In this digital age there has been a fundamental shift in what your customers expect from you. No longer are they satisfied with static sales messages and one way advertising. Instead, they expect for you to be where they are and actively engaged with them.

This fundamental shift has redefined how we measure results. The new metrics are exposure, engagement, influence and action. These buzz words are tossed around by those “in the know,” but what does it actually mean to engage with your friends, fans and followers?

Engagement with your potential buyers through social networks can simply be defined by being a part of the conversation. If this seems too vague, imagine your social networks as a cocktail party. Think about that one person at a party who always has everyone’s attention. Odds are that person is the one sharing great stories, offering powerful insights, asking the right questions and listening to what others have to say.

Begin thinking about your social networking efforts less as a sales strategy and more of an opportunity to make meaningful connections. Some tips to get you started:

• Claim your Twitter handle and open a Twitter account at www.twitter.com. It’s free.

• Start a Facebook page at www.facebook.com. It’s free as well.

• Listen. Utilize monitoring tools such as Google Alerts or Social Mention to find people discussing your brand, product, service, industry or complimentary services.

• Jump into conversations where you can provide valuable insight. Offer solutions based on your experience—even if unrelated to your business.

• Share something you’ve learned from. Be an information source providing links to helpful articles or tips to help your network solve a problem.

• Ask for feedback. Your customers want to be involved. Ask questions about what they would like to see or how you could better serve them.

• Integrate all your efforts. Engagement means creating a community, not conversions. Share relevant content through different channels.  Example: Link your “read more” from your email campaigns to your Facebook page.

• Invite comments. Tw0 powerful phrases in social marketing are “What do you think?” and “What has your attention?”  Incorporate into Facebook Discussions, blog posts, status updates.

• Always be monitoring. Use analytics, traffic data, click through rates to determine what is resonating with your audience. Remember, you do not define what engagement works, your customers do.

Studies have shown that customers are more likely to buy from businesses they feel connected to.  When was the last time you felt connected with someone talking at you instead of to you? Focus on building a community and conversions will follow.

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1. Check out networkingeventfinders.com, meetups.com or Facebook for opportunities in your area.
2. Be prepared for opportunities. Perfect your 10-second elevator speech.
3. Smile, look engaging.
4. If you attend with your friends, split up once you arrive. Groups are intimidating.
5. Be genuinely interested in the other person.
6. Always pick up the check. People won’t remember what they had for lunch but everyone always remembers who picked up the check.
7. Create a goal of meeting at least one new person a week.
8. As you increase your network, remember that follow up is key. Send a “nice to meet you” note to everyone you meet. Set a time for coffee, lunch, etc.
9. Listen carefully.
10. Be honest and authentic. People want you to be human.
11. Never fabricate anything about your business or yourself that you cannot substantiate.
12. The more people you meet and on whom you make a great first impression, the easier it will be to access those connections as your business grows.
13. Engage, draw reactions and make them think.
14. Increase your circle: Think seminars, school acquaintances, alumni orgs, church, biz groups, hobby clubs family and friends.
15. A sense of humor, coupled with an optimistic outlook, are paramount.
16. Lighten up. Others will be drawn to your light.
17. Trying too hard can backfire.

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1. Start a Media List – the rolodex is online.
2. Create a Media Kit with bio, fact sheet, timely press release, backgrounder of your biz. Have it downloadable on your website and carry a few in hard copy in your car.
3. Find a List of networking opportunities and attend weekly.
4. Join your local Chamber.
5. Find a charity who could benefit from your participation and stake out a leadership position.
6. Return all your phone calls and emails the day your receive them.
7. Start a Facebook page for your business.
8. Open a Twitter account and Tweet at least four times a day. Ask yourself this question: What has your attention?
9. Read five different publications daily.
10. Write a PR Plan by week, month and year. Write down what you want to see happen and how you’ll get there.
11. Create an E-Newsletter and send it out on a regular basis.
12. Accept the word “no” with grace.

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To find your target market, think about the demographics of your ideal client (age, gender, income, geography, etc.). Next, consider the psychographics of the client (criteria for segmenting consumers by lifestyle, attitudes, beliefs, values, personality, buying motives, and/or extent of product usage). The more specific you are, the better you will be able to tailor your public relations efforts to the right audience.

Criteria to research to find your target market:

Demographics:

• Age and gender — Male and Female customers read different publications, as do 18 and 59 year-olds.
• Education and income level — Lower income vs. high-wealth individuals view and listen to different types of media.
• Ethnic and religious background — This will help you find additional media outlets to pitch.
• Marital status and family — Single, newlyweds, long-term marrieds, or have children or grandchildren. Each type spends money differently.

Put all the demographic information into a customer demographic profile.

Now, check out their Psychographics:

• Activities, interests, attitudes and beliefs — What do they like to do in their spare time? What are their hobbies? What radio programs do they listen to?
• Lifestyle — Are they conservative, trendy, etc.? Every little detail can tell you the type of people they are.
• Opinion leaders or followers — Find out whether they tell others what products they should use or need others to tell them what is trendy and what works.
• Social Class — Lower, middle or upper. This tells you how much extra money they may have to spend and whether or not they spend it.

Put the psychographic information into a customer profile along with the demographic information to figure out who your market is and how to go about selling to that market. Once you find this out, you can market to the people where they hang out, where they work and where they shop. And this is done the media list you created. You’ll pitch your news angles to the journalists, editors & producers found in the media your audience reads, listens to and views.

Don’t forget to tune in to my #DIYPR webinar on Wednesday, June 9 at 4p CT. Register at https://www1.gotomeeting.com/register/219965168.

See you Wednesday!

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