have a personal brand. Those are the pillars. Each post should be an example demonstrating one of those pillars that you include in your “About Me” section. For example, each of these could be a pillar: You’re a parent, Your top 2 professional things you provide for others, and Your main interest or hobby.

PILLARS

  • Follow your customers on Twitter. This shows that you find them interesting. Reply back to them. “Favorite” a lot of their posts. They will see this and it will make them feel good.
  • After some time of building a base, it’s a good idea to follow them on Linkedin. Start by sending a personal message saying you follow them and think they are interesting, and want to start building a relationship.
  • Then once you become close, friend them on Facebook. At that point you find out about their family lives, find out what’s truly important to them, and what their hopes, dreams and aspirations are.

Let your personality shine

Point 2: Be personal.

People work with who they know and like as a person and that helps build trust. The key is to BE REAL. Let your personality shine though. Everything should be a post in the pillars of your brand or it’s not worthwhile.

Point 3: Don’t be paralyzed.

Sometimes we don’t post anything because we’re worried about someone seeing something we’ve said and then becoming offended. That’s OK, because you are being you, you are being real, and it will resonate with those who are close to you. Now, in the same token, it’s NOT okay to be offensive, or veer off your pillars. The key is to think with a good heart and use your best judgement.

Company Pages

Facebook has unfortunately made them irrelevant by charging money for posts to be seen. While their important to have still, the focus is on your personal profile as the sales person to build a real relationship. Only 10% of company page posts actually show up to your followers, unless you pay to have those posts seen. Tony informed us that you should never have to pay for Facebook; it’s just not worth the money.

Talking to people and being of service will go much further than just throwing offers out every week. These are some keys that I’m going to use to start bringing some A-game to my social media presence.

Thanks again Tony, I’ll be and sure to catch you a cold one next time I see you!

Marketing Calendar Planning Series: Step 2 – Bringing the Message to your Audience

When planning your marketing calendar, a constant item you’ll have to consider is how to get the message to your audience, or even more specifically, your target market. Many different products or services, depending on what you’re selling, have a different target market demographic. How to reach them requires using the channels that the particular demographic uses.

Picture you’re talking on a radio trying to reach your friend on the other line. If you’re not tuned into the same channel, you can’t communicate to each other. The same is the case when communicating to your target market.

So how do you find out what channel they’re on? Try asking them! It’s important to talk to your customers and find out these important details. Find a few of your best customers and find out what makes them “tick”.

Some may already know or are in tune with the market. This is good. Chances are you are just advertising to the masses. Mass media advertising is extremely expensive and very low ROI. An example of this would be television advertising. It’s easy to say that there are a wide variety of individuals watching TV (age, interests, gender, etc).  A much better approach is to narrow it down.

An example would be say you developed a product to help bicyclists connect with each other to go on rides together. Your app would probably make a great TV commercial, but not everyone rides a bicycle on a regular basis. Every viewer who sees this ad and doesn’t connect to it offer potential wasted marketing dollars. Instead, maybe targeting the local bicycle shops to place a poster in their shop. Or maybe a brochure with a QR code to download the app in a coffee shop if you regularly see a lot of bikes in front of it.

Now this may sound counter intuitive – “Why would I want to lessen the amount of people I am advertising to? After all, the more people that hear the message the better, right?” The truth is, probably not. With this type of marketing approach, chances are you’ll blow through your budget faster with nothing to show for it. When you focus your message to the finer the slice of individuals you’re trying to reach, it’s almost like you’re speaking directly to them and their values. You’ll build a much stronger brand faster and have much more customer loyalty.

From there, you can always expand. It’s always easier to start small and work up. It’s extremely hard to work backwards.