A colleague and I were discussing how a new paradigm for marketing is emerging. We used to think of B2B and B2C marketing. Now,we’re now talking in terms of Business 2 Individual – B2I.  Going hand-in-hand with the concept of B2I are two principal goals: 1) generate demand; 2) build individual customer brand relationships, loyalty and commitment.

We know social media has become an integral part of our lives, and is the underpinning of the B2I movement. And, as B2I marketers actively use social media to gain followers and convert leads, we need to follow certain guidelines to keep those followers. Just as was the case of overkill in traditional direct marketing where Junk Mail hit the trash can, over-posting can lead to message fatigue resulting in the loss of followers and your messages hitting the Spam Box. Here are some thoughts to ponder when planning your social media programs so you’ll gain – not lose – followers.

Connect with People. People get frustrated by brands that don’t create a two-way conversation – essentially removing the ‘social’ aspect of social media. Social media connects you with your followers and who subsequently connect you with their followers. By missing this key point, you’re not just wasting peoples’ time, you can actually be damaging your business. Those who follow you on social media expect engagement – B2I – and when all they get is your latest generic sales pitch, you’re going to build negative sentiment for your brand. Creating content that is shareable, memorable, and provides individuals with value is the way to succeed on social media platforms.

Don’t Consistently Sell.  ‘Interesting content’ is one of the top reasons people follow brands on social media. However, if a brand is always focused on selling rather than sharing valuable content, users will unfollow the brand. Social media cannot be perceived as a cannon lobbing one-way promotional material. Rather, it must provide individual customers with a value-added proposition. Your brand should speak with personality, not as a robot reading a sales script. Post articles about trends in the industry which shows your expertise with material that educates, is often commented upon and shared within networks.

Know Your Platforms. Nobody likes being spammed by a company by any means of communication – again, think Trash Can or Spam Box. It’s important to make sure you’re sharing just the right amount content across all of your online platforms whether on social media, your blog or e-Newsletters. Take time to understand the mission of each social platform you’re using. Know what kind of messaging each best supports – because all are not created equal. LinkedIn? Instagram? Facebook? Twitter? Figure out the purpose each serves, and plan your social media content and posting frequency accordingly. As always, quality trumps quantity. Develop original content that your audience wants. Share content that is relevant to your audience. Put your original spin on it. Share things that people care about, but also take the opportunity to infuse your own point of view and show your experience and relevance.

In summary, individuals follow you for a reason, so don’t give them a reason to leave by not providing value or something new that interests them. You can post every hour but that doesn’t mean the content you’re providing is worthwhile. Always keep in mind the paradigm shift we’re witnessing. Think Business 2 Individual – B2I – marketing to individuals to achieve two principal goals: 1) generate demand; 2) build individual customer relationships, brand loyalty and commitment.