Marketing Your Horse Business through Social Media, Part 3, How Comments Create Relationships

Written By Randi Thompson, Founder of the Award-Winning Facebook “How to Market Your Horse Business”
In the first article of my “Marketing through Social Media” series, I explained how offline businesses can benefit by having a presence on social media networks. In Part 2, I focused on developing a content strategy as the foundation for all of your social media marketing activities. Now, in Part 3, we’ll look at how your posts can be used to expand your social media presence and influence. 

Social media is perfect for those in the horse business as it is all about creating relationships with customers andnetworking with other people. The secret to your success is in how you participate in any social media community, including yours. To do this, the posts that you share should be like a conversation that you are having with a friend. Your goal is to find ways to get people to “talk” with you on your posts, or on theirs.  Why is this? Your responses will turn up on their newsfeeds which makes you visible to potential customers who are looking for what you have to offer. This is called “viral marketing”. The more people that respond to a post, the further out it goes on the newsfeeds. 

When you first begin “posting” on a social network, those who are already there will be watching how you interact on other people’s comments and what you share. They need to like, trust and know you before they start responding to what you are sharing. 80% of what your posts should be interesting or fun. Only 20% of your posts should be about what you have to sell. 

How can you do this? Begin by following “The Rule of 3” that I share with business owners on Facebook who want to discover the secrets to marketing on social media. If you practice this rule every day you’ll start seeing results very quickly.
Begin by “friending” or “liking” 3 new people from your personal profile every day. Start with people you know or want to know better. Don’t be shy! You’re creating relationships that can make a big difference in your business. Try to include a few people that you believe are famous, or those you see as competitors in your industry. You will learn a lot from watching what they do. If you are a local business you should invite people in your local area or from business groups you would like to connect with. Take your time. Look at their profiles and choose the people you have a good feeling about. This is important, especially for those who are new to social media. Later, when you have enough friends, you won’t need to keep adding them as people will be asking for your friendship!
“Like” 3 Facebook Business Pages every day. Choose business pages that are in your field, that way you will begin to become a part of their network. Be selective and choose business pages that are active and interesting, where people are sharing ideas and asking questions. Ask yourself if you want to be associated with that business page. (If you change your mind you can always “unlike” it later)   As a fan (when you “like” a business page) you will see their comments in the newsfeeds and watch what they are sharing and how they interact with other pages and people. If you would like to get to know them better, all you need to do is start responding to their comments. You will be surprised how important some of these connections will become as you continue networking and building relationships with each other.
“Like” 3 comments every day that other people have made. Likes are easy, so feel free to do more!  All a “like” takes is a click of your finger!  Each time you “like” a post it goes on the newsfeeds of anyone else who makes a comment on it or “likes” that post. You can “like” posts from your newsfeeds, people’s profiles, or from their business pages. The more you like other people’s posts, the more they will notice you and begin to respond to what you are sharing. You will become visible to them. Make sure to “like” any comments or posts that people share on your business page or profile. That makes them feel like you care and encourages them to share more!
Make 3 comments on other people’s posts or their business page/group every day. Take your time and choose a post where you can add a meaningful response or question that shows you are interested in discussing the topic. As a result, the owner of that business page/group will notice you and want to know more about you. So will the other people who are active on that business page/group. On Facebook, you can post from your business page.  That way, people who are reading that post will see your business page. If your comments are interesting enough, these people will go to your business page to see what you’re all about.
DO Make Comments That Create Conversations… DON’T Be a Spammer!
Unfortunately many people who are new to social media try to use their comments only to sell what they have to offer. They are really “spamming”. They will even do this in their own business pages or groups! This is because they do not know the right way to promote and market their business on social media. They are not being social. They are easy to see as their comments are not conversations and other people do not interact on them. When we see a spammer post on the newsfeeds, we cringe and probably won’t bother to read them.   A spammer is also known as a “spray and prayer.” They post as many comments as they can everywhere, on every business page or group that they can find, hoping that someone will buy from them.
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Business Page and group owners do not like “spammers”. Those posts will probably be deleted and the person who posted the spam will often be blocked, banned or even reported to Facebook. The facts are, if you don’t bother to become part of the social media community that you are posting on, by interacting with others, NO ONE will be interested in what you have to say.Now that you know the secret to your success is in getting people to interact with you, this will not happen to you!

In Part 4 of my Marketing through Social Media series, we’ll focus on the secrets to creating posts that work for promoting your own business or service. In the meantime, start using “The Rule of 3!” It will really make a difference in what’s happening to your business on social media. Try it and you’ll be amazed!

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