There are a couple of easy techniques.

First off, if you’re on Facebook and you share a contact or interest, simply reach out and ask to “friend” the person. If/when he or she confirms you as a “friend,” you are in a better position to start a conversation or propose an offline meeting. By the way, in the social networking world, “friend” can be a much more casual relationship than in the real world. Don’t get hung up on the term just because you aren’t best “friends.”

Second, if you contribute to a group discussion like the many on LinkedIn and you’d like to develop an offline relationship with a fellow contributor, send a personal message and include your email address. You might say something like: “Hi Joe – I appreciate your last comment and share your thoughts. Perhaps we can help each other. If you’d like to connect, here’s my email address.” Leave it at that. If he wants to connect, he will. If/when he or she connects, you’ll be in a much better position to take the relationship to the next step.

Finally, if you have something to offer the person, don’t be shy. Craft a SHORT personal message that’s as “unsalesy” as possible. I recently sent the following message to a person who stated she handles a large number of social media accounts:

“Hi Andrea – If you’re overwhelmed and looking to outsource on a temporary or permanent basis, I’d love to talk. Thanks, Dede.”

A few hours later, I had a thank you note and an offer to connect. Who knows where it may lead?

Best of luck.

The answer is different for everyone, but the most accomplished social media veterans have one thing in common: they LISTEN before they type.

“Listen? That’s it?” you say.

Yes. Successful social media marketers listen to their customers and prospects, and then craft messages that answer or, at least, respond to their concerns.

If someone on Linked In asks a question and you know the answer, pipe in.

If you share an interest with someone on Facebook, reach out and add a little something to the conversation.

If you follow an interesting blog and have something to add, post an entry…but ONLY if you can add value or perspective to the discussion.

Think of it this way. When you walk into a meeting or a cocktail party, you don’t barge in and talk on about yourself, do you? Instead, you probably join a group, listen, and if appropriate, make a comment or ask a few, well-placed questions designed to get the client/prospect talking about his or her situation. In that way, by listening first, you send a couple of messages.

#1. I care what you have to say.
#2. I’m confident and don’t need to control the situation. (Ironically, by appearing as if you’re not interested in control, you often gain it.)

If you are able to share an interest, answer a question, or solve a dilemma, you are one-step closer to developing a sustaining business or personal relationship that could very well translate to a new contract or sale. And ultimately, that’s what social media marketing is all about…

Twitter and Google Alerts make it easy to search for brand names, products, and key words. Once you figure out who’s saying what, you can craft your comments and responses.

To set up a Google Alert:

1. Visit www.google.com/alerts
(If you don’t have a Google account, you’ll need to set one up, but it’s easy. Just
follow the directions.)
2. Type in the search terms you’d like to follow. (Feel free to use qualifiers to direct the
search.)
3. Choose “Comprehensive.”
4. Choose “As-it-happens”
5. Choose “Up to 20 results”
6. Choose to deliver to your email address or set up a Google Reader Feed.

For the first few days, I’d recommend just reading the results. Get a feel for what’s going on, and who’s saying what. If you’re interested in more than research and would like to join the conversation, simply respond to a comment or post, send a direct message, or gather information for an offline contact.

And now it’s time for Twitter.

1. Visit search.twitter.com
2. Type in a search term and hit enter. (Feel free to use qualifiers to direct the search.)
3. On the right side of the results screen, click “Feed for this query.” On the next screen,
subscribe to the results using Google or whatever application you choose.

That’s it! What you do with the information that will be flowing to your computer is up to you!

In the old days, new customers saw your shingle on Main Street, your ad in the yellow pages, or in the best case scenario, heard about you from a friend.

Nowadays, the majority of consumers turn to their computers and type keywords into the Google search bar when they’re looking to find a new product or service. “Dentist Gorham Maine,” “Realtor Multi-Family Houses Portland Maine,” “Roofer Scarborough Maine” – you get the picture.

They compare the results and make a decision, sometimes within minutes.

Even consumers who have heard about your business often turn to the Internet to get product information, contact information, and/or hours of operation.

Will they find you?

Whereas in the past, advertising was all about “push” – companies “pushed” their marketing message through a multitude of advertising mediums – nowadays, consumers “pull” the marketing messages of the companies who sell products and services they desire.

