One of the biggest obstacles for brands entering the social space is that they can’t stop pushing their products. They’re still stuck in the TV, radio world where everything is a 30 second pitch, generic, as you try to catch everyone you can. The Internet has long changed this, it’s no longer a world where advertising is the most effective way to sell your products.
While working on articles for the paid-content side of Left The Box (more information soon), I asked a few friends what they’d like to see there. One responded, stating that they’d love specific strategies on using forums to drive sales. I hadn’t thought about forums as social media, but in truth it is. Forums are really the earliest forum of what we call now social media. But the reason why I bring this up is because a lot of how we utilize forums can be applied to overall social media.
Remember how the most helpful forum members were usually the most visible? The more people they helped, the more popular they became, the more people trusted them. This idea of helping people as a way to build trust, needs to be understood by brand entering social media.
But what is the value in this? Who cares about online trust? How do I actually sell my product then? It comes from using that trust value built, subtly. For example, did you find someone having a problem with a competitors product? Turn around and suggest your own product and let them know you’re there to help with any issues. Each conversation is not only a sale to that individual, but to each subsequent reader after that as well.
Building trust by adding value to the community is one way of leveraging media. It may not work for every company and every demographic, but for most, creating good customer service can increase your sales and built brand loyalty. If you’ve got great employees, that want to help consumers, that want to make your product the best, why wouldn’t you publicize them?
{ 3 comments read them below or add one }
Great point Samir. I can attest to the idea of building sales through building value. I’ve been able to build my own business in large part because of what I’ve given to a single forum community.
I don’t solicit or promote myself in any way other than a forum signature. What I do is help people in my area of expertise. Over time that’s built trust with a certain community that happens to be my target market. I don’t push myself on them, but they end up calling me to work on their sites.
Samir, I love the example of the “forum expert” who always provides an answer or a solution to a problem and quickly becomes the “go to” person in the community. Whether the forum expert receives business because of his actions might be secondary. His “Get by Giving” philosophy and good karma will eventually turn his way and yield him new business relationships and profits.
Thanks guys for your comments! I’m glad you guys have seen this work for you. I think a lot of people forget that being truly helpful can drive sales.