In June, Terry Daniel, Trish Basanyi and I will be presenting on this very topic at VOICE2012 . That’s not all we’ll be talking about, of course, but that’s what everyone wants to know. “How do you work Twitter or FaceBook so that it leads to jobs?”
‘Get that question all the time.
I understand the quandary. It’s not a direct relationship. You can’t see the car up ahead. It’s through the tunnel or around the curve.
Basically, the thinking goes like this:
The Social Network connection leads to a conversation.
The conversation engenders familiarity.
The familiarity opens up a relationship.
The relationship breeds trust over time.
The trust prompts a job opportunity.
It needs to be this way for it to be legitimate. And the job opportunity means you’ve done your homework, and you are ready to make the most of the opportunity when it arises. This is when you “close the sale” so to speak. But by then, you’re in the relationship, and both you and the other party are a known quantity, and there’s little stress or discomfort, so it’s not a hard close like a life insurance salesman on an awkward first-time call to your house. It’s more like the friend you’ve had over for dinner, and “Oh, by the way…you do voice work, right?…well, there’s something we need you for in our shop…”
The author of the blog DUCT TAPE MARKETING, John Jantsch, wrote an excellent article on this recently.
His flow goes like this: Know, Like, Trust, Try, Buy, Repeat and Refer.
Read more about it in his blog: The Incredibly Logical Way to Manage Customer Relationships.
He makes a lot of sense.
You coming to VOICE2012? ‘Hope so!