P2: How To Sell (FAST) In Social Media and Grow Your Customer Base

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This is part two. This is a tactical process guide. See part 1 for the Strategic Overview.

Now that we’ve outlined the strategy for WHERE we are going to get mass market attention, let’s drop down 50,000 feet and deal with the tactical process of WHAT we’re going to do to win over the market.

There are two ways to get permission to contact anyone. The first way is directly. You can guess the second.

In part one, we established that the only way to get a sale is to first create desire and comfort. The same applies for getting permission to contact a member of your market. We have to create desire and comfort in order to get permission to contact the individual members of our market.

The indirect method of creating that desire and comfort is what major corporations have been doing all along. From billboards to print to tv and even online PR or online advertising, all the messaging is indirect. The messaging is impersonal.

Our supermodel looks great wearing this so you will too. Our sports star is amazing and he eats this so you should too. Over time and with enough exposure, a company can win over some amount of trust. Getting a subscription, follow, like, email address, or other relationship building contact linkage is an even bigger challenge.

So how do you use the indirect method otherwise known as mass marketing or mass communication to build individual relationships?

We do it by listening.

Every chef knows that the more palates he tries to please, the fewer the number of raving fans. While one nationwide taco shop chain added hamburgers to their menu, McDonalds invested in Chipotle.

Listen (something you couldn’t do during the days of one-way media) to what the market is passionate about. Listen to what the market wants. You’ll hear 60% say one thing. You’ll hear 20% say another. You’ll hear yet another 10% saying something totally different. And the last 10% will be marching to the tune of any number of different drummers.

Soccer fans don’t all like Real Madrid. Fans that like Real Madrid don’t all like Falcao. Prada lovers don’t all like Prada purses. Those who do, don’t all like their clutches.


We do that by creating big data databases on Apache Hadoop environments. What that means in non Programmese is that we build filters designed to capture data from all major public social network sites. These filters capture data around keywords related to your products and those of your competitors. Then we track back up to the author of the data and collect more data relating to shopping habits, personal preferences, opinions, tendencies, etc.

When all this data is sorted and weighed, clear patterns develop. For example, vegans like Coke but dislike sports drinks. People who wear Nike tend to prefer HTC products over the iPhone.

When you listen to all the data spewing out of each individual and you listen to the meta data, clear segments start forming. We don’t even have to try to segment the market — their digital footprints do it for us.

Based on the segmentation patterns that emerge, clear cross-marketing, strategic alliance, partner marketing, and other business opportunities become obvious. But more exciting is that we can start building precision tuned mini and micro marketing campaigns. We can find mini celebrities (that don’t cost nearly as much as their major counterparts) and create grass roots campaigns. These grass roots campaigns immediately tell your market that you are one of them.

Female triathletes look up to different celebrity athletes than their male counterparts do. Young female triathletes look up to yet other role models.

You can see how precisely we can tune a message. Your business unit might be tasked to drive the sales of just one model of running shoe. We can take that same shoe and listen to your market for clues about how to sell it. With enough big data listening, we might develop a campaign that presents your shoe to 30’s women as the choice for Paula Newby-Fraser because it’s so light. Then, we might present the same model shoe as the choice for Gwen Jorgensen because it’s so fashionable to 20’s women.

Not only can we precisely tune the message per segment, we can accurate deliver it to the same individuals from whom we derived the big data in the first place. At the risk of opening up an even higher resolution can-of-worms, we can even launch micro test campaigns using Facebook’s dark pages or Pinterest’s experimental advertising options.

The world where Target knows that your daughter is pregnant before you do is so yesterday.

If you’re like us, you wished the New York Times let you display your full page Volkswagen ads to subscribers where were 30 and under while letting you display your Porsche ads to subscribers over 30.

Now you can. We can.

We’ve barely outlined what can be done with indirect marketing. In many ways, direct marketing tactics are even more effective and exciting as they produce instant results and real one-to-one relationships with your market.

Let’s deal with that in the next section (for subscribers only). For the next section, subscribe to our private presentations.

To talk to us about driving you life time customers and building your social media market share, contact us here.

How To Build Relationships and Your Follower Base in Social Media

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There are many ways to become popular and influential.

