Written By Randi Thompson, Founder of the Award-Winning “How to Market Your Horse Business” website
Welcome to the fourth and final article in my series, “Marketing Your Horse Business through Social Media.” Here’s a quick recap of Parts 1-3: In Part 1 we explored how having a presence on social media can benefit your offline, “real world” horse business. Part 2 focused on developing a content strategy that becomes the foundation for all your online marketing. And in part 3, I covered my magic “Rule of Three” and introduced how to use your comments to create relationships and attract those who are looking for what you have to offer. Now in Part 4, we’ll go even deeper into how to use your posts to promote what you have to offer as you continue to build your network.
How to Market Your Horse Business with the Posts You Share
Marketing on Social Media is all about how we use our posts to “talk” to other people. Each post you share is an investment in your business and future success. By connecting with other people in your field, you will become a part of a network that will continue to expose you to more people who are looking for what you have to offer.
How to get Other People Talking
One of the best ways to get people to exchange comments, and to start “talking” with you is to respond to one of their posts first. Take your time and choose the posts of people you want to know better, or posts that a lot of people are already talking on. Join in that conversation and see if you can get people to respond to what you have to say. Imagine you are talking with a group of friends, how would you keep the conversation going? One way to get people talking is by asking questions. You can use open questions to everyone, or ask direct questions to whoever you want. Once the people in a community begin to respond to your posts, you will know that you have established yourself as a valued and welcome member. You will feel like you are a part of that community. That is when you can start letting people know what you have to offer with a “sales post.”
If you are not a part of the community you are sharing your “sales post” in, no one wants to hear from you and your posts will be ignored. In fact, you will be seen as a spammer and your post may be deleted and you banned.
Here are two important rules to understand about a “sales post”
1) Never try to sell through your posts or comments. Comments are for building relationships and interacting. Your “sales posts” should direct people to your website or sales page.
2) The Golden 90/10 Rule of Sales Posts. 90% of all the content (what you share) in your posts should be information that people might need, find valuable or enjoy. Only about 10% of your posts should promote what you offer.
Crafting Your “Sales Posts”
There are basically two ways to sell, or share what you have to offer, through your posts. One way is by responding to another person’s comments on a post. For example, you might be reading a post about an issue that someone is having. It just happens that you have the perfect solution with your product or service. Rather than trying to sell that person through a comment reply, you should contact them off the page first. If you can’t do that, then gently suggest that you might have a solution that could help them and ask them to contact you.
The second way to sell what you have to offer is by starting a new post, your “sales post” Here’s a technique that you can use that works very well. It does not sound or look like a sales pitch.
*Start with a good photo that will catch people’s attention.
*Introduce yourself with a friendly greeting: something as simple as “Hi, Everyone” or “nice to see you” will work.
* Share a few benefits people will receive through your product or service. This should be only a few sentences so it’s not spammy! You can also ask questions that lead back to your product or service as being the solution. This is the area you will be using to get people to “talking” to you on your post.
* Invite people to find out more by clicking on your link below the comment.
* Add your first name and tag your link with your website URL so people will begin to associate your name with your business. If your comments are interesting enough, they will go to your business page to see what you’re all about.
What about the Follow-Through?
Sometimes people are so focused on sharing their “sales posts” in as many places as they can that they forget to notice if anyone is responding to the posts they have left. This makes them look very unprofessional. You need to be very aware (and thankful) when someone takes the time to “talk” to you on any of your posts. Those comments are worth their weight in gold. Make sure you always respond to any comments that people make on your posts. Also, make sure that you “Like” any comments that other people add to the posts you’ve shared.
Social Media: It’s Easy, Fun and It Works!
Following the recommendations I’ve made in this “Marketing through Social Media” series can help you enter the Social Media world for the first time or improve on what you’ve already tried. You’ll find that your interactions and the relationships you build will help expand your business and open doors to new markets.
With a little practice, you will begin to enjoy social media and all the benefits it will bring to you and your business. Be patient with your process and join us at: https://www.facebook.com/howtomarketyourhorsebusiness
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