The power of social media is not found in RELATING socially with people but in REWARDING those you relate with.
In other words almost the entire online world has missed the true source of economic power behind “social media.” Most see it as relating to more and more people and building a list of contacts that allows them to communicate with these people at will. The danger in this is that it gives you the “illusion” of having social power without providing the true social power you need: The Power to Win Raving Fans Who Become Lifelong Customers. This is the key behind all successful companies in our new, modern, social Internet.
There are THREE KINDS OF CONTENT that matter (to humans), – “The 3EContent”:
- Content that is EDUCATIONAL
- Content that is ENLIGHTENING
- Content that is ENTERTAINING
All 3EContent is delivered best when it’s transformed into MICRO-PURPOSE CONTENT. Micro-purpose content is content that is specific and very targeted. It aims toward fulfilling the searchers micro-purpose. Online searchers are seeking content in unprecedented ways. Because these searchers now had access to just about ANY content, they are spending money in micro-niches in ways never seen before. We had entered a whole new economic paradigm. In this new economic paradigm, at any given moment, when people engage in search activities on the Internet, they are seeking to fulfill a micro-purpose. The information they seek is 3EContent unless they are ready to buy (which is a small percentage).
3E content is the doorway to purchases within these micro-niches that people are now seeking.
Long Term Business Implications of Social Media
When you shaped this micro-purpose content so that it meets the most “immediate” need of your prospect it caused them to “stick” with you in ways unparalleled in the entire industry. Doing this is critical in getting the prospect to stay with you and to consider your specific products or services. LONG TERM IMPLICATIONS: Now you understand why social media marketing is going to be here forever. At no time in history has it been possible for a business to be this specific in meeting the exact, “felt needs” of its potential customers. Social marketing is not only powerful but that it is in its infancy and thus destined to be the PRIMARY way that all future companies would succeed online.
Effectiveness and impact of Micro-Purpose, 3EContent is enhanced even further if you could deliver this content WHEN he or she needed it the most. The ability to “be there” at that moment is absolutely critical to ensuring that the prospect considered YOU as their immediate solution, which translates into incredible business opportunity -ability to offer your solution when prospect needed it the most which result in almost absolutely positive response.
How to alienate your prospects
Think about how many times you have joined the list of some so called “Guru” to get something: free report, software, video tutorials to find you inbox filled with offers of no real value. You opted in to fulfill your “immediate” need, you got the value (report, software, videos) but “Guru” failed to deliver 3E content after that, they went straight to selling. The whole process was: Value – Pitch – Pitch – Pitch – Pitch… after receiving enough pitches you either stop opening their emails, unsubscribe or mark them as spam; end of business!
If your content and your business solution can be delivered when needed the most you will begin to capture the MIND SHARE of your prospect. To ensure that you fully capture the MIND SHARE of your prospect your initial 3E, socially adhesive, timely, Micro-Purpose content must be REPEATED in a manner that is consistent with or an improvement upon your first content connection. Building a MIND SHARE is a process and repetition is fundamental to this process.
Doing this will almost certainly transform prospects into lifelong customers, which is the ultimate goal of all successful marketing.