In most markets worth being in and with most sustainable business models, sales is not a one time event, but a process. You first have to create awareness, then build trust, then finally make the sale. Do all 3 happen at once for some people? Sure, but probably not for the majority of customers.
My big issue with hyping social media is that most things that are popular on social media sites do not actually build credibility, and that you are going to have marginal success building your brand if you start by focusing on these broad third party communities rather than YOUR TOPICAL COMMUNITY.
When I first started getting well known there was no Digg. There was a Slashdot, but exposure on Slashdot did not make or break me. What really sent my personal brand on a sharp upward trajectory was when Danny Sullivan mentioned me. Because he felt I was comment-worthy many other people suddenly thought I knew what I was talking about and that I was trustworthy.
That perception of trust, audience, and personal-brand that Danny had spent years building was in some part transferred to me. Am I as well known as he is? Of course not, but while sites like Digg have audience they tend to lack that perception of trust and personal-brand that transfers BUYING CUSTOMERS to your site.
If a person who has trust and a broad base of readership recommends you that creates immediate sales. I see that in my daily sales data and my affiliate statistics. If you get featured on social media sites it does not lead to many sales. Perhaps that exposure leads to awareness, which can further be enhanced by writing about that community, buying banner ads from sites like Lead Back, or by writing other create subscription-worthy content, but generally in content editorial link from a trusted expert creates more sales than exposure on a nearly automated hollow social news site.
If your site is new to the market and you want some exposure you have two options
- eat Taco bell for a month, take the world's biggest crap, then write a leading 10 step how-to guide on how-to polish it, or
- create things that people INSIDE YOUR COMMUNITY will find useful
One of those strategies will get you in the Guinness book of world records. The other will make sales.
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