Social media is a media all it’s own so I’d like us all to be clear on what social media is and is not.
Social media is not direct sales media, and not direct marketing media, or a call to action media, or a money making media… it’s a social media.
So, first of all build a relationship with your audience and you do that with some sort of relativity.
Create a relationship between the problems that your audience has, the things that entertain them, that they laugh at, the things they aspire to do, and things that inspire them to be more with what you do.
To me that’s the most important and fundamental part of social media, is the relativity between the people connecting and engaging on it.
Social media does however, give opportunity to the mere exposure effect where people develop a preference for something simply because they’re exposed to it on a very regular basis.
When social media is used as a call to action mechanism, or monetisation mechanism, at a direct coal face level this doesn’t create a good impression.
The short version is that I build a relationship with people. I like to expose them to, ideally, at least 10 or 20 plus pieces of content before I throw a call to action out into a sequence. That way the skeptical friction is removed from people’s perception. It’s that friction prevents people from doing the things that you want them to do.
One of the biggest components of marketing is skeptical friction, which is the desire people have not to act because they’re a little bit skeptical.
The way that you remove the skepticism is by providing value content consistently. Consistently to the point where the skepticism is gone, and they now just trust you, like and respect you.
Then when you throw a piece of call to action content out in front of them you don’t have to be a sales and marketing douche bag to get a reasonable response.
Let me also put it to you this way.
A soft call to action will always outperform a strong call to action when it’s delivered in the right part of the sequence.
As an example, if you do a strong call to action at the front end of your Facebook marketing campaign, it’s not going to work nearly as well as a soft call to action that someone sees after 10 or 20 exposures to really high quality content that they can relate to, and connect to, on a much deeper level.
My advice is to focus on building the relationship, less on the call to action, then the call to actions and monetisation will take care of themselves.
If you want to study call to actions, study Dan Kennedy or Jay Abrahams, they’re a good place to start.
Remember, above all, social media requires you to be just that – social.
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