You have an awesome business idea. You dream of entrepreneurial success, you dream of the freedom to live the life you want to live and making that "dent in the world", famously quoted by Steve Jobs.
Then the hard work starts. You need to market the idea, you need to sell it. People talk to you about the importance of social marketing in order to sell your idea.
Hang on, marketing to sell? Isn't social marketing about not selling? You get confused about how to use social media, is it a sales tool or a marketing tool?
To understand the difference between sales and marketing, I love to quote Jeff Goins
Sales and marketing are co-dependent....without awareness the sale won't be made, and the sale allows the awareness to spread.(Tweet this)
Sales and marketing are based on similar values, the art of connection. Sales connects a need to a solution, marketing connects ideas to an audience. (Tweet this)
The problem comes when the two are confused. When a shortcut is taken and merged. When this happens the message brings out the wrong emotion, the reader wants to defy the message rather than engage WITH the message.
Social tools can do both and therein lies the problem. Just because social media CAN do both, does NOT mean you should do both...TOGETHER.
Be clear. Be transparent. Be focused.
Use social to connect needs to solutions to make a sale.
Use social to connect ideas to an audience for effective marketing.