Why Your Engaging Content Won't Produce Leads
Moran says engagement marketers with an interest in driving sales have much to learn from the practice of direct response marketing. Again, it's not about influencing or leading thought, it's about being a thought provoker.
How to Always Make the Sale
Why do so many of us pursue getting "liked" on Facebook or followed on Twitter? Because of this single idea: getting a lot of customers' attention (reach) over and over (frequency) is enough to earn a sale ... somehow, sometime. This is how advertising works.
Today's best social sellers do not believe for a minute that exposure to engaging content will result in a sale. They have no faith that it will produce a lead. Rather, they believe in, and execute on, carefully mixing in calls-to-action. The content they create solves customers' problems or vividly demonstrates (proves ... think "infomercial") compelling experiences relating to their service.
The best way to sell on Facebook is to solve customers' problems (yes "for free") in ways that earn trust and ultimately help them navigate their way toward your paid products and services. And by the way, I'm not saying attention or branding doesn't matter. It does. I'm simply saying it's not enough. Stopping at earning customers fleeting attention is a sure-fire losing strategy online.
I say avoid getting sucked into the profitless prosperity black hole by thinking in terms of direct response marketing when engaging with social media and content marketing. What do you think?