This morning I received a call from a woman who runs a ghostwriting firm. She inquired about partnering with us to handle the publishing needs for her clients. I don’t have to tell you that this is a great call to receive.
When I asked how she heard about us, she said she found me when I began following her on Twitter six months ago. She took a look at my Twitter account, began following me in return, and has been following my content ever since. She said that our content made an impression on her and now she’d like to work together.
This is the incredible power of social media at work!
Because we also manage social media for our clients, I often find myself explaining the benefits of social media. Most people want to see immediate results from their efforts, but that’s not always realistic. It takes time to build an audience and earn their trust. You may want to see that your book sales are immediately impacted because of Twitter, and they can be. However, there are other important factors in the equation. Ask yourself the following questions:
- How much business have you generated as a direct result of your social media activity? Keep in mind that one major client acquisition could potentially pay for a year’s worth of marketing services!
- How many of your prospects looked at your social media activity before contacting you? (You probably won’t know this unless you ask or they volunteer this information.)
- How much traffic are you driving to your website from Twitter? For our clients, Twitter is typically in the top three sources of traffic referrals. If you are generating great content and maximizing your presence on Twitter, you should expect Twitter to also be in your top three referral sources (check your Google Analytics for details).
- Are you following others on Twitter? You can’t just expect to sit back and let people find you. Go out and find them! Follow others who are interested in what you do and you’ll find that many of those people will follow you back.
- Are you consistently delivering great content? This is at the heart of everything you do with social media. You need to be sure to provide value on a regular basis, which typically means you host a blog with at least two new posts each week.
Also keep in mind that your social media results are a direct result of the effort you put in, and the results you ASK FOR. If you want people to buy your book, you need to remind them about your book. If you want them to register for your event, you need to let them know about the event—and then make it incredibly easy for them to sign up on your website.
You should also spend more time cultivating your audience than selling to them. Give value 90% of the time, and then when you ask for a sale, they will be more likely to respond because you’ve earned their loyalty.