GRAPHICS PRO

Start Here October '22

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74 graphics-pro.com S T A R T H E R E 2 0 2 2 MYTH 7 If I want to sell on social media, all my posts should be sales posts – We've all seen it, the social media feed that is nothing but a picture of a T-shirt and a sales message, posted over and over again. Usually feeds of this type have tum- bleweeds rolling through them. No one likes to be constantly sold to, not in real life, and not on social media. e type of feed like the one I described is the social media equivalent of grabbing a bullhorn, standing on a table, and shouting your sales message at the surrounding crowd. If you're in that crowd, are you inspired to buy? Would you stay around to listen to the message? Would you ever bother with that company again? To sell on social media you need to build trust and community. at means you need to vary your posts, make sure your content is interesting and engag- ing and respond to what's happening around you and to those who interact with your page. MYTH 8 I'm a social media success if I have huge follower or fan numbers – is is tangentially related to the quality over quantity myth that was busted above, and it pretty much follows the same format. At its core, your social media fol- lowing should be made up of people who are engaged in the con- tent you put out and interested in what you have to offer. A larger number of fans or followers can help increase your social proof and inspire others to follow you, but the success isn't in having a large number of people following you, it's in having a large num- ber of engaged, interested, and above all purchasing people fol- lowing you. It's a subtle difference, but an important one. MYTH 9 Influencer marketing is the silver bullet for selling – As social media has become more and more popu- lar, we've seen the rise of the influencers, people who have built huge social media followings and make their living selling goods and services to those followers. Influencers can be useful in cer- tain situations, but they aren't the only, or "best" way to sell on social media. Working with an influencer also requires a lot of due diligence. Make sure that you check credentials, social proof, and that the influencer in question can demonstrate a visible pat- tern of sales among their followers when an item is recommended. Like a lot of people who set up their shingles on the internet, influ- encers are not vetted. It's a case of buyer, or seller, beware. MYTH 10 Social media marketing is the only marketing you need – is may be the most dangerous myth of all, and it has two sub-myths. One is that simply having a profile on a particular platform is enough, and you don't have to put a lot of thought or effort into what you post or when and how you post it. e second is the idea that people only rely on social media, so any other kind of marketing is a waste of time. In reality, a well thought out and maintained social media strategy is a vital part of a good marketing strategy, but it's not the only part. Make sure you're also tending to your website, creating connections, networking at trade shows and local events, attending to analyt- ics, and adjusting your target market prospects on a regular basis. A complete marketing plan is the best marketing plan, and social media is only one part. SOCIAL MEDIA TECHNIQUES By Aaron Montgomery, Our Success Group Social media is all about posting, engaging, and getting people interested in what you share. Trust me; few people are interested in your latest sale or the products you offer. Our goal is to get them interested in that stuff with social media, but you can't start with that. So, the technique is two-fold: 1) You have to design your posts and what you plan to share around what your potential customers might like. This starts by understanding and having a niche market to best share or post the things they are interested in. 2) Have a plan. Many people call it a content calendar, but at its core, it is just a plan of what you are going to share and when that will best get the potential customers to engage with the information. Engagement can mean different things, for example, hitting the like button, commenting, or sharing a post with other friends. This should look a bit like this: Your niche is your local school spiritwear market. Your potential customer wants details about the schools, and they want to feel a sense of pride in the school they are associated with. Your content calendar might include sharing details about the latest news around the schools, the latest up to date sports schedules, and sparingly, the products you offer that can help them show their school pride.

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