Social Media Marketing – This is How You Move Successfully Within Social Networks

Many entrepreneurs want to jump on exactly this bandwagon. The expectations are gigantic: With the smallest of investments, millions of people can be addressed, new customer groups can be opened up and profitable business relationships can be established at the push of a button. At least that is the theory that is only too happy to be spread by special marketing agencies. Unfortunately, the reality often looks different. In the many conversations that I have had with executives and entrepreneurs as part of my consultations, disappointment with social media has often broken through.

But where does this euphoria come from that turns even conservative entrepreneurs into Internet-savvy Twitterers? This often has nothing to do with enthusiasm for technology. The primary reason for this development lies rather in the increasingly obvious weaknesses of cold calling(Cold calling is the first approach to a potential customer who has not previously done business with them.) While a few phone calls used to be enough to win new customers for your products and services, the success rates today in many cases no longer justify investments in this form of acquisition. The situation is similar with direct mail and faxes, for example. The advertising that is omnipresent in our everyday life has led to sensory overload among private end consumers, entrepreneurs, and those responsible, which is reflected in growing disinterest and now and then even open rejection.

The reasons for the failure within social networks and media are hidden in these conventional marketing methods. Many of those responsible are trying to become active in the networks with long-serving procedures. Offensive advertising and meaningless marketing phrases lead to rejection here in particular. Unlike in the offline world, users who are bothered in this way are not content with simply tossing a letter in the wastepaper basket, they let their dislike run wild. It is not uncommon for a chain reaction to set in motion and the company in question is suddenly faced with a virtual mob. In technical jargon, such a phenomenon is referred to as a “shitstorm”.


The idea behind social media marketing is quite easy to understand and can be summed up in one word: dialogue. In traditional marketing, prospects can only vote with their feet. You buy the advertised product or you don’t buy it. In the age of Web 2.0, however, that is no longer enough for many consumers and business customers. They want to have a say, make suggestions, and be involved in product development. There are many successful examples of such a dialogue, but unfortunately, there are also counter-examples.

Many companies make the mistake of continuing to communicate very one-sidedly. Instead of interacting with potential prospects and customers at eye level, they are often presented with advertising material from conventional marketing. Failure is inevitable because of course effective customer loyalty cannot be achieved in this way.


In the age of e-mail and Skype, communication has become a very fast-paced endeavor. A few decades ago, if you had days or at least several hours to reply to a letter, today a response is expected within minutes. One can see this critically, but in any case, you should behave accordingly within social networks.

Inquiries of any kind should not remain unanswered in your mailbox for longer than 48 hours. From time to time it can even make sense not to react to an older message at all than to react very late. The latest posts in your profile should also be as recent as possible. Dusty information that is several weeks old does not necessarily arouse interest in the viewer, but it does arouse distrust.

Unique Selling Proposition (USP)

Donald Trump, Richard Branson, Anthony Robbins, Oprah Winfrey, and many others like them figured it out a long time ago. By not trying “to be all things to all people,” they were able to cultivate an image and business foundation that focused on one to two niches that they had perfected and understood, and from there they grew them into dominating income streams.

Take, for example, Donald Trump. Granted, he came from money, contacts, and a wealthy upbringing but then again we can point to countless others who had that same benefit.

No, it was not the fact that he had his wealth and contacts handed to him initially (I am confident that his drive and ambition would have gotten him to the top at some point even without all this) it was the simple fact that he figured out early on what it was he wanted; to become the purveyor of wealth and prestige in the circles of Manhattan real estate. It was during the mid-’70s when New York was on the verge of bankruptcy and prime hotel locations and apartment complexes were available that Trump began his foray. His main focus, his main drive was not to cater to the middle class, not to cater to the poor, but to cater to those that had the money, those that had the wealth, and those that help would fuel his dream and ego all at the same time. The super-wealthy and luxury segment.

