I recently consulted with a business regarding their various marketing needs. One of the topics we discussed was social media. After our initial consultation, they decided to hold-off on moving forward with social media for a few reasons/concerns. I hear these a lot, so I thought I’d share them (and my opinion) with my readers.
“I’m not sure I’ll do it correctly.” While it’s not super-complicated, there is a marketing science (and etiquette) to using social media correctly. In a nutshell . . . you need to determine if your customers are using social media, what platforms they engage in and what their expectations are. You need to determine goals and objectives for your social media and create a strategy/plan to meet those objectives. You’ll also need to determine what metrics you’ll use to evaluate your strategy.
“I’m not sure it will pay off.” If you’re expecting an immediate and significant boost in sales by suddenly engaging in social media, you will likely be disappointed. Social media is more about relationship and community building, interacting with customers and a gradual build. It’s about sharing and providing something of value. It’s about the art of attraction. It’s not a soapbox to promote your business with 90%+ of your posts.
“I’m not sure I’ll be able to generate content.” Don’t let that stop you! Chances are, if you Google the product or service you sell, you’ll find millions of hits on that search. Which is a good article? Which is a trusted source? Use your industry knowledge and experience to become an information filter for your audience. That filtering of quality information provides value, builds trust and attracts others. Over time, it positions you as someone with subject matter expertise.
Is social media right for your business? It can be, if you use it correctly (or hire someone who does).