Wouldn’t it be great if people were queuing up to work with you because they’d heard so much about you, they want to get that experience too? May King Tsang is the world’s only FOMO creator – bridging the gap between social media and PR. She shared her 5-step process for how you can make people keen to become your customers at October’s LinkingOut Club.
FOMO is positive
You might think that you don’t want Fear Of Missing Out, you want Joy Of Missing Out instead. But do you? Do you want the joy of people missing out on your business? No!
FOMO is about being positive, shouting about how amazing your business is and getting other people to promote you too. Lots more people observe what you are doing on social media than engage with you. When you create FOMO you are showing those lurkers that they want to take action and join your membership, buy a ticket to your event, or work with you because it sounds AMAZING! You are giving the lurkers a positive experience.
Where does FOMO fit in your business?
When you let people into your life to see who you are as a person you build a relationship with them. You don’t want to be selling at people on social media, you want to be creating a great experience from the start. You are making your own PR.
May King shared her 5-step process for creating FOMO on social media for your business:
- Build Community
- Relationship building
- Authority and behind the scenes
- Notoriety and PR
- Direct communication
Let’s dive into what’s involved in each stage.
How to build community for your business on social media
You are probably posting on social media already and FOMO sits on top of the activity you are doing. To build a community you need to like, comment and share other people’s posts. You need to talk with and about other people, and support what others are doing.
May King said people don’t focus enough on liking, sharing and commenting. They are not bringing people into their community. Who are the people you could build relationships with on social media? Are there groups or networking events, like LinkingOut Club, where you can be actively building relationships?
Top tip: Reply to every comment people leave on your posts. A like is not enough.
How relationship building creates content for the lurkers
When you’re at a party and you’re having a conversation, often there is more than one person listening to what you have to say. It’s the same on social media. When you comment, it’s not just the person you’re replying to who will see that, other people will do too.
May King said: “In building relationships we comment on other people’s stuff, we share it into our community, this helps us draw people into our community.”
If the lurkers see things they like, they may comment or share what you post in future, and if they trust you, they will buy from you.
Showcase your authority and go behind the scenes
You need to be creating FOMO at every stage, before, during and after an event or a launch. May King calls this:
- Pre-FOMO (before it starts)
- Live FOMO (as it’s happening)
- Post-FOMO (after it’s finished – keep the conversation going)
Come up with as many different ways of talking about what’s going to be happening beforehand as you can.
Then during the event you want to be creating social media content about what is happening. If you can’t do this personally, because you are running the event, then bring in someone to market it live.
Once it’s over, you want to keep the conversation going by sharing photos, people’s comments, reviews, and videos. If someone missed it this time, they’ll want to go next time.
Notoriety – create your own PR
Showcase yourself! Ask your clients to give you testimonials you can post on social media and shout about them.
May King said: “Sometimes we can be a little bit British. We don’t like shouting about ourselves, we don’t like saying, ‘oh I’m really rather good at this’. So get other people to do it. Get your clients to do it. It isn’t bragging if you can back it up!”
You can also build connections with journalists using social media. Most journalists hang out on Twitter and you can use #journorequest to find opportunities for media coverage.
Direct connection – get personal
Once you have followed the previous four steps people will be connecting with you. You’re going to start having 1:1 conversations.
May King said: “If you are sending DMs or receiving DMs, if you’re reaching out to prospects, why don’t you be personal? On LinkedIn, send a voice note. On Twitter, what I do is a video on my phone and upload it to Twitter. I do Instagram Stories. Get personal! Stand out from all the spammy DMs that we get on LinkedIn and send a voice note or use an app such as Vidyard to do a video and send the link via LinkedIn.”
Mayking FOMO happen for your business
Your FOMO strategy needs to work alongside your coordinated social media strategy and email strategy. You need to begin the 5-step process at least 3 months before your event or launch.
To find out more about creating FOMO for your business and to marvel at how fast May King can tweet, you can find her on all the socials @MayKingTea. Get in touch with her on LinkedIn at https://www.linkedin.com/in/maykingtsang/