Push vs. pull is a fundamental shift in advertising techniques…one that savvy business owners understand. It is also the basis of the search marketing revolution.

Search marketing can be tricky, but ultimately, it’s based on keywords. Ideally, you know what keyword phrases your customers use to find businesses like yours. Once you’ve identified the most popular keywords and keyword phrases for your industry, you craft a marketing campaign so your business shows up, not just once, but for as many of those keyword phrases as possible.

Simple business listings, paid advertising, article marketing, multiple blog strategies…these are just a few techniques you can use to raise your company’s search profile.

Where to start?

Go to Google and type in a keyword or two or three…

Related entries: How to Bing Your Business So It Shows Up On Local Search

Helpful Hint – Make sure your messages are appropriate for whatever networks you choose. Consider whether your professional contacts should receive the same updates as your family and friends. Plan accordingly.

The first question you have to answer is, “What do I hope to accomplish with this social media site?”

If your answer is to reconnect with old friends and acquaintances on Facebook, a more casual profile works best. Include personal interests, links, photos. Talk about your weekend plans or your dog’s newest trick. Share your mood, complain about an injustice, celebrate a victory.

If your answer is to establish a professional network on LinkedIn, a profile that calls attention to your present position, your accomplishments, recommendations, and professional affiliations works best.

Invest in a current, professional photograph and upload it to your profile. A photo from your college days – unless you’ve just graduated – is not appropriate.

When you post on Linked In, keep it professional. While it’s very appropriate to post about your seminar speaking engagement in the upcoming week, it’s not okay to complain about the lousy lunch at the local restaurant.

Ten Tips from Linked In to Build a Strong Profile

If you’re not sure where to start, I’d advise taking your time. Log onto the site and check out profiles of people you admire. Note the elements you like and those you don’t. When you’re ready to get to work, incorporate your favorite elements from your favorite profiles…you can’t lose!

Good luck.

The second step is to talk in a friendly yet authoritative tone. You’re the expert, but you’re also a nice person who cares about your customers.

• Write in terms of “you.” For example, “On cold winter nights, you’ll be toasty warm underneath our European Goose Down Comforter.”

• If appropriate, use industry lingo, but don’t overdo it!

• Use words so search engines – and therefore your customers – can find you.

Don’t be clever. Brainstorm common phrases your customers use to describe your product or service. (These are the phrases prospects will type into Google, Yahoo, and other search engines to find you.)

Weave these common words and phrases into your titles, headlines, and copy.

If you’re not sure what words are best, check out Google’s free keyword service for ideas.

• Unless you’re a nationally known brand, use keywords and phrases from above rather than your company name in title tags.

• Use short sentences and brief paragraphs. Here are guidelines:

Titles and headings – Try to keep them under 8 words.
Sentences – 20 words max.
Paragraphs – 35 – 75 words.
Pages – 250 words max.

• Break up text with highlighted titles and sub-titles.

• Use bulleted lists to call attention to important information.

• White space is key. Keep lots of it on every page.

• Use hypertext links to lead visitors further into your website.

A properly crafted website will have user-friendly navigation, visual appeal, and customer-focused information. Use the tips above to write website copy that will engage visitors and, when they’re ready, convert visitors into customers. Win-win. That’s what we’re shooting for…

If you missed it, read How to Write Website Copy That Will Keep ‘em Reading…Part One

Who visits your site and why? Figure this out, and you’ll be able to write actionable website copy that will hook your visitors and convert them into customers.

Imagine your website is a bricks and mortar business.

Customers who walk in the door do so for a reason. Some want to get a feel for the place. Others want to talk with an expert, find the answer to a question, or get product information. A few have money in their wallets and are ready to buy.

If you’re the floor salesperson, do you speak to each person the same way? Do you hand out a company history and expect the visitor to read it? Do you go on and on about yourself before asking how you can help?

Probably not.

Yet this is exactly what many websites do. They’re set up as online brochures rather than online sales professionals. This, of course, makes it difficult to convert visitors into customers.

There’s a better way.

How do you set up your website to interact with visitors – window shoppers and ready buyers alike – and convert them into loyal customers?

