May 9, 2016 Robb Carmichael

Is Your Social Media Strategy Doing Its Job?

If you’re still using outdated sales techniques driven by outbound marketing (flyers, mailings, cold-calling and generic email blasts) or pop up ads and banners, one things certain: your customers are tuning out, or will start to tune you out.

Today’s business executives are very busy and won’t tolerate companies interrupting their day (or flow of activities) for very long. It’s just downright annoying!

Enter Social Media.  Social media provides customers with access to product and service information, reviews and company profiles on their timetable, when they have time and when they want your information.  It’s on their schedule not yours.

Some business leader’s perception of social media is that it’s not important to their business. Their view is that it takes employees’ time and attention away from their work.  In actual fact, social media can be a powerful promotional and even collaborative tool that helps businesses IF it’s leveraged correctly.

I’ve talked previously about the power shift in the relationship between businesses and their customers.  Customers are arming themselves with information, have done their homework and are coming to you when they’ve reached an advanced buying stage. So that’s the good news! These new business prospects have already done their research and are contacting you because they want what you are selling so they are far more qualified than those prospects you might have reached in the past by cold-calling.

Social media lets you provide your customers with information (or content) that they can review at their leisure. With the popularity of a wide range of social media channels, these platforms provide a very effective (and popular) tool for staying top of mind with your customers without interrupting their day or bombarding them with offers, updates and information they don’t want. And, the content you’re promoting on social media channels is all driving visitors back to your website, which is helping to build page views, online traffic and ultimately new business leads.


On average, people spend 1.72 hours per day on social platforms, and almost 1/3 of the world’s population use social media!


On average, people spend 1.72 hours per day on social platforms (about 28 percent of all online activity).  And, attention to social media is growing.  Almost 1/3 of the world’s population use social media, (up 10% in the past twelve months), while mobile access to social media is up 17% underscoring the need for responsive design that supports the growing mobile marketplace.

What business wouldn’t benefit from even a fraction of that face time?

So when you think about social media, think of it like a publishing tool that helps to direct or drive traffic to your website (which in turn helps your website do its job more effectively).

Your website, SEO strategy, blogs and publishing on social media work collectively together to boost profile and help you stay top of mind with your customers so that when they’re ready to buy, they buy from you and not a competitor.

Like any marketing initiative, knowing how to be effective in the diverse social communities is key.  Here are a few Dos and Don’ts as you dip your toe into the social media waters.

Once you’ve understood the basics, it’s time to dive in and start developing relevant, interesting content and promoting it in the right social media channels. If it’s done well, social media marketing can help to drive more customers and new business prospects to your website where people will engage with you at a deeper level and ultimately contact you because they require your products or services …  that is if your web site is doing its job, of course.

Why do we need social media?  It is the platform upon which you can publish and promote company information and content. It’s also a platform that helps build rapport and confidence with prospective new customers. Social Media has a broad reach and rather than wait for new customers to find you, if you use it effectively, you will entice people to learn more about your company by visiting your web site.

To recap:  To remain top of mind until the time comes when customers require your products or services, you need to be on social media. If you’re not active in these channels, you may very well be at a distinct disadvantage vis-à-vis your competitors.

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This is part 3 of our blog series “Is Your Website Doing Its Job?” — read the rest here:

Part 1: Is Your Website Doing Its Job?
Part 2: I Never Thought I Would Blog. I Was Wrong.
Part 4: SEO’s Integral Role in Helping Your Website Do Its Job.
Part 5: User Experience Design: Website Friend or Foe?
Part 6: Steps to get User Experience and Design Right.

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