Keep it personal & targeted.

Odds are you and your potential partners already use one or more of the social media channels we've described. If so, it's easy to expand this usage to meet certain marketing goals! According to Johannesen, "If you have ever sent a URL to someone via email or if you've ever commented on a blog post, you are already a social marketer!"
Web expert Manish Rathi echoes this thought. He tells readers to segment their e-mails to customers based on previous purchases. "Build virtual relationships with your customers based on their buying behavior and preferences." Obviously, any potential buyer is going to pay greater attention to content that pertains to their particular goals! He sums it up by explaining that "The stronger your customers feel a brand affinity with your company, the more likely they are to do repeat business with you!"