Joel Comm

Joel Comm is one of the world’s leading experts on web-based, money-making strategies. This is an excerpt from Joel’s chapter titled: Social Media Marketing Success Qualities in Success Secrets of the Social Media Marketing Superstars:

Social media, in particular, creates a unique context and mode of interaction. Just about everyone wants in on the benefits. Unfortunately, it’s also a particularly competitive environment; having the right characteristics, being determined and ready to act, is often not enough.

To succeed with social media, you also need the right information, and you need to be aware of what not to do, as well as knowing what to do. With that in mind, let’s review the top mistakes of social media marketing.

Mistake #1: Leading With Marketing Conversations

Many new social media marketers head into it as though it’s simply a place where they advertise themselves and their business. You see it happen all the time. People approach Twitter and Facebook, and they immediately friend people just to post links to their products and services. This makes it all about them, and they subsequently come off as being very selfish, and having an all-about-me attitude.

These people are missing the point, which is that all healthy businesses are built on relationships.

Using social media to advance your business goals does not change this fundamental rule. You must provide value for the prospect first. They will then, hopefully, become your customer.
There’s no better way to destroy your online reputation than to put your business on social media and just talk about yourself endlessly. People aren’t going to be interested. They’re not going to engage with you, and ultimately, you’re not going to make sales.

Mistake #2: Not Using Twitter Effectively

Twitter is the place where conversations are taking place, 24/7, 365 days a year. It is important to become relevant in the Twitter community and to seek to bring value by asking questions, answering questions, sharing news links, and sharing useful information in your particular market or niche.

After writing Twitter Power, I realized I had missed something key.

The mundane tweets actually connect us to people in a much broader sense than our more targeted tweets can.

They offer people a point of contact and a point of identification, which is really what we’re looking for in social media: relationships. We want to identify with people so that they like us for who we are, and they want to know us because of the value that we bring. They trust us because we’re the expert and then they want to do business with us. They want to pay us whether it’s a physical transaction, or for a product or service, or whether it’s just persuading someone to adopt an idea or a way of thinking. It is built on relationships. I call it the “like me, know me, trust me, pay me” process. It’s the key to building your business on a solid foundation and ensuring it’s there for the long haul.

Mistake #3: Not Having a Clear Goal

A lot of people just play with social media because it’s this new, bright, shiny object, but they don’t really know what they’re doing. By setting a goal, such as having more customers buying our products or services, we can then ask ourselves, “How can I leverage social media to make that happen?”

It’s no different than when someone walks into your brick and mortar store. If you greet them kindly, ask them how they’re doing, and get to know them a little bit, then you can serve their needs better. If they just walk in the door and you say, “Hey, you want to buy this?” you’re probably going to repulse them. It’s about building a relationship. When people keep that in mind and don’t look at it as a quick fix but as something more long-term, they realize that it’s not as much like visiting a website as it is like moving into a neighbourhood, creating relationships with your neighbours, and seeking to be an asset to the community.

It’s like Zig Ziglar said, “People don’t care how much you know until they know how much you care.”

That’s an axiom that proves true across the whole of human nature. Just because we’ve got cool technology with bright, shiny objects, doesn’t change who we are at our core.

Ann Handley

Ann Handley is the Chief Content Officer at MarketingProf.com. Who better to ask about writing compelling content?

In this extract from Ann’s comprehensive chapter in the Success Secrets of the Social Media Marketing Superstars, she shares her eleven rules for publishing compelling content inspired by E. B. White’s principles of clarity, brevity and boldness.

“Produce great stuff, and your customers will come to you. Produce great stuff, and your customers will share your story for you. More than ever before: Content is king! Content rules!” Ann Handley

Rule #1: Compelling content has an objective

In the context of business, the juiciest kind of content is created for a purpose, with a business objective in mind.

