Social media marketing has changed the way we do business. Facebook began as way to for college students to meet and interact. Now it’s a MUST HAVE for every business. How did this happen?
There are more mobile devices on the face of the earth than there are people on the face of the earth. I remember the first phone in a bag. Now everyone has a computer in their pocket. It’s very easy to see how this increase in technology is connected to the rise in popularity of the online communities and social media platforms. Today’s informed customers are able to instantly locate and interact with businesses via social media platforms like Facebook and Twitter As a business owner, how do you use this to your advantage?
Think of social media as a cocktail party.
Yes you can sell on social media. In fact platforms like Facebook have pre-built solutions to sell products and services. But the most successful businesses use social media to build relationships with potential customers or clients. Think about social media as a cocktail party, meet and greet or business mixer. If I introduced myself to everyone I met “Hi I’m David, I sell social media” it wouldn’t take long before I’m in the corner alone. There’s no quicker way to lose a prospect than to greet them with a sales pitch.
Know Your Ideal Customer
I don’t know the stats but I’d bet GMC doesn’t sell many trucks on Facebook. But I know plenty of businesses that make a comfortable living by selling tee-shirts and hats with only a Facebook page and an ad budget. That’s where most of their target audience is located. Identifying and describing your ideal customer is critical to choosing the right platform. If your ideal client is other business owners, then LinkedIn would be a better tool for prospecting leads. If you’re a photographer, you may use Pinterest or Instagram. The point is each social media platform has unique benefits. If your audience is mainly located on YouTube that doesn’t mean you should abandon Twitter. That just means you use a different strategy with Twitter.
Every social media campaign should focus on one of these four objectives.
Brand awareness is all about your brand becoming relevant to potential buyers. This means posting content regularly that answers the questions your customers are asking. That content includes links to blog posts, infographics, statistics, and relevant articles. But don’t forget to show the world who your brand is by posting photos of employees, the office, and company events. You can also post humorous, relevant memes that support your brand. This will help build a connection with customers.
Customer Service and Insights
Quality customer service is arguably the most important factor with customer loyalty. When a customer has a good experience with your business they will share that experience with five to seven friends. However if they have a bad experience they will share it will between 11 and 13 other people. Having a platform where customers can readily get questions and concerns addressed will help you retain customers. The best ability is availability. Nobody wants to wait on hold listening to elevator music. If you’re easy to find and connect with clients will keep coming back.
Social media can be an easy way to survey customers and learn more about their interests, perceptions about your business, and other valuable insights. By engaging with your customers on social media, you can gain valuable insights. Through strategic social media interactions and clear views of your fans’ demographics, interests and behaviors, you can easily spot trends, allowing you to adjust your marketing strategy effectively as needed.
Generate Sales and Leads
Why is it important to think about how to generate leads on social media? Consider that 90 percent of top decision-makers say they never respond to cold calls. On the other hand, 76 percent of buyers are ready to have a conversation on social media.
It’s also a lot cheaper to run a social media promotion than it is to invest in offline media. Even a Google Adwords campaign can add up, and social media posts cost only a little bit of your time to pull off. Plus, you can hear the reaction from potential customers in real-time, which can help you tweak it in strategic ways to increase response.
Getting people to your website through social media engagement can be tricky, especially if you’re on a limited budget and already attempting paid advertising. While paid social can certainly help boost your website traffic, how do you get people to go to your social channels?
Connecting with Customers
Simply creating a social media strategy doesn’t do it. Any plan without action will never work. You can’t create a Facebook page and expect new customers that same day. Don’t expect hundreds of new subscribers to your YouTube channel after creating one “How To” video. What you can expect is that following these simple tips will help you make a connection with more potential customers.
Every customer or client wants to feel like they are your most important customer. This doesn’t mean you have to become their best friend. It does mean they expect the best customer service. Social media is a great tool for this. Maybe your customer is more comfortable asking a question on Twitter. Availability is the best ability.