Did you know that the timing of your marketing message makes a huge difference? Actually, it has more to do about the state of mind of your prospect.
Allow me to explain.
When was the last time you went to Barnes & Noble? Do you remember what was your purpose or intent at that time? Most likely, you were looking for a book. More specifically, you were looking for answers to a nagging question you’ve had.
Well, maybe “nagging” is too strong of a word, but then again, maybe not.
Maybe your problem is how to match the colors in your living room, as you plan to repaint it. An interior design book might do the trick.
Or maybe you were looking for some answers about your autistic child. How else can you move forward, amidst the conflicting information you’re getting from your numerous doctors?
On the other hand, what was your purpose when you last visited Starbucks?
You might say you were there for the Caffe Misto, or perhaps the Caramel Frappuccino Blended beverage.
But were you really?
Wasn’t your real purpose to meet your good friend Johnny? Or were you there waiting nervously, rehearsing in your mind, your 15-min speech to a new prospect you met the other evening?
Or did you just want to spend a relaxing hour to be alone, listen to the mellow music, and just watch the patrons come and go?
Deep down inside you went to Starbucks for the ambiance – for the experience, and not really the coffee.
At B&N, you expect to be educated, while at Starbucks, you want to socialize.
When your ideal customers go to Google, they want to be educated. On Facebook, they want to socialize. They want an experience with family and friends.
That is the psychology behind web marketing. Your ability to attract the attention of your ideal customers, is dependent on their frame of mind at the time they encounter your marketing message.
When a visitor finds an answer on Google, their minds are receptive to buying – most especially, when there is a match between the nagging questions on their mind, and the education that you are providing.
In contrast, Facebook users have a different mindset. They are there mainly to interact with other people, to find an avenue to express themselves. Their nagging question still exists, but they are not currently thinking about it.
Facebook marketing requires a different approach: a Starbucks approach.
When you see a person sitting and reading by himself, you don’t introduce yourself and then immediately offer your book about back pain, do you?
More realistically, you strike a friendly conversation. You ask a few “small talk” questions, and if you receive a welcoming response, then you can slowly get into a more serious conversation.
In other words, Facebook is the NOT the place for direct selling. It is a place to meet people, and warm up to each other. More specifically for you as a business owner, it is a place to earn other people’s trust, and not their money.
Even when using Facebook Ads, it is not advised to sell anything directly.
The same principles of Facebook marketing apply equally well to social media marketing in general.
If you want to learn more about the art and science of social media marketing, come and join me in my Facebook Marketing 101 class.
Or if you have a quick question, maybe I have a quick answer below.
