Our grandparents are better prepared to win at social media marketing than we are [ VIDEO by @garyvee ]
I'm a fan of Gary Vaynerchuk's no B.S. approach to social media marketing. As he says on this interview with Piers Morgan on CNN, the path to getting ROI from social media marketing is not about pushing out as much content as possible [broadcasting] in the attempt to drive a quick sale. Rather, it's about listening to consumer conversations and engaging them at a personal level. In other words it's about building lasting personal relationships, which is what our grandparents used to do in their shops and businesses.
They understood the value of caring about their customers. Like the baker who made your favorite cake on your birthday or the florist who called to ask how your sick mother was feeling. Grandparents knew that personal relationships and personal service mattered to people. And by treating everyone like a friend they differentiated themselves from mass merchants and developed a loyal repeat base of customers who spread the word with their friends. That's exactly the strategy that marketers need to follow today in order to drive ROI from social media. Take the time to listen and engage and the ROI will follow.
This video is particularly good for local business owners who are just getting started with social media marketing and comparing it to other things like search engine advertising or email marketing. Social media marketing can't match those tactics in terms of driving immediate return, but it is the absolute best way to build relationships and clearly differentiate from "one night stand" businesses and build a loyal following that powers word-of-mouth referrals. And aren't those things that every business owner would love to have?