Thank you for all your incredible feedback following part 1 of our Social Media Savvy series. If you missed it, you can CLICK HERE to follow along as we take a deep dive into the very important topic of social media...what it is, what it isn't and how you can use to to best serve your business and build your brand.
Today, the most powerful word in consumer vocabulary…”Why”?
Marketing
tactics over the years have changed dramatically. “Old school” marketers were taught to sell a product, it was
crucial to connect with the mind of the consumer:
- Your WHAT is the most important thing that you can offer…”What” is it you are selling
- HOW your product is better than the competition
- WHY you need it
Every organization knows what they offer.
Some know how to do it and how to sell their product.
Few know why they do what they do. What is their purpose, cause or belief.
Progressive,
intuitive marketers of today have had to shift their thinking to adapt to today’s
consumer mindset. To connect and
inspire today’s consumer, we must think, act and communicate from the inside
out, leading with our “why”…connecting with their heart, rather than their
head.
Companies today are forced to take an insightful look at the way they communicate and connect with their consumers and ask themselves the following questions:
- Why we do what we do
- How we are doing it
- What we sell
BeautiControl has been a leader in this type of connection. Partly due to the fact that we are a business that creates unlimited opportunity for both men and women and partly due to the fact that we have always had females in leadership roles in the company who more naturally think and act on an emotional level.
This is evident in BeautiControl’s Mission and Vision Statements. You can see how seamlessly our Mission and Vision fits into this way of thinking:
- Why we do what we do: We inspire every woman to control and celebrate her life with style.
- How: by providing personalized services and unforgettable experiences that change women's lives.
- What we sell: BeautiControl is the #1 premium Spa brand. Our Personal Consultants are professionally trained in skin care treatments, beauty and style.
People don’t buy “what” you do, they buy “why” you do it. The goal is not to do business with everyone who needs what you have, rather to do business with those who believe what you believe.
Connecting With Our Social Network
In order to remain relevant in today’s world, companies must create an intimate emotional connection with the consumer’s mind and heart.
Objective:
To create a social network community by connecting with the hearts and emotions of the public, our current consumers and you, our sales force, and providing you with the tools to create that connection within your own social networks.
Strategies:
- Leverage current client-facing social media channels (Facebook, Twitter, YouTube, etc) to attract and build loyal clients while creating a stronger loyalty and value-added benefit to our less active Consultants.
- Strengthen the use of professional social media channels (Blogs, LinkedIn) to provide information, education, connection and lead generation.
- Create a company sponsored social media channel that provides community, connection and communication.
- Educate the salesforce on how to utilize client-facing personal and professional social media channels to draw people into our internal social network and social media community.
- Provide Social Media Marketing tools to our sales force which enable you to attract and retain those within your own Social Networks.
So, now that you know the definitions of social networks, social media and social media marketing, along with a more indepth look at the mind-set of today's consumer, it is easy to see how our corporate objectives and strategies are aligned to help support your business growth and development.
Social media can be used as a tool for successful branding, attracting people you want in your business or it can be a repellant for those you may want in your business, as well as the demise of your brand depending on:
- Where you communicate (public forums, closed forums, which social media network, etc.)
- What you communicate (message content and style)
- How you communicate (attitude, branding, etc)
Please join us for our next topic in this series as we explore, what I believe to be the most important part of this series...understanding social media. More specifically, Understanding the Split Between Personal Networking Channels and Professional Networking Channels.
