“Talent in cheaper than table salt. What separates the talented individual from the successful one is a lot of hard work.” ~Stephen King
Relationship marketing is not for cheeseballs. Social Media makes it easier than ever, but it’s still hard work. Perseverance is something we all have in us but many are just too tempted to take the easy route. In Social selling, you get results commensurate with the hard work you put in.
A recent Social selling study found that 78.6% of salespeople who use Social Media as a selling tool outperform those who don’t. It’s time for you and your team to develop ways to use Social Media successfully.
There are so many people – business owners, salespeople, even marketers – who try to game the system. It’s human nature to try to find the easiest way to get to a goal. But try as you might, selling products and services to people requires a dialog. Sellers must ask questions and engage the prospect to help them decipher their thoughts around the purchase.
I recently spoke to a group of car dealers about Social Media marketing. Whenever I can, I like to incorporate examples of the audience’s social presence to see if the whole group can learn from one individual dealer’s wins and losses. Doing my research one night, I pulled up a Los Angeles dealer’s Facebook page and gasped. They had 29,000 likes on their Facebook page with less than 0.05% engagement. I can smell a gamer from a mile away so I clicked on the fans tab and sure enough, the city where the bulk of their fans resided is in Egypt.
When the dealer heard about this during my presentation, he immediately texted his “Facebook marketing provider.” You’re going to love what happened next. The provider texted back that the reason the bulk of their likes were from Egypt was because Egypt is a very disruptive society and therefore, a great place to use Social Media to advertise the dealership!
It was clear that this provider was buying Facebook likes. The dealer disclosed that he was spending $1,500/month in “Facebook Like Acquisition” and he mentioned they’re not running any Facebook ads. It was also clear to me that this provider never defined a Facebook marketing strategy for this dealer.
Social selling, the act of using Social Media to nurture leads which ultimately result in sales, is not conquered by paying for worthless likes.
The number of likes matters only if those likes are in your (or your competitor’s) market area. In successful Social selling you build a community on Social Media to mirror your community in real life. Community members buy from other community members. Conversations happen and it takes a master networker to see results.
I’ve been talking about fake likes for over 4 years now and there are many dealers who still don’t know about this dangerous practice. If you’re new to Facebook marketing please review these main reasons why not to buy Facebook likes:
- Facebook is cracking down on fake likes. About a year ago, Facebook realized this problem and took steps to remedy it. I’m not the betting type, especially when it comes to my brand’s reputation. If you get caught, your page is deleted – without warning.
- Facebook promoted posts become worthless. The higher your like count the more you pay to promote a post. A page that has 3,000 likes could pay $30 to boost a post to 10,000 users. A page that has 29,000 likes could pay upwards of $500 to boost the same post. You’re paying more to reach fake people.
- Facebook ads become worthless. When you run campaigns targeting fans and friends of fans, you’re wasting your money. Advertising to fake fans “and their friends” is an exercise in futility.
- The FTC just cracked down on 19 companies who had purchased fake reviews. They fined those businesses $350,000. Yes, it was the businesses who received the fake reviews, not the fake review providers, who got the bill. All points lead to this happening with Social Media likes and followers. There is a huge push from Google and Yelp to “verify” users and I can see this coming very soon for users of Social Media.
It’s Better in the Light
Those businesses that practice their merciless exercise in genuine engagement reap the benefits of getting the sale. Not everyone will succeed every time but that’s no reason to try to take the easy road. The robots this dealer has acquired will NEVER buy from him. Make connections with the people who WILL buy from you by practicing relationship marketing.
By the way, I just checked in with that same dealer’s Facebook page and guess what? They magically have another 1,000 fans 24 hours after my delivering of the news. Miraculously, the most popular city is now Los Angeles. While it’s sad that this dealer will continue to think that he’s winning on Social Media, I hope this story will inspire you to pursue more for yourself and your business.
Good thing I took a screen shot.