Who does this well: Hubspot. Based in Cambridge, Mass., Hubspot is a B2B company that sells lead generation systems for small and medium-sized companies. Hubspot is the poster child for content marketing done well, because the best of what it publishes isn’t about Hubspot, it’s about the needs of its audience. And it publishes a ton of it, too: Hubspot’s marketing team publishes all kinds of free content and tools with an eye toward helping their target businesses work harder and smarter.

Like what? Like a blog. Like a weekly news-based web TV show. Like the occasional music video. Like whitepapers, ebooks, webinars, ranking tools, and more. I particularly like that Hubspot hired a former journalist to head its content creation.

Rule #2: Compelling content is vendor-agnostic

Today’s businesses must think like a publisher of information that meets the needs of its audience. Don’t just plug your own products and services; first help your audience and educate them.

Who does this well: MarketingProfs. My own efforts at the company I work for, MarketingProfs, is an example of what I mean: Much of our content is written or produced by outside writers or speakers who are leveraging MarketingProfs as a platform that allows them to become known as trusted experts. Often, my job as editor is to school our writers in the art of producing content that positions them as trusted expert, not merely as salesman of a product or service. In other words, don’t talk about you; talk about your customers and their problems, then offer up a vendor-agnostic solution.

Rule #3: Compelling content is trustworthy

If your customers are to buy from you, they must first trust you as a good resource of information. Your content must be relevant to their needs, and it must be delivered consistently, preferably on a regular schedule you set.

Who does this well: The Rubbermaid blog is a good example—because it focuses not on injected molded plastics but on space-saving and organizing, as well as on the consumers interested in, and the industry built up around, those issues. Consider these recent posts: “How to Sell Clothing at a Yard Sale,” and “Save Money By Packing Your Lunch!”

Rule #4: Compelling content is engaging

What “engaging” is depends on the needs of your audience as well as your objectives. But create a fresh voice or tone or point of view to set your content apart.

Who does this well: Deliver Magazine, which the US Postal Service publishes in print form as well. The audience is direct marketers, clearly an audience that the Postal Service wants to have a friendly conversation with. But what I love about Deliver Magazine is the fresh and fun voice it’s written in. Its staffers call themselves iconoclastic and plucky—and they get a shout from me here for adding a bit of fun to an otherwise boring subject like direct mail.

Rule #5: Compelling content allows for interaction or dialogue

Blogs, Twitter, community sites or social platforms all allow your customers (or potential customers) to interact with you, your brand, or the people who work for you.

Who does this well: Nike’s community site, Nike Plus, does a nice job of building brand loyalty via online social networking, because it focuses on what runners like: it tracks data for a participant’s every run, allows users to share data and goals with other runners, and links runners around the world based on their shared love of running. In August 2009, for instance, 800,000 runners logged on and signed up to run a Nike-sponsored 10K race simultaneously in twenty-five cities. In its first two years of the community site, Nike’s market share of running shoes sales in the US went from 48% to 61%; some observers credit the site for that jump.

Rule #6: Compelling content speaks the language of your customers

Or at least, it speaks plainly. Consider this, from a B2B company’s blog header: “Extraprise combines the strategy, business processes, implementation, and technical support skills of a CRM Systems integrator with the data management, analytic, and marketing skills of a database marketing service provider to deliver and operate closed-loop marketing and sales environments for our clients.”

I don’t mean to pick on Extraprise’s blog here, but make sure your content sounds like it was written by a human.

Who does this well: Thrillist’s editorial voice is so distinct and finely honed that I’d recognize it anywhere. The email newsletter/web site has an edgy, funny, sharp and very human perspective that matches its hip, young, and usually male audience.

Here’s what it says on its site about its daily email publication: “Each weekday, we’ll drop you a must-have recommendation, from the best of what’s new, to deeply under-the-radar goodness. We’re talking absinthe-only cocktail spots, eateries that dish up BBQ Rattlesnake Salad and Reindeer in Bourbon Sauce, and ATMs whose currency is marijuana—handy, although after making a withdrawal, you’ll feel even more paranoid about the stocking repercussions of consuming Santa’s only friend.”

See what I mean?

