Does your social media engagement bridge the gap between ‘you’ and ‘them’?

One of the most important elements of successful social media engagement can be turning prospects into business-generating clients. This direct, straightforward and measurable ROI on social media is a popular reason why many companies get involved with social media marketing in the first place – to build profitable connections online, via blogging outreach, Twitter engagement and other social networking. The key consideration for your social media engagement might well be – Is it bridging the gap between potential business and real business? I was pondering this consideration yesterday, when taking a break between client meetings, to admire this most wonderful of Bristol views over the Clifton Suspension Bridge. I got thinking – how can the gap between prospects and clients be bridged by using social media engagement more effectively? It was an interesting poser, seeing as two new clients have commenced SEO copywriting and blogging outreach Campaigns in the last three weeks (referred by an existing long-term client), as well as seeing two existing clients renew their social media engagement contracts. To top it all, the sun was beaming – a truly wonderful day to ponder the positives of social media marketing. For me, bridging the gap between a potential client and an actual, fee-paying client using social media is simply about the following points: * Providing useful, interesting and unique content on social media platforms daily. * Blogging from the heart and sharing experiences of social media engagement. * Being consistent with a simple, but effective, social media marketing strategy. * Giving freely of advice and expertise – but giving appropriately to fans and followers. * Highlighting best-practice, useful client case studies, and content marketing tips. * Simplifying social media engagement and blogging outreach – it’s nothing new, just different. * Remembering to cultivate and engage with prospects offline for real business wins. These points seem so simple, but it strikes me that many businesses can often be seen to be acting in a social media marketing bubble at times, not linking up their online activities with their other marketing channels and strategies. Social media marketing is not a standalone activity. For me, maintaining a focus on the points above, as well as remembering to engage on social media platforms in the same voice I use in the ‘real’ world, are key factors in winning new fans, followers, and new fee-paying clients via social media marketing. My main sales tool? The blog, of course. Has been for more than three years now. And it works. In incredibly subtle ways. Clients often comment on how, after following the blog for a while, that when they come to meet me offline and discuss doing business, they feel that they already know me. This is mainly because I talk in the same way as I blog – and vice versus. Do you? How well are you bridging the gap between ‘you’ and ‘them’ with your social media marketing? It’s one of those questions which some people might find extremely uncomfortable trying to answer.