Chapter 2. Basic Social Media Strategy

If you’re struggling to make sales on social media, it’s not the channel that is to blame, but the strategy you’ve developed (or haven’t developed). To convert prospects on Facebook, Twitter, LinkedIn, or any other social network, you need compelling content delivered systematically. Be interesting. Be remarkable.

From there, you need to give prospects a reason to convert—and an opportunity to engage with you further. This is how you can align your sales with your social media efforts.

The approach to using social media is different from other types of marketing. Without the right planning, you can find yourself quickly getting frustrated. This chapter helps you form a valid, basic strategy for the most important social networks.

We’ll also help you to establish goals. Without those, you’ve got nothing solid to work toward. You might think that your only goal is to reach as many people as you can to raise awareness about what you’re offering. However, just planning on getting the word out and attracting the maximum number of followers with a platform such as Facebook won’t necessarily guarantee increased growth and revenue. Selecting one site blindly and dumping money into it is a bad idea, but so is trying to spread equally blind efforts across multiple sites. There are numerous social networks, and it’s impossible to incorporate all of them into your plans. Even if you could, it would be a waste of time and money, since many of them won’t advance ...

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