Marc Haine and a co-speaker explain why posting sales on Facebook or Instagram without first building trust with your audience doesn't work. Small businesses that rely only on broadcast promotions fail because the messages lack meaning. You need equity, a pre-existing relationship, before you can convert anyone.
If you don't hold any equity in the relationship with that audience before that, boy, you're in trouble when it comes to that conversion opportunity because it truly then is, are you cheaper, faster, bluer? Those are the only elements that are going to go if you have no relationship with the audience.
Well, I really like that. You know, the magical word that popped out at me was this idea of equity. And unfortunately, I see mom-and-pop operations think it's okay just to, today, we're just going to post our specials all over Facebook. And we'll do Facebook and we'll do Twitter and we're going to take a picture and send it to Instagram. We'll just tell people what we're selling. But to your point, without having equity, and maybe we need to talk a little bit about what that equity looks like. But without having that equity, those messages don't mean anything.