Rule #7: Compelling content meets your audience where they are—specifically

Maybe your audience is online, but where? For example, if you target grandparents, you might find they use email but aren’t on social networks. If you target the buyers of the latest gadgets, they are probably online. Do some research—survey your audience, set up what Chris Brogan calls “listening posts” on various social networks, and you’ll begin to get a clear sense of where your target audience is.

Who does this well: Sony knows that its audience is fairly sophisticated and will seek out information online, so it created the Sony101 learning center site . The site does a great job of meeting the needs of those who are looking to either buy cameras or get more out of their camera’s functionality.

Rule #8: Compelling content is well-executed

General Mills offers another approach to a social site for its customers who are looking for coupons, or recipes, or who want to get a sneak peek of General Mills products. Or so it appears…. Actually, I tried to check out the General Mills Pssst site but I got so frustrated by the pages and pages of qualifying questions that I gave up. And then, later, I noticed this comment on Twitter by Social Media strategist Paul Gillin, and I felt validated:

“General Mills’ Psst… branded community is almost embarrassingly bad.”

As a big consumer products company, General Mills had an opportunity to take a leadership role in developing an online community with interesting “members-only” content that offered an insider view of some beloved products. Instead, all they produced was a poor excuse of a community site: The “My Profile” doesn’t allow for real interaction with other members, and as Paul Gillin points out on his blog, “That is not a profile; it is a contact form.”

Who does this well: Lots of companies, actually. But I’ve included one that didn’t as a cautionary tale: Creating content is good, but not if you do it badly.

Rule #9: Compelling content experiments a little

Maybe you don’t know exactly where your audience is, or you don’t know whether a blog will attract readers. It’s good to experiment a little. The social media space is still a bit like the Wild West.

Here’s the reality: 44% of marketers have been using social media for only a few months and 28% are just getting started. One way to think about this statistic is that it shows how much experience your competitors probably have in social media: it’s unlikely you are at a disadvantage, even if you are fairly new to the tactic yourself.

As MENG chairman Richard Guha says, “While many marketers are worried they’re missing the boat, in reality even the Fortune 500 companies don’t feel they’ve mastered social media just yet.”

In the words of Stanford academic BJ Fogg, “You probably won’t get it right the first time. That’s okay.”

Rule #10: Compelling content creates Hot Triggers

BJ Fogg also points out that platforms succeed in part because they place “Hot Triggers” in the path of a user of consumer. A Hot Trigger, as BJ defines it, is an action a user can take right now, as opposed to a Cold Trigger, which is basically a call to action that the user can’t perform right now. A billboard asking you to check out the Wall Street Journal, for example, is a Cold Trigger, whereas a newspaper vendor handing you a copy of the Journal on your way into the subway is a Hot Trigger.

From a content perspective, think about what action you want your reader or user or viewer to take. What do you want them to do next? And then create a path for them.

Who does this well: Proctor & Gamble’s Being Girl site is a kind of online “club” for tween and teen girls. Being Girl puts dozens of Hot Triggers in the path of visitors by including words like “updated” next to content categories with new information, encouraging them to play games, sign up for a “private locker” space, and other things designed to appeal to middle school and high school girls. And, by the way, the content on this site is top shelf, and the P&G product branding, while visible, takes a back seat to the information girls go there to find.

Rule #11: Compelling content is search-optimized

This rule could be a whole book unto itself. And, in fact, there are plenty of good books and resources on the market than can coach you through the task of optimizing your content for search.

But here are my two pesos: My fundamental perspective is that the content comes first, and the needs and preferences of the search engines second. After all, the content you are producing must meet the needs of a user; he or she should love what they find when they find you. But that said, don’t ignore search basics, either, because you do want to be found. Some of those basics: Use descriptive language in any content you produce (“our fuzzy pink socks” is better than “our garments,” focus on search phrases your customers might look for (“birthday greeting cards” vs. “cards,” mention your location, and add variations on keywords phrases (like plural, tenses, etc.)

Who does this well: Rather than list specific businesses here, I’ll offer resources. Lee Odden and  Jill Whalen are excellent online sources of information for businesses that want to dig deeper on this topic.

