Monthly Archives: August 2021
Facebook? YouTube? Instagram Reels? Stories? Facebook? Snapchat? TicTok? LinkedIn? Twitter? Video? Ads? Text? Messenger? Text Message? Direct Message? Email? Phone? Facebook LIVE!
SO MANY ONLINE RESOURCES TO CHOOSE FROM? They all shout “winning” reasons for using them … so should you use ALL of them? Only a few? Do the bells & whistles make a difference?
Do you ever get swept up with these decisions? There are different ways to go if you do find yourself overwhelmed, ranging from ignoring them all and sticking with what you know to switching to the newest and latest features on the top winning resource of the month!
Here’s an idea for you. … Interview & hire your resources like you would an employee! After all, our resources are our employees … yes? We use resources to perform specific jobs for us. They are the mediums for our messaging … just like we hire employees to be the mediums, i.e. carriers of our messaging!!
AND we wouldn’t hire the sales person of the year if they were not right for our purposes.. .right? So it is imperative to know our purposes and hire those that can achieve those purposes.
Where do you begin? Just like you do when looking to hire someone – you begin with a job description of what you need done and then you interview applicants!
Example #1: You need a resource that will enable you to attract people to your business. The job description might be something like this:
“ this job requires having access to new contacts, either directly or indirectly, that match our targeted demographics, professionals over 40 who need guidance for changing their career. Also required is the ability to be relationship oriented, i.e. know how to first establish rapport and transparently lead new contacts to an awareness of our existence. Soft selling important. Must be able to build trust.”
TicTok, Facebook, Instagram Reels, and LinkedIn apply. You immediately thank and dismiss TikTok and facebook because of the age demographics. Instagram Reels & LinkedIn definitely are stronger and both are able to develop awareness…. LinkedIn may have a stronger access to the targeted demographic and also more indirect & direct ways to attract contacts….. LinkedIn would get the job offer.
Example #2: You need a trainer for using a new machine that helps moms do the laundry. The job description might read as this:
“must be able to help new buyers know how to use a brand new machine that helps busy moms to the laundry. Must be able to instill the simplicity of using a machine, and how it is one of a kind.”
Applicants include a pdf doc detailing each step in using the machine; a slideshow showing each step of using the machine with photos & easy to read written description below; a recorded video; a live facebook training upon purchase. The pdf and the slideshow are eliminated as not being able to simplify the process as well as the other applicants.
Video is intriguing as it could serve two roles … one for training and one for marketing. It can also be referred to after the initial training. The live facebook could be excellent for training as it allows live Q & A. It’s a lot more restrictive but could definitely deepen customer bonding and contribute towards loyalty. This becomes a toss up! Maybe both applicants could be hired? Something to think about.
An added benefit to writing out your job descriptions for each task required in your business is that you start thinking of things that would not necessarily come to mind. In writing example #2, the live Q& A is something I hadn’t thought about until I started writing!! You also pick up much more clarity on what you are doing and why!
Don’t let today’s resources tell you how to communicate for “THEIR” purposes …. tell today’s resources how they will be used for “YOUR” communications and purposes!!
Start playing with this approach. Use it for any task. Who/what can best open new doors? Who/what can best nurture and lead prospects? Who/what can best service existing customers? Which resources can best support and/or deliver the messaging needed at the right time, for example in many cases videos are not great for attracting people who are not yet looking for what you are about, as they have no reason to click the video open much less take the time to watch. However with the right product a video might be a great opening, for example if you sell camping gear .. videos on our national parks etc might do a great job attracting future prospects. It all gets down to your job description.
Worse case it forces you to give some deeper thought to your marketing/selling needs and how you address those needs.
Here’s to your communications success!