My son, Sebastian, is 14 years old. In the summer, when there is no school, he is always doing small chores for neighbors to gather some money. His plan is to buy a table of Bodyboarding. So by cutting grass and helping acquaintances, goes looking for resources to complete his plan. But in something that my son is excellent is selling churros. For those who are not Argentines, churros are a kind of fried pastries long and finite, very popular in Argentina, and are often sold on the street, in the manner of peddling. All sellers churros who work for the local manufacturer peacefulness, Sebastian is the most popular. In a couple of hours sold what takes other sellers four or five hours of very hard work.
The other day we were at the beach, and passed the vendors, with its Fiesta Calentitos churros!. Really, the poor churros had no luck, and I saw them coming and going with their huge baskets, again and again. It was there that Sebastian told me the secret of your success, and made me understand why some people have better performances of sales than others. You see, MOM?, he said. Don’t sell anything because they are screaming. It should approach each customer, and ask them do Churros?, Mr. At the beginning they doubt, and wonder how long have them?. Ask for discount, they think it, but almost everyone buy.
Thus, with simplicity, Sebastian had explained the ultimate cause of the success of the personalized marketing. Marketing, in general, not just online, but the actions performed by all channels, has been mutating. The basic premise of the advertising message was always his massive character. The broader outside the hearing to who destined are the advertising message, better, regardless how small the specific target of the site or the product. But the trend has changed. The great Mecca of the actions of marketing is segmentation. And the super tool that allows you to segment the message until it almost personalized are social networks. The combination between the social media and online marketing is a marriage which can only lead to success. But, like any marriage, you need to work hard on a daily basis, to bring it to fruition. Many webmasters, and site managers wonder why their actions on social networks do not have the success they expected. The answer is that what one does in the social media, they are not marketing actions. They are, but they should not appear. It is not to mislead customers and contacts, none of that. It is to be present, relate, and primarily listening. Here is where the comparison with a marriage is also useful to explain the mechanics. The largest skill, that will make us to be successful in the social media, is the ability to listen. Before selling, listen. Before proposing, listen. Before promoting, listen. In later articles we will return on the best strategies to make our social marketing activities yield the fruits that some fortunate say they surrender. Meanwhile, here is a secret: social networks are not the ideal scenario for sale. They cannot be. The idea of participating in them should be quite different. Oh, and I forgot. Sebastian already has his bodyboard. Now he goes by frog legs, necessary also for this sport. But to do so, it will have to sell several dozen churros.