Social media: most businesses use it as a platform to generate contact, engagement and ultimately sales. But how can we make the most of a tool which simply doesn’t tolerate overt selling? How can we make our conversations count in business terms?
Is Social Media Right for Business?
In short, yes. However – choose the platform which best suits your audience. Think about your content and where your target (and existing) customers will see you. Facebook is still by far the strongest option for volume of users and sharing; but it simply isn’t right for most business-to-business marketing. Pinterest is growing fast and already has the second highest volume of referral traffic. LinkedIn has comparatively small levels of users and activity but is the obvious choice for most business-to-business marketing activity.
Credibility Counts
That’s how social media can definitely help us all. Regular, relevant conversations help generate awareness and credibility. Responsiveness is a key requirement of your social media too. The pace is fast – and unforgiving. A lean month of Twitter content can look like you’ve shut up shop. Often, social media for businesses is about credibility. It’s a powerful back-up for the rest of your internet marketing arsenal. It’s where people will find you to seek reassurance. They’re looking for confirmation of their impressions about you and your business. That’s where it can always help the sales process.
Selling via Social Media
Have you ever stopped following someone because of their non-stop promotional content? Or left a group because of the plethora of sales messages? Many groups monitor this but once connected, you’re vulnerable to direct messaging. People use social media to be social; not to be sold to. Relevant conversations can gain valuable feedback as well as demonstrate your own expertise in a helpful way. So, what you’re selling is your knowledge, your experience; not your product or service in a direct way.
Tips for Social Media Success:
1. Be relevant – in your choice of social media, content and style
2. Monitor conversations; respond quickly and wisely
3. Define success. Do you want website visits, newsletter signups, direct contact? Successful social media will lead to engagement first, then sales opportunities
3. Define success. Do you want website visits, newsletter signups, direct contact? Successful social media will lead to engagement first, then sales opportunities
4. Be patient. Social media for business isn’t a quick fix. But – stick at it… it’s likely to reap rewards.
Need a better return from your social media activity? Contact us at Decisions Marketing for a free discussion. We’re here to help.
