Why social media fires a company's marketing strategy
Social media has hit a new high. It no longer is something that businesses can think about including as part of their marketing strategy. It now is something NO BUSINESS can afford to not include.
During the week, I had a conversation with another provider for one of our clients. They are basically graphic designers who have done the odd website development. From my conversations with them, I am almost certain that the website developer is either a freelancer or a graphic designer who has learned to use Wordpress. There are some things that are really obvious in the work they have just completed.
During the week, I had a conversation with another provider for one of our clients. They are basically graphic designers who have done the odd website development. From my conversations with them, I am almost certain that the website developer is either a freelancer or a graphic designer who has learned to use Wordpress. There are some things that are really obvious in the work they have just completed.
The website is terrible. It does have pretty pictures, but that it! No real strategy has gone into the websites development. The home page is as long as any scroll you have ever seen - literally, right down to the floor. It is full of blank space and menu buttons that should not be on the home page let alone part of the main section of the website.
They seem to be capable graphic designers althought their understanding of brand is reasonably limited - but that is not the end of the world. A marketer can always fix this problem.
But the website is a deal breaker. Worse than that, they now proclaim to be experts in online "communications" strategies to the point whereby they think that our mutual client should not be engaging in any meaningful social media communications. "No-one is going to buy their services because they are on social media".
Is this company sitting under a rock! I know they are in a regional area of Australia - but seriously, where have they been hiding?
Every marketing strategy needs to first look at who the target audience is and understand what makes them tick and how they can integrate areas of marketing to enhance direct communication in a meaningful way.
In today's environment, no marketing strategy can survive without being fully integrated and no matter what business you have, it needs to be online and visible to your target audience and influencers in some shape or form - otherwise, you won't survive.
When I look at an online strategy, the first thing I do is look at the customer.
Then I take a look at where our clients will find them and how they will find our clients.
From a tactical perspective, many clients want things like 100,000 people clicking onto their site every month or more Twitter followers, more fans on facebook and so on. The reality is that the numbers mean nothing and any marketer knows this.
You can BUY followers on any of these platforms and have 50k people following you on Twitter in a matter of weeks, but none of them are going to buy from you or go to your website and spend time viewing what you have to offer.
They are fake. Not real. Worthless. Cost money with no real return on investment other than some short term ego feeding.
Meaningful engagement with followers, fans and people coming to your website may mean fewer numbers on your marketing strategy, but more sales and bigger profits.
Specific goals for your social media plan need to be actionable, and achievable.
Focus on:
- Creating a buzz around your brand: product or service
- Walk people through what you have to offer, so should they need your product or service, they know where to find it
- Engage your social media followers in meaningful conversations that lead to inquiries, sales, referrals and word of mouth conversation
- Gain market share through providing a better customer experience and interaction via social media networks
- Generate leads
For those who are still not keen on social media in the business to business environment, consider the facts:
- Facebook has more than 955 million users with a majority between 18-25; 60 percent of which are female.
- Twitter has more than 555 million users with a majority between 26-34; 57 percent female. Communicate in real time and get the news faster than any other medium.
- LinkedIn is the number one social media tool for business to business marketing with more than 150 million users. Majority between 26-34, directly followed by 35-44.
Creating meaningful content is key. At Marketing Eye, we find a good mixture of blogs that relate to business, marketing and life, ensure that our followers and fans are engaged and want to communicate with us through our many social media mediums.
Remember: Each business is different. You do not need to be like the business next door to you. You should do what works for you and the people you are engaging with. Don't focus on the numbers. Keep track of how much interaction you are having with people on social media and where they are landing on your website or what type of interaction you are having with them.
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comments ( 6 )
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18 Sep 2013It's really a cool and helpful piece of information.
ReplyI'm satisfied that you just shared this useful info with
us. Please staay us up to date like this. Thank you for sharing.
Austin web designer
25 Nov 2012Social Media is becoming more important everyday, and people are getting positive response as well. Web owners are also going social. Thanks to Google's updates. Even Mr. Maven goes social. :) Nicely described the points.
Replyfires
06 Oct 2012wow, it is really great and nice post.
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Anna
26 Sep 2012I think participation is becoming a huge deal for online marketing, and social media can help with that.
ReplyIt's no guarantee for success, it all depends on how you use it. Like you already said in your article, it's a matter of balance, knowing what to say and when to say it.
If you get this right, it a very powerful medium where you can go into a conversation with your consumers. Which is, in my opinion becoming so important for the relation between customer and company.
Tom Casaceli
18 Sep 2012This is a great insight into businesses with a poor integrated marketing communication plans and strategies. Too many businesses today aren't effectively using social media to reach its target market. Businesses are too concerned with reaching the most people they can, not there segmented target market.
ReplyCandice
13 Sep 2012Great post! I agree that relevant, recent and relatable content is indeed key when using social media. One thing that often gets overlooked is the ongoing relationship with the customers. Social media presents such a unique opportunity for you to deliver a message right to customers on their desktop, phone or tablet. To really capitalise on this you need to create an ongoing relationship with them, not just spurts here and there. If you consistently (but not too frequently – you don’t want to annoy them!) deliver content that is of interest and useful to your customers, you increase your chances of being remembered, increasing trust and generating the all-important engagement that is at the heart of social media.
ReplyI love looking at how different companies are using social media to connect with customers but I’m always disappointed when a deep commitment hasn’t been made and the opportunity to create a valuable relationship is lost.