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Here are 3 useless things you can cut right now from your social marketing plan. #1 Paying
someone--anyone--to update your Facebook page UNLESS you have a SPECIFIC PLAN to make your
updates provoke a REACTION that is connected to a process--a way to CAPTURE SALES LEADS
and bring them toward a transaction. #2 Blogging to tell stories. Point blank: Engaging stories
about your business culture or personality RARELY cause sales. If you want your blog
posts, videos or Facebook interactions to SELL they need to create high levels of confidence
in buyers. Ok. Here's how to decide. Are your stories giving blog readers these 2 things?
1, a way to fulfill a specific need or desire and 2, something to ACT on. If they aren't
your stories suck. Because ultimately you won't be able to connect to your product or
service to the story in a way that earns a sale. Your story won't be a discussion. It'll
be a monologue. #3 YouTube videos that, likewise, do not tell a story that 1) fulfills a specific
need and 2) includes a call to action. Here's the skinny: your customers probably don't
need to know how your product or service actually works or look behind the scenes.. AS MUCH
as they need a problem solved or a way to better understand the BEST FIT for their needs.
So pull the plug on Facebook, blogs and videos that don't give customers answers to burning
questions or a sample of the experience they're craving--and a way to act on them that creates
a LEAD for you. If you do you'll be one step closer to making social media sell for you.
I'm Jeff Molander.