Social media marketing is not like traditional marketing, where you can just blast your audience with your sales promotions. The former needs something more concrete, something more intimate or personal, for you to gain any traction in the social media network. Social media marketing efforts should be used as a means of connecting…….and then staying connected with customers with whom you have already started to build a relationship. This effort must be a part of your overall sales and marketing strategies.
This is where the relationship-building economy comes into play.
What is relationship-building ? In the words of Ted Rubin, popular social marketing strategist and brand evangelist on this article from US News authored by Lisa Chau:
“Relationships are the new currency … because now everyone is interconnected, everyone has influence over someone, and usually many, and we can scale relationships 24/7 if we use social media platforms properly. Today, Return on Relationship (ROR, #RonR) is so important … simply put, [it] is the value that is accrued by a person or brand due to nurturing a relationship, whereas [return on investment] is simple dollars and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing, and is used to define and educate companies, brands and people about the importance of creating authentic connection, interaction and engagement.
However, people have been trying to apply traditional ROI formulas to social channels without success. Social is still changing and maturing, and the platforms that are here today may disappear tomorrow for the next set of tools. However, we’ll still be successful if we keep our eye on the prize of building those relationships no matter what new communication tools and mediums come down the pike.”
As you can see, the traditional method of marketing is no longer as effective as the ones we have come to trust and rely. If you want to make a name for yourself, you have to tap into a close relationship with people. If your business can connect with customers who are trusted by other people, then there is a higher likelihood of making a more meaningful impact with your intended target audience. That is why you need to put an extra effort into connecting with these people……if you want to build a stronger name and reputation for your business.
Only then can you start seeing stronger sales result from all of your hard work and marketing efforts !