BONUS RULE: Compelling content starts a conversation

Make it as easy as possible for your customers to share your content. Don’t force them to sign up to access your content by putting it behind a registration page. Encourage sharing by including sharing widgets, or Send to a Friend buttons, and the like.

The key, after all, is to converse with your customers—if you ever hope to attract them in the first place, not to mention keep them. And there’s nothing better than using your content as a starting point in being social—as a kind of cornerstone for building an environment where customers can have a conversation with your company as well as with each other.

Ann Handley is the Chief Content Officer of MarketingProfs.com which provides strategic and tactical marketing know-how for business professionals. She is also a writer who blogs at the MarketingProfs Daily Fix, the Huffington Post and Mashable. Visit her blog, Annarchy.

Craig Valentine, 1999 World Champion of Public Speaking, has traveled the world and trained thousands of presenters on developing world class speaking skills. He continues to help entrepreneurs develop powerful presentations that quickly generate leads, customers and vast profits.

Craig and I are starting our next 12 week World Class Speaking Coach Certification Program on June 13. Get the full story here.

What is the number one reason people will do business with you over others? Is it price? Is it quality? Is it convenience? The answer might surprise you because it is none of these three.

In fact, the number one reason people will do business with you is confidence. They must have confidence that what you say is true and what you offer will help them reach or exceed their goals.

The six communication keys below will help you build a loyal following and earn the kind of confidence that can grow a lucrative business:

Key #1: Give a Glimpse into Your life

One of the biggest mistakes new social media users make is trying to take old-time marketing methods into this new social media world. Many of them look at social media as a place to market with sales letters and traditional “build your list” strategies. There is just one problem. They are not being social! If you expect to profit from social media without being social, you can forget it. It is called social media for a reason. It is not enough to show your products. You must also let people get to know you.

Key# 2: Use Stories to Stand out from the Clutter

Seth Godin wrote, “You’re either remarkable or invisible.” It is very easy to become invisible on social media because there is so much clutter and so many messages flying around various platforms. Being remarkable

simply means having something on which people can remark. The most effective way to be remarkable is to tell your story and share your message. This is how you build the buzz about what you have to offer.

Key # 3: Start Juicy Conversations

Social media is not a monologue, it’s a group discussion. Doing drive-by sales letters or giving hit-and-run messages will not work. It’s important to become part of the conversation and that means often times starting the conversation.

Key # 4: Deepen their Involvement by Offering a Next Step

Unfortunately, far too many social media users give their prospects too many options for next steps. I have seen blog entries that have four or five different links at the bottom with the hopes that the readers will choose one.

The Problem with Giving Multiple Options

When you give several options for next steps, it not only confuses your audience but also dilutes your message. If you want your readers or viewers to act on one of your messages, then that entire message should be developed to get them to take one specific next step. That is impossible to do if you have several steps. The key is to be clear in telling them what to do. People have enough choices to make in their lives. Make it easy on them by choosing for them.

Key # 5: Build Trust by Linking to Other Experts

You influence others when they feel you have their best interest in mind. One of the most effective ways to demonstrate your interest in their success is to link them to other people who can help them. Too many marketers damage the trust of their followers by always putting themselves as the logical next step. Social media superstars mix it up by highlighting other people who can help.

Key # 6: Break Through the Clutter by Coming Out with a Bang

How do most presenters open their presentations? Usually they say something like, “Thank you for having me here. It is so great to be among such honored guests. This is a great day for me.” At that point the audience thinks, “Who cares?” What we have to understand about online and offline communicating is that the first 30 seconds is critical to our success. Within the first 30 seconds of a speech, your audience realizes whether or not they want to hear more. In social media circles, you actually have less time because your audience members have more choices available at their fingertips. Within the first few sentences of text or the first few seconds of your video, your prospects will decide whether or not they want more. The key to your success is to come out with a bang.

