by Ted Saul
Many are questioning whether social media will replace traditional methods of marketing. The real question is what is a better use of marketing funds and will provide a better hit rate; a campaign that targets a general audience or one that is designed specifically for individuals that have “chosen” to follow your company because they are interested in your product or service? How much more effective is a marketing promotion where the message delivered is almost certain to be read by potential buyers? This is what social medial is all about.
When the Boeing Company wanted to sell their new Air Tanker program to U.S. citizens in order to raise support and visibility on efforts to win the contract from the U.S. Government, they used a social media system of communication. As an aviation enthusiast I heard of the program by way of Twitter from individuals I follow and made the choice to sign up to receive more information. I became the recipient of updates on the progress of the program along with government contact information where I could express my concerns. The program was successful in part because I and thousands of others made the choice to follow and support the initiative.
This is the goal to strive for when building your social media network; connecting with those who want to buy from you. In turn they will tell others with like mind about what you have to sell. If you use Facebook for example, people can chose to “like” you and become your friend. Twitter allows buyers the choice to follow you. As your list of interested parties grow, you can regularly feed information about your business that includes new product introductions, specials and sales. And because they reached out to you, be assured they will read your updates and more importantly, refer what they feel to be important to others.
First steps are to pick a method of networking that works best for you. If you’re not sure, signup for a Twitter or Facebook account and find a company or individual for which you have interest. Observe what they share and how often they communicate. Watch for what catches your interest and plants thoughts of buying. Once you have some ideas, develop a plan for your own company. A phased in approach is always a good idea. Remember that consistency is important so pick your avenue for communication carefully and start sharing information on a regular basis. Make sure to add Facebook, Twitter or other contact information to your business cards, ads and other customer-facing communication.
As your followers increase you will see how social networking is an inexpensive way to start building your company brand. Additionally you’re not limited to a specific region but potential consumers will be available from around the world.
Ted Saul is a business coach and project manager whose mission is to help startups and small business develop plans and processes for growth. He can be reached at t.saul@juno.com, TWS787 and LinkedIn.