There’s plenty being written about social media as a marketing tool for businesses.
How it’s the best way to promote any product or service. How you can build yourself up as an expert in your field and then people will flock to your store or place of business.
I’m certain it’s because of this that every businessperson I talk to seems to have social media on their mind.
If they aren’t already using social media, they are feeling the pressure to get on the bandwagon.
I’m here to tell you that, despite what everyone says, social media is just not appropriate for all types of business.
Social media is a marketing tool, just like newspaper advertising, radio commercials, direct mail, even banners on the back of airplanes. Those are appropriate for some businesses and the same holds true for social media.
Don’t get me wrong. I am not some old fart coming down on the newest technology. No not at all. In fact I embrace new technology. Change is my life. I like social media.
When I’m solving a marketing problem for a client I’ll consider social media along with all the other options. When determining if social media is appropriate, I will ask the following questions. Ask yourself these questions:
1. How big is your business?
Social media is relentless. No matter what else you have going, social media needs your attention. This simply does not work for a small business. You just cannot afford the time. Most small business people who are successful with social media admit they are posting in the wee hours of the morning, after business hours. That doesn’t sound very social to me.
2. What sort of business are you in?
Despite what you hear, there are only certain types of business that are guaranteed to do well with social media. Most of those have to do with consumer goods. If you look at e-commerce in the retail sector, where people are prone to making purchases up to $500, then you’re looking at a social media cash cow. Instagram, Pinterest, Facebook, Twitter — you need all of that when you make and sell things like flower crowns, swimsuits, makeup, bath products, etc.
The jury is still out on business-to-business. While the tech sector has plenty of people with knowledge and experience to spread around and more than enough engineers willing to listen, it’s still not clear if all this “interest” translates to real money.
3. Do you have something meaningful to say?
Are you an expert in your field with knowledge you can share? If so that’s great. Can you dissect what you know into very brief tidbits of valuable content? That’s what it’s going to take to be successful with social media. So many businesses today seem to think that it doesn’t matter what they put out in social media as long as they do it on a regular basis.
I’m here to tell you that this just isn’t true.
Remember, the ultimate goal is to get customers and the only way you can do that through social media is by proving you know what you’re talking about to people who don’t know you at all. The only way to do that is by telling them something valuable and meaningful.
Otherwise you’re telling them you don’t have a clue. Presently there are a lot of companies in social media that don’t have a clue.
4. Do you have the time to wait?
Social media requires plenty of patience.
When you start out you will be providing your valuable insight, obtained over many years of sweat and toil, to very few people.
At times you will wonder if anyone is paying attention to you at all.
I saw a movie recently where the lead character stumbled his way through a tweet that gained thousands of followers overnight, helping him change his life and reconnect with his son.
That’s not real life. Sorry. Social media is slow and steady. Drip, drip and more drips. It can be a very valuable asset for your company if you have the time it requires to build it.
Once established, social media can provide you with a steady flow of new customers. Customers who are seeking you out because they appreciate and value the knowledge you have.
5. Can you convert a “follower” into a customer?
That brings me to the last question. Conversion. Turning all those people following your valuable content into customers.
After all, without that the rest is all a big waste of time and effort. How do you convert these followers into customers?
Most people will not naturally reach the conclusion to buy from you unless you lay it out there for them.
But wait, there’s a rule you must follow in social media. You can’t “sell.”
Nothing will disconnect you faster from your loyal audience than a sales pitch.
No, these people are here to take whatever you have to give them free of charge.
Conversion requires finesse.
It requires the ability to incorporate the “sell” into the free stuff you’re giving them without making them feel like they’re being sold.
Some people are good at it but most are not.
The companies that really succeed at this are the ones that can afford to have a full-time social media manager. One person, who writes the content from the wisdom they pull out of you.
OK how did you do? Did you answer “yes” to 4 out of 5? If so you can feel confident that social media is a direction you should take.
If not, it still doesn’t mean social media won’t work.
It just means you need to hire outside help to get you started. You can hire someone like me who can write intelligently about your business, manage those social media channels and convert those customers.
Social media is a wonderful way to have open communication with your customers and has become a tremendous marketing tool for many companies. Is it the right tool for you?
David Cook is owner of Origin East West, a company providing marketing and creative advertising services to companies on both coasts. Contact him at 425-315-6464 or david@origineastwest.com.
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