Chamber Pros Insider Tip #76
Happy Thursday. Here is the route we are taking to Hannibal, MO today and Cincinnati, OH soon. Then we plan on moseying south along 75 to Florida.
We will spend a few days exploring the Mark Twain Caves, the Mississippi River, and such this week. Are you along the route?
On to today’s tip:
I have been harping for quite a while about not using social media too much (or exclusively) for promotions. Nobody “liked” your page just to be advertised to.
They want valuable content.
I know this concept (content marketing) is gaining traction in the industry because I am seeing more and more posts from chambers that are providing educational, inspiring, and entertaining content.
Now, I know it can be tempting to end a content marketing post with a “Join the Chamber” call to action but it just ruins the good vibes delivered in the post.
So, how are you supposed to use social media to promote your events or ask for the sale?
Here are some tips…
The Rest of This Tip is Members-only
Think in terms of where your target market is in your sales/marketing funnel.
If they are way up at the top then they are basically strangers to you and your chamber. The last thing you won’t to do is drive these people away by trying to sell them. They don’t even know you yet. Yuck!
Focus on Giving Gifts. Being Generous. That is, content marketing. Providing value up front.
Sometimes, exchange value for permission to email them in the future. For example, that Give Gifts. Be Generous. concept is in one of my free e-books. People can only get that book if they agree to accept my emails.
With that simple move I am able to move people much deeper into my funnel.
Then, when I want to do a promotion, I send it via email to people deep in my funnel. They are fine with that. People expect to see an offer, sale, or promotion in an email from time to time. They don’t expect that (too often) in a social media post.
Another thing to do is use advanced Facebook targeting (Custom Audiences). As I have written about before, custom audiences in where you upload your email list to Facebook and they identify the profiles who own those email addresses (your members).
Then, when you create a Facebook Dark Post (hidden post) you only deliver it to members, not strangers.
Today’s Insider Tip: Create valuable content for those at the top of your funnel. Move them into the middle of the funnel by collecting their email addresses. Continue to provide value, via email, but also include your calls to action. Do the same thing with Facebook custom audiences.
Do you already do this? Join in the discussion on this in the Chamber Pros Group on Facebook.
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