Making Social Media Marketing Work
Posted by jtrigsbyNov 19
Now, before you descend on me like a swarm of locust for backpeddling… read on!
I’ve long been a proponent of the idea that social media marketing, or trying to make sales through “the social media channel” is a beyond a waste of time… it is driving potential business away, never to return. And for everyone’s sanity, including my own, I still feel that way! This past weekend at BarCamp Memphis, I had the opportunity to have some extended discussions that included this very topic. One blog owner was very concerned about having any advertising on their site saying they had made a huge investment gaining the trust of their readership and didn’t want to risk that by selling ads. At the same time, there has to be a viable revenue model or many sites, including some pretty popular ones, will not be able to continue. Well, maybe there is a way…
While reading my way through the feed reader today, I came across a post at Rod Kirby’s Success Center entitled Has Social Media Marketing Changed the Online Sales Landscape? Rod is pretty good about throwing excellent questions out there and this one is no different. And it was while I was reading this post that a possible answer to the social trust / need for revenue delima came to me.
Don’t Hide It… Flaunt It
The metaphors are flooding in at the moment but lets see if I can get this right anyway. We become so concerned with “what will our audience thing” that we forget a pretty important fact… we can talk to them! One blogger that I know recently shared with his audience that he was struggling with revenue, to which he received several comments saying, “we never knew.”
One of the key elements in trust is transparency, which shows off the good and the bad. We usually try really hard to hid the bad when in fact a little more openness about what’s going on could go a long way! So if you have a revenue need, don’t tip-toe around it… put it out there.
“We’ve resisted selling ad space in the past because we value the trust you’ve put in us and don’t want to risk compromising that. The realities of this site however tell us daily we need income, and short of asking for donations, ads is the best way to create revenue.”
Who knows, your audience may be able to help… if they just know of your need.
Select Advertisers With Your Audience In Mind
When we finally do break down and start looking for advertising, we’ll often take whatever we can get. Instead of throwing up ads (or affiliate links!) for the first advertiser that will let you, be more selective. Be the gatekeeper for your audience.
You’ve obviously spent a great deal of time building the trust of your followers, that’s what got this conversation started. Just because you need revenue doesn’t mean you have to violate that trust. In fact, you should guard it even more closely. Choose ads and affiliate that add value to your audience. If you have a local site, deliver coupons to local retailers. If you’re a foodie, free recipes from advertisers (which feature their products of course) will work well. If you cater to the t-shirt and jeans crowd, hawk Busted Tees or make your own products with Zazzle! Whatever you choose, just be sure to do it with your audience in mind!
So Why Do I Think This Will Work
Well, simple actually. Because you’re not taking advantage of your network. The people who visit, that have put their trust in you do not want to be blindsided by spam email, spam posts, or spammy tweets. They follow your site for a reason and, presumably, they like it. If you’re honest with them and tell them why you take ads, most will understand, maybe even help out. If you honestly try to deliver quality products that fit with your audience, any backlash should be minimal and the revenue should start, maybe slowly, but it will start.
What Do You Think?
Ok, there it is… so tell me… am I full of it? Do you think this will work? As a patron of other blogs and sites, how would you react to this kind of development on your favorite web venue? Join the conversation in the comments below and let us know your perspective!