In his new book, Jab, Jab, Jab, Right Hook, author Gary Vaynerchuk gives a blueprint for how to employ best practices across many different platforms that comprise the general term now of social media. The premise is that in this new information age, the content you distribute in your marketing should have a rhythm similar to that of a boxer, a series of jabs followed by the big knockout punch.
The jabs constitute the small pieces of information you share or the timely responses you give to inquiries that are aimed solely to benefit and help the customer. He stresses that the concept of social media management has been difficult for many CEO’s and marketing executives to understand because they are focused too much on getting the qualified lead.
The sale is what everyone is in business for, to make money, but the method in which a qualified lead occurs through social media doesn’t just come with a large promotion campaign advertising your products or services. It comes after a rapport is established with community members through sharing of valuable information that doesn’t come in the form of a hard sell.
These are the “jabs” in which you can set up your “right hook,” or knockout punch that results in a legitimate potential buyer closing with a sale.
Being a boxing fan, this book has been helping me a lot with understanding the different approaches business owners can take while using the many different social media platforms out there. The applications he addresses most are Facebook, Twitter, Instagram, Pinterest, and Tumblr, while also forecasting on new emerging social media tools that are constantly changing.
The overall aim, as Vaynerchuk says in the book, is that, “A story is at its best when it’s not intrusive, when it brings value to a platform’s consumers, and when it fits in as a natural step along the customer’s path to making a purchase.”
From what I can tell, limo operators already have been making strides in this area, and are producing a lot of content with a primary aim to inform potential buyers about key things to remember when it comes to ground transportation. By informing your customers about safety, accountability, and reliability in providers, you’re letting them know that you are a trusted and knowledgeable source in the industry. And when they go to make a purchase, they are likely to go with you.
The jab, jab,jab, right hook combo. What resources have you used to better your companies’ social media engagement? You can share your experience below in the comments section.
— Tim Crowley, LCT senior editor.
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