By focusing all his time, money, and resources on this segment he was able to build the Trump Hyatt, Trump Towers, his Atlantic City holdings, etc., etc., etc and by focusing all of his prime resources on his main USP… services and real estate for the wealthy, he was able to build an empire that now spans all seven continents.

Richard Branson’s USP was Virgin. A brand catering to the “hip,” GenX segment who had the money and resources to enjoy a Donald Trump product, but didn’t have the desire to showcase it. Sort of like the Trump crowd with Blackberry and jeans.

Anthony Robbins? His initial USP was motivation, creating self-awareness, and taking your way of thinking to a level most never understood until he came along. Tony reshaped the industry, changed the rules, and with his USP helped change the way many top entrepreneurs think and do business today.

Many people have come to me and said “Mark, these people you have mentioned INCLUDING yourself, have more than one iron in the fire and have their hands in more than one business. How is THAT a USP?”

True. Very true. I am willing to bet that 50+% of all of Trump’s income comes from streams other than real estate. Book deals, TV, speaking, licensing out his name, etc. But to get to this point he had to create the persona and credibility and that came through a clearly defined USP. And with this USP, you can create a myriad of income streams and opportunities that you never knew existed.

Before you can separate from the pack, you have to give your prospects reasons to call you as opposed to your competitor. Why are you different? What is so special about you that I cannot get elsewhere… being the lowest price is NOT a USP. Drop your pants on price and you are MORE like your competitor, not less.

Domino’s Pizza’s USP was 30-minute delivery, a USP that made them the highest-grossing pizza chain, even without the best pizza. They are a perfect example that you don’t have to be the best to make money. Just give people a REASON to call you, deliver on your promise and you are halfway home!

Why do you get up every morning? Why would I buy from YOU as opposed to someone else? It is time to start answering this question TODAY so you can begin pulling in prospects regularly tomorrow.

So, how does one develop a USP? Where do you begin? What is the template or protocol for ensuring that you devise a USP that creates action, creates results, and most of all CREATES PROFITS?? Well, that’s a very good question, a very good question indeed.

Give Benefit To Your Subscribers

One of the main things every website or blog should strive to provide is a satisfaction to their customers, visitors, and subscribers. With more and more people turning into customers and subscribers, it makes sense to assume that many of these people will return. And better yet, many of these people recommend you to others.

Having said that, it’s important to note that as your traffic increases, you must entice as much of your traffic as you can into subscribing to your mailing or opt-in list. This list is a database of people who have agreed to receive promotional material from you. These “promo tools” can be in the form of newsletters, catalogs, or just a note letting your readers know of new content and can be sent via email at different time intervals.

Using email as a marketing tool can eliminate some of the high costs of other types of marketing and advertising and ensures that what you’re sending out is being viewed and read since a visitor must sign up (or opt-in) and consent to receive information from you.

What that means for you is; that with the regular reminders sent out by you to your subscribers, your new product, service, or blog content could result in more sales or more subscribers. By the same token, a subscriber can unsubscribe if they feel they are not getting what they expected. It’s really important to pay attention to your subscribers, identify a need and provide a solution to that need so that when the time arises when a subscriber may need something, they come to you looking for answers.

Use a little creativity and make your promotional material fun. Build your content around what your product, service, or blog is all about, and research what people are looking for. Staying ahead of your readers will ensure they are always eager to receive what you’re sending because they know you always have new, fresh and interesting things to share with them.

Use your knowledge and expertise of subjects related to your site or blog to help people who are so inclined to create an ebook and offer it free. Write about anything that you know will be helpful and informative, anything that could be used as a helpful reference for your subscribers, and share this ebook with as many people as you can. Be sure to place links in your ebook that lead back to your site/blog, just make sure your links cannot be changed. Offer a discount on the product you may be promoting if they purchase thru your newsletter or your link.

Giving your subscribers benefit from your newsletters ensures they will be eager to receive them which can mean making more money. But make sure you don’t flood your subscribers with so many emails from you. Tends to annoy them and you don’t want that.