What’s the point of setting up, launching, and running a social media campaign if you can’t use it to promote your product or service, right? After all, the big idea behind social media is that you can use it to create relationships with customers and prospects to get them to buy more stuff, for more money, more frequently.
With that in mind, let’s take a look at the social media platforms that can help you promote your products or services. In the last chapter, we looked at the tools that can help you network. Now it’s time to move on to the tools that can help you promote your brand.
Before we talk specifics, it might be a good idea to take a 30,000-foot view of the purpose of using social media to promote a product or service. The biggest mistake most people make is that they use social media the same way they’ve used traditional media. They think of social media as a tool designed to broadcast a monologue about a product or service. It’s hard to believe that people are still using social media this way, but it’s true.
The right way to use social media is to create a conversation with your prospects and customers. Conversations go back and forth, not just one way. So if you use WordPress to create a blog about your company, you’ll need to encourage people to engage with you by leaving comments, tweeting about your posts, writing articles on their own blogs about your posts, and doing other things that create the circular momentum and the snowball effect we discussed in previous chapters.
Remember, the secret is to stir things up a bit. By stirring things up and generating buzz about your products and services, you’re creating the kind of energy that snowballs into bigger and better things.
Let’s take a quick look at some of the social media platforms that help you promote your product or service. This isn’t an exhaustive list, but it’ll help you get familiar with some of the better-known promotional tools under the social media umbrella: