The third installment in our series on marketing your company takes us to the social media phenomenon. We'll look at why it makes sense to include it in your marketing strategy and practical steps to make it work for you.
Just as it is nearly impossible to build a business without a website, many now believe that if you do not have a presence in social media, you will be overlooked.
This statement is one of those hit you in the face kind of realizations. If you are like many, you may feel this social media phenomenon amounts to just “one more thing to do.” Or, you may be one who has embraced the opportunity and now you just need to fine tune your objectives. No matter which of the two describes you, the bottom line is that the way business is done in most sectors is changing rapidly and business owners must adapt.
You can get started in two simple steps…
Social marketing on platforms such as blogs, Facebook, Twitter, LinkedIn, and MySpace, is really, relationship marketing. Social marketing differs from traditional push oriented marketing in which the marketer pushes information via emails, flyers, and various other forms of advertising to the potential customer. It allows a two-way conversation through which you develop relationships with your “followers.” This push/pull format builds trust and credibility which in turn builds your business. As a bonus, you can get feedback and learn from your potential customers!
Here's how it works… You build relationships as you create content that is valuable to your target market. This content positions you as an expert in your field. As an expert you earn trust. The relationship you develop creates trust, which over time translates to sales. In essence, we do business with people we like, respect and who respect us.
Today, the face of a company is its employees. Get to know your potential customers and let them get to know you and your employees by implementing a social media strategy. Understand what you expect to gain from each piece you integrate into your plan. Remember, you can’t hit a target you haven’t identified!
Step One: Start a Blog
Try starting with a blog. Blogs give you an excellent opportunity to show who you are and what you know. Be sure to use your own business URL (http://www.mybusiness.com/blog) as this will contribute to your SEO (Search Engine Optimization) - your ability to be found on the Internet. An online presence means visibility, which means opportunity! Typically, the goal of a blog is to position yourself as an expert in your field and generate traffic to your website. But remember to use your website, not your blog, to sell your services.
Now, take that knowledge and experience you have and develop content that will be considered valuable and interesting to your potential clients. Perhaps ideas on how to incorporate party games into a bounce house rental or suggestions on foods to be served at a birthday party would find an audience. Or - how many visitors might a post on creating the perfect pirate party bring to your site?
It’s important to understand what interests your audience. This is where you can shine. Show them how professional, knowledgeable and creative you are. Show them why they should choose you to service their event or refer you to a friend. As you start to develop content you may actually surprise yourself by how much you know!
I caution you not to give too much away, but give enough to create a loyal following of potential clients. And, when you write…write to an audience of one. Connect directly to your reader. If you need to brush up your copywriting skills I recommend a visit to http://www.copyblogger.com. Step Two: Link to your Blog on Social Media
Once you are creating excellent content you now have the ability to share it via other social media platforms. Research the social media options available to you. Then choose one or two that will give you access to your target market. You can maximize your time by utilizing programs like Hootsuite or ping.fm to promote your blog on multiple social media sites at the same time.
As you develop and execute your social media plans you will reap the untold benefits of getting to know your clients and potential clients on a more personal level. Not only will this help you refine what your customers want and let you keep a pulse on the market as a whole, but it will give you the opportunity to connect on an entirely new level. While the success and viability of a business is determined by the bottom line, the relationship we create with our sphere of influence affects that inner part of us; that part that is in business for the love of the industry, process, result, or just to create a better world.
Action Step: Seriously consider maximizing your influence through social media.
Marketing 201.1 Low Cost - High Potential Media for the Amusement Industry: Getting Started on Social Media in Two Simple Steps - (Read 82 Times)
Posted: Jul 15th, 2010 at 06:03 pm
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