Kabani, who founded and runs the social media agency The Marketing Zen Group, developed an “ACT” framework for a successful online and social media strategy. The acronym stands for “Attract, Convert, and Transform”—and I find it a useful framework for positioning an online business. To paraphrase Kabani:
Attract: To attract likely prospects, you must stand out from a crowded field with a clear and unique brand, a strong value proposition, worthwhile content, social proof (testimonials and an active, emotionally engaged community), and an appealing incentive for individuals to sign up for emails or fill out an inquiry form.
Convert: Optimize the design and user experience on your social platforms and your website, so you successfully convert browsers to buyers.
Transform: Build a bona fide personal and emotional connection with your customers or clients. Doing business with you should be no mere transaction. It becomes a relationship with your brand, one that inspires and rewards a passionate following, loyalty, and brand advocacy.
That’s a good way to view your overall business plan, your web presence, and your social media program. Social media marketing is a strategic effort to continually deepen the relationship between your business and its audience. You’re constantly nurturing your audience, encouraging them to graduate from prospects to buyers to loyalists.