January 9, 2014

I’m not a big personal user of social media. I don’t see how people can have a life if they spend all their time on Facebook, Twitter, Instagram and 100s of other social platforms. That may be why I haven’t been convinced that social media can be a real sales driver for many small businesses. Well, Beyoncé has just changed my mind.

To promote her new album in December, she told 8 million Instagram followers: “Surprise!” and then she placed all 14 songs and 17 videos from the new album on sale via iTunes. That was her TOTAL marketing effort. Surprise, over 620,000 copies of the album sold in the U.S. in the first three days. Current sales are now closing in on 1.5 million.

Why did Beyoncé’s effort work and could it work for you? Well, you need to start with a well-known brand name. Then you need a significant number of followers on social media – 8 million, that’s a nice number. People that know your brand and follow you on social media are the keys to social media marketing. Unfortunately, most small businesses have neither of these.

Need a marketing goal for 2014: Build your brand and your following on social media. Then, perhaps you can have the same success as Beyoncé.

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