You figure out what each type of person is looking for and you give it to them. You work to develop the relationship, but on the visitor’s terms, not yours.

If you give your visitors what they want, in all likelihood, you’ll get what you want – dedicated customers who will tell family, friends, and colleagues about you.

But, first things first.

Website visitors are mostly an impatient, driven group. They know what they want, and they click and scan, scan and click until they find it.

So, to get visitors to stay at your website, you write succinct copy that gives visitors the information the seek.

Second, you give visitors multiple ways to interact with your site.

You wouldn’t set up a store with one brochure on a table, and you shouldn’t set up a website that way either. Instead, consider how to attract prospects in all phases of the buying cycle and create modules for each one. Give visitors places to admire, scan, click, and read. Here are the basics:

1. Use visuals with titles and captions to show how the product or service will make them more beautiful, more efficient, more profitable.

2. Link photos to product pages that link to order pages.

3. Make it easy to order by offering friendly, easy-to-navigate order forms.

4. Include links to both product brochures and a company history for those who are still collecting information.

5. If you’ve received awards or have been favorably reviewed, include a press page where you list accomplishments and notable events.

6. Explain what sets you apart from your competition. Do you have the best customer service, terrific guarantee, most value, greatest selection? Whatever it is, tell ‘em again and again.

7. Include testimonials if appropriate.

8. Offer an email sign-up for customers at all stages of the buying cycle to receive additional information, special offers, or bonuses. They’ll get a premium, and you’ll get email addresses so you can keep in touch.

9. Run polls, contests, and giveaways to engage visitors and draw them into the buying cycle.

10. If you’re inclined, use a blog and RSS feed to update your website with industry and company-wide news. Add a widget so prospects can follow your updates in the manner they choose.

Once the basics are set, brainstorm industry-specific ways to connect with your customers and prospects. Use your website and email list to announce these special offers, programs, and events.

So, now you know what to write, check out Part Two for how to write engaging website copy.

Only you can determine the answer to that question. If the Twitter press has piqued your interest, I would encourage you to investigate the service and decide for yourself. It’s very easy and the tips below will get you started. If you feel like sharing your thoughts on Twitter, I’d love to hear them. Feel free to post your comments in the box below.

To see what’s up with Twitter, you’ll need to set up an account. Click “Sign up now” and follow the instructions. Don’t worry about anything except the required information. If you decide to stick around, you can round out your information and upload graphics at a later date.

Once your account is created, you’ll be sent to the main Twitter page. Imagine New York City at rush hour…there’s no way you can listen to all the chatter. Luckily, finding your way through the chaos is easy.

Stay with me…

Twitter is all about “following” people you want to listen to and reaching “followers” who want to listen to you.

To begin, click “Find People” in the white bar at the top of the screen. You can follow people you already know or complete strangers. To follow the big guns – celebrities, athletes, major news networks – click the “Suggested Users” button at the top right of the screen. Check the box next to people and organizations you want to follow, then click the green “Follow” arrow at the bottom of the screen.

That’s it. Instead of the chaos, you will now “hear” only the people you choose. You can follow one or ten thousand people – Twitter doesn’t care.

Great, but how do you get your message to your clients and prospects?

Go back to your “home” screen. Type your message in the box under “What are you doing?” I’d encourage you NOT to broadcast what you’re doing unless it’s very interesting. Instead, you can call attention to a great article you’ve written or read, offer a special to Twitter users, send traffic to your blog or website, comment on industry news, thank a colleague or employee…as long as you can say it in 140 characters or under, you’re all set.

Note: To shorten a long URL, visit bitly.com. Type in your URL, hit “shorten,” then copy the new URL and use that in your Twitter post…believe me, this service is very handy and lots of people use it.

To do research and/or find people talking about topics you’re interested in, visit Twitter Search. Type your keywords to get the latest posts relevant to your search.

Use this information to follow trends, clients, prospects, competitors. Use it to reply to a question – which is a wonderful way to develop a relationship. (Click reply. After the “@” sign and the person’s name, type your message. The person will be notified that you commented on their post.)

I could go on and on about Twitter, but instead, I encourage you to jump in and check it out for yourself. Here’s more info.

Happy tweeting!

By TwitterButtons.com