The Zen of Social Media Marketing by Shama Hyder Kabani
The Zen of Social Media Marketing by Shama Hyder Kabani is a fascinating little work on how to get ahead with online social media marketing.
Shama Hyder Kabani’s prose style is engaging and direct. Furthermore, if you go to her own website, the way she writes represents an obvious reflection of the way she really speaks. Major points for authenticity.
Shama says that the three main social media areas/sites you should focus on are LinkedIn, Facebook and Twitter. Forget most others. However, this part has changed and is out of date, for I would argue to swap out Instagram or even Snapchat (depends on demographics) for LinkedIn.
In addition, your should present your company (and, by extension, yourself) on all three with a kind of what I like to call professional intimacy. That might sound like an oxymoron. However, the idea is, be genuine and sincere but also hang back in terms of too much sharing and togetherness. Your customers want to know about your company and your product, to be sure, but a little personalization works (and, in fact, can help to build trust). But too much personalization does not work. Your prospects and customers really do not wish to hear that you’re going in to have a root canal.
So Shama’s three points come under the ACT acronym:
- Attract – bring the prospects and customers in with good, lively (and up to date) content
- Convert – turn your prospects into customers (and this may take several visits by them before this happens) and
- Transform – turn successes into magnetic forces of attraction
Attraction is your brand, your outcomes, your differentiators. And Social Media marketing is extremely good for this. Clarity of communications is key.
However, Social Media remains a less optimal tool for converting strangers (prospects) into clients (paying customers). However, it is good for converting strangers into information consumers, which can often be a major step in moving them along the path from prospect to client.
Transformation involves social proof, e. g. we’re more inclined to do something if we see others doing it.
Therefore, you have to do a good job, and use your success in order to attract more successes. That is, ask your clients if you can retell their success stories. Make it easy to buy and pick your tactics (means of marketing) last — you need to get the essentials (such as theory) in place first.
Strategy is the big picture. Tactics are the when, the where and the how.
Blogging is also key. The idea behind blogging is three things:
- Educate – use your blog to add value by giving away good information.
- Market – make it attractive to buy and
- Sell – make it possible to buy.
The book is a brisk read. Of particular interest are the testimonials in the back. As you go along, you realize that Shama practices what she preaches on every page of the book. And, it worked, didn’t it? Because if she got you to buy her book and check out her website, then she’s already converted you to a client. And all she needs to do is sell you her services and she hits 100% of her target. Finally, the most amazing thing is, even after you realize how much you are being marketed to, you just don’t seem to mind any more.