You can become the friend of a few kings or the advocate of many peasants.

Or you can do the both by adding value to influencers’ conversations in a highly visible way. What that means in practical terms is that you just have to be the first person to leave a valuable comment on an influential person’s Twitter message, Youtube video, Pinterest, Facebook post, etc.

You can later come back to ask the influencer for venture capital or for them to blast out your content to their followers. If you’ve already gained a lot of their followers by being present and visible in a valuable way over time, you can just ask the followers you have in common to pressure the influencer to support you.

This is what confuses most people. You know that the first comment is the most visible. But you think that valuable comments must be long and full of some sort of data. For most people, the most valuable thing you can do in ten words or less is entertain. Be the jester.

Now, the real question is, how many followers and influential relationships does this strategy actually produce per day? The answer is behind one button at http://creativeguerrilla.co/private

How to Write a Social Media Marketing Campaign Strategy That Actually Sells

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“A dash of this, a splash of that, a leveled table spoon of…” all sounds great but will it digest? Will it even smell good? That’s what most social media marketing campaigns sound like when presented to the CEO or board in the conference room.

“We’re going to do 3 Facebook status updates, a use Hootsuite to auto schedule Tweets, Pin images with our slogan typed on it using Sparkah’s NyamNyam.mobi,” But will it sell anything?

Your answer to that fatal question is probably the same answer that everybody gives their CEO (if you’re the CEO, it’s the same answer every CEO gives their Board): “Ummm, well it must, right? I mean, that’s what our competitors are doing.”

And that’s why nobody makes money on Social Media.

You’re not using the best practices you beat into your psyche before the internet came into being.

You’re not using the best practices that made you the most successful marketing director, sales manager, CEO, or company in the 90’s. Did I hit a nerve? Don’t worry. Good news is that none of your competitors are either–for now.

The reason you’re not using your battle hardened best practices is because you’re not familiar with the new territory. Sun Tzu said that to win, you need to know yourself, your enemy, and your territory. You just don’t know the new social media territory. You may think you do. But you really don’t. Quick: How do you get people to reshare or retweet your message?

If you know something about how internet social message virality (no, it’s not virility) works, you may have said, “well, you at ‘pls RT’ at the end.”

Yep. That will get you 23% more ReTweets and reshares on facebook. But, did you know that spelling it out, “please reshare,” vaults that number up 3oo%? But that’s just the beginning. Did you know that if you START your post with “please reshare: The 7 Reasons Why You… … … ” You’ll get another 450% MORE?

But that’s nothing. 1500% more than 0 = 0. If nobody ever reshares your messages using the above technique, you’ll have even more.

Out of 100 people, I personally always get atleast 25% who retweet and reshare my headlines. How I do that is simple. I ask people personally. When you directly and personally ask for a pass-along, they are directly accountable. It’s basically soft strong-arming. It works. That’s how I get about a hundred retweets and reshares per headline. Oh, and I return the favor in an even bigger way so it’s always a win-WIN for THEM. (related: how to send thousands of people a personal message on twitter or facebook etc: marketing automation…)

Even with this, we still have a huge problem. We may have sky-vaulted the pass-along rate of our advertisment but this is in no way connected to the final conversion or sale. If a tweet results in zero sales, and you get dozens of people to retweet that message, you’ll still have zero sales.

So how do you draft a full package complete social media marketing campaign strategy that sells?

You do exactly what’s been working all along.

You execute all three components of revenue generation:

1. Marketing

2. Advertising

3. Sales

The only difference is that you’ll need to adapt to the new landscape. In the old landscape, a sales exec from the Times or the Chronicle would hand you a rate card and tell you what the demographics and reach of that medium was: marketing. In the old days, the magazine ad sales person would give you an eighth page display ad with one color extra thrown in if you bought a full page or a spread: advertising. In the old days you’d take your client’s family out on your yacht and pull out the contract between the beer and the Scotch.


1. Marketing: Do you know what time any 43 year old male with 2.3 children is on Twitter? Facebook? Google?

2. Advertising: Do you know the CTR of the top Google Adwords ad on any given page vs the very next one? (it’s 345%).

3. Sales: Do you know how to take a prospect from pinterest and hold their hand all the way down the isle or (ecommerce shopping cart check out button)? Everybody drops the ball here.