Here are some ways you can come out with a bang using social media:

• With blogs your bang is often your provocative title for the post. Your titles should be like the headline in a newspaper that lures your readers into your first line of text. This is why questions make great titles. Your readers will want to know the answer.

• With videos and audio clips, immediately jump into a story. Once people get mentally into a story, it is in their DNA to stick around to see how it ends. Most marketers take way too long to begin their story. That is a costly mistake. You come out with a bang when you tell your story from your very first words.

The bottom line in social media is all about building the confidence others place in you.

These six keys will help you do that. When people get to know, like, and trust you, you automatically cut through the clutter of information they receive and stand out as someone they want to follow. Bringing old, outdated marketing techniques into the new social media world is a recipe for disaster. Instead, join the conversation that is already taking place, and add value to it. Social media is the wave of the present and the future, so do more than dip your toes in it. Jump in fully and immerse yourself. When you emerge as the go-to person in your field of expertise, you can enjoy the lucrative business that is sure to come.

Craig and I co-present the World Class Speaking Coach Certification Program once a year. Learn more about this 12 week course here and grab your free speaking toolkit while you are there

The following is excerpted from Success Secrets of The Social Media Marketing Superstars

Twitter is just like in-person networking events, where you meet and greet new people, strike up conversations based on common interests, discuss the news of the day, and business trends in your industry. These activities just happen online. As a result, everything you do online has multiple benefits, one of which is that you no longer have to hit that snooze button!

Twitter is the social network that has revolutionized how networking gets done. From saving time and gas required to prepare and travel to and from a conference or an event, or getting the word out to thousands of people in an instant from your cell phone, Twitter is revolutionizing the way we communicate, 140 characters at a time.

Think of Twitter as the world’s largest cocktail party (without the cocktails) and interact as though you are the host of the party.

Your Brand is Key on Twitter

The more you are authentic in your interactions on Twitter, the more you’ll attract your ideal consumer. The Twitter revolution has made “first-person” writing the norm – even for online bios.  Think about it. Do you want to read “about someone” or do you prefer to have a conversation “with someone” where they share their story with you, instead of a bunch of pompous jargon spelled out on thick resume paper designed to impress.

In a society where there’s now more plastic in a woman’s face than in the recycle bin, we crave what’s real. The more real you are on Twitter, the more you’ll attract real followers who become raving fans and paying clients

We crave human connection more and more in our ever-growing technological world. Despite Twitter being a tool that’s powered by technology, it’s the emotional bond we create with one another that makes Tweeting so addictive.

What Do You Want Your Readers To Feel?

When you Tweet, think of three things you want your followers to feel when interacting with you and do it in 140 characters or less.  Remember, if you’re an expert, the emotion may not be all “fuzzy and warm” if your goal is to stretch their mind.

Challenge Them

In fact, for as many followers of mine who tell me I inspire them with my Tweets, and serve as a valuable resource for them, I have an equal number of people who tell me that I challenged them to “change their brand name” on Twitter when they first joined. The latter remember me for being a helpful expert.

When you are authentic, and implement a specific emotion-charged brand strategy in your Tweets, loyal fans will passionately follow you. You can even be controversial if your brand is to reveal things to people that is outside mainstream thinking. In fact, this is how you’ll generate buzz like bees around honey when your Tweets stand out from the bland Tweets from those who try to be lukewarm.

Get Re-tweeted

Your goal as an influencer is to be Retweeted. That means they like your Tweets, and they quote you in their stream, giving you credit. Inspirational quotes are the number one way to be Re-tweeted; controversial topics being the next type of Tweet that goes viral on Twitter. Taking a poll or asking a provocative question is another way your brand will be seen all over Twitter within seconds.  What are three topics you can tweet about in your industry that will get people talking and Re-tweeting you.

Deborah Micek is the author of the first books to be published about new-media marketing and Twitter, Secrets of Online Persuasion, and Twitter Revolution. She ranks among the bleeding-edge experts and trendsetters, all while keeping things simple for her clients at RPMsuccess.com. For more info visit:www.TribalSeduction.com