Archive for category Traditional Marketing

In the digital age, everyone seems to be connected. In less than 20 years, the Internet has progressed from a means to communicate via e-mail to a far-flung network of Web pages and Web sites. It seems that everyone participates in the extensive social media network that connects people, businesses, and even communities. Facebook is the current king of the social media, though there are many others including Linked-in, Twitter and MySpace.

Businesses have been jumping onto the social media train, with Facebook pages and Twitter accounts, in addition to traditional Web pages. And it seems that if you and your business are not on social media, then your friends and colleagues see you as behind the times, not connected, and generally out of touch. It’s true that social media can be a useful tool for any business. However, the effectiveness and value of social media to your business varies greatly based on the type of product or service that you sell and how you use the resource.

Like any business activity, Facebook requires the investment of time and money by someone at your company. It is important that whatever your company might do on social media provide a good return on the investment. Should your company use social media, say Facebook? There are some key questions to ask before making a decision.

To begin, what level of involvement do your customers have when buying your product? If a product is expensive, something that affects personal appearance, or will be used frequently and visible to others, you are probably selling a high-involvement product. Certain types of clothing, cars, computers and appliances fall into this category of goods. For products of this type, consumers search for information. They will seek out and visit your Web site to learn about your product. However, they will probably not be that interested in your Facebook page nor will they become a Facebook “fan” or “friend” or a Twitter “follower.”

In the case of lower involvement products like frequently purchased items such as groceries, certain types of clothing (like socks), or inexpensive items, consumers generally don’t search for much information. Purchase decisions are more likely to be made at the store, maybe on impulse, and are almost always made with little pre-purchase planning. Social media does not really enter the equation.

So Facebook has little value to businesses, right? Wrong. The question to ask is quite simple: Can Facebook (or Twitter or Linked-in) help you to add value for your customers and your business? If it can, then you should use it. The goal is to achieve “top of the mind” awareness.

One of the big advantages of social media and social marketing is the ability to keep your brand’s name in front of your customers and potential customers. And in the world of social media, they must want you to interact with them. How do you encourage that interaction? It is easy for a sports team like the Red Sox — fans seek them out. But how do you get customers to become a fan of your company?

One way to take advantage of social media is to provide information to your customers. News of upcoming sales, special events, and news they can use is valuable. Help them see how your brand adds value to their daily life. Make your brand special to them, even something upon which they rely.

There are a number of small retailers and other companies that are on my Facebook friends list or that I follow on Twitter. I am friends with them or follow them because I support their business but also because they provide me useful information. That information is not just about their company or products, but about things that interest me that fit with their image. Think about a restaurant that shares recipes or a good source of organic items, or what to look for in fresh vegetables. Consider a clothing retailer that offers suggestions on stain removal. These are not items on a Web site, but updates that go to all friends and fans on a regular basis.

An important element of building a social media network is to get people to “friend” you or to become a fan. Traditional media is actually helpful here. Advertising that provides a reason for customers to find you on Facebook or Twitter is important. Drive them to your social media site with a special coupon or other offer that makes it worthwhile. Then add value through your postings, offers and information.

On the subject of advertising, some social media sites allow you to advertise with banners. You can reach very specific target markets in this way, and that has considerable value. A company can target an age group, geographic location, and even segment by customer interests. This brings target marketing to a new level at a relatively low cost, with very little wasted coverage.

Once you set up Facebook, or Twitter, or some other social media site, keep it current! Use the site. There are many companies that have set up their pages and then just let them sit there. Or they were enthusiastic for a while and it faded away. Don’t let that happen. It is a wasted opportunity, especially after you have a number of established relationships.

In closing, recognize social media for what it is. It is another tool in your marketing toolbox, but it takes a full suite of marketing activities to succeed. Social media alone will not get the job done. And when using social media, be sure to add value for your friends and fans to keep them interested and to help your site to grow.