Social media naturally encourages a short-term mindset. Everything is fleeting.
Messages are visible only for a few seconds or minutes at most before they are pushed down the feed and lost and forgotten. Sometimes promotional emails may never even get looked at with the advent of intellgent email filing systems like Sanebox, which Tony Robbins and I use. Snapchat messages disappear for ever.
There is no problem with this inherently. The problem is when you allow your mindset to be shaped by your use of social media. It is a problem because a short-term mindset isn’t a prosperous mindset in the business world.
Specifically, marketing and sales don’t work well on a short-term mindset because these arts and sciences are about starting and developing conversations and relationships that lead to mutually beneficial business transactions.
Less skilled business hopefuls that lack understanding and perspective are thinking that tweets, snaps, and shares are going to generate instant relationships and thus instant sales.
Social media, however, is not a sales tool. It is a marketing tool that you can use to start a conversation with a prospective client. In fact, if someone engages with you - i.e. likes or shares a post - on social media I would call them a suspect.
Until you’ve engaged them in a conversation one to one on a webpage, over email, a private chat, or in a phone or video conversation they’re not a prospect and not proven to be actually interested in what you sell.
Get your perspective right. Marketing and sales are long-term efforts to start conversations and build relationships that lead to mutually beneficial transactions and preferably a lifetime of transactions, not just one.
Expecting instant results from your efforts is setting yourself up for disappointment. This is a marathon full of obstacles and not a quick and easy sprint to the finish line and a first place trophy.
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Adam Dudley is an author, coach, mentor, and consultant. He writes. He mentors. He adventures. Explore, learn, grow, repeat.
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