I am always amazed at the power of media to create a false sense of friendship or pseudo believe that you actually know that person. The examples are endless, but our thesis is that once you are exposed to someone through some type of media, whether it be social or through content, the context of the relationship changes and the potential for a sale or purchase increases exponentially.
We could talk about the shark tank effect or other television exposure, but that isn’t going to provide you a lot of value as you look for actionable techniques for how to increase your social visibility and master the art of the warm lead.
REAL WORLD EXAMPLES
Everyone knows about Gary Vaynerchuk. Gary grew his family liquor store business into a 60 million dollar empire by developing a library of wine tasting videos. Through the development of these videos and an associated email marketing approach, people began to feel like they knew Gary and would purchase from his single liquor store in New Jersey.
Another example is Wil Reynolds, who you probably don’t know. Wil is the CEO and Founder of Seer Interactive, an SEO company. Wil is a great example of how video and public speaking can provide social exposure and enable the warm lead to turn into an easy sale.
For the past 6-10 years, Wil has hit the SEO conference circuit delivering innovative and inspiring speeches about SEO, content marketing and preaching about the need to develop high quality work. Once you heard Wil speak, it was game over. You felt you knew him, you liked him and you wanted to work with him.
SUGGESTIONS FOR INCREASING SOCIAL MEDIA EXPOSURE
So now you’re wondering what are tactics you can begin to map out tomorrow to gain exposure and turn the cold “i’ve never heard of you” into warm leads with an easy close? We recommend using the following steps as a basis for this approach.
1. Define what you have to offer. Discover what your core competencies are and develop a list or theme of topics that you have a compelling viewpoint about.
2. Start blogging. If you are already blogging, which we’re sure you are, begin to map out a diagram of influencers you are interested in interacting with. Begin commenting on their posts and tweets and start a dialogue with them.
3. Consider what social avenues you can explore and what type of content you can provide. Is it a video series? Is it a help guide or series of help guides? Are there conferences you can speak at or provide thought leadership on a particular topic?
4. Give. You often have to give before you get. If you are looking to increase your business, don’t ask for it. Start by giving to someone else or someone elses cause and you’ll be surprised how far this approach will take you.
5. Reach out! Start asking questions, talk to people and build your network. You’ll be amazed and how the more you give, the more you get.
Oh..we forgot to mention one thing. This isn’t easy! It’s a lot of work and is time consuming! Your success will most likely not come from one distinct approach, but the aggregate effort from exploring several avenues.