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Why You Must Earn the Right to Promote on Social Media

When you visit Facebook, Twitter or any other social media site, what are you going there for? If you’re like most people, you enjoy using social media because it connects you with friends, and allows you to be entertained and relax. So how, as a business owner, can you promote your products and services on social media without interfering? You have to earn the right first!

A common misconception by many businesses is that social media is a great way to push your products and services to drive sales. Gallup recently published the State of the American Consumer study that explains, “Social media sites are highly personal and conversational . . . consumers who use these sites do not want to hear sales pitches.”

State of the American Consumer Study (Gallup)

State of the American Consumer Study (Gallup)

The hard truth is that social media is not best suited for selling. This doesn’t mean you can’t be promotional at all, but you have to insert your ‘salesy’ content carefully.

Promote Your Business on Social Media the Right Way
How exactly can you promote your business to your customers without interfering too much with their ‘personal space’ on social media? You have to earn the right to promote to them! What this really means is that your brand must be somewhat in the entertainment business, delivering helpful and interesting content. Remember, on social media (especially Facebook), you’re really competing with a customer’s family baby photos for engagement. Focus on adding value to your customer’s lives and have some fun with them. Before posting, make sure your content passes the re-share test (a tip from Guy Kawasaki). Ask yourself, are you sharing something that other people will share with their friends and followers? Having your content reshared from your followers is the ultimate sign of great engagement — after all they’re recommending to their personal network (a digital word-of-mouth endorsement).

After you’ve consistently shown your followers that you share great content that’s useful to them, you’ve earned the right to promote your business! When talking about your latest sale or recommended products, your customers are more likely to listen and engage with those promotional posts since they trust that you aren’t just on social media to sell to them. Just ensure you maintain your pattern of first, adding value, then inserting your promotional content.

Key Takeaways

  • Build your social media strategy around being entertaining and adding value to your customer’s lives — only then can you earn the right to promote to them on social media. Utilize your social channels to provide great customer support, gain valuable feedback and engage with your customers in a fun and meaningful way.
  • Ensure you are using the right channel to promote your business. You can promote your business on social media, but it should be the secondary goal. Studies have shown that consumers acknowledge the best place for businesses to reach them about products or services they need is through email marketing — so make sure you add that valuable tool to your marketing mix.

Do you have a content sharing strategy for your store? Are you using the right marketing channels to reach your customers regarding your latest promotions? At AWG, we can help you build and execute a digital marketing strategy that works.

Why do I work at AWG? “I love helping local businesses grow and compete at the next level. I also think it’s exciting to take grocery shopping, something everyone does, and make it a very personal experience through new digital marketing tactics.” – Jason