In this day and age, the world of Social Media has exploded. Some businesses are very proactive on Social media, others say it doesn’t work for them – are you using Twitter, LinkedIn, Facebook or Instagram among the many available platforms? If so – is it working for you? Do you find it easy to market your company? Do you just sell? Or do you employ the “Jab, Jab, Hook” approach?
As a bookkeeping and management accounts business, we find it difficult to get a foot in the door to educate business owners about the benefits of using a bookkeeping company alongside their existing Accountant. I totally understand this – we are asking to discuss your businesses financials, and you don’t know us from a bar of soap – why would you open your door and let us in! You see, people buy from People! What does that mean? Well it means that if you trust and like a person you are more likely to buy from them than someone cold calling or approaching you.
This is where Networking and Social Media comes in to play. Networking is a fantastic route to market for many companies, as long as you have the right person out there Networking on behalf of your business name. Meeting people and chatting and getting to know them week in and week out, educating them about what you do, and also about what your company does shows that you are an expert in your field. However, if I was to go to a networking event once a week, and just tried to constantly sell to the room, do you think I would be very successful? Well the answer is NO! I haven’t taken the time to get to know the people in the room and build a relationship with them, as far as they are concerned they don’t know me and so there is no trust! We have to focus on Building a rapport with people.
It’s the same with Social Media. Far too often I see companies just selling their services via Tweets or Facebook posts.
I try to use social media as another form of networking. Join in a conversation, post articles that are relevant to what is going on that day, and reply to people who take the time to engage with you. Would you ignore someone in a room face to face that says hello? No you wouldn’t! So, don’t do it on Social Media, that’s no way to build trust and a relationship!
Jab, Jab Hook!
What’s that I hear you ask – well it’s something that I learned at the recent QuickBooks Connect event that I attended last week. I sat in on a workshop with Mark E Wright – No not the one off Towie, but the one who won the Apprentice in 2014, and then founded the digital media marketing company ClimbOnline with Lord Sugar. In his work shop he asked if we knew what the Jab, Jab, Hook is? A few did, but not many, and he explained it like this:
Jab, Jab, Hook is where you post an article or give some information away for free (kind of like I am doing in this blog post), this is the 1st Jab! Then you get some engagement going, then you post/do something funny – 2nd Jab! Do you see where I am going with this? 😉 finally, you then post about what you have to offer or your services, asking them to have a look and potentially use your services – This is the Hook part. And you keep repeating the pattern. You can add more jabs if you like before the hook, but the aim is to engage and get to know people – build a social media network relationship that keeps you in the sight of your peers and in their mind, should they one day need your services or perhaps know someone who does – because aren’t you then in a great position if you have been recommended in to a company by someone!? You have a foot in the door without even cold calling!! Fantastic! I know it’s the best way for us to speak to potential new clients!
So I’ll leave you with a quote from Mark which I loved 😊
“How you become successful, is by becoming an Expert in your field!”