Remember when you were doing sales on the phone, you followed through. You never dropped the ball. Your entire social media marketing team is dropping the ball. Nobody is following through from socializing to the conversion. And that’s because nobody knows how. So here’s how to write a social media marketing campaign strategy that actually sells.

Also, This Just In: You may need software to help you you do this: https://twitter.com/AdobeMktgCloud/status/359704488086487041

Social Media Marketing Harvard and Columbia MBA Course

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“I’m not catching any fish!” I told my buddies dad.

“What am I doing wrong?” I continued.

He gave me an answer that took me decades to understand. And now that I understand the answer, I realize what’s going wrong every single time I don’t get the desired outcome.

His response to me was, “that’s because you’re not fishing.”

“I’m not getting any sales using social media! What’s wrong with everybody on twitter/facebook/Pinterest?!” Is the question that reminds me of that 5am foggy morning. And I get this question just about daily from prospective clients.

So lets deal with this question and answer the issue of how to SELL using social media marketing in our new Condensed Social Media Marketing MBA Course Outta Harvard and Columbia

21 Aggressive Marketing and Branding Strategies: Sparkah’s Unabridged Dictionary

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Nobody will tear out your ad, take it home, unfold it from their pocket, turn on the computer, and type in WWW.BLANKable.com

Ironic. Frustration and heavy drinking doesn’t happen when your efforts fail. Frustration and 3 Martiinis strike when you run out of ideas.

The following list is a collection of the most effective and ingenious marketing/pr methods used by the most happy people on earth.

No. Branding has nothing to do with marketing but without it, your marketing is worthless. So let’s get the basics checked off. And never under estimate the value of branding. Major Fortune 500s get this wrong.

Quick. What do you do?


If you can’t instantly remember what you do, how is anyone else going to remember you for what you do? Let’s say you do know what you do. What is it? Go on, say it out loud or in your mind. Makes no difference. Now, when someone else thinks of that word, do they think of you?

What do you think of when you hear “luxury car?”

Now, think of all the other luxury cars that didn’t come to mind. That is a branding problem–not a marketing problem. Continued: The full 21 Most Aggressive Marketing Strategies Used By Agile CEOs

Top Social Media Agencies REVEAL: 7 Steps for Twitter Facebook Google+ To Be A Profit Center

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Via SMO Social Media Marketing and Internet PR Firm


Right about now, most executives and business owners are not thinking of how to make Twitter, Facebook, Google+, or any other social media network service into a profit center. Most executives are wondering how to minimize their social networking cost. In fact, most executives are trying so hard to minimize their social networking costs that they haven’t even started a Twitter account.

So if you’re like most executives, the primary question in your mind is probably, “Should I dive into social networking? And how?” As a top social media* agency in New York City and Los Angeles, we get these questions daily.

First things first.


Under Water Bullet Trains Exist!

If you fit into this category, you already missed the boat (but don’t worry, underwater bullet trains exist).

Asking if you should integrate social networking and social media services like Twitter, Facebook, Google+ etc… is like asking if you should pay a designer to build you a website back in the day when the Yellow Pages charged you $1,500 a month on your phone bill.

“Naw, the internet is a fad.”

“Besides, only about 20% of our customers have AOL”


Asking if you should integrate social networking and social media (via social media optimization marketing) services like Twitter, Facebook, Google+ etc… is like asking if you should get a “corporate email” back in the day when everybody was just faxing everything from deli sandwich orders to photo copies of their butts.

“Naw, it’s not secure.”

“And only about 20% of your customers have email.”


Asking if you should integrate social networking and social media (via social media optimization marketing) services like Twitter, Facebook, Google+ etc… is like asking if you should get a “cellular mobile phone” when it was only 10 cents to make a call after you got a “page.”

“Naw, nobody expects to be able to reach you immediately.”

“Besides, only 20% of our customers need that kind of service.”


Well, sadly, if you remember yourself saying any of the above, while your revenues were in the worst slump since Jimmy Carter, it’s because, by the time you asked the question, you’d already missed the boat.

“Guys, do you think we’re gunna be late for the boat?”

By the time you ask the question, you’re already late.

The Top 20% Always Make Up 80% of Your Sales

This is because that 20% of your customer base, your market, your world makes up 80% of your business. You know the math. 20% of your customers always give you 80% of your profits. That 20% that got the first internet service; that got the first email account: mike@aol. com; that got the first cell phone; is your early adopter, they are your trend setter, they are your influencer. 

That top 20% is the popular kid in school.

By the time you ask the question, you’re already late.


The most successful companies never asked, “how do we reduce our social media  costs?”

The most successful companies asked, “how do we turn social media into a profit center.”

Thinking of social media and social network services as a cost center is like thinking that your sales floor is a cost center. It’s like thinking that sales calls are a cost center.

Social networks, Facebook, Twitter, Google+ is where people are. It’s where they amass. Being where your customers are is never a cost center. In fact, you don’t have to even try to turn social media into a profit center, it already is — for your competitors.

They jumped in 3 years ago.

So then, going back to the original question of the day, “How Do You Turn Facebook Twitter and Google+ — Social Media into a profit center for you?” CONTINUED: The 7 Steps to making Twitter Facebook Google+ a profit center for your business.

P2: Top Social Media Agencies REVEAL: 7 Steps for Twitter Facebook Google+ To Be A Profit Center

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Via SMO Social Media Marketing and Internet PR Firm


Continued from: Social Media Agencies Reveal: Why You’re Already Behind the Curve If You Don’t Have a Thriving Social Network Service Presence in Facebook Twitter Google+

OK. So we’ve already established that Social Media is the only media that matters any more. In 2 years, newspapers books and tv will be extinct.

If you don’t believe me, you’re in good company — with Kodak.

Steve Jobs’ last contribution to technology (epub3 format html5 and ipads) was to make sure that ‘no more trees would be cut down and that no school children would have to carry heaving backpacks to school.’


Social Media is the only media that matters any more.

With over 10,000 Facebook likers and 10,000 Twitter Followers, you’ll have build the the same reach power of a

– 20,000,000 person email list

– 700,000 opt In telemarketing list

– 400,000 direct mail address list

You will have direct access to your customers. Your Twitter, Facebook, and Google+ messages go straight to their cell phones. This is why #4 below is crucial.

Wouldn’t it be nice to be able to reach your customers directly without an intermediary? Social media enables you to cut out the middle man and cut out advertising costs completely IF you build up a large enough reach.

So, for you believers, this is how you make social media (via social media optimization marketing) including Facebook, Twitter, and Google+ a profit center for your business:


1. Join

Craft Warm and Inviting Twitter, Google+, Facebook, Quora, Youtube and Niche Social Network Accounts.

You can’t miss a single one. 

Remember back in High School when you’d show up to every party except to Jenny’s parties? The next day everybody knew there was something weird going on between you an Jenny. Join every social network service that your very last customer uses. You can’t miss a single one.

2. Blog

If nothing else, create a blog with your FAQs. It

A) TIME: Saves you time because you can just send your customers a link to a blog post instead of explaining it over the phone or email every time for 47 minutes and 23 seconds.

B) QUALITY: Blogging an official answer ensures that your customers get the most accurate and polished response to their needs

C) CREDIBILITY: Openly posting your thoughts and expertise generates credibility and trust. This is something that you’d normally have to spend years building. But it can be done instantly and open the door to an immediate greased-lightning sale. Actually, it does takes years. This blog for example is 2 years old.

3. Educate

Do not sell. 

This is not 3am Infomercial Amateur Hour. Your potential customers came to you for answers if you don’t give them fast accurate answers, Google (via Google seo company) is closer than their remote control.

Educate to engender appreciation. People buy from people they appreciate.


4. Entertain

Do not sell.

People buy from people they like.

5. Network

Build Vertical and Horizontal Alliances: #16 and #17.

Build a syndicate the way Capone did. Build a syndate the way Network News Syndicates did. 

6. Submit

Submit your blog posts and Youtube videos to the top 100 bloggers in your industry. Do you have the cell phone numbers of the top 100 bloggers in YOUR industry?

This is how you get their direct contact information: Top Tech, Fashion, and Music Publicists and PR* Public Relations Firms REVEAL

7. TBA

You’ll just have to watch the video by The Top Social Media Agencies