Answering Questions, Building Relationships

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Answering Questions, Building Relationships

So you’ve got an online presence. You’ve got a website, a Facebook page, a blog you are adding content to on a regular basis. You’re on LinkedIn. You even posted a couple of videos to YouTube. This is a good start but do they end up making you money?

If the content you have been posting is random, based on whatever struck you when you said to yourself, “Wow, I better add some social media content,” then it might not be doing a lot of good for you.

But if you think through the process of building a relationship with your customers or potential customers, you may reap more profits from your online investment.

Answer their Questions

Do you have a product that people need but don’t know they need? Suppose you had a pest control business that used non-toxic chemicals to get rid of ants, termites, roaches and the like. You’re in a minority and a lot of people may not know enough to look for you. You need to get a lot of information out on to the web to start building an understanding of what you offer and why.

You might want to start a series of blogs on toxins in the home – ALL KINDS of toxins in the home, not just pest control toxins. Become a go-to guy for answers about having a non-toxic home.

You might alternate these with information about how allergies might be able to be improved if an environment has fewer chemicals in it. Throw in some testimonials.

Do you have an air conditioner business? Do you offer seasonal maintenance that will save people money? Offer a whole series of money-saving tips, with some that relate to your services and others relating to the expenses of owning a home.

Video Content, Too

The pest control business can offer a series of videos on identifying pests, how to make your garbage pest-proof and much more. There’s so much that you know that your potential customers don’t know. Just make very simple videos that explain one or two simple points in each one.

The air conditioning business could make videos explaining the mysteries going on inside your air conditioner. I, for one, would like to see this series of videos.

Then you can write a blog about the video and even send an email out to your customers and prospects for whom you have an email address. Direct them to the video. And of course post the information to Facebook. So you get at least four separate communications from each subject you come up with.

And ask for feedback! Comments! Be honest and say you are new at this and you want to give them information that is valuable! Did you succeed? Ask them to tell you what they like about the video, don’t like about it or other topics they want to see addressed.

This begins to build a relationship with those who see your social media content.


Pay attention to the feedback and comments you get. When you get one that feels significant because you know it is a common opinion or misconception, respond to it. If someone has a complaint, handle it and then go inform other people of how a complaint came up and you were able to address it (keeping the complainant anonymous, of course unless they really insist on going public).

As you continue to inform your potential customers and respond to their needs and questions, you build a closer relationship. It’s that relationship that you are really looking for. This is the factor that will inject power into your social media marketing activities. It will take a while to build up to this point. The right time to start is right now.

Carlos Bernot