said 4 weeks ago:
Jennifer, you need a different approach overall.
Forget about Facebook ads.
First, you need a reliable system—a means to exploit the attention ads will generate for you.
The better approach: Using social media… start inviting your customers on a journey to get a problem solved or experience something in a powerful, new way.
Change prospects’ success rate at something important to them as a means to engage in ways you can connect to what you sell.
Take them on a trip that gives them more of what they already crave (answers/solutions/free tastes of success) that ultimately creates demand for what it is you’re selling.
By creating confidence in buyers that rubs off on you as trust. Here are the steps:
1) Focus on solving customers’ problems with social marketing (ie. your blog in combination w/ LinkedIn) in ways that you can later (easily) connect to what it is you are selling.
To do this…
2) Give customers cures for pain—take them on a journey toward the remedy (in exchange for their email address, for instance, or understanding of where they are in the buying process).
* Do this using content (educational booklets, ebooks, worksheets that solve problems or help customers make better choices, videos that help customers determine “best fit” or avoid a risk).
* Always remember to ask for name/email or other information in exchange for the valued knowledge or decision-making tools you’re sharing.
Here’s an example in the insurance industry of a guy who is excelling. He’s one of the best social sellers I’ve seen yet. http://oth.me/13HByC4
Notice what he’s doing and how he’s doing it (his outstanding calls-to-action that feed his email+video based lead nurturing system.
He’s not trying to convince prospects of anything or persuade them to choose him. They end up choosing him because he:
1) Helps them make important decisions about a variety of important subjects relate-able to insurance.
2) Is giving so many “results in advance” (of their spending money w/ him). Customers can’t help but choose him because he’s invested so much in them, up front.
Overall, you’ll be better served by finding a compelling group of subjects to talk about with a specific, niche target market. Pains, fears, goals, ambitions, desires that are not specific to selling mobile sites but relate-able to it (ultimately… further down the lead-nurturing path).
The idea is to show prospects how to solve a small (yet serious) problem that you can later connect to what you sell.
Get started by asking yourself…
What pressing problem do we solve? What pain do I remove? What pleasure can I help create? What freedom does our service permit? What important connection does our product allow?
Hope this helps and I’m pleased to know you, Jennifer.