On last week show, we outlined the importance of Getting To Know Your Audience's Preferred Social Media Learning Style. Needless to say, if we fail to create content which draws a buyer into our sale cycles, we may have some difficulties achieving our return of investment.

When creating content on social media, think of the audience instead of your product’s benefits. We should be more attentive of their needs, wants and level of knowledge in our industry.

For example; are they new to the industry and seeking basic information? Or, are their familiar with your industry and comparing your products with your competitors.

Unfortunately, no matter how attractive you are and how many social media friends you have, no one will come to your website on the first visit and purchase your product.

There are two phases which must take place to ease your audience into the sales cycle:
1.    Attraction
2.    Engagement

Fresh, updated and compelling content your audience consumes is the attraction phase. When you promote content on social networking sites, the attraction phase motivates your audience to visit your website. Unfortunately, the attraction phrase does not end when they visit your site. Your website must define your brand personality and be viewed as an expert in the industry.

Start by asking the following question: What is my brand personality? Do the elements of my website accurately convey the message I want my brand to be known for?

The engagement process is the ongoing communication tools you used to engage with your audience. Encouraging your audience to provide their email address in exchange for valuable and exclusive content begins the engagement process. Valuable content may consist of a free e-book, how-to video or special report.

The engagement phase allows you to stay in contact with your audience on a regular basis. Aweber, an auto responder, is a great communication tool for sending content to your subscribers list on a weekly basis. Try sending out e-newsletters, weekly industry news or strategy tips. Encourage your subscribers to provide feedback as well. Obtaining feedback is crucial to the success of the sales cycle. Feedback gives you data to market the most effective product to suit their needs.

Remember the 80/20 rule – 80% valuable content and 20% selling of your product. When you have proven 80% of your knowledge; now it will be wise to make an offer to take them to the next level.

Depending on your audience, the sales cycle may take months or even years. Please, do not get discourage. The engagement phrase requires some time and patience. Building long-term relationships on social media take time to nurture.

Be sure to check out one of my other shows on Creating Compelling Multimedia Content For Your Website with Paul Wilson, Jr, host of the Passion in Action TV.