This is not an untypical response from business owners when asked about their social media marketing. However many of them have never used this marketing tool or perhaps do not understand the reasons for using different forms of social media.
Firstly let us make it clear that social media is a marketing tool. But like all marketing tools it should form part of the marketing mix in a defined marketing plan. Used on its own it could be totally ineffective just like say advertising on its own could be. One needs to ask what are you trying to achieve? What are your goals? How does this fit in your business plan? Also you may need to use different elements of the marketing mix for different market segments. Have these been well defined?
Firstly we should state what social media isn’t. It is not a substitute for talking to prospects. It is not the panacea to winning more business for less effort. It can be however a useful cost effective method for communication and engaging with customers and prospects. Once your goals and objectives have been defined you can then select the appropriate media to help achieve those goals.
For instance Twitter is a very useful tool to help drive traffic to your website as well as providing and demonstrating thought leadership. Letting your followers know about your offers, downloads or just general information are all suitable uses for Tweeting.
On the other hand Facebook is about engaging your clients and prospects in a conversation. Many companies use Facebook for customer service. They can monitor what is being said about their product or service or the brand in general. This often gives the company an early indication that something is going wrong and they can move quickly to fix the problem and tell their followers before too many complaints are received. Another use is for market research to understand what the target audience wants/needs .
Many companies use their accounts on LinkedIn to monitor their competitors. LinkedIn now provides company and Group pages where discussions take place.
All this needs to be built into an effective marketing plan so that any leads generated by social media are dealt with effectively and are converted into measurable business. Once this happens the business owners can no longer say ‘Social Media does not work’
For a free consultation on your social media plans and how it can be used for you and your markets contact us or call 0333 444 8522
Alternatively The 7 touches marketing programme is a programme to develop an integrated marketing plan that is designed specifically to suit your needs. Call us now it you want to discuss your requirements.
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