I consult a lot of social media agencies, marketers and brands on their internal strategy, processes and implementation. I come across many that don’t seem to realize that if they are selling social media marketing to their clients, their feeds should reflect their ability and professionalism.
One of the favorite sayings that often comes out of my mouth is “Show me, don’t tell me”. In my many daily conversations, that phrase is often times followed by something like “I don’t care what you say, I only watch what you do”. This mentality is how I run my life and business. I do this very consciously when I have conversations with people, however most people do it unconsciously.There is a big difference between the two.
The average person unconsciously evaluates what you say and how it compares to what you do. Because it is unconscious, it often takes a bit longer to come to a conscious conclusion about someone or something. Business people however, are a bit more discerning in their relationships with vendors and look for results and clues to match with what the vendor is pitching them.
This fact has two serious implications you need to understand in your social media marketing sales efforts:
1) What you are proposing to do and achieve for your prospective social media management clients must match what you are doing and achieving with your social media marketing. If it does not, you loose credibility. Worse, you don’t have an important sales tool that shows you are able to achieve what you are proposing for your client. Additionally, it can impact the pricing or perceived value a prospect is willing to pay for your service.
2) In a competitive bidding scenario for a new social media client, where there are more than one competitors vying for the account, you need to be able to point to your social media and compare it to your competitors. Especially, when there is a disparity in the pricing you are proposing, the ability to show results over the competitor and say “If they aren’t doing it for their own accounts, what makes you think they can for yours” goes a long way in winning the account.
Be sure that you do what you say, not only in your daily business interactions, but also in your feeds. Get results for your brand, so you can show you can do it for your prospects. Your social media accounts must show that you are leading, creative and innovative and that what you do is effective and get’s results.