Social Media and Your Business
Social Media platforms are all great tools if you have the time and/or budget to put together a strategy that will allow you to build and engage a preferred audience. This is a very good way to market yourself.
The problem is most people look at it and just open up a free social media account… but what’s next. The time and cost involved is about writing great content, having relevant information to you target audience, and delivering it on a regular basis – with an intensity that will break through the noise/competition that is out there. There is a key tipping point that most people don’t get to, to truly make it worth their while to engage in this activity.
When I look at this subject I look farther than just “Social Media”. It needs to work as an overall strategy for your brand connecting across your online network: your blog, website landing pages that can be “lead nurtured”. At the end of the day you can talk online all day, post pics, spend your time on every social media application out there, but without the right strategy and message it ends up being more of a “scatter-shot” approach.
The marketing methodology that we support is “INBOUND MARKETING”. Inbound Marketing is in short:
Advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, email marketing, telemarketing and traditional advertising are considered “outbound marketing”. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
Inbound Marketing has been defined by three phases: Get found, Convert and Analyze. A newer model from Business 2 Community illustrates the concept in five stages:
- Attract traffic
- Convert visitors to leads
- Convert leads to sales
- Turn customers into repeat higher margin customers
- Analyze for continuous improvement
Complex inbound marketing practices target potential customers at various different levels of product/brand awareness. The most scaled tactics attempt to funnel customers from semantically related market segments, who have no product awareness or intention to purchase. This is usually achieved by taking the customer through a structured informational path, which builds awareness and increases interest over time.
Inbound marketing statistically has about a 60% greater return on investment than traditional media, more over it has a longer live cycle than traditional media, due to the way content continues to exist on the internet. For example a blog post you created 3 years ago could easily generate a sale/lead today.