What do your customers want to find in your social networking campaign? You. They want to know what you know. You are an expert in your field. Share the expertise.
Your competition can provide similar products. However, no one can provide another you.
Sell you, by giving away your knowledge, your expertise, your experience and you will sell your products. While it seems counter intuitive, actually it seems downright crazy, but you can make a lot of money giving away your knowledge. And there's no where better to do that than your social networking campaign. See our December 28 post below.
Don't recite specifications on your products unless those specs are required in the buying process. To do so shows your ignorance, and forces the customer to learn why one product is better for them than the other. That's your job.
For example: do not simply say, "This machine has 8 Gig of RAM. That one has 6 Gig of RAM." Show the customer why the 8 Gig machine is better for their needs, if it truly is. Should the 6 Gig machine do the job, show how you saved them money with a less expensive machine. This builds loyalty by showing that you are not out to maximize their expenses, but are a valuable member of their success team. Who do you think they will call next time? And the time after that?
Concentrate on what value your products and services provide. Differentiate yourself from the competition with your experience. When your customers buy your products they are also buying you. Sell you and you will sell your products.
Customer questions are a gold mine. Answer every question in your social networking campaign. A blog and Twitter are superb tools for doing that.
Make your knowledge, and your in-depth expertise indispensable to your customers. Do you remember the line in the movie Ghost Busters? "Who you gonna call?" Who do you think your customers will call? A salesman, or someone with brains and expertise who saves them money? Who would you call?
